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  • Influencer Marketing “Trends” for 2024

    Date: March 5, 2024

    Category: Uncategorized

    In the ever-evolving digital world, influencer marketing stands out as a beacon of authenticity and connection. As we embark on the journey through 2024, it’s evident that influencer marketing continues to shape-shift, reflecting both the changing consumer landscape and the innovative strategies adopted by brands and content creators alike; we are used to trends to be repeated, but in this case we are seeing more and more how each profile is a world itself, and somehow the trend is to “not a scrupulously media plan. However, we can still find the strategic approach if we take the time to understand the “trends” of 2024:

    Influencer marketing ¿trends?

    Gone are the days when influencers merely acted as conduits for brand messaging. Today, they’re entrepreneurs in their own right, leveraging their personal brands to build solid audiences that have the same level of connection that friends and family. From fashion to wellness gurus, influencers are stepping into the realm of entrepreneurship, launching their own product lines and services tailored to their devoted followers; sometimes, their own profile is their business, so you’re not making a collaboration with a person anymore, it’s a brand and it has values, goals and structure as any other company; this evolution signifies a significant shift in the influencer paradigm, as content creators transition from brand ambassadors to brand builders and affiliation is becoming “Harder”, but, in the opinion of these writers, richer.

    While macro-influencers and celebrities once held sway over the influencer landscape, the tides are turning towards micro-influencers and niche experts. Our Marketing Trends 2024 report reveals that micro-influencers (25%), niche experts (23%), and user-generated content creators (19%) are set to dominate influencer marketing this year. This shift underscores the growing importance of authenticity and relatability in influencer-brand partnerships, as audiences crave genuine connections and human touch with content creators who share their passions and interests in a natural and organic way. Also, we all know there is paid content and collaborations behind the scenes, so embracing the professionalization of their work is only bringing them closer to people.

    As social media platforms become increasingly saturated, influencers are pivoting towards niche targeting to stand out in a crowded landscape. Take, for example, Eilidh Moffat, whose laser-focused skincare content for the over-40 demographic saw her following surge by an astounding 841% in 2023. This trend towards niche specialization extends across various verticals, from travel to wellness, as influencers recognize the power of catering to specific audience segments with tailored content and offerings.

    The Rise of Live Shopping Experiences and interactive commerce

    In an era where consumer engagement is paramount, live shopping experiences are emerging as a dynamic new frontier in influencer marketing. Imagine the modern-day equivalent of home shopping channels, where potential buyers can interact with products in real-time and make purchase decisions guided by trusted influencers. This immersive form of commerce not only enhances the shopping experience but also fosters deeper connections between brands, influencers, and consumers. As affluent Gen Xers increasingly flock to platforms like TikTok, live shopping presents a ripe opportunity for brands and influencers to expand their reach and drive conversions among this demographic.

    The landscape of influencer marketing in 2024 is starting to be recognised by innovation, authenticity, and niche specialization, even platforms are joining the tech innovation actions, such as YouTube, which recently rolled out AI tools intended to “democratize creativity” by making complex tasks simpler, and TikTok added a new feature that allows creators to label content supported or generated by AI.

    As influencers evolve into brands themselves, micro-influencers rise to prominence, AI integration becomes a necessity, niche targeting gains traction, and live shopping experiences redefine commerce, brands and content creators must adapt and innovate to stay ahead of the curve. By embracing these transformative trends and leveraging the power of influencer partnerships, businesses can forge meaningful connections with consumers and drive tangible results in the digital age.

     

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  • SamyRoad: Influencer Marketing Agency of the year by SCOPEN

    Date: February 15, 2024

    Category: Uncategorized

    Scopen, a consulting firm specialized in marketing and communication, has named us SamyRoad as the “Influence Marketing Agency of the Year”. Additionally, the agency has been recognized as the most attractive and best perceived in the market, as well as the second most known and the most exemplary, according to the perception of the main agencies and professionals in the sector.

