The year 2021 had several changes compared to 2020. The arrival of the vaccine for the population allowed the gradual return of events, albeit with all precautions against the coronavirus. We decided to interview the influential marketing agency, ID. Digital Boost, to learn about these changes and better understand participation in year-end events.
To representative, Grandin’s Teeth, is a specialist in Brand Management from FGV-SP and holds an MBA in Digital Marketing from ESPM-SP. With over 10 years of experience in influence marketing and digital campaign management for brands, Gigi is now a founding partner and director of ID. Impulso Digital, agency specialized in advising the career of influencers and in curating and managing digital advertising campaigns.
How does influence marketing participation work at end-of-the-year events?
Influence marketing represents a huge part of advertising on the relevant dates for the commerce. At the end of the year, with Black Friday, Natal e New Year, this relevance increases significantly and the influencers’ agenda is very competitive. There are several cases of brands that want to advertise and we do not have the influencer’s availability to carry out the publication. When we have long-term contracts with an advertiser, we usually call this contracting brand in the third quarter to ask if they want to reserve the dates to guarantee publication.
How did the pandemic impact the planning of these actions?
The workflow has increased a lot. Big brands usually have out-of-home marketing funds provisioned in the annual planning and, with the pandemic, a good part of that budget went to digital. The demand here on ID. Digital impulse increased by 320%.
How does the year-end event schedule work?
Our year-end schedule starts with the demands of Black Friday, where we carry out all the actions until cyber Monday and then send the results reports. During the execution of these actions, the hiring and planning for Christmas and New Year’s are already taking place, and then the work doesn’t stop. We have stock deliveries for days like December 24th and 31st and even January 1st. In Influence Marketing, there are no holidays or days off, we have to take advantage of every opportunity.
How is the relationship with the brands?
The relationship is always done via the agency, we do not put the influencer and the brand in direct contact as we are the bridge that balances all the expectations that the brand has when hiring an influencer to star in your campaign with the feasibility of execution that the talent has available.
One of the pillars of Impulso Digital is the maintenance of credibility, both of the influencer and the brands that work with us. That’s why this intermediary is so important to ensure that content creators are comfortable communicating that message to their audience, and the brand is satisfied with the processes and results.
What are the events trends for the end of this year?
We are still in a cloudy period where we are not sure about many things. The emergence of new variants, security measures and sanitary barriers are a reality and, my only certainty is that the digital will keep growing exponentially and even stronger.
What changes were most felt in these actions between 2020 and 2021?
The main one was the workflow. Many brands that had never worked in influence marketing saw this aspect as the only possibility to remain relevant through the pandemic environment and this greatly increased the workload of the agency and all of our agents. We also had the temporary extinction of in-person events and the endless PCR tests for the return of daily recordings.
What to Expect from Influence Marketing in 2022?
New networks are emerging to bring even more diversification of work formats and to give a voice to more people who were previously anonymous. Before the pandemic, most pubs were only within Instagram and Youtube, but in 2020 and 2021 Twitter and TikTok had a significant share in this distribution and, in 2022, this spraying of formats will certainly be even greater. This year we received our first action within Pinterest, which shows that this diversification of content is starting to be fostered.
I am sure that our market will become even more professional, stable and prosperous. The last two years have brought a huge learning curve that has been absorbed by everyone involved and that is making everyday life much more fluid and profitable for brands, influencers and agencies. So much so that the growth in the search for experienced professionals in influential marketing is one of the factors that shows the growth of this market and the brands’ desire to work with influencers.
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