Discover how partnerships with influencers transform campaigns into sales

Collaborations with digital influencers have become a powerful strategy for brands seeking to expand their reach and drive sales. These partnerships offer authenticity and emotional connection with consumers, factors increasingly valued by the public.

With the advancement of social networks and the growing importance of voices seen as more authentic and aligned with consumers' values and purpose, brands have sought partnerships that boost sales, increase visibility, and create more lasting connections with consumers. A durability based not only on transactional moments, but also on the fusion of entertainment, knowledge and information.

New references for customers

In the pre-internet world, actors and singers were the main public influencers. The mass media favored the use of “poster boys” who represented brands to as many people as possible, following a logic that could not personalize contacts and needed to be based on generalist approaches to generate results.

The increasingly intense use of browsing and consumption data in a digitized world allows platforms and brands to monitor and interfere with people's behavior, presenting personalized advertising and relationship actions. In this scenario, digital influencers are producers who, through their online platforms, are able to attract and engage a significant audience, based on authentic and relevant content for defined audience profiles, at specific moments in the knowledge and consumption journey.

It is precisely the ability to create content seen as authentic and relevant that gives influencers the possibility of establishing a relationship of trust with their followers, making their recommendations valuable to brands. This relationship of trust between the influencer and the public expands the organic reach of brands on social networks, allowing the development of more robust digital presences without incurring prohibitive marketing costs.

In the context of e-commerce, influencers act as effective intermediaries between brands and consumers. By promoting products and services in a natural way, they create emotional connections with their followers. The result is a significant increase in demand for these professionals: since 2020, the Global influence market more than tripled, reaching US$ 33 billion. In addition, 86% of consumers said they had made at least one purchase inspired by a digital influencer in the last 12 months.

Not all influencers are the same

When developing an action strategy in partnership with influencers, it is common for brands to be faced with thousands of possibilities. This characteristic opens space to work on different influencer profiles, defined by the size of their organic reach base:

• Nanoinfluencers: less than 10 thousand followers;
• Microinfluencers: between 10 thousand and 100 thousand followers;
• Mesoinfluencers: between 100,000 and 500,000 followers;
• Macro influencers: between 500 thousand and 1 million followers;
• Megainfluencers: more than 1 million followers.

‍

In this market, the number of followers may be less important than the content creator's ability to engage the audience, depending on their action strategy. In general, nanoinfluencers tend to have higher engagement rates and they represent the absolute majority of content creators in Brazil. As they are experts in a certain subject, they have more authority in a specific field.

How to get your influencer strategy right?

For brands to fully benefit from partnerships with influencers, it is essential to adopt a strategy that takes into account the following aspects:

• Identifying the ideal influencer: it is necessary to work with content creators who talk to the desired target audience. It seems obvious, but this adherence will ensure that the message is transmitted in an authentic way and received in a positive way.
• Definition of clear objectives: it is necessary to establish specific objectives for the campaign, such as increased sales, brand recognition, or product launches. This is an essential guideline for defining the influencers who will be partners and the structure of this collaboration.
• Authentic content creation: no digital content strategy works if the influencer cannot work freely, adapting brand information to their style and language. This is what makes the product or service presented to the public in a natural and genuine way.
• Monitoring and analysis of results: What is not measured is not managed. Track the engagement, traffic, and conversion metrics for each campaign with each influencer to assess the success of investments and adjust the strategy for the next actions.
• Follow the conversation instead of directing it: in influencer marketing, the consumer directs the conversations. This is an opportunity for brands willing to listen to what has been causing discussions on social networks to take advantage of the possibilities and then use influencers to connect those conversations to the products.

‍

This is what fashion retailer C&A did in the month of February, following Fernanda Torres's Oscar nomination: the company took advantage of the highlight given to the actress for Launch a collection of t-shirts based on iconic phrases from the series Tapas and Kisses, starring her.

The strategy not only capitalized on Buzz surrounding the actress, as it also emotionally connected consumers to the campaign's theme. The retailer understood practices essential to influencer marketing:

• Strategic Alignment: Fernanda Torres represents values such as authenticity and sophistication, which connect with C&A's target audience;
• Timing: the campaign was launched a few weeks before the Oscars, which maximized its impact;
• Involvement: the campaign narrative, centered on iconic TV characters, generated identification and engagement.

‍
‍

The C&A example reflects the fact that digital influencers have had a central role in the promotion of fashion brands, becoming intermediaries that connect consumers and companies in an authentic way.

The integration of digital influencers into marketing strategies represents a valuable opportunity for brands that want to connect naturally with their target audience and boost sales. By adopting strategic and data-based approaches, companies can take advantage of this trend to strengthen their market presence and achieve their business objectives.

‍
‍