We see them all over the place: selling a services or products, internet hosting an awards gala, showing in a film, parading on crimson carpets, and collaborating with every kind of artists, singers, or athletes. Influencers are in our soup. Their legions of followers have put them the place they by no means thought they might be and have elevated the zeros of their financial institution accounts to ranges they by no means imagined.
Manufacturers depend on them as a advertising and marketing technique. Within the age of social media, they’re the mecca of the leisure world. Even their exercise is turning into institutionalized. Paris, for instance, is engaged on a regulatory mannequin to supply a authorized definition of the influencer and their brokers, in addition to their rights and obligations, and to impose written contracts and obligations between these public figures and the manufacturers or businesses they work with.
Whether or not they like their content material or not, influencers have unfold as quick as an oil slick. In Mexico, the advertising and marketing of those characters is worth 15 million dollars a year, the third-largest market in Latin America, after Brazil and Argentina.
With 443,000 folks, “depending on the platform or topic they specialize in, it is possible to find influencers in almost any segment,” says Hugo Gómez Oliver, CEO in Mexico of Human Connections Media.
In accordance with a Human Connections Media report shared with Forbes Mexico, “Instagram, with more than 21.6 million Mexican users, is one of the favorite social networks for brands to create promotional strategies with influencers. The most famous within this network are Kimberly Loaiza, Luisito Comunica, and Belinda, among others. Other of the most important social networks for influencer marketing is TikTok and YouTube”.
It’s estimated that the typical wage of an influencer, in January of this year, is 24,246 pesos, however essentially the most well-known ones can cost as much as 10,000 dollars for every promotional publication. The influencer momentum is much from over (90% of name entrepreneurs wish to work with influencers this year), however there shall be some nuances throughout the business, such because the rise of the so-called micro-influencers.
Human Connections Media refers that nanoinfluencers are those that have from 2,000 to five,000 followers; micro influencers have from 5,000 to 100,000; macro influencers vary from 100,000 to 500,000; fame influencers from 500,000 to 1 million and mega-influencers exceed 1 million followers. However for this year, the main target shall be on micro-influencers as a result of loyalty of their group, their degree of specialization in a sure area of interest and their excessive engagement.
“It is increasingly common to see how brands seek success in their campaigns by hiring these influencers who have fewer followers, but more interaction on their social channels. Another of the outstanding characteristics of micro-influencers is that they are authentic, real, and familiar and are the stars of a marketing staple since forever, which is the old word of mouth,” highlights Human Connections.
Their success, the doc mentions, resides “in their relevance within their environment of friends, family, etc., and the trust, reach and engagement that they generate naturally. Therefore, their recommendation is perceived as sincere and therefore transformed into quality impacts with its very good ROI.“
So consumers are more likely to trust the recommendations of a computer influencer, for example, than if they are told by someone more top of the line, who appears promoting cookies one day, clothes another, cell phones another, soft drinks another and computers another. “Macro influencers appear making brand-sponsored posts so frequently that they can become counterproductive as they start to be perceived as inauthentic and therefore automatically alienate consumers.”
Some influencer advertising and marketing traits detected by Human Connections Media need to do, for instance, with funding within the metaverse or gaming (e-sports reached a worth of 1.38 billion dollars in 2022). Additionally, “the increase in video content material will proceed, which supplies a lot of data in a brief time and its consumption is on the rise“.
There shall be “efficiency and long-term collaboration contracts with influencers to extend engagement with the model“, multichannel campaigns will improve, though Instagram and TikTok are positioned as favorites particularly amongst Era Z, and there shall be far more competitors from manufacturers on these platforms.
Aspirational content material will proceed to be very related, particularly lifestyle-related content material. Instagram will proceed to be the platform that achieves essentially the most engagement with the sort of content material. Personalised product collections with influencers may even improve, amongst different traits.
So sure, we are going to proceed to see influencers all over the place, however Human Connections Media warns that “the viewers has a damaging view of influencers who incite hyper-consumption. That notion must be modified with cautious messaging and real indicators on the contrary.“