Influencer marketing: what it is and what benefits it offers

For years now, it has become quite common to see brands implementing influencer marketing in their strategy, sometimes with good results and other times not so much.

According to Eduardo Lebrija , General Director for North Latin America and Senior Vice President of Panregional Ad Sales at ViacomCBS Networks Americas, he estimates that the value of the influencer marketing industry in Mexico is between 10 and 15 million dollars.

But what is it?

Also known as influencer marketing, this is a marketing strategy based on collaborating with influencers who help connect brands with their target audience.

And what is an influencer?

Or influencers, in their translation into Spanish, are people who have a potential for interaction and reach greater than that of the average person. They connect with a similar audience through their content.

Advantages of influencer marketing

• People trust an influencer more than a brand, as they feel that it is closer to them.
• You can connect with a more specific audience. This is because there are influencers with different reach and focused on specific topics.
• Improve your social media presence and SEO positioning . Influencers generate content that is searched for and shared by their followers.

In which cases is it most appropriate to use this strategy?

• Launching a brand, product or service
• Drive sales or metrics like clicks, new subscribers, downloads
• Position a brand or its products
• Connect with new audiences

What you should take into account when choosing an influencer

Once you have defined the objective of your campaign:

• Look for people who already use your product or service. If you are just launching them or they are not very well known, analyze the networks and channels of influencers to see if they are in line with your brand's ideology.
• Take a good look at their interaction with their audience and take a closer look at their followers. Don't be carried away by how many they have , but by how and how much they interact, as well as seeing the quality of the interactions (what kind of messages they leave).
• Don't try to force content , allow the influencer to adapt your objective to their style to generate a more organic message.

A well-crafted influencer marketing strategy will allow you to obtain optimal results and improve your objectives. The success it has had in many companies has made others join in and implement it as well. Its use will remain in marketing for many years to come.