{"id":9086,"date":"2022-11-14T10:06:58","date_gmt":"2022-11-14T10:06:58","guid":{"rendered":"https:\/\/webbing.online\/?p=9086"},"modified":"2026-04-05T18:34:17","modified_gmt":"2026-04-05T18:34:17","slug":"marketing-de-influencers","status":"publish","type":"post","link":"https:\/\/webbing.online\/en\/marketing-de-influencers\/","title":{"rendered":"Influencer Marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The <strong>marketing with <em>influencers<\/em><\/strong> is no longer something only big brands do. Not at all. It has been democratized, driven by the unstoppable expansion of the niche of <em>influencers<\/em> who in Spain and the rest of the world <strong>keep growing and growing<\/strong>. And with them, digital advertising and the way users (especially young people and adults under 45) interact with it and internalize it have changed radically.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this has happened because, when properly analyzed and executed, a strategy and campaign with <em>influencers<\/em> is proving much more effective than conventional advertising campaigns. Of course, depending on the client's industry and business vertical, SEM and PPC campaigns as we know them also deliver a positive ROI and notable profitability, but the proliferation of new <em>influencers<\/em> profiles with significant, active communities is changing the rules of the advertising game between brands and their audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let's dig a little deeper into the <strong>phenomenon of marketing with <em>influencers<\/em><\/strong><em> <\/em>\ud83d\ude42.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#Que_entendemos_por_marketing_de_influencers\" >What we mean by influencer marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#El_marketing_de_influencers_como_estrategia\" >Influencer marketing as a strategy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#Eleccion_definitiva_del_perfil_influencer_con_quien_trabajar\" >Final choice of the influencer profile to work with<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#Beneficios_de_las_acciones_con_influencers\" >Benefits of influencer campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#Conclusiones\" >Conclusions<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Que_entendemos_por_marketing_de_influencers\"><\/span><strong><strong>What we mean by marketing with <em>influencers<\/em><\/strong><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It is a<strong> commercial and advertising strategy that links a brand with a relevant figure on social platforms<\/strong>, who acts as an ambassador for the brand's products and services. In this way, the influence this profile has over its large community of followers benefits the brand in terms of image and sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At least, that is always the main goal of any strategy of marketing with <em>influencers<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We say social media because that is where the concept of the influential person has become popular worldwide, and because most of us have at least one active profile on social platforms. But marketing with <em>influencers<\/em>, despite using social environments as a platform for action and for amplifying its messages, is not based on them. Its true raison d'\u00eatre lies in the profiles of those we call <em>influencers<\/em>, who may be so for several reasons or circumstances:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Expert profile<\/strong>: A person with authority thanks to a successful track record in their particular niche.<\/li><li><strong>Famous profile<\/strong>: Someone popular and well known in the offline world for their profession\/activity.<\/li><li><strong>Celebrity profile<\/strong>: A person popular on social media, online, who may or may not be a specialist in the industry niche of the client who contacts them.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_marketing_de_influencers_como_estrategia\"><\/span><strong><strong>Influencer marketing as a strategy<\/strong><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How do you generate <em>engagement <\/em>with your social media audience? How do I grow the community with users who are truly my business's target \ud83e\udd14?&nbsp; How do I generate leads\/sales with corporate social media? These are just some of the questions that 99% of companies with a presence on social platforms constantly ask themselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone knows <strong>how difficult it has become to grow organically on social media<\/strong>. And mind you, we say grow, not sell, which you can imagine is even harder. In most professional niches, advertising seems to be the shortest and safest path to getting a real return from communication and marketing in digital social media environments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But likewise, <strong><a href=\"\/en\/digital-marketing-services\/sem\/madrid\/\" target=\"_blank\" rel=\"noreferrer noopener\">social ads campaigns<\/a><\/strong> are not a simple equation that every professional knows how to set up, monitor and interpret \ud83d\ude05. They also depend on the <em>timing<\/em> and the industry, so they by no means always generate profits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The dilemma around social media marketing has therefore become enormously complicated in recent years. That is why the <strong>emergence of the phenomenon of <em>influencers<\/em><\/strong>, has revolutionized the landscape.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo.jpg\" alt=\"influencer management company\" class=\"wp-image-9122\" srcset=\"https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo.jpg 1000w, https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo-300x200.jpg 300w, https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo-768x512.jpg 768w, https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo-500x334.jpg 500w, https:\/\/webbing.online\/wp-content\/uploads\/2022\/11\/Post-marketing-de-influencers-cuerpo-800x534.jpg 800w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Now, brands and industries mostly seem to be shifting their strategies toward investing resources in people with real influence in their niches, rather than investing them in producing the highest-quality content possible day to day.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both should go hand in hand, but since financial return is what prevails, marketing with <em>influencers <\/em>is <strong>today the most requested and profitable action for businesses<\/strong> and organizations. \u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But is it really effective? Clients still have many doubts about the authenticity of the huge communities around <em>influencers<\/em>, as well as other doubts about the suitability of their profiles or of the users who make up their social circles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><u>Key Points<\/u><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Prior study of the profiles of <em>influencers<\/em> y <strong>right choice of the person<\/strong> with whom to establish the business relationship. It is key <strong>to analyze their activity<\/strong>:<ul><li>Topics of their content<\/li><\/ul><ul><li>Format of their content<\/li><\/ul><ul><li>Style (form and substance) of how they convey their messages (careful use of language)<\/li><\/ul><ul><li>Affinity of their content with the brand<\/li><\/ul><ul><li>Affinity with the brand's values<\/li><\/ul><ul><li>Quality of their content<\/li><\/ul><ul><li>Audience interaction with the content they create<\/li><\/ul><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Strategies<strong> in the medium to long term<\/strong>. Collaborating with an <em>influencer<\/em> will never be effective if it is limited to a one-off action without recurrence.