Ricerche di mercato sugli influencer

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.

Impatto economico degli influencer

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.  

I "micro influencer" sono una sottosezione di influencer che hanno meno follower rispetto agli influencer con oltre 1 milione di follower, ma forniscono soluzioni di influencer marketing con ROI più convenienti e con un ROI elevato.

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

• Numero di visualizzazioni
• Numero di follower
• Metriche di coinvolgimento
• Prestazioni d'acquisto

Importanza del marketing “passaparola”.

“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.

Nelle culture orientali in cui le relazioni sociali sono molto apprezzate (ad esempio le reti Guanxi in Cina), i risultati dell'influencer marketing possono essere significativi e duraturi.  

I siti social come Twitter, Facebook e YouTube sono tra i più visitati a livello globale. Uno dei motivi principali della condivisione sui social è rendere familiare il nome di un marchio ai potenziali utenti. È anche importante coinvolgere gli utenti in quest'era in cui gli algoritmi dei motori di ricerca stanno cambiando. La condivisione sui social può servire anche come conversione per la vendita vera e propria.

Come gli influencer potenziano le aziende

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.

L’importanza delle ricerche di mercato nell’influencer marketing

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.

Il nostro lavoro con gli influencer

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.  

Di seguito sono riportati alcuni esempi della nostra esperienza passata con gli influencer:

• Condotto focus group con influencer di cosmetici (oltre 20.000 follower a New York)
• Condotto un'etnografia domestica con influencer della moda delle scarpe da ginnastica a Copenaghen e Londra
• 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.
• Ho condotto interviste per diversi marchi di moda e rivenditori di moda statunitensi con stilisti influenti.
• 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.
• Ho condotto interviste approfondite per un marchio asiatico con Live Blogger e coloro che hanno utilizzato lo streaming live e hanno creato un ampio seguito.

Contattaci per entrare in contatto con influencer e leader di pensiero.