Branding goes beyond creating eye-catching logos or memorable slogans. Indeed, it is an art that develops a resonant brand identity, one that reflects the values and aspirations of the public. In the current era, the search for brands goes beyond products; people crave real connection, based on shared values. And this is where digital influencers play a crucial role, becoming central figures in the promotion and humanization of a brand’s assets.
Informed consumers like never before place great importance on the authenticity and integrity of the brands they choose to support or consume. Purchasing decisions are often guided by the representation of your personal values in brands. Therefore, for businesses, establishing a strong and transparent brand identity is vital to creating and maintaining a lasting connection with customers.
The influencer marketing strategy proves its undeniable value across today’s various communication platforms. Influencers are more than just the faces of products; They are the spokespersons for brands, with a unique ability to humanize them and bring them to life on social media. When a brand’s values are in tune with those of its influencers and, consequently, with those of its audience, the message transmitted gains authenticity and personality.
A Qualibest survey provides numbers that validate the digital influence of these people: 71% of Brazilians online follow influencers, and 55% research their opinions before making significant purchases, highlighting the influential role of these professionals in consumer decisions. Furthermore, 86% of respondents discovered products through influencers, and 73% made purchases influenced by their recommendations, demonstrating the conversion power of influencers in the consumer’s purchasing journey.
This new reality places nano and micro-influencers in a place of fair prominence, as they offer authenticity and indisputable proximity to the public, in addition to being favored by network algorithms by delivering percentages to more followers compared to larger influencers, resulting in greater credibility and interaction. Creating content in collaboration with these influencers serves as a more convincing brand testimony than many traditional marketing campaigns.
However, achieving significant results depends on well-planned strategies. The proverb “together we are stronger” applies perfectly to working with smaller influencers, since although the individual delivery is greater, it is important to have a large group of them in the same campaign and thus expand the reach of the brand as a whole.
As important as including influencers in marketing strategies is the care with which the curation needs to align all voices with the brand’s core and that is where good consultancy can act in this process, providing the necessary expertise to select, analyze and manage influencers, ensuring authenticity and engagement in favor of an effective partnership.
*Allex Baptista is CEO of Ada Influencers and Immakers Ads
* This text does not necessarily reflect the opinion of the vehicle
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