Todo lo que necesitas saber del marketing de influencers en 2023

All you need to Know about Influencer Marketing in 2023

Influencer Marketing for another year, and despite the traditional press, it will continue to grow, as well as investment in Influencer Marketing by brands, continuing upward investment in this type of digital marketing strategy. .

According to the Influencer Marketing Hub, between 2016 and 2022, investment in Influencer Marketing has grown by 864%, so we can safely deduce that this upward trend will continue in 2023.

Therefore, if you are determined to start carrying out Influencer Marketing campaigns, we share everything you need to know about this type of campaign, so that you can be successful this 2023.

What's an Influencer?

Before we begin to reveal the secrets of Influencer Marketing for 2023, we will start with the most basic and essential that you should know, especially, and the question that many ask themselves: What is an Influencer?

As much as influencers may seem like a recent phenomenon, the truth is that influencers are nothing more than opinion leaders, who have been around for thousands of years. But the appearance of Social Networks, and content creators, the term “influencer” became popular.

Therefore, we can affirm that an influencer is an opinion leader who creates content on Social Networks and who has a captive audience. And depending on the size of your audience, we can divide it into different types of influencers:

  • Nano Influencer. Between 1K & 10K follwers.
  • Micro Influencer. Betwteen 10K & 100K followers.
  • Mid Tier Influencer. Between 100K & 500K followers.
  • Macro Influencer. Between 500K & 1M followers.
  • Mega Influencer o Celebrity. More than 1M followers.

How to Use Influencer Marketing?

More often than not, we come across clients who have used influencers in the past, but when push comes to shove, it hasn’t delivered the expected results. And that is due to 2 factors:

  1. Lack of knowledge about the industry and the different types of influencers and their particularities.
  2. Most important of all, not having a very clear objective from the beginning.

The Campaign's Main Objective

Have a clear objective of the campaign, what we want to achieve with it; since depending on it, we will select one type of Influencer or another. If what we want is a conversion campaign to get leads or sales, then we will carry out a campaign with Nano and Micro Influencers, since their engagement-rate (interaction ratio) is the highest among influencers.
If what we want is a Brand Awareness campaign, since we are launching a new product, for example, then it is best to use a Mid-Tier, Macro or Mega Influencers, because their audience is much larger. But be careful, despite the fact that they have a larger audience, their engagement-rate is much lower, so they are not very useful when it comes to converting sales or leads.
We can also create mixed campaigns in which the 2 previous objectives are kept in mind, and the different types of influencers are used. But the main thing before looking for influencers or setting up a campaign is to know what the objective is that we are pursuing.

The Audience to Reach.

The audience you want to reach is used to a certain type of content, so when you select influencers, you should not only make sure that they are the right content creator for the stated objective, you should also be sure that their audience is the same as the one you want to reach. What are you trying to impact?

For example, if you have a product for new Moms, and you select a Fit Mom type influencer on instagram, check that her audience is really the audience you want to reach (new moms), and not men looking to drool over a pretty girl on leggings.

Today also, it is very easy and accessible to buy fake followers online (so-called bots), so you must also be sure that the selected influencers do not have a large part of fake followers, since in this way, your message will not impact anyone, and your campaign will be a flop.

The Selected Influencer.

Finally, once the objective of the campaign is well-defined, and you are sure of the type of content that your Buyer Persona sees, then it is time to deal with the content creator.

Although, as a general rule, we don’t recommend intervening in the influencer’s creative process or editorial line. After all, the content creator knows their audience better than you and me, and knows what kind of content they like and how they like to consume it.

2023, Time to be Transparent and Experiment.

Although we still see a lot of content with a lot of filtering or a lot of editing, which is not bad, more and more users are looking for more authentic, less produced and more raw and real content, especially among the most followed influencers.

These changes in content consumption habits and trends only make 1 thing clear, and that is that the Influencer Marketing strategy does not end with the objective, the audience and the selection of the influencer. It is necessary, without modifying the editorial line of the creator, to propose clear messages in a creative way. Even selecting the same influencer, we can do it in an unconventional way.

For example, if our brand is makeup, the resource most used by makeup brands is to use content creators related to makeup (makeup artists) or fashion. Which means that you are competing in a very crowded space.

But… and if instead of using a makeup and/or fashion influencer, you used an influencer who talks about entrepreneurship, not only showing your brand to highly motivated users to improve their lifestyle and income, but championing the empowerment of women in the business world.

Don’t be afraid to get out of your comfort zone and look for clients outside conventional content.

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