How many social networks do you have profiles on? How many times a day do you check each one to see if there's anything new? How many digital influencers do you follow and follow? These questions are central to understanding the power of thought leaders and critical thinkers. They are new players in the consumer market with different sizes, languages, audiences, themes and precedents. We have the possibility to discover an incredible range of audiences and niches, from micro to mega digital influencers. Consequently, reach, resonance, and relevance can be disruptive based on each customer's unique properties.

Predominance as a behavior has been part of human history, great religious and political leaders, celebrities, intellectuals, athletes and others have occupied and continue to occupy these places. However, what has changed with the advent of the internet and especially with the popularization of social networks?

What is influencer marketing?

Influencer marketing is a digital marketing plan to reach your target audience through important personalities and content producers according to your desired interests. The objective is to create an organic bridge between brands and customers, taking advantage of the link between digital influencers and their audiences to create commitment and support for campaigns, both temporary and long-term. Objectives can include attracting new consumers, increasing brand awareness and equity, retaining consumers, positively influencing purchasing choices, and much more.

A brief history of the domain as a marketing tool

Already in the 19th century, in the United States, many brands understood the cost of charismatic characters as their representatives. A great example is Aunt Jemima, who boosted sales with a deal with Nancy Green and made her a lifetime brand ambassador. Another company that not only adopted but also developed the term was Disney, which started to use its fictional characters for this purpose. In this situation, the rabbit Osvaldo manifested himself in front of Mickey and became the brand's first poster boy.

However, it wasn't until the late 20th century that literature on the subject began to appear. Consumer and Industrial Buying Behavior, published in 1977, has a separate chapter on the dominance of influential individuals in changing consumer behavior.

When we talk about offline dominance, we think of monumental examples like Carlos Moreno, who was Bombril's swordsman for almost forty years, Sebastian from C&A's Abuso Eletrônico campaign, João Cortés as spokesman for Vivo, and many others . . But the truth is, with the rise of the Internet, prevalence has changed forever and it has become one of the most powerful marketing tools.

How has the Internet changed consumer habits?

Unlike classic media, the Internet opens spaces and encourages more interactive and positive behavior. The rise and maturation of these platforms has gradually forced customers away from the ease of obtaining products and services and into the new role of "consumer", the term used by developers. Media science is used to conceptualize new competitors, influence and reflect brand occupations. and communicate This means that at the moment it is not enough to create a beautiful campaign and promote it in the classic way.

These new customers want to be part of the 'talk', to feel represented and heard. Digital influencers are not only spokespersons, but also represent their audience in dialogue with brands. By criticizing, testing, questioning, pointing out properties and shortcomings, the consumer sees himself and is calmer to believe or distrust the product or service.

That is why the authority of those who assume this position is so fundamental. If it undermines the public's confidence in dealing with brands that have nothing to do with it or that do not live up to expectations, its effect is likely to be greatly reduced and the public will resist moving in new directions. In this environment, it is essential for brands as influencers to listen to complaints, recommendations and praise from the public to understand what works and what needs to be improved. These interrelationships are delicate and nuanced, so conversations need to be productive and objective. 

This means that brands need to understand social, cultural and behavioral trends in order to develop the right tactics, occupations and collaborations, as well as implement broader and lasting collaborations with consumers, objects of interest, both broad and specific. Everything you need to know about digital influencers and the benefits of boosting your brand with them Investing in influencer marketing can change you.

Influencer marketing is a marketing strategy that involves brands partnering with digital influencers, that is, people who have a large audience and influence on social networks and online platforms. The idea is to use the credibility and popularity of these influencers to publicize the brand, its products and services, reach new audiences and win over new customers.

To carry out an influencer marketing campaign, it is important to choose the right influencers, who are aligned with the values and target audience of the brand. Furthermore, it is necessary to define, Influencer marketing is a marketing strategy that involves brands partnering with digital influencers, that is, people who have a large audience and influence on social networks and online platforms. The idea is to use the credibility and popularity of these influencers to publicize the brand, its products and services, reach new audiences and win over new customers.

To carry out an influencer marketing campaign, it is important to choose the right influencers, who are aligned with the values and target audience of the brand. In addition, it is necessary to clearly define the objectives of the campaign, the type of content that will be created, the dissemination channels, the budget and the deadlines.

Among the main advantages of influencer marketing are:

• Greater reach and engagement: digital influencers have a large number of followers and, therefore, can help expand the brand's reach and engagement on social networks and online platforms.

• Credibility and trust: people tend to trust the recommendations and opinions of digital influencers, which can increase brand credibility and generate more confidence on the part of consumers.

• Segmentation and personalization: it is possible to choose influencers that have segmented and personalized audiences according to the brand's target audience, which can increase the effectiveness of the campaign and generate better results.

It is important to remember that influencer marketing is not a guaranteed strategy of success and that it is necessary to carefully evaluate the results and return on investment (ROI) to verify the effectiveness of the campaign. In addition, it is important to follow the ethical and legal norms related to the use of digital influencers in advertising.