    We’ve kicked off the year with a bang, as being named the “Influence Marketing Agency of the Year” in the 1st edition of Scopen’s annual report aimed at “Influence Marketing Scope”, a leading consultancy in research and analysis of the communication and marketing industry, is more than an honor for us. This recognition is a testimony to the wholehearted dedication we have towards innovation, analysis, understanding the consumer, and creativity with our campaigns. This achievement adds to others we proudly carry, such as being chosen as one of the Top 5 Influencer Marketing Agencies by FORBES in October 2023.

    Scopen, known for its rigor and objectivity in evaluating marketing agencies worldwide and as a result of surveys conducted with recognized brands in the national landscape, has highlighted SamyRoad for our innovative approach in the field of influencer marketing, our ability to generate exceptional results, and our constant pursuit of excellence in customer service.

    The report, released in January every two years, provides a detailed overview of the influencer marketing market in Spain, including trends, agency perceptions, and areas for improvement. Additionally, it evaluates various aspects, including creativity, effectiveness in campaign execution, client management, and adaptability to changing market dynamics. SamyRoad has excelled in each of these criteria, establishing ourselves as a benchmark in the industry.

    To carry out the research, the consultancy conducted a total of 201 interviews (132 professionals responsible for Influencer Marketing in 126 leading companies and 69 professionals from specialized agencies) between June and September 2023. The report includes an assessment of the most outstanding influencer marketing campaigns of the year, as well as a ranking of brands and agencies taking into account aspects such as knowledge, perception, or the opinion of the competition.

    4 conclusiones del informe de Scopen

    Here are the conclusions drawn from the report regarding the influencer marketing sector, which every year breaks records in numbers and continues to change digital marketing trends both nationally and internationally. These are the main results:

    • Influencer Marketing Budget:

    Digital investment in Spain has nearly doubled its investment figure in the last 8 years. In 2022, 46.1% of the Marketing, Advertising, and Communication budget was allocated to digital. And within the digital budget, Social Media and Influencers represented 21% of the total marketing budget in Spain, approximately 945 million euros. The average Influencer Marketing budget was 238,000 euros in 2023.

    • Brands’ Objectives with Influencer Marketing:

    Brand awareness and branding are the main objectives, followed by conversion to sales and lead generation.

    • Reasons for Hiring IM Agencies:

    91% of brands hire agencies to have “better access to influencers”.

    • Client Evaluation:

    SamyRoad stands out for the quality of service, strategic planning, integrated proposals, and the appropriate selection of influencers. And of course, for the commitment and quick responsiveness to each of the clients with whom the agency works.

    Amaia Álvarez, Country Manager of Spain at Samy Alliance, highlights: “We are thrilled to start the year with this great recognition. This achievement is the result of the hard work and dedication of our team, as well as the ongoing trust of our clients and professional peers, who continue to push us to improve every day to reach new heights. 2024 promises to be a year full of exciting projects in the world of influencer marketing, and SamyRoad will be very much present.”

    With this recognition, we reaffirm our commitment to continue raising the standards in the world of influencer marketing and providing all our clients with creative, high-quality solutions that drive the success of their campaigns in this new year.

     

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  • Influencer Marketing Over the Decade:

    Date: December 4, 2023

    Categories: Influencer Marketing, Influencers

    Influencer Marketing Over the Decade: A Transformational Journey

    Over the past ten years, influencer marketing has undergone a fascinating metamorphosis, evolving from an emerging phenomenon to an essential element in brand marketing strategies. Ultimately, we’ve come to understand that the best approach is to make every impact count, guiding the evolution of education on influencer marketing in parallel with platforms and audiences.

    From Creators to Storytellers

    In its early stages, influencers were primarily seen as creators of visually appealing content. However, the last decade has witnessed a profound transformation, with influencers becoming true storytellers. According to data from a GlobalWebIndex survey, 68% of consumers consider an influencer’s authenticity crucial when making purchasing decisions.

    As influencer marketing matured, challenges emerged in measuring real impact. Beyond superficial metrics like “likes” and followers, brands found the need to assess genuine engagement and brand perception. A Nielsen report indicates that 84% of global marketing specialists consider ROI measurement one of the significant challenges in influencer marketing.

