A study highlights that only 4% of brands consider the number of followers when choosing influencers, focusing more on trust and interaction.
What are the factors that influence a brand when deciding to choose a content creator to complete an advertising campaign? According to the ROI & Influence 2024 survey, carried out by YouPix e Nielsen, brands prioritize the creator’s relationship and credibility with their target audience when choosing a target. Translating into numbers, 57% of companies point to the affinity of the target audience with the target that the brand aims to dialogue with as the main factor in the selection of influencers.
Criteria such as trust and credibility with the audience, creativity and originality in content creation, engagement rate, positive reputation and harmony of values and principles with those of the brand in question were other reasons given by companies that surpassed the 30% mark of choices. in the survey. Previously considered a fundamental parameter in closing campaigns, the number of influencer followers only matters for 4% of brands.
That said, what explains the almost non-existent relevance of the number of followers, as a factor for brands, is superficial engagement. According to the analysis of Fabio Gonçalves, director of International Talent at Viral Nation Talent, an agency specialized in Influencer Marketing, over time brands realized that many followers did not guarantee real engagement. Furthermore, time has shown that this number can be very misleading.
“In the beginning, the main objective of brands was to reach as many people as possible and it was believed that the greater the number of followers, the greater the reach. The logic was simple. But over the years, with a lot of market analysis, we observed that many campaigns did not result in the expected level of interaction or conversion. This is because several influencers had inactive or purchased followers. This issue of fake followers was one of the main reasons for the sharp drop in focus of this number. The presence of bots and fake accounts artificially inflated the number of followers, without adding real value to the campaigns. An influencer with a smaller but highly engaged audience can have a much greater impact than someone with millions of followers who interact little. Engagement, which includes likes, comments and shares, indicates an audience that trusts and connects with the influencer, making campaigns more effective. Consumers are increasingly critical and seek authenticity. Influencers with loyal followers who trust their recommendations have more persuasive power. Brands prefer these authentic influencers who can create a genuine connection with the target audience”, explains the expert.
Therefore, the path has never been so open for micro and nano influencers in the market. According to the agent, these are seen as more accessible and trustworthy, and their recommendations are perceived as more sincere, resulting in higher conversion rates for brands. Fabio concludes by highlighting the quality of content as a much more important factor than quantity and highlights the increasing professionalization of the segment.
“Brands look for creators who can tell engaging stories and create compelling visual content. An influencer with high-quality production skills can significantly increase the impact of a campaign, regardless of the number of followers. The qualifications of the analysis sector must also be highlighted. Businesses now have access to a variety of metrics and detailed data beyond the number of followers. Real reach, engagement rates, impressions and return on investment (ROI) allow companies to make more informed choices based on real performance, rather than just loose and superficial numbers”, concludes Gonçalves.
Methodology
The research was carried out between March 21 and May 18, 2024 and published on YOUPIX platforms. The sample was made up of 76 professionals from different companies, 74% of whom occupied high-level positions, such as CEOs, directors, managers and coordinators. Of the total, 46% are in large companies, with more than 500 employees.
*Cover photo: Disclosure/YouPix and Nielsen
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