An “influencer” is an individual who is able to influence the consumption behavior of a group of people by virtue of their status, position, and even media exposure. The influencer does not necessarily need to have the gift of persuasion, but his strength lies in his capability to build a community around him. Among the qualities that he must possess, the influencer must be charismatic, so that the public has confidence in him, follows him and identifies with him.
The marketing strategy of influencers is essential at the digital level
Since the advent of social networks, many bloggers have come forward with the status of influencer. One can quote Sasha Vásque, the fashion blogger. The Spaniard has created his fashion blog, demonstrating that it is not necessary to be a top designer to know his subject. Today the influencer of ForEver 21 has met with a lot of success.
Daniel Matesa is also Spanish and is an online business expert at www.danielmatesa.com. He defines the term influencer in the following way: “This title is not won from the start. It is achieved through success, follow-up of many people, great persuasion, and influence.”
The profile of an influencer
Several are requirements related to the influencer. He must be very active in communities and on social networks. This gives his influence a wide scope, so it generates a large audience. We can say that the influencers are connected permanently, the Internet being their main tool of work. They are leaders who act and target a particular activity. The most famous are the Lifestylers. Indeed, they humanize their appearance and do it quite naturally. In general, they become experts in online communication so closely that they respond and connect with their audience share, creating their content.
Such an influence marketing strategy is now essential for a digital strategy. In practice, people are more and more connected and some become admirers, ready to follow and imitate influencers.
Influencers and their thousands of followers have great power of conviction. They are able to provoke social movements and create trends, according to the digital portal Expertosnegociosonline.com. What’s more, many consumers are saturated with typical brand advertising. Some advice coming from someone they admire is changing more and more into a commercial message of the brand, through these influencers. This influence marketing strategy is essential.
Interactivity and magnetism
For the publicist Carlos Hugo Valdes, the influencer is someone who knows enough to capture the attention of people. He must know and master a particular subject. This is why companies flirt with influencers to promote their brands.
Also, many people mistakenly believe that being an influencer must necessarily mean having thousands of subscribers. This is not a sine qua non. They must have a strong influence on a particular group or potential customers. An influencer should not always be a fashion professional or expert in a particular field. Internet users trust their taste, their way of dressing. They pay attention to criteria such as: where he works, at what stage, is he ambitious or not, etc. An influencer must have charisma, to be able to speak in a natural way and establish his image easily.
In summary, an influencer has a more informal status and many people can be considered as such. For their part, companies are looking for an influential person who has a large reach on a given audience, with a significant response rate, to identify how much influence they can have. They may be hired to speak about and promote a particular brand.
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