How many companies use influencer marketing

Mega influencers

Branded content with influencers: one of the best ways to build a brand is branded content with influencers. The main purpose is to generate high quality content to interact with our audience and achieve a greater impact with respect to other marketing strategies. Even so, behind these strategies there is much more work and decisions than we can imagine at first.

Digital transformation is a key factor when planning influencer strategies. 90% of companies already consider that they are in the midst of a digital transformation process, or even that they have already gone through it and are fully prepared.

This entails an obvious advantage when it comes to creating content in the digital ecosystem, since mastering it and understanding its strengths and weaknesses allows us to improve our image in the eyes of the influencers who will collaborate with our brand and for the audience to whom our message will be addressed.

Macro influencer

Influencers are not a novelty. On the contrary, they have been around since the media started to become really massive, first with the written press, and then with radio and television.

Influencers are opinion leaders. They used to be celebrities, sportsmen or political and cultural personalities who, by talking about a brand or a product in the media, had an impact on the purchase decision of their followers.

Reaching an agreement for the publication of branded content is not mandatory, but some companies consider it a necessary step to consolidate marketing actions around the influencer's audience.

Influencer marketing is a growing methodology. As we mentioned in The keys to the new digital marketing, there is "an effort to be in all those spaces that potential customers inhabit, to be able to speak to them in their own language, through the format and channel with which they most identify". Appealing to their referents is just another step in this direction.

Types of influencers

There are more than 4.5 billion users on social networks in the world (56% of the world's population, which is soon to say), and 50 million of them have managed to accumulate enough users to be considered influencers.

Influencers have influence over their audience's purchasing decision. It goes like this. When a creator collaborates with a brand and tells their audience about it, they are sharing some of their influence with the brand in question.

Engagement rate has a huge impact on reach. The higher it is, the more often sponsored posts will appear to an influencer's followers. This gives them a higher potential reach and therefore the cost per impression and engagement is much lower.

In most cases, you won't find competing content on a nano or micro-influencer's Instagram account. Most likely, your promoted post will be the first ad on their account.

On the other hand, nano and micro-influencers can be a great source of ambassadors for your brand. The group of nano and micro-influencers is growing faster than other groups of creators.

Micro influencer

A decade ago, the realm of influencer marketing was limited to only celebrities or a few niche bloggers. Now, we seem to have witnessed a rise in social media influencers saturating the market and even getting caught up in scams.

If you started researching influencer marketing before, you may have come across conflicting information, with recommendations ranging from that it is absolutely essential to use social influencers or that they are not necessary for growth.

At a basic level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers or people who have a specific social audience and are seen as experts in their niche. Influencer marketing works because of the high level of trust that social influencers have developed in their audience, and recommendations from them function as a form of social proof for potential customers of your brand.