Investigación de mercado de influencers

Influencers are social leaders who build large followings and communities, often online. Their social value and followings allow them to sway the opinions of others. Influencers and thought leaders can inspire others to buy from a particular brand.  The success of Influencer Marketing comes from building relationships and providing social benefits to consumers.

Influencer marketing is becoming popular, especially in the fashion and beauty industries.  Companies are increasingly using Internet personalities to boost general awareness and sales conversions.  Internet personalities can be compensated with fees and royalties to promote products in-person and online.

The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for decades. By endorsing products, influencers promote products subtly or overtly to their large followings.  Today’s social media influencers can more rapidly and cost effectively build a following than the celebrities of yesterday.

Impacto económico de los influencers

The Instagram Influencer market size is over $1 billion—just on Instagram.  Some retailers have seen sales increases by as much as 250% when using influencers.  

Los "microinfluencers" son una subsección de influencers que tienen menos seguidores que los influencers con más de 1 millón de seguidores, pero que ofrecen soluciones de marketing de influencers más asequibles y con un alto retorno de la inversión.

Influencer Marketing performance can also be measured.  Choosing the most effective Key Performance Indicators and determining ROI are essential.  ROI can be determined by:

• Número de vistas
• Número de seguidores
• Métricas de participación
• Rendimiento de compras

Importancia del marketing de boca en boca

“Word of Mouth” marketing can be an effective form of promotion and advertisement.  Customers trust their friends and family more than they believe advertisements. Influencers leverage relationships to promote products and can benefit from the “Halo Effect,” the phenomenon in which an impression created in one area influences opinion in another area.  This type of marketing does not stop after one interaction. Instead, one person tells another, and that person can tell someone else which can translate into long term benefits.

En las culturas orientales donde las relaciones sociales son muy valoradas (por ejemplo, las redes Guanxi en China), los resultados del marketing de influencers pueden ser significativos y duraderos.  

Los sitios sociales como Twitter, Facebook y YouTube se encuentran entre los más visitados a nivel mundial. Una de las principales razones para compartir en redes sociales es hacer que el nombre de una marca sea familiar para los usuarios potenciales. También es importante involucrar a los usuarios en esta era en la que los algoritmos de los motores de búsqueda están cambiando. Compartir en redes sociales también puede servir como conversión para la venta real.

Cómo los influencers impulsan las empresas

Influencers are some of the most connected people online. They use their blend of photos, videos, posts, status updates, thought leadership and stories to voice their opinion on a product.  They can subtly tell the business’ story and can be powerful co-creators and storytellers.

The social media influencers that a brand chooses should relate to its target audience.  Reaching out to top-tier social media influencers can be very expensive. Marketers should keep in mind that non-celebrities can have even more influence.  Consumers are more likely to buy a product promoted by someone they see as a peer.

La importancia de la investigación de mercado en el marketing de influencers

Influencers work with brands they enjoy and that reflect their values.  Influencers also seek to participate in campaigns that will boost their own profiles and create value for their followers.  It’s important that businesses deliver meaningful messages. Marketers should reach out to the right influencers and do research to ensure the influencer is a  “strategic fit” with the brand. The competition for influencers can be intense, and research can identify influencers and their opinions. Market Research achieves all of those objectives.

Nuestro trabajo con personas influyentes

We conduct interviews, focus groups and surveys with influencers.  Our access to some of the world’s most influential people sets us apart.  Additionally, SIS is located in the world’s global cities — NYC, Los Angeles, London, Frankfurt, Shanghai, Hong Kong and other global cities.  We have in-depth access to influencers worldwide.

We conduct research into brand essence, strategic fit, concept testing,  market opportunity, competitive analysis, messaging testing, psychographic research, millennial marketing insights and influencer marketing analysis.  

A continuación se muestran algunos ejemplos de nuestra experiencia pasada con influencers:

• Realicé grupos focales con personas influyentes en cosmética (más de 20.000 seguidores en Nueva York)
• Realización de etnografía en casa con personas influyentes en la moda de zapatillas en Copenhague y Londres.
• Conducted in-depth interviews with Fashion influencers in NYC to assist an Asian automotive brand launch a new luxury car.  A photographer was present to photograph the fashion influencers and how they interacted with the car concept.
• Realicé entrevistas para varias marcas de moda y minoristas de EE. UU. con estilistas influyentes.
• Conducted recruitment for a major co-creation “Hackathon” in NYC for a European airline.  The participants included a runway model, influential dad bloggers, and influential marketers.
• Realicé entrevistas en profundidad para una marca asiática con Live Bloggers y aquellos que utilizaron la transmisión en vivo y consiguieron un gran número de seguidores.

Contáctenos para conectarse con personas influyentes y líderes de opinión.