<\/li><li>Importance of <em><strong>storytelling<\/strong><\/em>. Following on from the previous point, forging a reciprocal collaboration between the reference profile and the brand will rely on crafting a narrative for the message(s) that is coherent, credible, adds value and manages to convince the social audience it targets. \u00a0<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Eleccion_definitiva_del_perfil_influencer_con_quien_trabajar\"><\/span><strong><strong>Final choice of the <em>influencer<\/em> profile to work with<\/strong><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Following on from the aspects we just mentioned in the \u201ckey points\u201d section, a strategy of marketing with <em>influencers<\/em> has, in the <strong>choice of the profile to work with<\/strong>, its real point of no return. If we get it wrong because we didn't do proper prior analysis, the set goals won't be achieved and the investment won't deliver the expected return.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More essential considerations to keep in mind when making this decision:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lean towards an <strong><em>influencer<\/em> expert<\/strong>, rather than a famous one or a celebrity. If what we want is to bring real value to our audience, choosing an <em>influencer<\/em> specialized in our industry will reinforce our message and our <em>branding<\/em>.<\/li><li>Analyze their <strong>follower growth<\/strong> over the last year (it should be upward, without sharp spikes or drops).<\/li><li><strong><em>Engagement<\/em> <\/strong>with their audience: daily, natural and positive.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Likewise, <strong>avoid profiles<\/strong> with trends such as the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Profiles with <strong>sharp drops and rises<\/strong> in their follower communities (their content is inconsistent in quality, or they even use unethical follower-acquisition practices).<\/li><li><strong>Controversial posts<\/strong>: The content an <em>influencer<\/em> profile publishes defines it to a large extent. You should look for popularity and admiration, not controversy or confrontation.<\/li><li><strong>Negative comments<\/strong>: If the tone and regard we see in the comments on their posts are negative, collaborating with such profiles is not recommended.<\/li><li><strong>Low <em>engagement<\/em><\/strong>: A profile with little audience activity is of no use in a strategy of marketing with <em>influencers<\/em>.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Beneficios_de_las_acciones_con_influencers\"><\/span><strong><strong>Benefits of campaigns with <em>influencers<\/em><\/strong><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Throughout the article we have already broken down most of the benefits that a marketing strategy with <em>influencers<\/em> can bring to a comprehensive communication strategy, <em>branding<\/em> and reach. But since we love lists \ud83d\ude1b, let's go through them:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Boost the brand's image and reputation by associating it with a profile <em>influencer<\/em> that is respected and admired<\/li><li>Grow your audience and community<\/li><li>Reach a like-minded target audience that was previously out of reach<\/li><li>Increase lead generation, sales and, consequently, revenue<\/li><li>Create more engaging content for the audience<\/li><li>Open up to other, untapped geographic markets<\/li><li>Exponentially increase web traffic (SEO (<a href=\"\/en\/digital-marketing-services\/seo\/madrid\/\">https:\/\/webbing.online\/servicios-mkt-digital\/seo\/madrid\/<\/a> )<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, these are benefits that can arise as a <strong>result of a well-implemented marketing strategy with <em>influencers<\/em><\/strong>\u2026 but that is not always the case. Or at least not to the extent brands would always expect after the investment made.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why <strong>analytics in every digital marketing action<\/strong> is essential to get an accurate picture of a strategy's success. You need to define the measurement time window between the execution of the actions with the <em>influencer<\/em> (remember that there should be several over time to be truly effective) and a realistic forecast of goal achievement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusiones\"><\/span><strong>Conclusions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It comes as no surprise to us that <strong>marketing with <em>influencers<\/em><\/strong> is booming the way it is. And we understand the reasons why it is <strong>gaining ground on other, more conventional forms of advertising and digital exposure<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That said, <strong>very specific parameters must be met<\/strong> to move forward with a strategy which, as you have already learned, should not be limited to a one-off, sporadic action. Besides the obvious weight that the strategy's success places on the choice of the <em>influencer<\/em>, the content, formats, messages, publishing calendar, topics, staging, etc. must be chosen and planned with equal importance within the overall strategy. Otherwise, <strong>there is less chance of success<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In <strong>Webbing Online<\/strong> we know what we're talking about \ud83d\ude09. We help many companies with their <strong><a href=\"\/en\/digital-marketing-services\/social-media\/madrid\/\" target=\"_blank\" rel=\"noreferrer noopener\">social media management<\/a><\/strong> and their advertising strategies with <em>influencers<\/em> nationwide.<\/p>","protected":false},"excerpt":{"rendered":"<p>El marketing de influencers ya no es algo que hacen solo las grandes marcas. En absoluto. Se ha democratizado empujado por la imparable expansi\u00f3n del nicho de influencers que en Espa\u00f1a y en el resto del mundo no para de crecer y crecer. Y con ellos\/as, la publicidad digital y la manera con la que &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Influencer Marketing\" class=\"read-more button\" href=\"https:\/\/webbing.online\/en\/marketing-de-influencers\/#more-9086\" aria-label=\"Read more about Marketing de Influencers\">Read more<\/a><\/p>","protected":false},"author":73,"featured_media":9118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[159],"tags":[],"class_list":["post-9086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-madrid"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing de Influencers: Estrategias y Tendencias | Webbing<\/title>\n<meta name=\"description\" content=\"El marketing de influencers est\u00e1 revolucionando el uso de las redes sociales por las marcas. 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Hay muchos aspectos que influyen. 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