IMF Business School · Masters in Marketing and Digital Communication, Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange, IMF Business School · Masters in Marketing and Digital Communication, Become a professional with the best school to study digital marketing in person or online, Influencers are an increasingly used tool in marketing, and in fact, 86% of companies already have a strategy in place that includes them or expect to do so soon. After all, these youtubers, bloggers and “figures” of social networks have a wide network of followers who trust their opinions and are willing to try what they recommend.

And when looking for the perfect influencer for a campaign Jamaica Email List, marketers often focus on the number of followers of the influencer in question, assuming that this will give them access to a wider audience, and therefore will be more effective. However, buying influence may be greater among less popular influencers a priori. This is revealed by a study by the Wharton School and Keller Fay Group, which shows how these users represent a credible and trustworthy channel that has a real impact on consumers’ purchasing decisions. These are people who are not traditional celebrities, nor are they characterized by their fame and number of followers in social networks, but rather they are individuals who are highly specialized in some subject, who are really passionate about and who know very well, and that is why they are seen as authentic and their recommendations on what to buy are strictly followed. They are, after all, experts in the field, who not only make their recommendations online, but also in their day-to-day life.

One of the most interesting findings of the study is that these micro-influencers have 22.2 times more weekly conversations about products and purchase recommendations than the average consumer. In addition, 82% of those surveyed said they were inclined to follow a recommendation made by a micro-influencer, which shows that their power is much greater than previously thought. In addition, these experts or fans of a specific topic not only have more conversations about products, but are also more direct in their recommendations, with 74% encouraging others to try or buy something (compared to 66% of consumers general). On the other hand, most of the purchase recommendations are made face to face, which multiplies their effectiveness. According to the respondents, these micro-influencers had a greater influence than that of traditional word of mouth, since these experts are considered to be more credible than the average person, with more knowledge, and that they better explain what a product is for or how it sebe use.

An opportunity that is not being taken, As explained from Keller Fay Group: “Many marketers are trying to use celebrities as their influencer marketing solution, but they are missing a much bigger opportunity. Our research shows that” real life “influencers who are passionate about what they recommend have a lot more conversations about shopping and consumers are more likely to follow your recommendations. ” And it is that the importance of influencer marketing has led brands to question how exactly word of mouth impacts according to the type of consumer who makes the recommendation. The study thus reveals who has the most influence and why, which is a key tool for marketers to take advantage of this untapped opportunity. They also emphasize that with the Internet, everyone can give their opinion on anything. That is why the really important thing is to discover which recommendations are seen as the most credible. And the conclusion is that, for consumers, the most influential recommendations in social networks are those of those people who are also seen as influential in real life, due to their experience and passion for the topic they usually talk about.



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