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Influencer Marketing: What is it and how can you use it for your brand?

If you keep abreast of digital trends and are present in social networks, surely you have already realized a phenomenon called Influencer Marketing.

If you do not know this technique with more and more strength in Digital Marketing or want to implement a marketing campaign with an influencer for your brand, read this article and understand what it is and how you can use it in your favor.

Influencer Marketing is based on the old idea that "word-of-mouth" is the best advertising, with the particularity that whoever spreads the message is an influencer. A digital influencer is a personality that has a solid base of followers or fans on digital platforms and social media like Instagram, Facebook or Youtube. It is not enough to have many followers to be a digital influencer: it is necessary to create a close relationship with the public - which is usually very well segmented - to the point of becoming a person in whom followers trust their choices and decisions.

This phenomenon has a lot of expression in Portugal, with many Portuguese Youtubers linked to beauty and fashion advertising the brands to which they associate. Influencer Marketing is especially effective since it has a greater emotional appeal because it is carried out with people who are close to their audience, spontaneous and who value the interaction with followers in social media.

A study by the Influencer Orchestration Network (ION) reveals that brands that use influencer marketing have a 37% higher customer retention rate than those who do not use this technique.

There are a few factors to keep in mind when a company decides to work with an influencer. First of all, it is important that you get to know your audience and to whom it responds. If your audience is young, a young Youtuber is likely to be the ideal personality to advertise your product or service. However, the same person may not have the same influence on a senior audience, making the identification of the public the priority. Thus, your target audience is directly related to the choice of influencer with whom you will work.

Another important factor to take into account is to give creative freedom to the influencer. Influencers usually communicate very well in their channels, so giving them a written script and asking them to debit word for word is a bad idea. Spontaneity and creativity are inherent characteristics to almost all digital influencers, so ideally you will meet with him or her, define the points that would be interesting to focus on, and leave the creative part with the person.

If you think this might be a good option for your brand, risk it, you will not regret it!

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