    Due to these metrics, justifying the investment in influencers became a central theme. As brands sought to compare influencers  with other strategies, it became evident that the emotional connection and personalization offered by influencers generated not only direct revenue but also loyalty. Data from a Linqia study reveal that 57% of marketers believe influencer marketing outperforms other forms of advertising in terms of generating loyal customers.

    This is based on two key elements: authenticity and transparency. At SamyRoad, always striving for the best possible match between influencer briefs and client expectations, coherence between the two is critical in collaborations. Consumer trust, essential for long-term success, is built on the foundation of authenticity. With stricter regulations, such as those established by the Federal Trade Commission (FTC), brands have had to prioritize transparency in their collaborations.

    In recent years, we’ve witnessed a significant evolution in regulations regarding influencer advertising. The FTC, for example, has intensified its efforts to ensure that collaborations are clearly labeled as advertising. This evolution has led to increased awareness of ethical practices in influencer marketing and strengthened the trust relationship between brands and consumers.

    The Future of Influencer Marketing

    Looking ahead, collaborations between brands and influencers are heading towards greater regulation and transparency. Additionally, the integration of new technologies like artificial intelligence promises even deeper personalization in identifying and collaborating with influencers. Brands that embrace these trends and adapt to emerging regulations will be better positioned to maximize the effectiveness of their influencer marketing strategies.

    Every post, every collaboration, every shared story matters. They are bridges that build trust, create communities, and impact not only metrics but also hearts and minds. Ultimately, influencer marketing is not just about products or services; it’s about people, experiences, and the magic of connecting in a digital world.

     

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  • Revolutionizing the Music Industry: TikTok’s version of “hits”

    Date: November 15, 2023

    Category: Influencers

    As we all know to this point, TikTok has settled as a cultural phenomenon and a powerhouse in the world of social media. The platform’s influence on Gen-Z’s behaviour is remarkable, and has affected the way entertainment is perceived. Even for something as big as the music industry it has become increasingly evident, with many artists and content creators adapting themselves to cater to the tastes of “TikTok Generation”. As indicated for both artist and listeners, TikTok is now the preferred for discovering everything, even music and this is making content creators reshape themselves and, at the same time, the industry, to the algorithm. The music is “built” differently, now the chorus is adapted to the “trend-setting” filter and the marketing strategy involves influencers who play it on loops and memes, and that has priority over PR or interviews. 

    TikTok: A Music Discovery Hub

     

    According to TikTok’s studies, 80% of those surveyed have identified TikTok as their preferred platform for discovering new music. This statistic places TikTok ahead of other digital platforms, streaming services, and even recommendations from friends. The most remarkable aspect of this trend is that over half (56%) of these musical discoveries happen organically through the “For You” feed, a testament to the platform’s ability to connect users with new, fresh, exciting music effortlessly.

     

     

    One of the key drivers behind TikTok’s success in transforming the music industry lies in the support it has received from celebrities and influencers. Figures like María Pombo have thrown their weight behind songs and artists, propelling them to stardom and even securing spots on popular Spotify playlists – a practice known as “playlisting.” This phenomenon highlights the symbiotic relationship between TikTok and the broader music ecosystem, where artists, influencers, and the platform itself collaborate to create chart-topping hits.

     

    • The Role of SEO and SEM

     

    TikTok’s impact on the music industry is not limited to its own platform. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies on other platforms, like Spotify, have proven to be essential for positioning songs. These strategies also involve partnerships with influencers and content creators who play a pivotal role in boosting the visibility of music content and therefore impulsing people to look for terms related to the song or the artist. Many times, the tunes are viral because of a remix or a trend, even before the whole song is out. However, content creators are finding alternative ways to stimulate platform algorithms.

     

    • Enter Playlisting

     

    Iñigo Quintero, an Spanish artist in the music industry, has found his own unique approach to success, maybe by accident. His song “Si no estás”, launched in 2022, was featured on playlists created by small users and started to escalate the “trend” ladder, such as “Novedades Viernes” or “Éxitos España.” This allowed Quintero to reach broader audiences and gain recognition through TikTok’s impact on music consumption and discovery. 

