The emergence of social networks in our lives has brought with it the generation of an entire profession directly linked to platforms like Instagram and TikTok that years ago seemed impossible to conceive and has made its way: influencers.
Brands have seen that influencers are a great way to reach a young audience that does not consume traditional channels. Although many of them take their work seriously and really carry what they say on their networks in a professional and organized way, there have also been repeated cases in which these collaborations have been disastrous.
Jorge García, co-founder of Marketing Paradise, highlights that failed influencer campaigns are quite common nowadays: “Without a doubt, every few weeks we have a new example of this,” explains the head of the company.
“Doing a campaign with an influencer means associating the brand with them, with everything that entails. If it goes well, it generates many benefits, but if you make a mistake it can do a lot of damage. The latest case of this is that of Ausonia with Lola Lolita,” explains García, referring to the controversial video in which the influencer showed a filter that claimed that she made her “old” to supposedly show solidarity with those affected by the disease.
However, the marketing specialist does not believe that it is an overexploited phenomenon: “There is no such thing as a bubble. There is more talk about influencers than about their actual application as a marketing campaign. The largest brands already work with them, but it is a very small percentage compared to the total number of companies in Spain, which still do not know or understand this world and what it can really contribute to your digital strategies,” he highlights.
For García “that mistakes are made when running campaigns is normal; It is a new ecosystem, where many elements must be taken into account for a campaign to turn out well. Both brands and creators are learning,” he comments.
On the other hand, he considers that he has learned quickly from mistakes: “There has been a high evolution of the discipline in the last three years, it is more professionalized, but there is still a need, especially from the brands' side, for there to be a good methodology.” to get their influencers to really influence,” he analyzes.
Beyond the numbers of followers and interactions, García considers that “the audience of these creators is very important” to collaborate: “The size, less and less, seeing how the organic reach of their messages decreases more and more. But segmentation is important. Companies should ask themselves if their clients follow that profile, before taking the next step,” highlights the expert.
“With the above accomplished, it is time to understand if the attributes of the influencer's personal brand fit correctly with us. In this part, it is usually more useful to look for profiles with fewer but more segmented followers, with common interests, than for someone very famous but with a more heterogeneous audience,” concludes the co-founder of Marketing Paradise.
Digital and social media marketing is a growing specialty that many companies want to take advantage of to promote their brands, but they require specialists with training that allows them to take advantage of phenomena such as influencers and avoid mistakes.
The Master's Degree in Digital Marketing and Social Networks will allow you to understand Web and social network analytics and professional skills, among other necessary aspects of this profession.
The course in Social Networks 2.0 and Social Media Strategy is aimed at people who want to expand their knowledge about WEB 2.0 and the applications and uses that it provides us.
With the Professional Master in Digital Communication, Marketing and Social Networks you access new ideas, to increase your creativity in advertising, since this is used as a means of communication with the public.
