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In 2023, Mexico had almost 440,000 nano-influencers on Instagram, that is, they had between 1,000 and 10,000 followers on said social network.
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Industry experts discussed marketing with influencers at the Merca 2.0 congress.
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The evolution of the market value of the influencers on Instagram shows a growing trend between 2021 and 2025, with an estimated increase of more than 8 billion dollars.
Industry experts such as Pedro Garassino, founder of Bourbon, Erika Burkart, General Manager of lancômeTammy Parra, content creator and Carlo Dubon Pr & Communications manager of Xiaomi. In the panel they focused on how the marketing with influencers can change your strategy marketing digital.
erica Burkart believes that the key role played by influencers today is to give life, in addition to that human touch to the brandIn addition to being a strategy to make yourself known to new generations.
He also mentioned that when working with the marketing strategy of influencers in Lancôme Mexico They have the objective of having a meeting point in the values behind their campaigns to transmit closeness and credibility. It also considers that the brands They must let the content creators flow so that they do things in their own style and for this reason, it is important from the beginning to be sure that the values and lifestyle of the creator is consistent with what the brand reflects and from there the influencers they are much more credible spokespersons.
When choosing creators, lancôme believes in long-term relationships and one of the main challenges is to humanize to know if the creator connects with the brand since that is transmitted.
Tammy Parra He pointed out that on the creator’s side it is complicated since the ethics of each creator is involved when working with brands that are genuinely useful and good for followers, as he adds that the part of recommending something is because the creator knows that it is good, in addition that the brand they promote is in line with their values. In his case, what he has noticed with different brands when selecting someone new is that the metrics and quantitative values are taken into account, but more than anything, he considers that the ideal is to choose someone who is accurate in terms of values. and objectives of the brand Since the public perceives it very easily, she considers that the main key to a successful strategy is to listen to the creator, in addition to what ideas she has, since as a content creator she knows what her audience really consumes.
For Tammy it is also essential to create effective communication between the brand and content creatorso it is ideal for companies to work from a brief to touch on important points such as the objectives of the brand so that in this way the influencers understand what you want to achieve with the campaign.
carlo Dubon He highlighted that it is necessary to find the formula to discover what really works for the brand, he also points out that it is ideal to create a storytelling with content creators to sustain a marketing campaign marketing adequately and where appropriate, it also focuses on the micro influencers who are technology experts whom Xiaomi calls fans.
Pedro garassino considers that from the side of the agencies it is essential to have a working methodology Because by having a good way of selecting talent, a strategy and creativity, you can reach the main objectives of the campaign.
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