Pesquisa de mercado de influenciadores

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 Econômico dos Influenciadores

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.  

“Micro influenciadores” são uma subseção de influenciadores que têm menos seguidores do que influenciadores com mais de 1 milhão de seguidores, mas fornecem soluções de marketing para influenciadores mais acessíveis e com alto ROI.

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 visualizações
• Número de seguidores
• Métricas de engajamento
• Desempenho de compras

Importância do marketing “boca a 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.

Nas culturas orientais, onde as relações sociais são altamente valorizadas (por exemplo, redes Guanxi na China), os resultados do marketing dos influenciadores podem ser significativos e duradouros.  

Sites sociais como Twitter, Facebook e YouTube estão entre os mais visitados globalmente. Um dos principais motivos para o compartilhamento social é tornar o nome de uma marca familiar para usuários em potencial. Também é importante envolver os usuários nesta era em que os algoritmos dos mecanismos de pesquisa estão mudando. O compartilhamento social também pode servir como uma conversão para a venda real.

Como os influenciadores impulsionam os negócios

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.

A importância da pesquisa de mercado no marketing de influência

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.

Nosso trabalho com influenciadores

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.  

Alguns exemplos de nossa experiência anterior com influenciadores estão abaixo:

• Conduzi grupos focais com influenciadores de cosméticos (mais de 20 mil seguidores em Nova York)
• Conduziu etnografia em casa com influenciadores da moda de tênis em Copenhague e 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.
• Conduziu entrevistas para diversas marcas varejistas de moda e moda dos EUA com estilistas influentes.
• 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.
• Conduziu entrevistas detalhadas para uma marca asiática com Live Bloggers e aqueles que usaram streaming ao vivo e conquistaram muitos seguidores.

Contate-nos para se conectar com influenciadores e líderes inovadores.