Eyes are on influencer marketing and quality content, which allow for reliable metrics, with quality performance and at a more affordable cost.
The change in the way we consume, driven not only by the pandemic but also by the passing of time, has meant that the public has started to feel saturated with some traditional marketing formats, such as television advertisements and online banners.
In this scenario, brands and advertisers had to find new paths and, above all, evaluate what demanded the most attention. Given this, the focus is on influencer marketing and quality content, as both allow for reliable metrics, with quality performance, and at a more affordable cost compared to investments in productions and traditional media.
We already have strategies such as media for equity, where the dominican republic whatsapp data influencer becomes a kind of permanent brand ambassador in exchange for a share in the company's shares. And all of this shows us the power we can explore, bringing visibility, authority, reaching new audiences and increasingly creating a connection with those we want to talk to.
However, recent data from the Influence Marketing Scope study, conducted by Scopen, reveals that only 0.23% of companies' revenue is directed to influencer marketing. On average, the companies participating in the survey, which had revenues of around R$5.8 billion in 2022, allocated only R$1.3 million to this category in 2023. This represents a relatively small allocation of resources to influencer marketing, equivalent to just R$0.23 for every R$100 in revenue.
Interestingly, in comparison, brands invest more in public relations (R$0.36) and marketing and advertising (R$3.50). These figures highlight the need for greater awareness of the potential of influencer marketing and the importance of considering it as an integral part of the marketing strategy of companies in the industry.
Is it fear of investing? Understand why brands shouldn't be afraid
It is important to understand that risks arise in every way, and everything we put out there will be judged by those we want to reach. For the content to be perceived by the user in a different light, it will need to connect with the proposed narrative. The brand's values need to be aligned with the influencer's for the connection to happen.
However, unlike in the past, today we have the possibility of finding in minutes the history of speeches or attitudes that do not correspond with the brand, thanks to technology and the advancement of the sector. Of course, we need to be human and understand that beyond what is brand content, this influencer has a parallel life and nothing will stop. Therefore, consider that the risks are imminent and there is no way to escape them, but we can mitigate them.
Strategies to control brand risks and cancellations
To prevent your brand from being canceled, you can count on the visibility that a disaster check can bring. With it, you can map sensitive content, related content, and the person's history on the internet, and even understand whether this influencer has already created content for competitors within your category.
Be prepared to at least map out the most superficial risks. With the reach generated by the content, other problems may arise, and responding in the right way will be essential. In addition, you can count on the support of press offices in case of crisis management.