Master in Strategy and Creative Management of the Brand – UPF-BSM, Learn to conceptualize a brand and define its creative and communication strategy. IMF Business School · Masters in Marketing and Digital Communication. Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Influencer advertising is one of the longest-lived formats, possibly going further back in terms of ad types. You only have to use the newspaper library to see what the brands of the past did and who they used to position their products. Even before Hollywood stars became the protagonists of practically any type of advertisement that brands came up with, there were already advertisements featuring celebrities and in which they recommended products. But the truth is that even before the famous person on duty was signed to be the ambassador of a certain product or a certain service, brands were already impacted by the consumption habits of what we would now call influencers, very popular people who achieved impact directly on the consumption decisions of others and that made everyone buy certain things. You were those people who imposed fashions and made everyone consume according to what things.

Influence is still influence, Things have not really changed that much over time and the effects that certain elements have on other consumers have not changed so much. There are still celebrities who continue to make Iraq Email List consumers do certain things (who has not cut their hair following the photo of a specific celebrity?) And there are still characters who influence the purchase and consumption decisions of other consumers. What has changed and what makes buyers today very different not only from what consumers were like 100 years ago but even those of 10 years ago is that who can become one of those influencers or who is really that influencer is no longer the same type of person that he was in the past.

To understand who modifies the purchasing decisions of consumers and to understand who has a direct effect on them, now we have to look at other elements. Influencers are no longer famous or celebrities. Now, to find the influencers, you have to look on social networks and video content. The stars of Twitter, Instagram or YouTube are the ones who make consumers buy a new product or not. You only have to look at the list of the most influential people on the web, dominated by celebrities of this new breed, to understand how things have changed. Now, YouTube and social networks are the new cradles where new influencers are born and emerge.

The new influencer marketing
More and more brands are relying on these influencers and they do so for several specific reasons. First of all, there is the fact that these influencers connect to a greater degree with the audience. Secondly, there is the fact that consumers are increasingly disinterested in traditional advertising formats and therefore brands are looking for alternatives to help them position themselves. And on that list of alternatives the new – and powerful – influencers are getting an increasing share of the pie.

The why of video and its influence, “Video is becoming the king of marketing influencers because it offers an almost infinite formula connecting, through the influences, with consumers in a way captivating and intimate , ” he told Biz Report Todd Cameron, responsible TapInfluence. But in addition to giving an opportunity to connect, influencer marketing is achieving good results and helping brands to really achieve the engagement they seek. Brands have yet to adjust well how they use these figures, since although in general everyone seems to be clearly seeing the power of influencers and their potential, they are still falling in not very high figures of really effective use of them . Thus, only 35% of brands consider that they are using influencers in a really mature way in their strategy.

Leave a Reply

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