Influencer Marketing: key points for understanding its power and impact
26 de March de 2020
26 de March de 2020
What is influencer marketing and why has there been such a boom?
Marketing, taken to mean the set of techniques that promote the commercialization of a good or service, is in a state of constant expansion. This is due to the fact that the market is not state but rather, just the opposite, it steadily transforms as humankind advances. One of the most important branches in this discipline that has undergone a huge boom in recent years is influencer marketing, but why? What is the reason for the powerful presence of influencer marketing in the modern world? Let’s find out with this overview of the 4 key points for understanding influencer marketing.
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Influencers and Social media
Influencers are the children of social media. They are a direct product of the rise in online platforms such as Twitter, Instagram and YouTube. However, the figure of the influencer has always existed. Weren’t John Lennon or Camilo Sesto the influencers of their day? Society has always had a propensity for investing their hopes, dreams and desires in particular personalities, and the emergence of social media has simply made this trend go mass market and mainstream. This has led to a constant stream of leaders emerging with the power to move masses in practically every area of the economy.
Engagement through human warmth
Now we have a better insight into the mass market appeal of these trendsetters, let’s go back to the main question. Why has influencer marketing become so important nowadays? While this isn’t an easy question to answer, it can be summarized in the argument that influencers have humanized traditional marketing. Promoting a product is no longer approached from a cold corporate perspective, but rather as a friendly tip from a mate. As a result, influencer marketing manages to improve engagement, traffic and the brand’s reputation like almost any other strategy.
Influencers: promoters and defenders
So, what are the specific advantages that influencer marketing offers? As well as traffic, engagement and reputation, influencers can become the face representing the brand, which not only lays the groundwork to build a close relationship with the customer in order to offer them the benefits of the product, but also to resolve problems and alleviate crises. In terms of digital scandals caused by unsatisfied customers and which jeopardize the brand’s reputation, crises tend to be very complex situations to manage. Nowadays, a hashtag can trigger the breakdown of practically any company.
However, influencers can be a key ally in helping to calm the tempers of the fired up masses. A committed influencer can be the best promoter and also the best defender.
Future: Digital Influencers with the help of AI
What about the future? With the unstoppable growth of social media, influencer marketing looks set to keep on growing, as will its impact. New channels, such as Instagram TV and Tik Tok, offer an increasing number of facilities to capitalize on the influencer boom. Likewise, new technologies such as robotics and artificial intelligence are strengthening this field, even leading to the development of so-called “digital influencers”: 100% digital and computerized models that already have millions of followers. The most famous examples include @lilmiquela and @bermudaisbae.
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We invite you to find out more about EAE Business School’s Bachelor Degree in Marketing and Digital Communication.
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