The importance of influencer marketing today

We know that in the last twenty years social media has changed many industrial sectors, communication, and many consumer habits. New professions have also emerged that have taken advantage of the enormous reach and influence of these channels. In particular, so-called influencers have changed the world of advertising, in many cases eliminating intermediaries between companies and end customers. For this reason, influencer marketing has become a fundamental tool.

What is influencer marketing?

The definition of influencer marketing is not easy to capture in a single sentence. Simply put, it is a type of strategy that uses sponsorships and mentions by influencers, meaning individuals who have a large following on social media and are seen as experts in their particular niche. Whether in food, technology, travel, business, fashion, or beauty, each sector has its own influencers, opinion leaders, and gurus who test new products, talk about new launches, and share news and reviews on their own channels.

Influencer marketing is therefore a set of activities that involve the participation of a testimonial, blogger, digital creator, or video creator who can test, validate, and then communicate the quality of a brand, product, or service to their followers. This strategy is studied in programs such as the Degree in Marketing and Digital Communication, where best practices and techniques for running successful campaigns are explored in depth.

What is influencer marketing used for?

While a few years ago most influencer marketing was mainly carried out through blogs and influencers’ own websites, today social media platforms are the main channels used, depending on the topic. In fact, more and more people search for information online before making a purchase and build a relationship of trust with the influencers they follow daily. For this reason, their recommendations often carry more weight than traditional advertising campaigns.

Although some experts consider it outdated or see it as the “Cinderella” of marketing activities, the process of selecting the right resources, contacting and choosing influencers, and finally monitoring results makes it a powerful driver of visibility and conversions. It is important to understand that each sector has its own audience and most suitable social networks, and therefore its own most effective influencers active on those platforms.

Staying up to date with trends and innovative strategies is essential in the fast-changing world of marketing. Those who want to work in this field must continuously update their skills through advanced training such as a Master in Digital Marketing & Growth Hacking, a Master in Consumer Behavior and Marketing Insights, or a Master in Corporate Communication & Brand Management.

What is an influencer and what is their importance in marketing?

Today, calling them influencers, testimonials, or ambassadors may seem outdated. These professionals increasingly prefer to identify as digital creators. After the pioneering phase that saw the rise of true celebrities such as Chiara Ferragni or Dulceida, we are now in an era where this role has become democratized, thanks also to the rise of Instagram and especially TikTok. Creativity is key, but so is the ability to produce technically excellent content in terms of timing, location, and narrative structure, leveraging trends and building empathy with the community.

Digital creative professionals work full-time, combining copywriting, photography, video-making, and public relations. According to the research 'Future of Creativity' published by Adobe in the second half of 2022, the so-called creator economy is enabling more and more people to monetize their content, goods, and services online by leveraging creativity and passion. In total, there are more than 300 million digital creators worldwide. The study also shows that this economy is reshaping many aspects of culture and society, from the future of work to how companies advertise, and even the promotion of social causes and important issues such as the environment, inclusion, and mental health.

How to do influencer marketing?

So, how do you actually do influencer marketing? A good strategy must include a series of steps and should not be driven simply by excitement over working with a famous celebrity or a top expert in the field. In fact, this does not always guarantee real results. Here are some tips:

When choosing the best “brand ambassador,” it is essential to base the decision on the target audience and the buyer persona. For example, Instagram is ideal for natural vegan cosmetics, TikTok works well for a young and entertaining audience, and YouTube is perfect for professional makeup tutorials. It is important to consider a mix of channels and influencer specializations.

Next, you should set an appropriate budget and understand influencer compensation; nano and micro-influencers are often more affordable for brands with limited budgets. Providing a clear but flexible briefing is essential to preserve authenticity and creativity. Finally, defining specific goals (whether simple awareness or conversions) is key to guiding the strategy.

How to measure influencer campaign results?

It is important to track influencer posts and analyze them according to the defined objectives. This is a complex activity, halfway between public relations and social media marketing, and is sometimes considered difficult to measure. However, it is advisable to set clear metrics: for example, assigning each influencer a personalized discount code is a simple and effective way for e-commerce businesses to measure ROI by tracking how often the code is used and the total purchase value.

Advantages and disadvantages of influencer marketing

The advantages of influencer marketing are significant: first, it allows brands to communicate through a trusted voice that has direct influence over target customers. This means the promotional message is delivered in a less overtly advertising tone, following content marketing principles, in a style that followers of the influencer appreciate and trust.

The result? Greater effectiveness and a stronger perception of trust, authenticity, and spontaneity. If, instead of top-tier celebrities or trendsetters, brands choose mid-level profiles and micro-influencers, a key advantage is the ability to keep costs under control.

As for the disadvantages of influencer marketing, there is the risk associated with the personal reputation of the influencer, which, if damaged, can negatively affect the associated brand. The recent case of Chiara Ferragni is an example.