The marketing world is increasingly adopting the strategy of working with digital influencers, thanks to the significant reach these content creators have on social networks. However, this partnership needs a professional eye to build it, as it requires careful selection to ensure effective collaboration.
Despite the challenges, influencer marketing is booming, with projections indicating a global market value of 24 billion dollars by the end of this year, according to the Influencer Marketing Benchmark 2024 report. Investing in actions with content creators can be highly effective when done with the right analysis and strategy.
In addition, there are crucial points to consider about the consumption of media produced by digital influencers, such as the public’s trust in the content offered. According to research by the AtlasIntel Institute, although 40% of respondents follow influencers on social networks, only 26.5% trust them. What’s more, an even smaller number, just 21.7%, reported having bought something on the recommendation of these content creators.
Therefore, knowing how to make the right choices about the buyer persona your brand is trying to reach and choosing the best public figure can help it grow. And although super influencers have a huge reach, this doesn’t necessarily guarantee the engagement your company wants.
What does the law say?
In Brazil, there are already moves to regulate the work of influencers. Bill 2347/22 seeks to recognize this activity as a profession. In parallel, Conar (the National Advertising Self-Regulation Council) has had a manual of good practices for influencers since 2020. However, there is still a lot to be done in this regard.
Is there any risk to the brand?
There is a risk of setbacks or image crises in partnerships with influencers. In this case, there is nothing better than being aware of these possibilities. A public figure comes to represent your service or product when they talk about it, and any controversy involving this influencer can directly affect the brand’s image. That’s why you need to know your buyer persona and the brand’s values well before establishing a partnership.
Here are some stories that went wrong
Unfortunately, a negative example of a partnership gone wrong was Budweiser, which in 2023 made a commercial with transgender influencer Dylan Mulvaney. The result? A wave of negative responses from more conservative consumers and a big drop in sales after the campaign. Now let’s look at a jaw-dropping example, that of American YouTuber Ruby Franke, who shared advice on motherhood and made several partnerships with brands and was recently indicted for child abuse against her own children. I know, it’s shocking.
And when faced with these situations, brands often need to quickly disassociate themselves from the influencer’s image to avoid damaging their reputation. An example of this was the case of fitness content creator Gabriela Pugliesi, who held a party during the pandemic in 2020 and suffered reprisals on social media. The result? Brands such as Grupo Hope and Mais Pura canceled their contracts with her. Meanwhile, Kopenhagen said that its contract with the influencer was only a “one-off” deal.
Get the strategy right and make your campaign a success
Partnerships between influencers and brands can be highly effective, as evidenced by several successful campaigns. For example, the collaboration between Márcia Sensitiva and Liberty Seguros resulted in amusing videos that achieved more than 45,000 likes and 250,000 views on Instagram. On the same social network, the union between Azos and Mari Kruger generated a humorous video that reached more than 10,000 likes and almost 100,000 views.
Pier Seguradora was also successful in collaborating with influencers such as Cinthia Rodrigues and Davi Vinicius, achieving more than 2,000,000 views and 26,000 likes on TikTok alone.
These results demonstrate how influencer marketing can increase the visibility of brands in an engaging way on social networks, generating high engagement and brand recognition.
The power of influencers can be an ally
Remember, when investing in actions with influencers, don’t forget to make a careful and strategic analysis, taking into account not only the reach, but also the relevance and reputation of the content creator. This reduces the risk of “backfiring” and, of course, also maximizes the benefits of influencer marketing.
However, despite the risks involved, influencer marketing can bring a number of benefits to brands. Partnering with influencers can provide greater visibility, increase engagement with the target audience, generate trust in your company and even boost sales.
Faced with the challenges and opportunities presented by influencer marketing, the support of a team of experts is essential. Our team has expertise in selecting and managing partnerships with influencers, guaranteeing effective results for your brand. Contact us now and boost your influencer marketing strategy!
