Brazil is the country with the most consumers influenced when making their purchasing decisions and the second country that follows the most influencers, behind only the Philippines, according to data from Statista. The Creator Economy report, produced by Cadastra, also shows that 60% of people prefer creators who speak to them and with whom they identify; 50% actually listen to the opinions of experts on the subject matter; and only 20% of those interviewed give preference and importance to those who have more followers and status on social media.
Five main trends have been identified in Influencer Marketing. The first of these is the inclusion and diversity of influencers, creativity and support for social causes are points valued and demanded by the audience when we talk about Influencer Marketing. Regardless of the objective of the campaigns, consumers are increasingly paying attention to representation.
The second movement is the increase in partnerships with morocco whatsapp data nano and micro-influencers, both due to lower costs and the greater engagement and proximity they tend to have.
Short videos continue to be popular, especially on TikTok and Instagram Reels. They are easy to consume and, in addition to capturing the user's attention, they are able to entertain and, at the same time, convey the message defined in the strategy in a light and clear way.
Another trend is that, with the pandemic, people started to consume much more content on the internet and with that came the need for this consumption to be for more authentic content, which conveys the truth and makes the audience identify with what they are consuming.
Finally, a survey shows that 90% of Brazilian consumers trust companies with a clear and defined purpose much more. With this, brands are expected to take a stand, be clear about their values and demonstrate this in practice, opening up space for conversations with their audience.
Different profiles for different journeys
The study points out that a successful influence initiative begins with the definition of a clear objective, which could be: generating awareness for the brand; generating leads to be worked on by Marketing and Sales; increasing the company's digital presence; or boosting direct sales in e-commerce. With this in mind, there are three most common strategies: activation, campaign and ambassadors, as described in the table.
Then it’s time to choose the most suitable influencer for each brand, strategy and occasion, taking into account the brand safety precautions already known in the market. Cadastra proposes a “match” as described in the table.
“It is also important to emphasize that the purchasing process is not linear, so it is essential to impact consumers at various points in their journey with influencers of different profiles/moments in the sales funnel. In this way, we can indeed talk about performance and influence generating great results for brands,” emphasizes Hugo Novaes, partner and VP of Cadastra's Creative Hub, leader of the team responsible for the study.
Creators economy
The study makes an important distinction. Creators are people who, through creativity, create original content in a broader way, whether for brands, companies, clients or whatever. They can create their content for pure leisure or professionally, depending on their audience and goals.
Influencers are people who use digital platforms and their power of engagement to influence people. They are not always content creators, but through their relevance, they promote products, services or brands in order to make their community, their followers, consume what they are, in some way, promoting. See the main differences in the table.