Influencers and their role on digital strategies
Their influence among their followers and readers make them a potential opinion leaderwho sends a message and becomes a commercial brand ambassador. When the right influencers are found, it is important to study their behavior.
An influencer is a person whose presence and credibility in social media is wide-reaching, and whose influence among their followers and readers turns them into a potential opinion leader. They send a message and turn themselves into a commercial brand ambassador.
The first thing to take into account before starting this marketing study, is that not all influencers are suitable for our brand, and will not fit into our digital strategy. Before starting any campaign, it is necessary to identify the influencers who will reflect the values and objectives that we are trying to achieve.
When the correct influencers are found, it is important to study their behavior and how they can contribute to expanding the message we are looking to promote. These are the key points to keep in mind when choosing a good influencer:
-Their ability to generate opinions and create reactions in other users when speaking about a specific matter.
-The influencer’s potential audience for aspecific topic.
-The level of active participation of their followers on a specific discussion forum.
How can we use and maximize this asset? The recommendations on how or when to use a public audience in a digital world are as follows:
-To launch a new product or service
-To launch a new brand.
-To promote specific actions of a brand for specific purposes with which we will give a small impulseto a campaign.
-For event coverage.
Finally, before starting a campaign in which influencers will be used, it is necessary to ask the following questions. What is the purpose of using one?, what is the objective of the campaign that is being promoted by using their services?, regardless of the answer, it should be kept in mind that an influencer is not just someone who will repeat your message over and over without any purpose, but is a public figure in digital media that will give the added value that your brand needs.