2023-11-21 20:35:21
Social networks play a fundamental role within the digital journey, according to data released in the report of Comscore digital trends for 2023. As a result, digital influencers have become fundamental players in this ecosystem, following all, they represent almost 59% of engagement on social networks, demonstrating the relevance of these profiles for reaching and engaging a broad and faithful.
This relevance is reinforced by another lifting, carried out between January and February this year, which showed that 6 out of 10 people follow an influencer on social media. Furthermore, the numbers also indicated that 66% of people interviewed have already purchased or visited somewhere because of a recommendation from a influencer on social media. Thus, influencers play a significant role in the customer’s digital journey, significantly contributing to building relationships between target audiences and brands.
Amanda Magalhães, artist and content creator, reveals “I want to make people laugh and this was a turning point for growth on Instagram”. Humor has not only driven growth, but also created a growing demand for content in this format. “Anyone who knows me knows that humor is something very present in my life, I like to take things lightly. This is what has been my driving force”, says the artist.
In an interview with LiveDune, Amanda Magalhães shares insights into the importance of authenticity in the digital environment, from partnerships with brands, genuine connection with the public and content production.
Good Practices in Partnerships between Brands and Influencers
Com more than half a million of people working with influencer marketing in Brazil, it is essential to identify influencers who align with the company’s objectives and share the same values. With this, it is possible to guarantee that the influencer’s image and style will be in harmony with the brand’s identity and vice versa.
Mónica Medina, Marketing specialist and Country Manager at LiveDune, explains that the success of a partnership is not just regarding the influencer’s number of followers, but, mainly, the quality of the public’s engagement, a factor presented by data analysis.
“Influencers who have an engaged audience that shows real interest, actively interacting with the content, are more likely to positively influence the purchasing decisions of the brand’s target audience”, comments the expert.
Amanda Magalhães says that, to gain a real and engaged audience, transparency, cohesion between words and actions and authenticity are the pillars that will sustain meaningful relationships, which includes partnerships with brands. “Values and coherence are essential – what is said must match what is actually done. We need to maintain authentic relationships with our audience, be 100% you. For me, the key is connection not only with the content, but with those behind it as well.”
Therefore, adopting practices that guarantee the credibility and professionalism of the brand and influencer are the main factors in establishing a healthy and successful partnership.
Authentic Connection on Social Media
More than half of those interviewed by Opinion Box, when asked regarding the reasons why they stop following a content creator on social media, they stated that it is due to the loss of quality in the content. Having followers who are genuinely interested in the brand’s content and products or services is essential.
With this, Amanda observes a significant trend on social media, where people are increasingly seeking to consume and create ‘real content for real people’. “Although it is still an embryonic movement, some people and content creators are seeking to make interactions healthier, leaving behind what might previously be considered ‘false’ or harmful”, she comments.
Furthermore, Amanda highlights her change of focus when discussing the effects of social networks on society “nowadays, I focus more on quality in favor of quantity of publications”, which also shows an optimistic perspective regarding the future in the digital and a healthy relationship with social media. “I’m an incurable optimist, we’re going to learn more and more to better smooth out these rough edges related to mental health and content creation, as well as to increasingly use and explore the tools that make this process easier.”
How social media management tools enhance partnerships between brands and content creators
Analyzing social networks through data is what helps to better understand the performance of profiles on social networks. It is through management tools that it is possible plan content and schedule publications, monitor mentions and comments, analyze the performance of posts in real time, in addition to analyzing competitors and verifying the authenticity of influencers’ profiles. The importance of authenticity and transparency in the digital world, brought by artist Amanda Magalhães, supports this strategic approach.
For Mónica Medina, especially during important events such as Black Friday, considering the dynamic environment of collaborations between brands and influencers, the effective use of social media management platforms improves cooperation, providing fundamental data and insights for a successful strategy.
“For both brands and influencers, it is important to fully understand whether the strategy is bringing good results, monitoring the progress of the campaigns and making the necessary adjustments”, adds Mónica.
By allowing you to monitor campaign performance in real time, social media management tools become essential for implementing these strategies, both in the actual analysis of marketing planning by brands and influencers, and in the search for authentic connections in the digital world.
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