Influencer Marketing Academy
Want to know more about Influencer Marketing? Join us together with E-Club, Giulia Valentina (influencer) and Stefania Casciari (CEO Pulse Advertising Italia) on May 7th, Room Zappa at 6 PM!
If you were born anytime between the years 1985 and 2000s, you’re probably familiar with figures like Huda Kattan, Jay Alvarrez, Chiara Ferragni, Nash Grier or Lele Pons. Or maybe not (where have you been, then?!). But definitely, you’re able to grasp the meaning behind “influencer marketing” without me saying another word about it.
It’s difficult to describe though, isn’t it? How would you describe it to your grandma? “People followed by other people because they post stuff on their social media”? It sounds creepier than it actually is! According to modern -or just more accurate- definitions, influencer marketing is the ability to "influence", to generate a strategic word of mouth that significantly affects the visibility of a brand. This concept is closely linked to social media, so much so that we also speak of "social influencers”. It’s a proper job that has been created in the last decade, but it looks like it’s here to stay.
But who is an influencer, exactly?
It's someone who has some influence and a USP they can monetize: whether it's beauty, fashion, cooking, mental health, being a chef, they can use that to make a business out of it.
They’re commonly used with the aim of hitting an audience that cannot be reached by other means. Or to lead generation and increase of traffic to sites and to eCommerce, generate conversions, increase the number of followers of a brand's social accounts, make a new product known or promote the identity of a brand.
What makes them so successful is that they are (or look like) extremely relatable, since they are similar to their audience than any other celeb out there. Influencers are those users who are able to amplify opinions, messages, opinions, thus influencing users. A great amount of personal branding and selling + some strong communication skills have to come with that. This is how they become a reference point from which to draw reliable and truthful considerations. Users are increasingly informed and active, ready to seek reliable opinions before purchasing products or services, thus becoming an active part of the information process by searching, sharing, amplifying.
Today, influencer marketing is a key strategy for many companies, and it is different from traditional advertising. Before, companies had control over the message to be conveyed, about celebrities (which were defined as testimonials) who promoted the product/service and also about the means of communication. Now, everything has changed. Influencers established their prestige before the company arrived on the web, and it means that they’re the ones to make or break the rules. Brands themselves are looking for Instagrammers who have a good following to make them their brand ambassador. In this logic, it is the influencer who decides how and where to transmit the message and what form it should take to make it as spontaneous as possible. This aspect is essential, since the influence exercised stems from the trust that his followers place in them and their competence.
There is much buzz around the concept of digital and most of the times we solely focus on the medium and not on the content. The point is not that the means of communication has changed, but that the job of marketers have changed above all: from content producer inside the company to stimulator of external content by bloggers and influencers.
Written by: Chiara Estini
Edited by: Priscilla Greggio