digital influencers

The age of the Influencer

At Influencia we love talking about influencers; these opinion leaders have defined what is what in this new digital age and, whether voluntary or not, they have an engagement level which is very difficult to achieve, given the saturation of publicity that surrounds us. They are able to mobilize the public, change certain attitudes, and orientate buying decisions.

In this sense, anyone can become an influencer; in fact, this is what fashion YouTuber Eider Paskual explained in an interview, saying, “what started out as a hobby, unintentionally became my profession”. Even so, finding clients with thousands of followers that follow, like, and comment on everything you do, is not an easy task. It would be a mistake to undervalue someone’s influencing capacity, but assessing a profile only by its number of followers, is an even greater mistake.

When choosing an influencer, always go for quality over quantity; ask yourself if the person fits in with the brand you want to represent. Above all, you need to know who their audience is, and if they are the type of people you want to attract. Here starts the engagement game, using the relationship of trust that the influencers have with their followers, as is the case with Dulceida, Alex Puertólas, and Maria Cadepe.

This bond is what all brands want to have with their consumers, but it is becoming harder and harder to find due to the sheer number of options on the market. Influencers have the ability to gain followers’ trust through their lifestyle, routine, expert advice, family circles, and friendship. They talk about you to you, and usually ask the audience to give them advice to let them know their voices are heard. No other form of advertising follows this method of digital marketing. The influencers themselves are what we call prosumers; they straddle the boundary of being a producer of advertising content, and a consumer of the brands they advertise. This is key in reinforcing their followers’ trust.

If you are still not convinced about influencers, look at these objective facts. 81% of people between 16 and 55 years old use social media. That represents more than 15 million Spaniards. On average, these users spend more than four hours on Facebook a week, three hours on YouTube videos, and two and a half on Instagram and Twitter. Instagram is the most viewed daily, and 85% of social media users say they follow influencers. Last, but not least, consumers have practically equal confidence in recommendations from influencers (49%) as their friends and family (51%).

Whether they are showing their passion for videogames, fashion, motherhood, or travel, it’s clear that influencers, the internet’s opinion leaders, are on the path to become the best communicators of the 21st century.