Influencers as sales drivers

Influencers are people who have somehow managed to stand out on digital channels by creating a highly successful character. They do not necessarily have to be famous, but they are considered "experts" in a particular subject (fashion, technology, gastronomy, travel, etc.).

There are celebrities that are not within the reach of all companies, which is why brands often turn to influencers. Although they have fewer followers than celebrities, their power of influence can be greater. They are the ones that generate the most engagement thanks to their high activity on the networks. Among them, the quality of what they transmit prevails and their field of action is more segmented by audience and sector.

They have loyal followers, positioning themselves as a gold mine when it comes to promoting a product. These people have a great power of attraction and conviction in social networks and platforms, in addition to having a great ability to constantly generate content.

What are micro-influencers?

Influencers who have a smaller number of followers, often specialized in specific market niches, who may not have as much reach but have a lot of influence over their followers.

Here are some tips for a successful influencer marketing campaign:

• Identify those really interesting influencers in order to promote our products and services, who embody the values of our brand.
• Get them to favor or promote our products with positive comments or to use our company's items in their appearances.
• Influencers can also be invited to product launches, demos or webinars.

In Spain, it is estimated that this year the advertising investment in influencer marketing will move around 150 million euros, reaching up to 240 million euros in 2024. With this scenario, the main challenges for brands consist of developing an effective holistic strategy and reliably measuring the return on investment.

Nielsen, a global leader in audience measurement, launched InfluenceScope, an influencer marketing measurement solution that offers a global view from a single platform. It allows brands to measure their campaigns and, in a way, ensure that they are successful with them.

Influencer marketing has not stopped growing and, above all, every day brands are determined to focus their campaigns on this modality, seeking to reach consumers who live in the virtual world, taking into account that campaigns carried out by influencers in social media are usually remembered up to four times more by the audience.

Platforms like Instagram, TikTok, among others, are offering their own tools to let brands know about the potential that their campaigns with these content creators could have.