Why use influencers ?

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Before, when something came on TV, we would watch it, it would end, and that was it. Today, however, we can press repeat and watch it as many times as we want.

New generations can choose what content to watch, when to watch it and how many times to watch it for free.

On the other hand, audiences interact with this content through their mobile phones, streaming and social networks, something that did not happen before the development of the Internet.







Many brands want to reach these audiences, but they don't know how to do it. They offer a service, a product, an idea... but they don't know how to communicate it or how to reach them effectively.

The influencer figure is capable of connecting brands with their audiences in a very natural way through new communication channels, such as social media. And they achieve this with tremendous prescriptive power.

The importance of having influencers in numbers
96% of young people between 13 and 17 years old spend 11 hours a week consuming content on YouTube.
70% of these young people watch the videos within 24 hours after they are uploaded.
62% of young people of that age say they would buy a product recommended by their influencer.
An influencer explains to the audience how they value a product and why they would buy it. They recommend it with sincerity, through the human connections they have established with their community of followers and which generate so much credibility.

How to choose the right influencer for a successful campaign
But which influencer should you choose? Is it better to choose someone famous? Someone with a lot of followers?

You might think that the ideal influencer for your brand and your next campaign is the one with the most subscribers or views. It's easy to think that the more subscribers you have, the more audience you'll reach.







However, it doesn't work exactly like that. There are several factors you need to take into account:

1. Passion for the brand
Being an influencer is not the same as making TV commercials. The content mlm marketing list must be organic and provide that “something” that the audience is waiting for.

It has to bring credibility and naturalness. Could you put a Pepsi ad on an influencer who always drinks Coca Cola? No, right? It wouldn't be credible, and what isn't credible doesn't work.

[Tweet «The ideal is to integrate the brand into the content generated by the influencer in the most subtle and natural way possible.»]
Ideally, the brand should integrate with the content that the talent or influencer is offering on their channel, for their audience, in a very natural way.

It doesn't mean hiding the brand, the audience isn't stupid. But it does mean making it perceived fluidly.

2. Reach and Engagement
It is much more interesting to look at the engagement ratio . That is, let's think about two influencers : A, who has 50,000 subscribers, but an average of 10,000 views, and B, another influencer who has 5,000 followers and whose videos have an average of 35,000 views per video.







This means that even though influencer B has fewer followers, his community is more loyal and they watch all of his videos. Maybe for your next campaign you should choose B, depending on your objectives.

3. What is the audience like?
It is important to know the audience of the influencer you want to target. Analyze whether they match the buyer persona or target you want to reach with your campaign.

If the influencer 's usual audience , their subscribers, their community, are not in line with your target audience, it will be much more difficult to generate the desired engagement and achieve conversions.

[Tweet «If we want to get it right with an influencer, their followers have to match the target of our campaign.»]

To do this, we will study the statistics we have available, and we will segment between men and women (if sex is relevant), by age, by purchasing power, by consumer habits... and even by affinities, tastes and hobbies.

The audience is even more important than the influencer himself. It doesn't matter how well the message is conveyed if it doesn't reach the right audience.

4. Presence of other brands in the channel
Also consider how the influencer has worked with other brands before. This way, we will know how they have done it, what inspires the audience, how they communicate… and how professional they are.


Is there cannibalization with other brands? In addition, it is critical to ensure that our brand is not harmed by a lack of coherence or incompatibility. If there is a conflict between a previous influencer campaign and another brand, in the long run, it can affect our credibility.

Before betting on an influencer, detect possible brand cannibalization

With this research we will get an idea of ​​whether the talent is the type of influencer we are looking for for our audience or if, on the contrary, they do not fit the brand.