The influencer fever is a fact. For any type of launch, the first strategy that comes to the mind of entrepreneurs who do not have much knowledge in the marketing field is the use of these web personalities to engage an audience similar to their ideal target. However, it is necessary to ask the question: "is investing in influencers the right answer?” – after all, there are many other strategies that can be used in their place capable of bringing results as good as
In fact, there is no denying the influence of these personalities today. In a survey conducted by StartSe, related to the use and effectiveness of influencers, as an example, 75% of respondents stated that they have purchased something because they perceived the product as a good opportunity presented by an influencer; more than 55% said they have more confidence in buying from a brand recommended by someone they follow on a social network
In terms of results, a study presented on the Harvard Business Review portal in 2022 showed that companies that had a 1% increase in investment in influencer marketing achieved a 0 engagement growth,46%, what suggests that the strategy can, in fact, result in a positive ROI. In practice, the use of influencers to increase brand awareness, talking to an audience that is within your area of interest and increasing the connection with people, something that is not only viable, as extremely recommended to stand out against competitors
The way they are dedicating space in the online environment, however, has been modified in recent years, moving from the figure of "focus" to one that more clearly presents as a lifestyle host, and becoming a link for someone who seeks connection with clients while prioritizing the product as the main focus of partnerships. With the arrival of Generation Z in the market, this type of strategy has been gaining even more strength, attracting the attention of brands and entrepreneurs to the fruits that can be harvested through this movement
For those interested in forming these partnerships, some care needs to be taken to ensure a good promotion of your products or services. When launching a new product, for example, forming a partnership with a digital influencer to only announce this news will work, in the best of your possibilities, if the introduction of the brand is done gradually to create a bond and interest from the followers. One tip that can help with this is to bet on the originality of these personalities – something that, still according to the data from the same Harvard Business Review research, is responsible for an increase of about 15% in influencer marketing ROI
In light of this data, there is no denying that investing in partnerships with influencers can be the right answer for many brands. The decision to follow this path or not may vary depending on the size of the business or company for which a marketing plan is being drawn up. Furthermore, it is extremely important not to overlook the strategies and even more basic actions such as, for example, a paid media campaign on social networks, what can, sometimes, bring a higher ROAS that is much more interesting than a partnership action would bring
Each business has the answer or the ability to analyze and determine whether investing in influencers at the current moment is interesting or not, for what, from this, find the personality that best fits your target audience so that you can build an effective communication and promotion strategy for your products and services