Everything you need to know about digital influencers and the benefits of boosting your brand with them

Digital influencers are people who have a large presence on social networks and online platforms, and who use this influence to create content and engage their followers around specific topics, such as fashion, beauty, travel, food, technology, among others. They are considered as references by their followers and can have a great power of persuasion in consumers' purchase decisions.

By boosting your brand with digital influencers, you can get a number of benefits, such as:

1. Greater reach and engagement: Digital influencers have a large number of followers and therefore can help extend your brand's reach on social media and online platforms. In addition, they tend to have high engagement with their followers, which can increase your brand's visibility and generate more interaction with your audience.

2. Credibility and trust: The recommendations and opinions of digital influencers can generate credibility and trust for your brand, as your followers tend to trust the indications of these influencers.

3. Segmentation and personalization: You can choose influencers who have segmented and personalized audiences according to your brand's target audience, which can increase the effectiveness of the campaign and generate better results.

4. Greater visibility for your brand: By working with digital influencers, your brand can be exposed to a larger and more diverse audience, which can generate more visibility and recognition for your business.

5. Increased sales and conversions: By using the influence of digital influencers, it is possible to drive more traffic to your website or virtual store, increasing the chances of converting and selling your products and services.

What is influencer marketing?

Influencer marketing is a marketing strategy that involves using digital influencers (people who have a large audience and influence on social networks and online platforms) to promote and advertise a brand's products and services to their followers.

The objective of influencer marketing is to take advantage of the credibility and engagement of these influencers with their audience to generate more visibility and recognition for the brand, increase engagement and interaction with consumers and, consequently, improve sales and conversions.

To implement an influencer marketing campaign, it is necessary to identify influencers that are relevant to the brand and aligned with its target audience, define clear objectives for the campaign, create authentic and relevant content for the influencer to promote, establish metrics for evaluating performance and monitor the results.

Influencer marketing has become an increasingly popular strategy among brands, as consumers are more likely to trust opinions and recommendations.

From people they follow and admire on social media, rather than traditional ads.

How has the internet changed consumer habits?

Unlike traditional media, the internet opens up space and encourages more interactive and participatory behavior. The development and maturation of these platforms gradually made consumers start to leave the place of just receiving products and services and assume a new role as “prosumers”, a term used by communication scholars to define these new individuals who participate, influence and reverberate brand actions and communications.

This means that it is no longer enough to create a beautiful campaign and promote it in the traditional way. These new consumers want to be part of the “conversation”, to feel represented and heard.

In addition to being spokespersons, digital influencers also assume the role of representing their audience in dialogue with brands. When they make criticisms, tests, questions, point out qualities and defects, the consumer sees himself and feels even safer to trust or not the product or service.

That is why the credibility of those who put themselves in this position is so important. If he breaks trust with his public in agreements with brands that have no connection with him or do not correspond to expectations, it is likely that his power of influence will be considerably reduced and that group of people will resist new indications.

In this context, for both brands and influencers, it is essential to listen to the public's complaints, suggestions and praise, to understand what is working and what needs to be adjusted. This relationship is sensitive and full of nuances, so exchanges need to be built intentionally and effectively.

That is, brands need to know the public and the cultural and behavioral trends to develop relevant strategies, actions and interactions, and initiate more comprehensive and lasting relationships with their public of interest, whether broader or specific.

Investing in influencer marketing can transform your business. 

Influencer marketing is the digital strategy that will help you convey your brand's messages and placements through personalities who already have a bond of trust with your target audience. In this way, many communication barriers start smoothed and interactions happen more naturally and with less effort.

Investing in this type of strategy has already generated and increasingly generates unique results in digital marketing campaigns. Some reasons are: Flexibility of budget and ratio

These campaigns and partnerships should be planned according to the size of your company, your target audience and, above all, your budget. You can choose the specific type of influencers you want to work with (considering the differences we'll discuss below) and get in touch with them directly, without the need for intermediary agencies and companies. For this, you will need to be present on the networks and understand who these strategic personalities are who already communicate with the audience you want to reach.

Increased credibility

When a brand associates with the right partners, this exchange relationship adds value to both. While the influencer, in addition to financial gains, conveys a more mature and professional image in the digital market, the brand appropriates the space and trust that the public gives it, in favor of its objectives.

This feeling of closeness between content creator and audience helps to make the brand appeal even more attractive and reliable, increasing not only the likelihood of those potential consumers buying, but also the possibility of them becoming brand promoters and advocates.

Who are the digital influencers?

The definition of digital influencers can be applied to different profiles. As we have already mentioned, in the past, only people who were already famous outside the networks, such as artists and athletes, or poster boys selected for campaigns, were chosen to play this role. But today, the same brand can work with several influencers, of different sizes and with different audiences, at the same time.

From authorial content creation, they become references and opinion makers in their niches and end up attracting followers who agree, support and identify with their opinions or messages. There are many possible categories, such as entrepreneurship, makeup, fashion, education, humor, politics, entertainment, games and many others.

However, it is important to remember that to be successful in a digital influencer campaign, it is necessary to choose the right influencers, define clear objectives, create relevant and authentic content and evaluate the results of the campaign.

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