In the past, the way a brand reached its potential customer was through advertising in traditional media such as television, radio, or newspapers. They could also participate in events or provide customer service lines to understand their needs.
Social networks and the influencer boom changed everything. Today, being an influencer has become the dream profession for many young people. For brands, this represented a new way to connect with their consumers in a close and agile manner. Do you want to know more about this digital marketing revolution?
Here are some ways influencers are driving changes in this industry:
a) Close to the audience
Influencers are those social media users who have an engaged audience on a digital platform such as Instagram, YouTube, TikTok, etc. These users have become trusted figures for their followers, who choose them for the content they publish. Unlike traditional celebrities, influencers share content that reflects their interests and personalities, making them closer to their audience.
b) Audience segmentation
Influencers specialize in specific niches, which means their audience is highly segmented. They usually cover topics such as fashion, travel, beauty, fitness, technology, gaming, or food. This is valuable for brands, as they can reach a very specific audience through an influencer with a large following in that area.
For example, some influencers who are experts in the entertainment world can reach audiences of fans specifically interested in video games, poker, or online slots. This type of influencer is booming, as by streaming these kinds of games live on platforms like Twitch while narrating their experience, they reach a well-segmented group of followers.
c) Measuring results
Since their work tool is social media, influencers have the ability to measure the results of their content in real time. This allows brands to see how a campaign is performing and make real-time changes to improve its effectiveness. For example, an influencer has information about how many times their post has appeared to users, the interactions from their followers (“likes,” “comments,” “shares”), and the number of clicks on a link.
d) Greater reach
Influencers have a much greater reach than brands on social media. Their followers are often very loyal and willing to share influencer content with their own followers, increasing brand exposure. Because of this popularity, clothing, cosmetics, and personal care brands often choose them as an important part of their digital marketing strategy.
e) Collaborations
Finally, something common to see on social media is so-called “collaborations.” In these cases, influencers can collaborate with various brands and companies to create joint content. This allows brands to reach a new and diverse audience and increase their reach on social media.
In summary, influencers and social networks are changing the way brands interact with consumers and are driving a revolution in the digital marketing industry. As more and more companies realize the power of influencers and social media, this trend is likely to continue growing in popularity in the coming years.
