Marketing with influencers, well planned, executed and measured, if carried out using a defined strategy and choosing the influencer well, can provide important results for companies. If done in any way, it also has its dangers.
40% of Spaniards admit feeling influenced by some famous person from the entertainment world
In Spain, 36.59% of Internet users acknowledge that they have already purchased a product or service after having seen it recommended on social networks by an influencer . This is one of the conclusions that is drawn from the study on "Engagement and emotional bonding in social networks" that has been drawn up by the agency MARCO de Comunicación. The report, which is based on more than 1,000 interviews conducted with Spanish Internet users, analyzes the way in which users of the Network of networks relate to the personalities that most influence them online.
According to the study, it is the influencers related to the world of entertainment who have the most prescription capacity over Spanish Internet users. Actors, actresses, musicians … influence 40% of the surveyed users.
In second place would be writers and journalists, a short distance away, as they are the second group that generates the greatest emotional connection on social networks for 37.96% of respondents. They would be followed by fashion and lifestyle bloggers, who influence 36.5% of the respondents.
It should be noted that among the groups that least influence users are politicians. Only 19.83% of them mentioned them as examples of online personalities with whom they establish a greater emotional bond.
But despite what "influencers influence", when buying a product or service, Spaniards still consider the opinion of family and friends more important. Their advice is worth twice as much as that of influencers. Thus, 71% of Spanish Internet users acknowledge having acquired a product after being recommended by an acquaintance or relative, while 34.5% have done so after having seen it on the Internet, recommended by an influential person.
The study provides other interesting data. For example, surfing the Internet, using WhatsApp and updating social networks are the three actions that the Spanish Internet user prefers when using his mobile phone in his spare time.
57% of Spanish users already follow a brand on social networks , although the reasons are diverse. For 67% of users, the most important thing to “Like” a company's corporate page on a social network is the possibility it offers to access exclusive promotions and discounts. For their part, 55% of users find sufficient motivation in the possibility of interacting and exchanging opinions with the brand.
Another important fact is that 39.65% of users are suspicious that a brand does not have public profiles on social networks and they think twice about purchasing a product or service if it does not yet have a presence on these channels. Despite everything, 53.5% of Spanish users assure that their level of trust in a brand does not depend on whether they have a profile on social networks or not.
In terms of themes, travel is the issue that brings together the most followers on social networks, according to 66.1% of the users surveyed. Along with tourism, technology also has many followers, up to 62% of the participants in the study by the aforementioned communication agency. In third place is health (59.4%), above other topics such as politics or sports.