Do you remember when you wanted to be an astronaut? I was a kid excited to see those men and women doing new things and being recognized around the world. However, change is the most constant thing we have in life. Every generation has different heroes to follow and different ways to follow them.
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Going from outer space to cyberspace
After man set foot on the moon in 1969, every kid dreamed of being an astronaut. To experience zero gravity, to go where others hadn’t, to be the center of the news, to appear in the media before anyone else, to be admired and recognized for the courage to do things others hadn’t done, and to use that fame to influence other people’s decisions.
Today, that dream has changed. The influencers we find on social networks have acquired that fame and most children and young people no longer want to be astronauts, but dream of being an influencer, I have seen them imitating their phrases, their poses, and their actions. This is due to the enormous growth in the popularity of social media. According to a report published in 2022 on the site gen.video, 53% of respondents between 18 and 29 years old claim to have purchased a product or service after watching a video of an influencer on YouTube.
The impact of influencers in the world
Influencers have such an impact on consumer behavior today, which is why making a campaign using them is a very good investment for companies, in addition to the fact that the cost of the advertising campaign is lower and easier to execute than traditional campaigns aimed at large mass media such as magazines, radio or television.
When a company decides to advertise through influencers, it must take into account several variables, for example, the time the campaign will last, the target audience, the budget, the purpose of the campaign, and the agency to be hired to carry out the campaign.
Let’s take a look at each of these variables to learn more about them and take them into account when creating an influencer marketing campaign for my business.
Variables to take into account when launching an influencer marketing campaign
The length of the campaign
The time of the campaign can be short, only a few days, or a little longer, for a few weeks. Some campaigns are based on current events, such as the Olympics, the World Cup, or the Super Bowl. These types of campaigns are short-lived. Other campaigns can be a bit longer, for example, those that take place before special times of the year such as Christmas, Mother’s Day, Father’s Day, or any other.
the target audience of the campaign
The target audience of the campaign will determine the type of influencer to be used, whether it is a specific segment such as video game players, housewives, or the general public. Here we decide the creative to be used if it will be one or several, if the campaign will be regionalized, etc.
Investment budget
Regarding the budget, we must always be careful to obtain the best results with the lowest possible investment, not for this reason we are going to carry out a mediocre campaign, but some influencers require a larger budget than others. In these cases, it is advisable to evaluate the possibility of using several influencers instead of just one. It is worth remembering here that there are several types of influencers based on the number of followers. These range from nano (less than 10K followers), micro (10 to 50 K followers), medium (50 to 500K followers), macro (500k to 1M followers), or mega (1 M to 5 M followers).
Purpose of the campaign
The purpose of the campaign can be aimed at increasing sales of a product, introducing a new product to the market, expanding the market for a product, or simply achieving a greater presence in the networks.
Which marketing agency to work with
Finally, it is time to decide which marketing agency is going to run the campaign. This is the moment when you should review what your alternatives are. One of the things you should take into account is the specialization of the agency, it is preferable to have an agency specialized in influencer marketing management since they know the area better. Another aspect to consider is the experience, the clients that have trusted the agency are an indication of its reliability and seriousness.
This is how I discovered the relationship between an astronaut and influencer marketing campaigns.
It is time to stop thinking about astronauts, put our feet on the ground, and start considering the changes that are taking place in today’s world. Let’s get off the spaceship and get on the train of current trends, let’s work with influencers that help us achieve the growth goals of our businesses.
