Monday, 3 july 2017 | Redacción CEU
Transgressive, incendiary, instigative, with influential force,... The interventions of influencers and trolls on the networks set the pace of the Social Media Marketing dance. They can extol or prostrate a product with just a remark. Are we meeting the new force of public opinion? Are these ones the new leaders of the digital space? How should online marketing tackle these social agitators?
The influence of these actors on the strategy to follow for any digital marketing professional is unquestionable. Not all the companies opt for choosing an influencer marketing plan, but what a influencer says about their brand can change everything. What a company does avoid is the presence of trolls in their networks. These roles, trolls and influencers, are as antagonistic as similar. These new social network's characters know the language of the masses and how to convey their message.
Influencers: renewing or dying...
Companies are increasingly aware of the importance of the influencers in our society. Under the premise "renewing or dying" many Spanish enterprises start to adopt influencer marketing strategies. In particular, these firms follow the trail of profiles that adapt to their message and concept on social networks, and use them to extend their brand. They look for people who tell their stories for them. The results seem to be very positive.
An influencer is a person who has a strong presence on social networks and possesses credibility for its public. He/she is also able to generate a growing interest and create trends. What hooks people to this character is its naturalness. Whit the old advertising, when an actor made a cameo on TV, it was perceived as something unnatural. However, influencers are agents who build trust in a spontaneous way. The masses want to listen to people, not to products. They get to speak in their own language and reach them.
At a time when companies confess spending a lot on advertising for a very low return, the Influencer Marketing, the new modality that generates sixteen times more results than old adverting –according to a study by Nielsen and Comscore –, promises to become a very important tool in Digital Marketing. What things have to be taken into account when implementing this strategy in a company?
- Finding a suitable influencer
The influencer should adapt to the brand and have a similar style. If it is not credible, it would not be effective. This must be one of the most important tasks in the development of the influencer marketing strategy. The right tools should be used.
- Real experiences have a lot of strength
Among the practices that are carried out, we find inviting an influencer to spend a weekend doing all kind of activities with the continuous supply of the brand drink that they want to sell, or sending him/her the last model of sneakers to try them before they launch them to the market.
- Setting a target and establishing a strategy based on it
The script of an influencer must be real and expressed on his/her own words. It is also essential to develop a marketing strategy with a defined goal.
- Adapting the strategy to the most suitable channel
The influencers are the kings of Instagram and Youtube, but do not forget other networks like Twitter, Facebook or Pinterest.