Digital influencers: why they should be part of your communication

Digital influencers! Did you know that nowadays, a person can have as much or more influence than a television channel?

Then, read on and discover the advantages of influencer marketing.

In recent years, influencer marketing has matured, flourished and is now in a phase of great acceleration.

The question is no longer whether or not to use influencers or digital influencers but how we can optimise their reach as part of a communication strategy.

What are digital influencers?

Digital influencers stand out on one or more digital channels, such as social networks, YouTube or blogs. Through these channels and the authority they have gained, they influence their followers' behaviour and purchasing decisions.

Influencers gain authority and influence through three main lines: Reach, Resonance and Relevance.

We're talking specifically about the number of followers, which says nothing unless the influencer gets their attention, interaction and action.

Partnerships with influencers are a way for brands to gain notoriety and relevance among their audiences, and, at the same time, they can contribute directly to increasing sales of a given product.

Another advantage associated with this type of partnership is segmentation. When a brand advertises on TV, it reaches a very generalised audience, including its customers and potential customers, but also people who have no interest in the brand or its products.

When we work with influencers, we can niche our communication to our target audience, knowing which influencers target that audience and can significantly impact them.

What types of digital influencers are there?

Currently, influencers fall into four main groups: public figures or Mega Influencers, Macro Influencers, Micro Influencers and Nano Influencers.

In the first case, we're talking about people recognised in a particular area, such as sport, television or cinema, who have an extensive reach, usually over a million followers. This type of influencer greatly impacts communication, but the type of investment is, in most cases, only accessible to big brands or companies.

Then there are the macro-influencers, people with fewer followers but who still have a significant impact and relevance. Micro-influencers, despite having a smaller impact and reach, are interesting for communicating in particular niches. Finally, there are the nano-influencers, people with little reach, usually "normal" people, who should be considered because they have a good relationship with their followers, the costs of publicising them are lower, and they allow for closer and more real communication, which the big influencers often no longer achieve.

And,why should I use influencers?

They're a quick and effective way of generating visibility for your brand, services or products.

How do you know which influencers are best for your brand?

Using digital influencers is not a strategy that is unique to all brands. However, some smart ways exist to add influencers to your communication, especially if you're an SME.

The starting point is to know your target audience and, more deeply, your Persona (your ideal customer). By identifying who your brand, product or service is aimed at, you make it easier to select the influencers who will give you the best performance and results.

Partnering with influencers in your niche market will be excellent for increasing the frequency of communication and boosting brand loyalty.