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What is the purpose of influencer marketing?

One of the novelties that the new century and the rise of social networks have brought us is the creation of professions that our parents or grandparents would never have imagined, not only because of the particular tasks, but also because of their well-known high salaries, recognition and lifestyle enjoyed by those who make a living by promoting and promoting various products and services of all kinds of brands and companies.

What is an influencer?

We can say that the term influencer has already achieved widespread social recognition given its direct relationship with the social networks, being one of the strategies of marketing These are the most widely used tools by brands today, but it's not all as clear as we think. What exactly is an influencer? A famous person? A salesperson? An artist? The answer is no, although most do become famous due to their far-reaching media impact thanks to the instant dissemination of content through social networks.

So, to answer the questions, an influencer is someone who, thanks to their personality and social skills, has a significant influence on the opinions or decisions of others. These abilities make them ideal for becoming an advocate for a specific brand or product.

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Types of influencers

Before looking at the functions of influencer marketing, Let's look at some of the most common types of influencers that have been identified. What they all have in common is a great power of persuasion, a large number of followers on their social networks, and, most importantly, a great ability to communicate and influence purchasing decisions on specific topics, in this way:

  • Lover. A user who shows support for a brand on social media without a formal relationship with the brand or receiving payment in return.
  • Ambassador. A user who supports a brand in exchange for some form of remuneration or compensation from the brand.
  • Celebrity. A recognized and influential person outside of social media who uses their status celebrity to communicate within them with high impact.
  • Popular. A very influential user within the social network, but who, unlike the celebrity, is not influential outside of it.
  • Expert. A person with direct influence due to their profession or expert knowledge.
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Within organizations, there is the figure of the influencer; however, this does not perform exactly the same functions, but rather focuses more on leadership and influence within a company. The most common types of these are:

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  • Supporter: employee who is recognized by their colleagues as a source of support in carrying out the work.
  • Leader: an employee who inspires colleagues, whose opinion is taken into account in decision-making.
  • Broker: employed in a strategic position in the flow of information.
  • Expert: person recognized by their peers as an expert in one or more subjects of knowledge.
  • Catalyst: a person who promotes innovation and change among their colleagues.

What is influencer marketing?

Expand the scope. Choosing an influencer that matches the theme or “niche”"The brand aims to reach more users and will have a larger market share.".

  • Generate more conversation online. One characteristic of an influencer is their ability to create a movement that encourages their fans to interact with the brand. This translates into more comments, likes, posts, viral content, and other benefits, such as contests or giveaways on social media.
  • Improve branding or brand image. Users perceive influencers as a reliable source of information. A blogger, YouTuber, Instagrammer, gamer, etc., who talks about your brand brings a positive and credible image.
  • Increase sales. Influencers are brand ambassadors and act as a bridge between a brand and its fan community. When an influencer features a brand or product on their blog, YouTube channel, or social media profiles, it can increase brand awareness and, consequently, sales.

In The Cloud Group We have years of experience in making marketing strategies We create all kinds of content and generate value for our clients through the impact of our work. Therefore, if you are interested and wish to contact us, do not hesitate to write to us through this medium. Remember that we have offices in different countries on several continents.