Influencer Marketing

5 de October de 2021
Google Penalties
5 de October de 2021
Digitalization of companies
5 de October de 2021


Social media has become a fundamental strategy for brands. Through these types of platforms, brands invest in influencer marketing to reach the largest number of target audiences. In many disciplines of digital marketing, there has been a shift from a strategy based on affinity with the medium to very complex data and programmatic solutions.

Influencer marketing is going to follow these same steps, since evaluating influencers based on the number of followers and reach becomes somewhat obsolete. Brands must know where those followers are from, how many they will be able to reach, if they are related to them … and not just identify the influencer’s reach (number of users who have seen their publication). The agency specializing in influencer marketing SamyRoad highlights four trends that brands must take into account to impact on social networks.

Evolution of formats in Influencer Marketing

Video is the main format of the branded content of 2020. Statistics in the industry suggest that the audiovisual format will represent around 80% of all internet traffic in 2021 *. Whether in the form of stories, tutorials, step-by-step, product reviews … influencers are now more than ever producers and distributors of content.

In addition, for brands, the content generated by these creators is a very profitable and efficient way to distribute their message and video content among audiences and therefore they will turn to influencers with a strong learning in audiovisual production.

Goals beyond Instagram and YouTube

Brands are going to focus advertising and influencer marketing towards emerging channels such as Tik Tok and more specific ones such as Peoople, despite the fact that Instagram and YouTube continue to be the networks par excellence.

The substantial growth of new social networks will push brands to diversify their strategy and expand content on new platforms that also represent good opportunities to reach a target that is difficult to reach and convince: millennials and generation Z. Creativity on the part of The influencers and the personalization of the campaigns will be essential to gain a foothold in new platforms.

Performance-oriented campaigns

So far, reach and engagement have been the most used metrics to quantify the success of campaigns. From now on, other tracking methods, discount coupons, and variable fees will be increasingly considered in the strategy as key elements for brands that, beyond notoriety, will have a new objective: conversion.

Leave a Reply

Your email address will not be published. Required fields are marked *