Post by ivykhan885 on Mar 6, 2024 3:51:30 GMT -7
In our article on digital marketing trends in 2020 we mentioned influencer marketing. This promotional dynamic is experiencing a growth phase, so today we will delve into the circumstances that led to this approach and the pitfalls that can be encountered. Maximize the performance of your online content with Ediscom social advertising solutions! For info click here ! Influencer marketing the new digital entrepreneurs Share on Facebook Share on LinkedIn REQUEST INFO ON BRAND SOLUTIONS! Origins and evolution of influencer marketing Since the second half of the 2000s, consumption of "traditional" television has begun to decline, especially among the younger percentage of the population. This trend, accompanied by a greater involvement of this audience with social media and online videos, has led to the emergence of the first generation of so-called influencers . Analyzing the definition of this last term ( a type of marketing in which the focus is on influential people rather than on the reference market as a whole ) it is easy to trace dynamics equal to those of the classic star system.
are some differences that should be highlighted. The first approach to this communication dynamic can be found in a classic of the sector, The People's Choice by Lazarsfeld and Katz, a 1940 study on political communication. Within the essay there is the model known as the Multistep flow model (in the image at the end of the paragraph), which states that the majority of people are influenced, in their relationship with the mass media, by the context in which they use it and by opinion leaders. Obviously there are numerous other variables, but the simplified model remains relatively valid and easy to understand. Since this theory has been tested for some time, it is not difficult to understand how the category of influencers has been able to proliferate abundantly online Australia Telegram Number Data thanks to the dynamics of Web 2.0 and the spread of Social Networks. In fact, in an attempt to reach a younger audience, brands have started collaborating with numerous of these figures, taking advantage of their notoriety and fan base. Analyzing the digital landscape, YouTube has been the dominant player in this space for almost a decade, joined by smaller platforms such as blogs and forums. Since 2015, however, Instagram has begun to carve out an important piece of the influencer sector. Indeed, as more and more Instagrammers have begun to publish unique photos and cultivate niche communities, the spectrum of these "digital entrepreneurs", with whom brands have gradually collaborated, has begun to expand and increase its heterogeneity. The most innovative brands, following the "long tail" commercial model ( revenues are obtained not only by selling many units.
of a few objects, but also by selling very few units of many different objects ) have been able to anticipate this dynamic, managing from early adopters to ride the crest of the wave, distancing themselves from the competition and positioning themselves in a dominant manner within a market that would become saturated within a few years. How does this model differ from more classic marketing? By taking up the concepts of loyalty, personalization and 1:1 ratio, this strategy allows you to partially overcome that filter of hesitation typical of standard, vertical and asymmetric commercial communication. The typical influencer, as it has developed in recent years, represents a privileged communication channel, as it is considered by users to be like a "friend", therefore more worthy of their trust. Digging into the data, opinion leader marketing, large and small, has seen continued growth over the past five years. According to Business Insider Intelligence estimates , based on Mediakix data, the influencer market is currently worth $8 billion (around 7 billion euros). Over the next two years it should continue to grow, reaching the threshold of $15 billion (around 13.4 billion euros) by 2022. Leading the ranking we find profiles with a number of fans in the order of one hundred million, on which the sponsorship of a single post can even surpass one million dollars . The growth market estimates are positive in an absolute sense, but may not be sufficient to get an overall picture. Why? Influencer marketing, the new digital entrepreneurs A saturated market, an alert target The influencer marketing market hides critical issues from several points of view.
are some differences that should be highlighted. The first approach to this communication dynamic can be found in a classic of the sector, The People's Choice by Lazarsfeld and Katz, a 1940 study on political communication. Within the essay there is the model known as the Multistep flow model (in the image at the end of the paragraph), which states that the majority of people are influenced, in their relationship with the mass media, by the context in which they use it and by opinion leaders. Obviously there are numerous other variables, but the simplified model remains relatively valid and easy to understand. Since this theory has been tested for some time, it is not difficult to understand how the category of influencers has been able to proliferate abundantly online Australia Telegram Number Data thanks to the dynamics of Web 2.0 and the spread of Social Networks. In fact, in an attempt to reach a younger audience, brands have started collaborating with numerous of these figures, taking advantage of their notoriety and fan base. Analyzing the digital landscape, YouTube has been the dominant player in this space for almost a decade, joined by smaller platforms such as blogs and forums. Since 2015, however, Instagram has begun to carve out an important piece of the influencer sector. Indeed, as more and more Instagrammers have begun to publish unique photos and cultivate niche communities, the spectrum of these "digital entrepreneurs", with whom brands have gradually collaborated, has begun to expand and increase its heterogeneity. The most innovative brands, following the "long tail" commercial model ( revenues are obtained not only by selling many units.
of a few objects, but also by selling very few units of many different objects ) have been able to anticipate this dynamic, managing from early adopters to ride the crest of the wave, distancing themselves from the competition and positioning themselves in a dominant manner within a market that would become saturated within a few years. How does this model differ from more classic marketing? By taking up the concepts of loyalty, personalization and 1:1 ratio, this strategy allows you to partially overcome that filter of hesitation typical of standard, vertical and asymmetric commercial communication. The typical influencer, as it has developed in recent years, represents a privileged communication channel, as it is considered by users to be like a "friend", therefore more worthy of their trust. Digging into the data, opinion leader marketing, large and small, has seen continued growth over the past five years. According to Business Insider Intelligence estimates , based on Mediakix data, the influencer market is currently worth $8 billion (around 7 billion euros). Over the next two years it should continue to grow, reaching the threshold of $15 billion (around 13.4 billion euros) by 2022. Leading the ranking we find profiles with a number of fans in the order of one hundred million, on which the sponsorship of a single post can even surpass one million dollars . The growth market estimates are positive in an absolute sense, but may not be sufficient to get an overall picture. Why? Influencer marketing, the new digital entrepreneurs A saturated market, an alert target The influencer marketing market hides critical issues from several points of view.