To influence It is a term that is used more and more frequently in the media. However, the concept is not part of the dictionary that elaborates the Royal Spanish Academy (RAE ).
It's called influencer a public personality that became famous through Internet and that finds in the digital field its main sphere of influence. It's about celebrities with thousands or millions of followers on social networks .
Usually an influencer is someone capable of viralize content : that is, to multiply the diffusion and propagation of videos, images, etc. further affects consumption decisions of his fans, setting a trend. That is why they are usually figures that hire the Business and brands for the development of advertising campaigns since its fame guarantees the arrival of advertisements to a large number of people.
The notion of influencer has been related to the famous thought of Andy Warhol that, in the future, each individual would have his fifteen minutes of fame. The popularity of Internet stars can be sudden, with sudden growth, but also fleeting: there are not many who manage to maintain a high level of recognition with the passage of weather .
Suppose a young woman who publishes photographs of her travels in Instagram Get tens of thousands of followers and become influencer. A manufacturer of bags and purses, before its notoriety, decides to hire it to disseminate its proposals. In this way he pays a certain sum to the influencer in order to pose with his products and share the images in Instagram .
There are certain premises that allow companies interested in finding the right influencer for their products. In the following paragraphs we will see some of them in detail.
In the first place is its ability to provoke reactions and reactions in other users opinions every time he touches a theme in his spaces on social networks. Precisely, a good influencer can open a debate on any subject, thanks to having a natural predisposition to leadership. Companies must take advantage of this so that, in some way, they do most of the work.
When choosing an influencer, therefore, it is necessary to study the rate of interaction he has with his followers. For this there are specific tools, but you can also find out using a series of calculations by hand. We should not underestimate the potential that one of these people may have to get the audience interested in a theme or a brand spontaneously.
Another point to consider is the quality of the audience. In most cases, large numbers of followers are not enough, but a smaller group is preferable but with certain characteristics such as economic power, responsibility and commitment. In addition, the good influencer not only unleashes the controversy It is involved in it and actively participates.
It is important to dispense with those influencers who focus solely on content sponsored , since their speeches are usually not very legitimate but rather guided by the companies they represent. On the contrary, the ideal candidate puts his audience first, or at least pretends it very convincingly.
Finally, we must highlight that while the number of followers is one of the main aspects, A legion of fans is useless if your content participation is rare . Before deciding on an influencer, companies should evaluate all these values to ensure they invest their money .