Influencer Marketing Trends in 2024
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Influencer marketing has proven to be incredibly versatile and far-reaching. In recent years, companies across all industries have embraced the strategy of collaborating with content creators who are benchmarks in their niches. If you have questions about how brands are achieving success in the digital world through innovative campaigns, here are some real examples of companies in Spain that show how they successfully connected in a unique and genuine way with their audiences.
Influencer marketing is a tool that has gained prominence in recent years in the promotion of products or business services. Within this field, one of the most common strategies for influencer campaigns are sponsored posts on social networks. These publications can be photos, videos, or stories that present products in a creative and attractive way. They are usually accompanied by a link or discount code to make it easier for users to buy and for companies to measure the success of their marketing strategy.
Another effective way to promote products is through reviews and recommendations by content creators. Content creators can create content in the form of detailed reviews or recommendations on their blogs, Instagram Reels, TikTok videos, YouTube channels, or podcasts. In doing so, they share their experience with the product, trying to highlight its features and benefits, and thus leading to a greater ROI (Return of Investment) for the company.
Brands sometimes use influencers as brand ambassadors. These long-term relationships are often of great benefit to both parties, as a community trusts a product that their favorite creator consistently recommends . When the collaboration goes as expected, brands use influencer images to create product design collaborations. The products in these special collaborations carry the influencer’s signature and are promoted through both the influencer’s channels and the brand’s own channels. This strategy generates a lot of excitement among the influencer’s followers and creates a sense of exclusivity.
These are some of the different types of campaigns you can manage through influencer marketing; for more ideas we recommend this blog post: How to establish an effective collaboration with influencers?
Regardless of the niche your brand is in, to create campaigns with influencers you must follow a series of common steps that will guarantee the success of its implementation. These basic steps are:
Each influencer marketing campaign is unique and should be adapted to your objectives and your brand; however, there are some key elements that should be integrated in any type of campaign, these are:
In Spain, a person emits half a ton of carbon dioxide (CO2) into the atmosphere every month, according to the World Bank. In response to this, BBVA Bank launched an initiative to raise awareness of the importance of protecting the environment by using data analytics to calculate the carbon footprint of its customers, a feature that the company’s users can access from its App.
To publicize this tool, the agencies PS21, Mindshare, 2btube, and BBVA Creative for BBVA created a campaign in which they distributed giant, 28 meters long footprints between the province of Lugo (in Palas de Rey), Barcelona (Barceloneta neighborhood), and Madrid (next to the Las Ventas bullring).
But in addition to these actions, they decided to carry out an influencer marketing strategy to publicize their action and expand the reach of the novel idea. For the first part, they used as a channel the Ac2ality account, the largest Spanish media outlet on TikTok whose audience is mainly made up of Generation Z. Ac2ality has more than 229K followers on Instagram and more than 4.4 million on TikTok and an average engagement of 1.25%. The credibility of their audience is 87 points and the average engagement of their posts on Instagram is 3.5% and on their reels it is 5.2%.
This media outlet alerted its followers about the appearance of giant footprints in Spain. Several influencers, including La Pelo, Percebes y Grelos, and Spursito, echoed the news, prompting their followers to speculate who could be behind the event.
In the second part of the campaign, the same influencers received a mysterious letter in which they were invited to a secret event, which they shared with their followers on social networks. The marketing strategy ended with the event in which it was revealed that BBVA was behind the giant footprints.
The central purpose of the influencer marketing campaign, which was developed on the different Instagram, TikTok and Facebook accounts, was to generate conversation around the impact of consumption on the environment and how BBVA’s carbon calculator could help reduce emissions.
With 3 weeks of campaigns, they managed to reach more than 2.9 million unique users; they generated more than 3.5 million impressions and more than 125,000 interactions with the published content and, most importantly, the BBVA app received more than 310,000 visits.
In fact, this influencer marketing campaign was recognized by Publifestival in the XVI Edition of the Social Company Awards in the categories: ‘Best execution of a campaign in social networks’ and ‘Best effectiveness in a social project or action‘.
The Cerave brand, which is part of the L’Oréal group, the leaders in the world of beauty and cosmetics, has taken to networks such as Instagram and especially TikTok to promote various products in its offer.
The marketing strategy focuses on working with macro, mega and micro influencers to show the benefits of their skin care products depending on the characteristics of each user.
