In Digital Marketing nothing is more important than optimization. Being able to adapt, change and renew our strategies is indispensable, which also implies adopting new formats and models. Such as the so-called Influencer Marketing and KOL Marketing.
Nowadays, this advertising channel has gone from being a simple "trend" to becoming a key axis of the Marketing Mix of any brand. It is important to remember that advertising responds to the consumption habits of its audiences, and at the same time to its culture. Not surprisingly, the old formats of paid media are becoming less competitive with the evolution of the media, the democratization of information and the enormous capacity to share and create content.
Lets see the banners, for example, 10 years ago were an extremely popular and effective format; however, nowadays the average Click Thru Rate of any banner is 0.06%, and not only that, but also 60% of the clicks they generate come from bots, and 60% of the rest are accidental. Not to mention that an estimated 25% of users use ad blockers.
Nobody pays attention to the banners, and the few who click on them do it by accident. So, even what it used to be modern may become obsolete in a matter of a couple of years.
What is next?
Now more than ever, advertising should prioritize the content. Brands can no longer interrupt users during their digital paths, but must instead find a way to integrate themselves within the content their target already loves and consumes. Thus, becoming a relevant and entertaining source of information, instead of an annoying presence. This is why the boom of the influencer MKT should not be surprising, let’s remember that no one has been able to dominate content creation as effectively as these internet celebrities who have grown communities of millions of followers who identify with their publications, to the point of becoming true fanatics.
What are the main components of an Influencer Marketing campaign?
Investing in Influencer Marketing campaigns is not investing in likes, but in valuable content within a segmentation. A digital influencer, by definition, must have the ability to produce content that touches insights from its audience.
And just as not all banners are the same, in Influencer Marketing there are different types of formats, ranging from organic product inclusion to spokesperson campaigns. As a general rule we can talk about the three most common tactics used on Influencer Marketing: