Influencer marketing

Since the big brands in the last century began to hire celebrities to appear in the advertising of their products in order to provoke sales or increase them, it can be said that there is influencer marketing, this word is not new, just as it is not the use of very public images for the market or choose a certain celebrity with prestige to motivate emulation in the use of products. It happened a lot during the twentieth century especially in the sale of sports products, great athletes and sportsmen showed their shoes, their clothes, they were the image of food, without knowing it, they started influencer marketing.

With the advent of social networks and the whole technological world, these celebrities gained competitors, no longer so popular not known, but simply ordinary people with charisma, sympathy and many followers in these networks who have taken command of popularity, and marketing on many occasions has turned to them and their preferences. This is an adaptive system to the global reality, however this type of marketing should be treated with great care and respect for customers, sometimes the so-called influencers are not all positive as expected to sell a brand, this has brought some disadvantages to those who use them in the promotion of their products, currently brands are looking for an Influencer Marketing strategy in which the consumer can feel identified. That the influencer looks and feels accessible to the entire community.

Influencer marketing works to establish and determine relationships between brands and influencers who have a common audience. Its objective is to increase the advertising and communicative reach of a brand and in this way influence and recommend the consumption habits of its audience. The marketing activities of a company in this case are directed only to people who are considered influential in their consumers. The message is not conducted to the audience in general, because the influencer is considered capable of executing the necessary marketing actions. Advertising and promotional campaigns are mostly executed through social networks, which is the medium where influencers have sustained their radius of action and sufficient popularity to intervene in the purchase decision of those who are their followers.

The recommendation for companies or entrepreneurs who decide to implement influencer marketing is to select first of all that the influencer is really influential, there are many unethical ways to get followers, but that does not indicate in any way the ability to influence them, only that it can reach more people, but not influence them. The influencer must be tested as part of the business, not to incur in more and more continuous mistakes of false influencers, many likes and few sales, many comments and no increase in sales, so you must be very cautious when choosing the person in charge of marketing.