How to do influencer marketing

Centro de marketing de influencers

UBU es una empresa francesa de marketing que especialmente es conocida por dedicarse al marketing de influencers. Hace una semana, se conocía el acuerdo entre UBU y la firma de tecnobelleza sueca, FOREO en la implantación de una nueva propuesta de marketing que optimizará la selección de embajadores para las futuras campañas de FOREO.

UBU ya ha trabajado con empresas dedicadas a la tecnología como FOREO, ya que en su portfolio se encuentran otras empresas como Jennyfer, BA&SH, TheBradery, entre otras. Paul Albou, cofundador de UBU ha expresado su satisfacción por esta nueva alianza: "Es un gran honor para nosotros trabajar con FOREO, y como empresa de tecnología de software es muy emocionante influir en el compromiso de la comunidad de una empresa líder en clean-tech".

Por otro lado, Albou ha querido explicar la importancia que adquiere hoy en día el marketing de influencers y cómo se desarrollará este nuevo programa: "el principal punto fuerte de nuestra plataforma es que permite a las marcas desarrollar una estrategia de community engagement frente al tradicional management de comunidades. Las marcas están acostumbradas a separar el marketing de influencers del community management, pero hoy el marketing de influencers es cada vez más competitivo, ya que puedes encontrar influencers trabajando tanto con Shein como con Dior, por lo que los precios se disparan. En este contexto, las marcas con una base de fans sólida como FOREO pueden obtener ROI mucho mayor si aprovechan a sus fans para actuar en las redes sociales." Desde FOREO esperan explotar al máximo el potencial que les ofrece UBU, empezando por conectar todos sus canales sociales para permitir que todo el equipo que forma parte de la Media Social no pierda la oportunidad y mejorar las ventas.

What is an influencer

How is influencer marketing just the beginning of this space? Influencer marketing is a type of social media marketing that uses a lot of help through sponsorships and products mentioned by influencers. These people have dedicated social followings and are considered experts in their particular area or niche. This type of marketing works because people trust the social influencers they follow. And recommendations from these influencers will function as social proof that companies can target their potential customers. Social media has started to gain momentum recently, especially in the post-pandemic era. While sitting at home, people were more glued to their screens and realized they were missing out on a lot. That's why so many people have joined social networks, or have re-activated their long-lost accounts and gotten back into the swing of social networking platforms.

Nano influencers examples

There are more than 4.5 billion social media users in the world (56% of the world's population, which is a lot 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.

Influencer marketing examples

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.