Estoy segura de que casi todos hemos escuchado hablar del término influencer. Son esas personas que tienen muchos seguidores en redes sociales. Algunos de ellos han hecho de esto una auténtica profesión, dedicando un montón de tiempo a su contenido, a vivir de promociones pagadas con marcas, publicidad, etc. En los últimos años las marcas han sabido aprovecharse del tirón de estas personas, y hemos podido ver numerosas colaboraciones con algunos de los más conocidos. Sin embargo, algo está cambiando. Según un informe de Linqia, que podéis consultar aquí, más del 70% de los profesionales del marketing ya prefiere trabajar con micro y nanoinfluencers. Pero, ¿por qué?
¿Qué son los maxinfluencers? ¿Y los nanoinfluencers?
Antes de analizar por qué apostar por unos u otros, vamos a ver las diferencias. Ten en cuenta que, para este artículo, sólo voy a definir por número de seguidores. Dentro de cada grupo, hay distintos tipos (por ejemplo: Viajes, belleza, gastronomía, etc). El alcance también varía en cada uno de ellos.
- Maxinfluencers: Son aquellos que superan el millón de seguidores.
- Microinfluencers: Alcanzarían los cientos de miles de seguidores.
- Nanoinfluencers: «Sólo» tienen entre 1.000 y 5.000 seguidores.
Y, ahora sí, la pregunta del millón. Si tienen una audiencia tan «pequeña», ¿qué los hace atractivos para los profesionales del marketing?
El auge de los influencers a pequeña escala
En los últimos años se ha dado un fenómeno curioso. A medida que crecían los seguidores de un influencer y, por tanto, también su fama, más se le cuestiona. Es decir, la confianza disminuye, puesto que el usuario tiende a pensar que el influencer recomienda un artículo porque le han pagado por hacerlo. Es, casi, como si viera un anuncio por la tele.
Sin embargo, la confianza en los nanoinfluencers es mucho mayor. Normalmente, se comprende que no tienen acceso a colaboraciones con grandes marcas, por lo que, si las recomienda, es por su cuenta y riesgo y porque realmente les gusta el producto. Para las empresas es un win-win, puesto que las cuentas con millones de seguidores suelen tener un caché mucho más elevado. Además, pueden invertir en varias pequeñas cuentas, en vez de apostarlo todo a una mucho mayor, lo que les permite diversificar su promoción.
En cualquier caso, transparencia
Si hay algo que demandan los usuarios de las redes sociales, es transparencia. Al principio, cuando grandes firmas trabajaban con influencers, no se señalaba que era una colaboración pagada. Al descubrirse que así era, se cuestionaba al influencer. Ya no hablaba de productos que le gustaban, sino de aquellos por los que le pagaban. Esto generó desconfianza. Hoy en día, ya existe un manual de buenas prácticas, que les «obliga» a comunicar cuándo una publicación es parte de una campaña de promoción o colaboración de pago.
En cualquier caso, es obvio que a la colaboración con influencers es una estupenda estrategia de promoción. A fin de cuentas, producto que anuncian, producto que dispara sus ventas. Y tú, ¿te atreverías a apostar por el marketing de influencers?
¿Quiere empezar a llevar tu comunicación como si fueras una influencer?
Te ayudo a preparar un calendario y línea editorial para llevar tus redes al día.
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