In recent years, there has been an increase in the importance of social networks as means of communication and promotion. Channels like Facebook, YouTube and Instagram are now considered real places to promote your business and your brand.
The terms “Influencer” and “Influencer marketing” originate from social networks. The influencer is an individual with a large number of followers that has the ability to influence consumers’ buying behaviour because of his/her charisma with respect to specific areas of interest.
THE EVOLUTION OF INFLUENCER MARKETING
The influencer marketing is an indirect advertising strategy, meaning the promotion of a brand, a product or a company through the social activities of an influencer who shows approval towards that brand, product or company.
From this point of view, the choice of the influencer is crucial for the success of the digital strategy of a company and it is necessary to choose a figure who is recognised by the public as an expert of that topic.
HOW TO CHOOSE THE RIGHT INFLUENCER: THE FOUR R’S RULE
Like any marketing strategy, even the influencer strategy has its own specific rules. The best known is that of the 4 R’s:
- relevance: it is necessary to choose the influencer on the basis of his/her relevance to the target public, that must reflect the target of the brand
- resonance: the influencer must obtain a certain resonance, sharing of values and involvement from his/her audience, enough to guide their behaviour
- relationship: the approach to be used by the influencer in promoting the objectives of the influencer marketing needs to be decided together with the company which hires him/her
- reach: one of the parameters for choosing the right influencer, not the only one, is his/her number of followers
For further information about digital marketing read our JOurnal.