Much of the success of the campaigns lies in the profile of the chosen influencers selected to carry out their collaborations, most of them are professional influencers with high recognition and authority on the subject. One of the most famous in Spain is Álvaro Fernández, better known as “Farmacéutico Fernández“, a pharmacist who debunks myths about health and with whom the brand has carried out several campaigns to promote products from different lines. Fernández has more than 2.8 million followers on his TikTok profile and 627K followers on his Instagram account. His audience credibility score is 88 points and the average engagement on Instagram Reels is 3% and on TikTok it is 1.25%.
As a result of efforts focused on connecting with the millions of followers who visit the accounts of its influencers in 2022, L’Oréal earned 24.1% more thanks to the rise of the dermo-cosmetics sector on social networks. On platforms such as TikTok, the Hashtag #cerave has more than 7.8 billion visualizations, followed by other Hashtags of its most recognized products that have been widely publicized on the social network, #ceravaskincare (725.8M) #ceravemoisturizer (30.0M) and #ceravemoisturizer (30.3M) .
Also on its global Instagram account, the brand reached one million followers and on its Cerave Spain profile, they exceeded 80K followers with an engagement rate of 0.16%. In addition, the brand’s online actions have boosted traffic on its website; last month, they reached 3 million users.
Read also: Three ways to turn influencers into your brand ambassadors
This influencer marketing campaign created by the agency Hamelin for the brand ALPINO focused on promoting the special collection of school products, taking advantage of the back-to-school season for students in Spain.
For this particular marketing campaign, several influencer profiles were selected among micro and macro influencers who had at that time a maximum of 300k followers on Instagram and 60K followers on TikTok. The creators were selected based on the brand’s editorial line in order to create memorable content that would connect with the target audience.
The results of the digital marketing campaign with influencers exceeded the expected expectations: they managed to reach more than 1,200,000 people of the target audience and had more than 20,000 interactions between all the published content.
About Nuria Casas: Nuria is a renowned influencer who, through humor, has managed to conquer more than 1.4 million people and generate a large number of reactions among her loyal followers. Her average engagement on Instagram is 3.38%. In her Instagram account she has built an engaged community of 588K followers. The credibility of her audience is 91 points and the average engagement of her posts on Instagram is 6.34% and on Reels it is 3.49%.
Hawkers not only breaks records in online sales, but also manages to develop campaigns with great success in various social networks. An example of this was its marketing campaign with influencers with different lifestyles and from different countries to reach one million followers on its TikTok account.
The process to achieve this was divided into two phrases. The first, taking advantage of its expansion into the Mexican market and interest abroad, was based on collaborations with recognized influencers in the country, such as Kunoo, Sofia Mata Yeas, or Busheadoph.
For the second stage, when they had already reached 900,000 followers, thanks to the invitation on the influencers’ channels, they carried out TikTok Ads campaigns with the paid format Brand days. However, for the company, most of the merit was due to the influencers’ content in which the typical product placement content was left aside to give way to other social causes. For example, together with Busheadoph, the campaign focused on collecting food for stray dogs in Mexico; for each follower obtained, the company donated a kibble until it reached a ton.
The result was as expected: the engagement and views of the campaign reached more than 41 million people and almost 30 million interactions in 8 different countries.
You might be interested in: Engagement rate on Instagram: definition, calculation, and tips to improve it.
It is important to highlight that influencer marketing campaigns can have different objectives. In this case it was to reach a certain number of followers in a social network; this corresponds to a global strategy of the brand whose purpose is focused on conquering the market of Generation Z, which spends much of its time on TikTok.
Hawkers constantly carries out various types of campaigns with influencers that have generated great success for them at the level of sales and brand recognition. Already in 2019, they launched their campaign with influencers in Ibiza called “Hawkers Dogma“, with which they reached 123 million impressions in just 7 days.
Aaron Piper, Jay Álvarez, Marta Díaz, Romina Malaspina, and Taylor Caniff were some of the influencers invited to the retreat in which for a week they could live with the brand and learn about its philosophy. This philosophy is based on 10 commandments that represent the brand’s values, beliefs and attitudes.
The achieved results were 123 million impressions and 3.5 million interactions in the different social networks. Also, 1,250 stories were published with the hashtag #hawkersdogma and 110 posts that achieved 18,000 comments, 2.3M likes, and 3M views.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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