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Qué características debe tener un influencer para ser relevante

Los influencers deportivos más cerca de lo que pensabas.

No solo los deportistas o comentaristas deportivos pueden convertirse en influencers. Hoy en día existen más personas que han logrado generar una buena base de seguidores en redes sociales, que les ha permitido acercarse a nichos de mercado más específicos.

Un usuario de social media puede convertirse en influencer y lograr una gran convocatoria a través de la creatividad, la oportunidad y la originalidad de sus contenidos, los cuales deben estar relacionados con el estilo de vida al que aspira promover alguna marca. Así lo expreso Alex Gershberg, brand manager de Michelob Ultra, la marca de cerveza que ha integrado a la modelo e ícono estadounidense del fitness, Jen Selter, como influencer de su marca.

Esta estrategia de marketing toma relevancia cuando en Estados Unidos, el 86% de las agencias con influencers, considera fundamental que la campaña del personaje, muestre su influencia con estas características principales: 

  • Le hable y tenga credibilidad en el nicho de mercado al que se dirige.
  • Sea apasionado del producto o marca que promueve.
  • Sea altamente creativo con el uso de redes sociales ¡y muestre su honestidad contando historias a su alrededor! y 
  • Debe generar trafico al sitio de la marca.

*Se debe tener tacto para destacar la experiencia. El contenido debe ser muy creativo y debe compartirse continuamente para aumentar el número de seguidores*, recomendó Alejandro Obregón, gerente de marketing de Pro Sports Marketing. 

De acuerdo a estimaciones de Obregon, hay influencers que por un posteo pueden cobrar 50 mil pesos, mientras que otros, por campaña completa, pueden cobrar hasta 200 mil pesos. De hecho, el rango de inversión en una campaña con influencer depende de su número de seguidores.

Antes de invertir en una campaña con influencers, y aprovechar el poder de la aspiración e inspiración para un cambio del estilo de vida de los usuarios, la marca debe considerar los siguientes factores:

  • Identificar la afluencia del influencer, a qué nicho de mercado le habla. 
  • Analizar si existe un engagement entre influencer y usuarios.
  • Garantizar la constante interacción entre influencer y audiencia.
  • Elegir las plataformas correctas.
  • Plantear metas de medición concretas.
  • Elegir indicadores de éxito.
  • Comprometerse con las mediciones, porque si no, no se puede medir el impacto. 

Rango de ingresos de influencers según el número de seguidores

100 mil a 500 mil 12 mil 500 DLLS 6 mil 250 DLS 5 mil DLS
500 mil a 1 millón 25 mil DLLS 12 mil 500 DLS 10 mil DLS
AM a 3M 125 mil DLLS 62 mil 500 DLS 50 mil DLS
3M a 7M 187 mil 500 DLLS 93 mil 750 DLS 75 mil DLS
(+)7M 300 mil DLLS 187 mil 500 DLS 150 mil DLS

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