Methods to establish the kinds and traits of influencers that exist available in the market

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How to identify the types and characteristics of influencers that exist in the market

Influencer marketing gives companies the opportunity to carry out advertising strategies in collaboration with recognized people on various online platforms.

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October
22, 2020

5 min read

This article has been translated from our Spanish edition using AI technologies. Errors can occur due to this process.

By: Fluvip, The Influencer Marketing Group.

  • Fluvip has more than 200,000 influencers in Latin America in its portfolio to promote corporate campaigns.

  • More than 80% of the campaigns run between 2019 and 2020 are Instagram stories.

The Fluvip technology company, which developed an influencer marketing platform in Latin America, explains how corporate influencers have become a sought-after channel in promoting their content, and why people use them out of buying decisions and relationships with brands, products and brands the experiences they can gain from social networks.

Influencer marketing gives companies the opportunity to carry out advertising strategies in collaboration with known people on various online platforms. There is currently an opportunity for brands to use social networks, streaming platforms and "live" as an effective means of reaching consumers who are at home and have changed their digital habits. Through publications, recommendations and testimonials, influencers propose buying behavior in a certain market, highlight a certain product or service and encourage its sale.

Image: Laura Chouette via Unsplash

For Paulina Fagoaga, Fluvips Country Manager for Mexico, “an influencer is someone who has the ability to change the behavior of other people. To recommend that a family member, loved one, or person you admire can influence a very high percentage in the decisions we make about a product or service. What used to be word of mouth between people has now been broadcast across various social platforms. Today there is a very solid industry around this topic that connects customers with influencers and develops strategies that can help them achieve high returns. "

The principle of influencer marketing is the recommendability and closeness it creates with your conversation through publications, advice and testimonials. The criteria by which the success of an influencer with his audience is measured are: number of followers, reach and engagement, cost per engagement, number of impressions, traffic data and others; However, there are also a number of qualitative criteria by means of which the actual ability to influence can be determined, e.g. B. Personality and attitude, level of detail of the profile, communication line and expertise on various topics.

Fluvip has more than 200,000 influencers in Latin America who can be deployed depending on the characteristics of the campaign, the aim, scope, aim and specific needs of each brand. The most noticeable social network today is Instagram, where more than 80% of the content managed between 2019 and the first half of 2020 was stored on this social network, although the video format for platforms like YouTube or TikTok has now increased its consumption significantly in recent months.

According to the figuration and acceptance that people have on social networks, Fluvip suggests the following categorization:

  • Celebrities: Personalities who have achieved their fame or public recognition and were born in a place other than social networks. (Actors, actresses, athletes, etc.).
  • Influencers or professionals: digital natives who grew up and generate content on social digital platforms. People who are distinguished by their expertise in a certain area, category, trade or profession and who are attractive because of their value when they share their knowledge.
  • Pros or micro-influencers: These are accounts with more than 10,000 followers on social networks such as Instagram, as visitors after this number can be redirected to other pages using the story format. We can classify them as "potential profiles".
  • Nano influencers: These are the people who have at least one follower, but also generate content with a certain periodicity and value for their audience.

Image: Laura Chouette via Unsplash.

"Regardless of the category you belong to or the type of influencer you are, the three most common mistakes people make are: not being authentic, not being consistent, and not telling stories. Social networks offer one Incredible opportunity to dare to upload a photo, take a video, tell a story. The real success of an influencer is when they solve their audience's needs, which can range from entertainment to education. Social networks have become a window to many things , they are a microphone with great amplification that also requires responsible behavior. We encourage people creating content, talking to their followers, knowing what they like and what to see when their audience changes. They can don't stop being relevant to them, ”concludes Paulina Fagoaga.