Why are digital influencers dominating the marketing market?

If you access social media frequently, it is practically impossible not to follow some digital influencers. After all, these professionals can have millions of followers and their posts reach an absurd number of users.

They are often more successful than the brand that hires them. At least, that's what the research shows Social Media 360º, developed by NiMD FAAP and Emplifi.

The study, carried out between the months of May, June and July this year, shows that digital influencers have more interactions on their posts than large companies on social media.

From this scenario, today I'm going to tell you everything about this profession and how it can positively impact your business. Follow the text and ask all your questions.

Digital influencers and marketing innovation

Following Beatz's blog and not being aware of market trends are things that cannot be in the same sentence. After all, you may have already seen, in several texts, an alert about innovation in the world of marketing.

This is the purest truth and the role that digital influencers have played in this universe makes this very clear. Changes are happening all the time and the results of the study carried out by NiMD are a reflection of these changes.

In summary, the research says that audience interaction is 17 times greater (on Instagram) for content produced by digital influencers, when compared to content from the brand itself.

On Facebook, the number of comments, likes, shares, or any other type of interaction, is up to 68 times greater when comparing influencers and companies.

While the “influencer” category achieves an average of 13 thousand interactions between 2 and 3 posts per week, brands are stuck at 200 interactions with the same number of posts.

What is influence marketing?

I know the numbers can be scary, but don't think that's why you should stop posting on your company's social media. It is very important that you have a space where your customers can find you.

However, this also does not mean that you should depend solely and exclusively on your network of contacts. There are options like influencer marketing.

Within digital marketing, you can find influencer marketing strategies, or Influencer Marketing. But, after all, how does this solution work?

Influencer marketing is nothing more than taking advantage of the success and engagement that these professionals have on their social networks. Thus, increasing the reach of your brand.

In this way, the digital influencer would serve as a bridge between your company and the engaged public. Most of the time, looking for a producer who segments your content can be more effective, but there are companies that value the number of followers.

To do this, you need to define your goals and objectives, thus making assertive decisions for your company.

In a survey developed by the platform People, from Globosat, around 80% of respondents said they follow at least one influencer. Of these, 57% have already changed their opinion about a certain product after seeing a digital influencer’s analysis.

In other words, digital influencers can be present in building an opinion about your product. Several companies have already invested in this solution and it is promising work in Brazil.

What insight can you take from all this?

Ok. We've already seen that digital influencers are dominating the marketing market, but why is this all happening?

When we analyze a brand's content and compare it with that of an influencer, it is possible to see a greater effort to “convince” coming from brands. As we saw at the beginning of the article, followers interact more in one than in the other, hence this difference.

Don't get it wrong, conviction is a characteristic that must be present in everything we produce. But, when we see the work of an influencer, the simple mention of a brand or product already shows results.

This is because the key to this success is public engagement and, the data doesn't lie, an influencer's engagement power is greater than that of a brand.

But, that doesn't mean you can't improve your engagement. Bringing more of what people look for in internet professionals to your brand could be a solution.

Tips, reviews, humanized and interactive content have more appeal among the public and this can increase the proximity between your company and your followers. How about starting to test posts like this?

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To the next!