Should brands bet on influencers or focus on getting their own influence?

The importance that brands and those responsible for strategy are giving to influencers is increasing. Putting an influencer in your campaign and making them serve to publicize your products and services seems almost a kind of obligation if you want to succeed in the world of brand communication. According to a study by Augure , 84% of marketers create strategies with influencers and 81% consider that these help them meet their objectives. The figures are also more positive as time progresses and have grown by 24% compared to the 2014 numbers. And although according to this study only 9% of those responsible for strategy pay Japan Mobile Database (it is a global average) to these influencers (The figures are higher in the United States, where 54% pay their influencers, than in Europe, where only 17% do) the figures that are usually filtered on what the main influencers charge are usually quite high and surprising .

Some studies, for example, they point out that only on Instagram they are already moving about 1,000 million dollars in payments to influencers. Why are brands so focused on influencers and believe that they are the answer to all their problems? As they explain in an analysis they have done in eConsultancy about the phenomenon, there are several reasons why brands are betting on influencers. On the one hand, they allow you to directly reach the target you are looking for. On the other, they are a key to do it quickly and easily. To reach those audiences in other ways, brands would have to invest a lot more and try a lot more to achieve the same reach.

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But are these realities enough elements to convince you that the best thing to do is bet on influencers as brand and product ambassadors? The reach is fast and direct and the audience is almost waiting for the brand to decide to launch its messages using the influencer, but the truth is that not all that glitters is gold and campaigns with influencers also have their negative point. The B-side of influencer campaigns Influencer campaigns also have their downside and are not as ‘pretty’ as it seems. The first problem, as eConsultancy recalls, is the fact that the engagement that is achieved lasts for a very short time. What does the influencer achieve?

This brand manages to awaken the attention of consumers in a very specific and very concrete way, at an exact moment, generating a peak of interest at the moment in which the influencer talks about them. But once that moment is passed, the interest gained deflates like a cake that has been taken out of the oven too soon Brother Cell Phone List. At the exact moment, brands have achieved high interest and have notably improved their social media metrics. In the medium or long term, the effect of what the influencer has said or done is much more questionable. And this raises a question: are brands really paying for an influence that is not really what they are thinking they are getting?

That is, aren’t they actually falling a bit short and isn’t it all promised actually a bit of betting on creating a bubble moment of difficult future conversion? Own influence Although campaigns with influencers are increasingly popular, the truth is that these should only be seen as a push to the position of the brand among consumers and not only as the only solution or tool that brands can have to position themselves. Given that the effect of the campaign with influencers is, in general, ephemeral, companies should use them in a specific or limited way and, above all, they should take into account a key element when designing their strategy.

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If what you want is to achieve a long or medium term effect, you do not have to trust the other influencers. You must achieve your own influence. Becoming the reference source in a field, at the point where consumers always trust when they want to find out something or understand what is happening is not easy. The brand has, on the one hand, to bet on a very specific and well-worked communication strategy and has to make a big vote for transparency, for gaining the trust of consumers. On the other hand, you cannot expect immediate results. You cannot hope to become an influencer overnight and thereby be the one to influence more and more people within two days.

Becoming an influencer is a long-distance career, in which the work done for a while has some effects. But even if the results are not immediate and even if a commitment to the medium or long term is required, the results that will be achieved then will be much better. The brand will be the ‘owner’ of that audience that is waiting on the other side and will have control to spread the messages it needs or wants. And, unlike the ephemeral effects of a campaign with influencers, the company will be able to decide how long the diffusion of a message lasts (and therefore the audience’s commitment to it) and the effect that it wants to achieve. In addition, the truth is that the brand will not depend so much on the specific messages that it disseminates to achieve the commitment of consumers with the company and its products on specific topics, since by becoming an influencer it will be able to make being a specialist in certain topics end by joining what consumers think of your own brand values.

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