Definition and Mechanism

Influencer Marketing is a strategy that allows brands to collaborate with influential people on social media to advertise products or services.

These influencers, through their social channels, have the power to influence the purchasing decisions of their followers thanks to the trust and authenticity they have built over time.

Unlike traditional advertising, influencers are real people who share genuine experiences with their followers, making promotional messages more personal and direct.

I report some data presented during the event “People are Media”,

A workshop organized by the Media Communication and Entertainment Group of Assolombarda.

In the last year, 64% of Italian companies (80% of multinationals, 57% of SMEs and 50% of startups) have resorted to influencer marketing operations.

In our country, in the last two years, investments in influencer marketing have grown by 131% and have reached a share equal to 8% of total digital investments.

The research also reports a very interesting fact, that is, the objective that companies wanted to achieve thanks to influencers.

• improved brand reputation (56%)
• event promotion (18%)
• increase in sales (17%)

The above clearly indicates the strategic choices that marketers and marketing managers are making to achieve the objectives set in the various marketing and communication plans.

“For us at Enel, influencers are fundamental. We have started using them to talk about energy transactions and have activated more usa email list  than 400 of them around the world. We don’t want to talk about the various topics ourselves, but we prefer that they do it. So far, we have reached 12 million people”

Isabella Panizza, Head of Communications Digital Hub of Enel

Source:  www.liberoquotidiano.it

The Importance of Trust and Authenticity

 

 

One of the key factors that determines the success of Influencer Marketing campaigns is trust.

Influencers, thanks to their what does a social media manager do?  ability to build authentic relationships with their audiences, can convey advertising messages in a more organic and less invasive way.

This personal approach ensures greater engagement and a higher probability of conversion than traditional advertising.

Effective Strategies and Segmentation

Choosing the right influencer is crucial.
It’s not just about the number of followers, but also engagement, niche, and alignment with your brand values.

In this context, different categories of influencers emerge:

• Nano influencers : With a follower count ranging from 1,000 to 10,000, these influencers have a high level of engagement and are canada email lead perceived as highly trustworthy by their followers.
  They often operate in very specific niches, offering high relevance for brands looking to reach well-defined audiences.
• Micro Influencers : With a following of 10,000 to 100,000 followers, micro influencers offer the perfect balance of reach and authenticity.
  They have the ability to generate a high engagement rate and are often considered experts in their fields of interest.
• Macro influencers : With a follower count of between 100,000 and 1 million followers, macro influencers offer a large reach and can significantly increase the visibility of a product or service.
  However, they may have slightly lower engagement rates than micro and nano influencers.

The strategic approach in Influencer Marketing must be meticulously planned.

Brands need to set clear goals, choose influencers who best align with their message, and co-create content that resonates with their target audience.