The event Enamorando al Consumidor, by MarketingDirecto.com – MKD, was once again the epicentre of exciting debates on the trends that are marking the present and future of marketing. On 3 December, within the framework of this event, a round table entitled “The commitment to influencer marketing and its risks” took place, a space for reflection that put the spotlight on the impact of content creators on brand strategies and the challenges that this discipline faces.

Leading professionals from the sector participated in the round table, such as Rubén Navarro, Vice President Global Brand of Wallapop; Alejandro Gómez, PR & Brand Manager of Telepizza; Alexsinos, content creator with more than 250,000 followers; David Díaz, Head of Social Media – Marketing Director Europe & Americas of Minor Hotels; Ana Romero, PR & Influencers Marketing Manager of Benefit; María Majón, General Manager of Let’s Be Group; Bea Carpio, a content creator with more than 150,000 followers on Instagram; and Jessica Bueno, also a content creator, with more than 300,000 followers.

Influencers as a catalyst for decisions

Influencer marketing has a determining factor, since it is not necessary for you to follow the influencer in question for their advertising to reach you. And although we sometimes see them in television commercials with the help of big brands, the content created for networks, sometimes organic and sometimes paid, can appear in "for you" or "explore" on the different social networks. Because it is not necessary for Bea Carpio to have received compensation for an advertisement, many times she simply makes a GRWM and is indirectly influencing you to buy one of the products she uses. Even so, it is very likely that you have seen "ads" without knowing that they were, because the creation of content reaches further every day.

In this context, Rubén Navarro, from Wallapop, stated that “consumers often feel driven by influencers.” And no wonder: studies confirm that at least once a year users buy products recommended by these digital figures. However, Navarro also called attention to repetitive content that, far from connecting, can generate disconnection.

For his part, Alejandro Gómez from Telepizza highlighted the importance of measuring the impact of these collaborations: “We ask consumers how they have found out about our products, and influencer marketing is increasingly important. It is something that will continue to help brands innovate.”
Measuring the intangible: the real impact of influencers

The debate also revolved around the difficulty of accurately measuring the impact of influencer actions. David Díaz, from Minor Hotels, explained that these strategies increase brand consideration, although it is not always easy to quantify their direct effect: “A customer who has already seen content from a creator needs to be impacted fewer times to click. That is why we have developed our own formula and we talk about Media Value.”

Ana Romero, from Benefit, provided a practical example of how an apparently simple action can generate great results: “In our Christmas pop-up, a TikTok was saved 4,000 times. It is not a direct sale, but it is a very important approach.”
Authenticity: the key to the success of influencer marketing

In a world where users value proximity, María Majón, from Let’s Be Group, stressed the importance of being genuine: “80% of the content should focus on what you know, on your niche and on being yourself. That is the key to connecting with the audience.” She also predicted a promising future for the sector: “Influencer marketing is not going downhill, quite the opposite. It will be complemented by macro and micro influence.”

Alexsinos, a content creator, shared a reflection that resonated with the attendees: “It is no longer about how many followers you have. An influencer is still a personal brand and must align with the values ​​of the brands they collaborate with. If there is no ‘match’, consumers will notice.”
Risks and responsibility: controversy and cancellation culture

The risk of falling into controversy was another of the points discussed. Bea Carpio, a content creator, was clear about this: “There is a difference between getting into a controversy and talking about a topic you are informed about. You have to talk when what you say has real value.”

In line with this idea, Jessica Bueno emphasized the importance of the trust that communities place in creators: “When you have a community, they know you. They know what you are going to talk about and what you are not.”
The future of influencer marketing at Enamorando al Consumidor

The panel concluded with an optimistic view on the future of the sector. Although challenges such as measuring results or content saturation persist, experts agree that influencer marketing will continue to be a key part of brand strategies. As David Díaz summed up: “Influencer marketing is one more element in the mix. It doesn't save you from a bad year, but if well executed it can make a big difference.”

The round table made it clear that, in this constantly evolving digital world, influencers are not only allies of brands, but also catalysts for changes in the way consumers relate to them. A universe full of opportunities, but also risks, that requires authentic connection and well-defined strategies.