Which social networks are growing the fastest in terms of usage and influencer marketing?

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In Spain, the networks with the most users are Facebook, YouTube and Instagram. In the latter two, influencer marketing has been present for many years, but Instagram has been the general favourite for influencer campaigns. TikTok has also experienced spectacular growth in users in the last 24 months and in brands that want to have a presence on the platform through influencer marketing.

Twitch, while having a much younger audience, is also making waves as the leading live entertainment platform. Many brands are trying out influencer marketing on Twitch as it is a platform with formats similar to television, meaning advertisers have a better understanding of how to create campaigns. But as TikTok is a completely new format, many advertisers may not be entirely sure how to set up a campaign on the platform.

How do brands approach influencer marketing? To what extent do they focus on reach and engagement versus sales?
It depends on the type of brand: those whose purchase is associated with spontaneous consumption are generating leads and direct sales, others through discount codes or tracking links promoted by influencers. However, while all brands are looking for direct sales, many do not have the online presence necessary for online sales, or have not created a strong enough relationship with their social media users to lead to a purchase. Instead, they are stuck in the first two steps of the sales funnel: awareness (reach) and generating a positive interaction (engagement). Without these first two steps, it is difficult to reach the last step: conversion (sales).

Influencers are the perfect ambassadors to promote products and brands, as well as to generate positive interaction, making them a key marketing tool to achieve these goals. One of our biggest goals this year is the creation of live shopping campaigns with our clients, generating online events to sell products live, through influencers and social networks.

Have Spanish brands fully recognised the potential of influencer marketing?
A large part of brands have not yet recognised their potential, as not all of the chief vice president marketing officer email database m have online sales. There are also products whose purchase requires more thought (less impulsive buying patterns). However, with the latter, seeing an influencer use a product generates a memory and a positive image of the brand in the audience that ensures that, months later, when the need arises, they are convinced to make a purchase. Video reviews on YouTube help a lot in the decision-making process for products such as cars and mobile phones. Since YouTube is the second most used search in the world, and its videos also rank well on Google, it is an easy way for people to learn more about a product before buying it. Such videos help convince the audience to move on to the third step of the sales funnel without having to pay for an additional conversion campaign.

How do you rate the power of nano and micro influencers in Spain compared to macro and mega influencers?
Although there has been a growth in nano and micro influencers - and their audience is more loyal and trusting of their opinions - the reality is that you gain more reach and interaction with a macro or mega influencer and with a smaller budget. To achieve the benefits of a macro influencer, hundreds of micro influencers are needed and the costs associated with managing so many small talents are usually not worth it.

We have run campaigns with both types of influencers and know from experience that the best results are generally achieved with talents who have over 100k followers. That said, it is important not to look only at the number of followers, but to select talent based on their specific commitment to the relevant topics and target audience of each brand. For companies that aim to reach a niche audience and want highly personalized marketing, it is possible to have a successful micro-influencer strategy.