Influencer marketing is one of the most effective social media strategies for SMEs that want to consolidate their business and reach a broader audience. It involves collaboration with content creators and allows us to promote the brand and gain visibility.
Some benefits of working with influencers
- Building trust: Influencers already have a community that trusts their recommendations. When they talk about a product or service, their audience perceives it as something closer and more reliable than a traditional advertisement.
- Improving brand recognition: It allows reaching more people and making your company better known.
- Reaching the target audience: Content creators can help you promote the product among a niche audience that has interest in acquiring it.
Limitations of influencer marketing:
- Reputation risk: If the influencer gets involved in a scandal or makes an unfortunate post, the brand can be damaged.
- Authenticity problems: When the collaboration doesn’t fit with the creator’s values or usual style, the audience perceives it as artificial and trust is lost.
- Difficulty measuring results: It’s not always easy to calculate the real impact of a campaign, as sales cannot be attributed with precision even when codes or links are used.
- Limited message control: Influencers communicate with their own tone and style, and if the brand tries to control it excessively, the naturalness that makes this type of marketing attractive is lost.
Different collaboration formulas exist that adapt to the needs and budget of each company. Some types of collaboration forms are:
- Advertising: This involves a contract between the brand and the influencer. It should include a briefing with the collaboration conditions: dates, deliverables, financial compensation, etc. It is mandatory that the content be identified as advertising.
- Brand ambassador: In this case, the influencer becomes the face of the brand for a longer period. The relationship is more stable and seeks to integrate products or services naturally into their daily life, acting as a brand advocate.
- Gifting: This consists of sending the product or service for free to an influencer, without previously agreeing that they will post about it. Unlike other cases, here there is no contractual obligation. The idea is that, if they like it, they will share it spontaneously with their audience.
- Organic content: This occurs when the influencer mentions or recommends a product without receiving anything in return. No money, no gifts. They do it simply because they like it and want to share it with their audience in an authentic way.
Influencer marketing offers an opportunity to connect with the target audience in a dynamic way, increase visibility and generate trust. However, it also involves risks and limitations that must be carefully managed. The key is to choose creators well, establish transparent relationships and opt for the type of collaboration that best adapts to the brand’s objectives. Thus, this strategy can become a fundamental ally for the growth of SMEs and the consolidation of their market presence.
If you have doubts about hiring content creators, don’t hesitate and request free advice from the Economic Office of Galicia.
