SamyRoad, the agency for comprehensive data-based influencer marketing solutions, has presented a detailed report on the evolution of influencer marketing and the new scenarios for brands.

The study has been the result of an exhaustive analysis carried out from the analysis of more than 500 briefs around the world, the collaboration of more than 15 industry experts, in addition to carrying out social listening on social networks in the that more than 200,000 conversations regarding influencer marketing were collected, in Spanish, Portuguese and English during the last year. The agency has thus revealed the different perspectives on the current panorama, in addition to providing recommendations on how influencer marketing should evolve to continue being a strong outreach strategy for brands.

In this way, the report presented by the “Influencer Marketing Fatigue” agency is based on the premise that influencer marketing is a strategy that more and more brands use and, furthermore, with higher levels of investment. In fact, the influencer market's growth projection was 29% in 2023 and currently, the sector is expected to experience even greater expansion, reaching $24 billion by the end of 2024.

For their part, the marketing managers of the main brands continue to show their support for this strategy, as revealed in the survey carried out by SAMY Alliance in its Marketing Trends 2024 study, which indicates that 85.8% of Respondents will maintain or even increase their influencer marketing budget in 2024.
Oversaturation in influencer marketing

The growth of influencer marketing inevitably leads to greater saturation and an increase in bad practices that are attributed to influencers, brands and the agencies themselves. In fact, currently influencer saturation has a direct impact on the perception and credibility of users, among whom up to 34% perceive influencers' comments and posts as advertising and 47% claim to be tired of repetitive content. of influencers, according to data included in the study. In the same way, the lack of trust is presented as the main challenge that arises when working on an influencer marketing strategy.

Likewise, the study highlights the importance of generating a fluid communication relationship in what they define as the love triangle between the brand, the influencer and the agency. And this relationship between these three groups has witnessed the bad practices detailed in the study. However, the true essence starts from understanding what the role of each party is in order to respect them and trust the expertise of each one.

For their part, influencers are a brand in themselves and protect their reputation, value and audience as much as any other company, so it is necessary to be able to grant them greater creative freedom when creating content with the aim of achieving campaigns with greater authenticity. , credibility and authority.

"It is essential that brands immerse themselves in deep reflection about the objectives they aspire to achieve through an influencer marketing campaign, in order to give agencies the ability to draw up the most suitable strategy to achieve them," says Ricky. Pombo, Head of Influencer Marketing at SamyRoad.
The type of influencer according to the type of campaign

The opportunities and possibilities of creating marketing strategies with influencers are increasingly higher thanks to the number of different profiles found on social networks, which is why the campaign strategy will determine the type of influencer that The brand needs to take into account up to 4 types of influencers depending on the objective: influencers as media, influencers as ambassadors, creative influencers or influencers as a brand.

This is how creators must become strategic partners of brands, creating long-term value, according to their style and authenticity. As influencers play a key role in the consumer journey to build trust and drive safer purchases, agency selection and strategy becomes a key point.

In the same way, the study also ensures the importance of strategy such as creativity, being considered the "secret sauce" of the new influencer marketing because it is the ingredient that has the greatest impact on diluting the lack of credibility that some suffer from. consumers in relation to influencer marketing.

“Credible, plausible and reliable content is that which influences the purchasing decision,” says Pombo from SamyRoad. In fact, content that shows humor, authenticity and closenessThey influence the purchase decision 1.4 times more.

While to date, there is no single formula for all brands or campaigns, this report confirms that there must be an affinity and alignment between the brand's values and objectives with the communication styles and publication formats of influencers.

https://www.marketingdirecto.com/digital-general/digital/comunicacion-fluida-libertad-creativa-claves-marketing-influencers-2024