For this year, it is estimated that the global influencer marketing market will exceed 16 billion dollars, which would be above the levels it had prior to the pandemic. In general, it is a dynamic market and it will continue to grow to the detriment of others, such as print media, or other traditional ones such as television.
For many companies, for example, it may be much more relevant to allocate their resources to an influencer with 100,000 followers on Instagram than to a one-day advertisement in a newspaper that reports a print run of 100,000 copies.
In other words, every day brands focus more on investing in positioning in search engines and social networks, CRM (Customer Relationships Management) platforms, and digital media in general. And one of the consequences that this investment in digital will bring is that companies and brands will specialize, knowing how to really reach and impact their audiences. Eventually, companies (big and small) will consolidate within the wave of digital marketing; And within this context, what will be the role of influencers?
Currently about 70% of communication and marketing professionals work with influencers to promote content. And one of the most complex tasks is finding those people who are really relevant to a brand’s campaigns, 61% of professionals consider it the most difficult task.
When the ideal influencer is found, the brand has a direct communication channel with its target audience for the positioning of its key messages. In other words, it can be said that today the influencer is a link between the brand and its digital audience; It is a valuable alternative to gain relevance in spaces online.
But once own-account brands gain these spaces online, the vision that influencers will have will be very different. At first, the number of followers was privileged over any other data. Today the engagement that they generate is the main starting point when talking about the subject. It is useless to have a million followers if there is no interaction with them and you cannot establish a connection with the brand that is being promoted.
On the contrary, those influencers, who are not celebrities and do not have hundreds of thousands of followers, are the ones that generate the greatest connection with their audience and therefore Therefore, they are the ones that give the most performance to the brands. A study by Influencer Marketing Hub indicates that nano–influencers (10 thousand followers) offer a 60% higher performance compared to those who have more than 10 million followers.
That is why the aforementioned platform foresees that 39% of the marketing budget of influencers go precisely to those who have less than 10 thousand followers; while another 30% would go to micro- influencers (100 thousand followers).
He engagement that is generated with nano-influencers allows brands to generate content of greater value to transmit it in a more humanized, real way and in accordance with the values of the company.
This context invites us to think that as brands become more digital, influencers who behave like celebrities and do not add real value to brands will be left out of the equation. will be the nano- influencersthe niche personalities who will become the future of influencer marketing.
