In an ever-changing world, brands must acclimate to new realities. However, the fundamental notion of brand building remains the same: brands need to create and build trust with consumers and be authentic in their messaging and in what they stand for.
Nos últimos anos, vimos o marketing de influenciadores crescer em popularidade. À medida que as marcas buscam maneiras de estabelecer conexões mais profundas e personalizadas com os consumidores, muitas estão procurando os influenciadores de mídia social e o engajamento significativo que muitos deles apresentam em canais como YouTube, Instagram e TikTok.
WARC estimates that brands in Ireland will increase their social media ad spend by 24% this year, which is a stark reversal from the drop of 2.4% in 2020. The trends in Ireland are consistent with those across Europe. Research from IAB Europe found that creator marketing (influencer marketing) investment in Europe increased 14% to €1.3 billion, noting further growth expected for 2021. In addition to increased interest from advertisers, the pool of influences continues to rise. According to Nielsen InfluenceScope, there were 93,437 Irish influencer accounts with more than 1,000 followers on social media platforms in August 2021, a 58% increase from 2020.
Por que as marcas estão cada vez mais considerando os influenciadores como parte de seu mix de marketing?
O campo dos influenciadores é vasto e não é exclusivo de celebridades famosas. Embora os endossos de celebridades possam ser poderosos, os influenciadores de mídia social são oportunidades cada vez maiores para as marcas, pois têm paixão por seus assuntos especializados, criam seu próprio conteúdo e se relacionam intimamente com o dia a dia de seus seguidores. As pessoas que os seguem escolheram ativamente fazer isso e, por esse motivo, podem ser poderosos defensores da marca e ajudar a impulsionar a intenção de compra. O uso de tópicos de nicho para repercutir entre seus seguidores oferece uma possibilidade de atingir públicos específicos para as marcas e, quando bem executado, o marketing de influenciadores pode gerar um resultado impactante.
Então, o que impulsiona uma campanha de influenciadores bem-sucedida?
Like any marketing or advertising campaign, the success of an influencer campaign ultimately rests on its execution, and influencer marketing comes with its own unique set of challenges, most notably around transparency and authenticity. According to research conducted by the Advertising Standards Authority for Ireland (ASAI) in October 2020, over half (51%) of Irish consumers are concerned by a lack of transparency, and 59% consider influencers who do not seem authentic to be “annoying.” Across the influencer campaigns measured by Nielsen Brand Effect in Europe, one-third of those exposed stated that the content was “irritating,” suggesting that brands need to improve the strategies they employ in their influencer marketing efforts.
Um bom conteúdo é e sempre será a base de qualquer campanha eficaz, e o marketing de influência não é diferente. Um conteúdo ruim levará à incongruência na mensagem, o que significa que, na melhor das hipóteses, os consumidores simplesmente não se lembrarão e, na pior, farão com que os consumidores se ressintam da comercialização do conteúdo de seu influenciador favorito.
Nos últimos três anos, a Nielsen vem realizando a medição do Influencer Brand Effect em campanhas de influenciadores na Europa para ajudar anunciantes e agências a entender seu impacto na imagem da marca e na propensão das pessoas a comprar sua marca. As principais métricas medidas são o conhecimento da marca, a favorabilidade e a consideração. Nossa pesquisa constatou que as seguintes diretrizes de práticas recomendadas são verdadeiras: O conteúdo deve ser relacionável e autêntico.
O conteúdo relevante ajuda a impulsionar a intenção de compra. Das campanhas de influenciadores que avaliamos, pouco mais da metade dos entrevistados sentiu que o conteúdo a que foram expostos era relevante para eles. Nossa análise indicou que 65% das pessoas se lembraram do conteúdo das campanhas que geraram alta favorabilidade à marca, e quase 60% das pessoas expostas ao marketing de influenciadores disseram que provavelmente desejariam experimentar ou comprar o produto.
Regardless of category, brands need to navigate the growing pool of influencers to partner with to ensure the authenticity of your brand and message. Once you’ve identified the right influencer for your brand—by analysing their posts, follower comments and the products and services they enjoy—work with them to create authentic content. Even when the ultimate goal is to sell a product or service, marketers are increasingly seeking ways to be perceived as authentic and real. This is where influencers can assuredly help. Consumers are more likely to align themselves with brands that share their beliefs and values. If followers trust an influencer and their recommendations, they’re more likely to follow the brand and stay loyal.
In 2020, influencer Holly Carpenter became an ambassador of Dogs Trust Ireland. As Holly suffers from mental health issues, she was keen to promote her belief that “man’s best friend” could help people cope with and possibly overcome similar issues. As ambassador, she created a campaign for her vision, which was well received by her followers. According to Nielsen InfluenceScope, Dogs Trust Ireland’s Instagram account gained 30% new followers.
We believe the momentum behind influencer marketing will continue, particularly as the pandemic has inspired higher traffic on social media platforms. Social media and influencer marketing have become useful marketing options for brands looking to expand their online presence. To be successful, influencer campaigns need to be carefully planned, executed and measured to ensure they deliver on key objectives. When used well as part of the marketing mix, they can be successful in achieving key objectives, help build positive brand associations and ultimately drive purchase intent.
Metodologia
Os insights deste artigo foram derivados do Nielsen InfluenceScope e do Influencer Brand Effect.
InfluenceScope is Nielsen’s data-driven solution to support marketers throughout the entire Influencer Marketing Lifecycle. We assess the social media users with over 1,000 followers or subscribers exercising influence, on digital platforms, over digital users and audiences. We select the personalities to suit the specific objectives within a desired time frame, pre-evaluate the mix of contents, platforms, personalities and measure the media value and ROI.
Influencer Brand Effect measures the extent to which an influencer marketing campaign has driven uplift in brand KPIs and perceptual changes among the target audience, utilising a test and control approach. Our solution can split out results by platforms and specific influencers post campaign (sample permitting), identifying the factors which were successful at driving brand KPIs and identifying effective creative elements, providing crucial insights and recommendations for future campaigns.
