Cadastra study reveals trends in influencer marketing and connection with digital performance
Cadastra launched a study on influencer marketing and its connection with performance strategies, which pointed out that in Brazil, by July 2022, there were more than 500,000 influencers with more than 10,000 followers (Nielsen) and that, in 2022 alone, More than 40% of Brazilians have already bought or consumed something under the influence of celebrity advertisements or influencers on social networks.
The universe of influencers and creators, although it has a lot to be explored and seems to have incessant news, already has well-established characteristics. One of the factors that emerges as the most relevant when it comes to influencing having a personality that people recognize and identify with. The more arguments, information and credibility, the greater the level of persuasion and influence, said Hugo Novaes, partner and VP of Creative Hub da Cadastra, leader of the team responsible for the study.
Therefore, Brazil is the country with the most influenced consumers when making their purchase decision (Statista Global Consumer Survey) and the second country that most follows influencers, behind only the Philippines. Furthermore, 60% of people prefer creators who speak to them and identify with them; 50% actually listen to expert opinions on the subject matter; and only 20% of respondents give preference and importance to those who have more followers and status on networks (Studio ID).
profile of influencers
The study points out that a successful influence initiative starts by defining a clear objective, which can be: generating awareness for the brand; generate leads to be worked on by marketing and sales; increase the company’s digital presence; or boost direct sales in e-commerce. With that in mind, there are three most common strategies: activation, campaign and ambassadors.
It is also important to emphasize that the buying process is non-linear, therefore, it is fundamental to impact consumers at various moments of their journey with influencers from different profiles / moments of the sales funnel. In this way, we can indeed talk about performance and influence generating great results for brands, emphasized the VP of Creative Hub da Cadastra.
trends
Five main trends were identified in this area:
- Inclusiveness and diversity of influencerscreativity and support for social causes are points valued and demanded by the audience in Influencer Marketing, regardless of the objective of the campaigns, consumers are increasingly attentive to representativeness;
- Increased partnerships with nano and micro influencersboth because of lower costs and because of the greater engagement and proximity they usually have;
- short videos, mostly on TikTok and Instagram Reels. They are easy to consume and, in addition to catching the user’s attention, manage to entertain and, at the same time, convey the message defined in the strategy in a light and clear way;
- More authentic contentwhich reveal the truth and make the audience identify with what is being consumed;
- Clear and defined purposeit is expected that brands take a stand, have their values clear and demonstrate this, in practice, opening up space for conversations with their audience.
Creators x Influencers
The study also pointed out the importance and what are the differences between a creator and an influencer.
Creators are people who, through creativity, create original content more broadly, whether for brands, companies or clients, and can create their content for pure leisure or professionally, depending on their audience and objectives.
Influencers are people who use digital platforms and their engagement power to influence people. They are not always content creators, but through their relevance, they promote products, services or brands in order to make their followers consume what they are, in some way, promoting.
In both cases, this is a new phase of the economy, the creators economy, in which, through digital tools, content creators are able to monetize and access the revenue from their creations. This movement involves companies developing services and tools that help influencers on this journey. Examples of this are platforms such as Twitch, Instagram, TikTok and OnlyFans, explains Brbara Bronzatti, social media & content manager at Cadastra.
(Credits: CardMapr.nl/Unsplash)
