Influence marketing is on the rise all over the world, and brands have already discovered it, whether they are influencers in the digital environment or artist, sportsmen or even influential people in business, who, due to their popularity, later pass to social networks and blogs, it is more and more the strategy to follow to reach the consumer tired of traditional advertising and who is increasingly attached to digital platforms, such as Instagram, YouTube, TikTok and LinkedIn, among others that are emerging.
There are more and more public personalities who for money or because they embrace worthy causes, use their social networks to reach their readers, fans or the general public, with photos, videos or texts, that is, practising influential marketing, a marketing approach developing focused actions and developing influence or leadership, promoting services, brand products, but also ideas or changing habits.
These influencers, some with a lot of media power, have a great influence on the purchasing decisions of customers, due to the relationship of trust with their audiences/fans. And more and more brands use this “power” in the communication strategy of their brands/companies. We have all seen a video about a gadget, advice on makeup, a text about a brand, something that for years was done in newspapers and magazines, and then on the television, is now done much more quickly on social networks, and reaching many more consumers, and globally.
The influencer using one or more social networks, not only reaches a wider audience, more quickly, and in many cases is more easily able to cause a change in behaviour of his followers more predisposed to change, than using traditional means.
But that trust also has to be earned, the analyzes have to be true, correct and serious, even if they are presented in a funny way.
Andy Magro, a top influencer in Germany, is an example of an actor who is also an influencer, participated in 2011 in the Golden Globe-nominated film “A Dangerous Method” where he played the son of Sigmund Freud, Jean-Martin alongside Keira Knightley, Viggo Mortensen and Michael Fassbender. He appeared also in numerous German feature films, TV shows and series, short films, commercials and print ads.
However, he does not use his influence just to talk about a film or brand, but also to speak for those who do not have the power to do so, he created Andy Magro Foundation, where he supported the WWF and the campaign safe tigers with Leonardo DiCaprio.
This power is available to everyone, in an increasingly digital world, whether by word, photo or video, we are all influencers, when we put a photo of food, or restaurant that we like, when we take a selfie or make a video with that shirt that we like or with boots that we bought, or when we take a picture with friends next to a logo of an organization that we support or share a post.
This power can and should be harnessed by brands, companies and organizations, using the creative power of influencers, seriously or with humour, to get their message across by creating lasting and trusting relationships with their customers.
Using social networks in an inclusive and informative way, managing to have a real and quick notion about what the consumer thinks.
