2023-11-24 06:03:35
Content creators have become one of the preferred ways for brands to connect with audiences and reach new audiences. And fashion has been a pioneer in relying on influencers with long-term collaborations. In the new series sponsored by Mascaró, My Kingdom for a Like, Modaes analyzes from the success stories throughout history, to how to hire an influencer or what are the most important platforms and the most frequent types of content in the present.
Special: My Kingdom for a Like
Brand searches influencer. Hiring content creators or sponsoring publications on the Internet has become one of the lines that grows the most in fashion marketing budgets. But how do you hire a influencer? Who are the actors involved and how much does it cost?
In total, the investment in digital marketing of influencers in Spain increased by 22.8% in 2022, up to 64 million euros, according to the Advertising Investment Study in Digital Media of IAB Spain and PwC. On a global scale, the business will come 20 billion euros this year, according to the report The Influencer Benchmark Report 2023created by Influencer Marketing Hub.
Although individual sponsorship of publications (whether a post, a video or a story) continues to be frequent, The signing of continuity contracts is becoming more and more common with content creators who act as brand ambassadors and participate in both offline and online campaigns.
This is the case, for example, of the Mango Girlsthe name coined by the company itself to refer to the influencers with whom they work on a recurring basis. In some cases, the alliance goes even one case further, such as the agreement between Tendam and María Pombo for the launch of the High Spirits brand, much more similar to a traditional advertising agreementalthough with an online derivative.
Also, collaborations that include the creation of capsule collections and subsequent promotion, as in the case of Dulceida and Paula Echevarría with Primark. Normally, in this type of agreement, a fixed rate and a commission that depends on sales are negotiated.
Professionals agree on recommending long-term collaborations. “They are more beneficial for both parties by building a relationship and providing quality and credibility to the collaboration,” says Paloma Miranda, CEO and founder of the Go Talents group.
Go Talents is one of the leaders within the growing network of content creator agencies, which concentrates a good part of the hiring and which usually charge a fee of 20%.
Once the agency is found, the process moves forward with the search for a influencer appropriate to the objectives, contents and target audience and the definition of the campaign. “In this selection for us It is very important to ask ourselves if the profile would buy that product or use the service, otherwise it makes no sense and will not work,” says Natalia Palma, head of campaigns and events at the Totalisimo agency. “They must be profiles that are faithful to their style and their community,” she adds.
The rates of the influencers “They are variable and depend on many factors, not only the number of followers,” says Miranda, who specifies that “the image, the niche it addresses, the moment in which it is located, or how exclusive that product is also influence.” influencer“, Add.
Hire a post by one microinfluencer can be around 300 euros, while content creation professionals like Dulceida or María Pombo, with millions of followers, skyrocket the fee at ranges ranging from 5,000 to 10,000 euros. In any case, these types of campaigns are less common in this case, and the influencers They usually opt for contracts with a little longer duration.
Technological tools allow you to automate the search for profiles
Technology has also been able to adapt in the contracting business. influencerscon platforms that allow the selection of profiles by brandsautomating the process of electing like-minded representatives for campaigns normally focused on social networks, tools that also allow the activation of campaigns and the monitoring of results.
In this field is the Samyroad agency, which has carried out campaigns for Crocs or H&M. Platforms such as Hype Auditor allow you to discover emerging trends and the most successful market agents in any sector and country, through the analysis of marketing trends. influencers.
After publishing the content, The last step is the sending of statistics by the agency to the client to be able to carry out an analysis of the campaign, which will serve to determine the profitability and results obtained.
Among the indicators that measure the success of an action or campaign on social networks, which is where most of the investment in marketing is focused influencersare reach, impressions, link clicks and conversion.
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