Power of influencer marketing

OFFICIAL PRESENTATION of the GOLDEN SYSTEM

UGC or user-generated content has become a digital resource with the greatest influence on purchasing, however social media is one of the main components of influencer marketing. Social messaging is expected to become the trend that generates the greatest effect on marketing strategies, some of its perceived benefits include: increased exposure, increased traffic, development of a loyal follower base, lead generation and provision of market intelligence.

Influencer marketing has proven to be a valuable tool for marketers. Some of the main objectives include: improving brand advocacy, increasing brand awareness, reaching new audiences and improving sales conversion. However, the options seem endless. The natural reaction tells us that the more audience an influencer has the better, but is that really the case?

There are many factors to consider when it comes to establishing the best candidate, in our previous post we have revealed you some keys to detect the best influencer for your brand. In this article we will show you the difference between macro and micro influencers so you will know at what point you can work with each of them.

How Facebook Business Manager works

It is advisable to pay special attention to the origin of the followers of the influencer you are going to choose for your influencer marketing strategy. In some cases we find influencers who, despite being from a certain country, have a larger number of followers from other countries that are not necessarily relevant to your business.

Before you start planning the steps of your influencer strategy you must know specifically what you expect to achieve with it. Knowing your objectives and expected results will not only help you choose the steps to follow, it will also let you know if the strategy worked or not.

We know that if you put these tips into practice you will succeed in your influencer strategy, but you are probably asking yourself: "How do I find influencers or micro influencers?

If you got this far, it is because you are really interested in knowing how to apply an Influencer strategy. We hope we have provided you with valuable information so that you can do it or take the first steps.

Cómo inspiran la acción los grandes líderes | Simon Sinek

Abidin, C. (2016). Trabajo de visibilidad: Engaging with Influencers' fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100. https://doi.org/10.1177/1329878X16665177

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234. https://doi.org/10.1080/02650487.2008.11073052

Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2018). La autenticidad bajo amenaza: Cuando los influenciadores de los medios sociales necesitan ir más allá de la autopresentación. Journal of Business Research, julio. https://doi.org/10.1016/j.jbusres.2018.07.008

Bagozzi, R. P., Davis, F. D. D., & Warshaw, P. R. (1992). Development and Test of a Theory of Technological Learning and Usage. Human Relations, 45(7), 659-686. https://doi.org/10.1177/001872679204500702

Bailey, A. A., Bonifield, C. M., & Arias, A. (2018). Uso de medios sociales por jóvenes consumidores latinoamericanos: Una exploración. Journal of Retailing and Consumer Services, 43(febrero), 10-19. https://doi.org/10.1016/j.jretconser.2018.02.003

El Poder Latino: Un renacimiento económico

Las recomendaciones de bienes y/o servicios en las redes sociales son una táctica publicitaria cada vez más extendida. Las marcas son conscientes del poder de persuasión que tienen los influencers en el mundo digital sobre sus seguidores. En este artículo analizamos las particularidades de este fenómeno para, a continuación, centrarnos en su regulación. En concreto, nos referimos al sugerente papel que juega la autorregulación en este ámbito. En virtud de esta última, los códigos de conducta en el mercado de influencers son posibles.

Arrigo, E. (2018). Social media marketing en marcas de lujo. A systematic literature review and implications formanagement research. Management Research Review,41, 657-679.http://dx.doi.org/10.1108/MRR-04-2017-0134

De Veirman, M. Cauberghe, V. &Hudders, L, (2017). Marketing through Instagram Influencers: theimpact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-829. https://doi.org/10.1080/02650487.2017.1348035

Erkan, I. & Evans, C. (2016). ¿Medios sociales o sitios web de compras? The influence of eWOM on consumers' online purchase intentions. Journal of Marketing Communications, 24(6), 617-632. https://doi.org/10.1080/13527266.2016.1184706