     

    Soon, Iñigo became the #1 in the Global Top by Spotify, topping artists like Miley Cyrus. All he needed to do was hit the spot on TikTok, and the users did the rest. They connected to the lyrics, created a trend and the rest is story. 

    “Generation TikTok” and the Future of Music

     

    TikTok has undoubtedly ushered in a paradigm shift in the way we consume and discover music. Unlike platforms like Instagram, where the creator’s identity is paramount, TikTok places more emphasis on the content itself. As Fabiola Guerrero Ros, Head of Brand & Campaign Strategy Europe, aptly puts it, “TikTok is pure entertainment.” It’s not about who you are; it’s about the content you create. This shift in focus has allowed for a more democratic and inclusive approach to music discovery, where talent can shine regardless of the creator’s background or fame.

     

    This study released by TikTok identifies the three main factors driving the music experience on the platform: discovering, being discovered and rediscovering. People using TikTok possess a highly exploratory “discovery mindset” that drives their behaviour, but it also shows how TikTok is inspiring people to break out of their existing music bubbles. After hearing new music, nearly half of people on TikTok add the song to their favourites (47%), view the artist’s profile (46%), and even follow the artist on TikTok (43%), and this in turn has triggered a massive wave of discovery of new artists.

     

    Artists targeting young audiences are compelled to incorporate this app as part of their song release strategy. Hootsuite’s July 2022 Digital Report reveals that TikTok also captures that more than a third of its advertising audience is between 18 and 24 years old.

     

    TikTok’s type of hits: the old and the news

     

    For example, we have seen many old tunes came back to life by creators; from Luis Miguel to Elvis and everything in between; actually, after TikTok creator Nathan Apodaca posted a viral video of Fleetwood Mac’s song “Dreams,” the piece, which was released more than 43 years ago, shot to No. 2 on Rolling Stone’s Top 100 songs list. This is a clear sign that one of the keys to success is that nostalgia is one of the main drivers of trends on TikTok.

     

    The influencer Addison Rae is another example of how TikTok can relaunch your career or even open you up to new professions. The American went from being an influencer more than recognised by everyone to being a singer, and even Lady Gaga herself has given her songs that she has never published, such as Nothing On (But The Radio). Her most famous track, Obsessed, has 27 million plays on YouTube and almost 53 million on Spotify.

     

    Also, the three-time Grammy Award-winning rapper Doja Cat debuted in 2016 with a mixtape, but it wasn’t until 2020 that she achieved worldwide fame for her virality on TikTok, but was not globally recognised until 2020, when her track Say So went hugely viral, earning her the number 1 spot on the Billboard Hot 100 chart for her remix with Nicki Minaj.

     

    Although it was worked to launch many careers in the concept of niche users, not all of artists are thrilled; US singer Halsey complained via her own TikTok account that her label, Astralwerks-Capitol, would not let her release a single if it failed to go viral on the platform: “I’ve been in this industry for eight years and I’ve sold over 165 million records, and my label says I can’t release a new song if they can’t force some viral video on TikTok. It’s all marketing and they’re doing the same thing with all the artists today”.

     

    British singer-songwriter Lewis Capaldi, known for his humour, has also embraced TikTok. He often uses humour to engage with his audience and promote his music on the platform, making memes of how hard it is to have “good numbers” despite having such amazing talent. His playful and light-hearted approach demonstrates how artists can utilise TikTok not only for their music but also to connect with fans on a more personal level, making people empathise with him, and even being more understanding when the artist announced a break due to health reasons. 

    @lewiscapaldi

    pointless explicit version coming soon stay tuned fam original swearless version out at midnight #swing #singersongwriter #viral #help #me #lewiscapaldi

    ♬ Pointless – Lewis Capaldi

    If there is something we all, even celebrities, are learning from the hit content of TikTok is that the profound impact on the music industry is evident, and the users are craving that human touch. If we all think about it, the trends are trends because they set a common place for many people, most of the time unknown among each other, and give them the sense of belonging to this “small but welcoming group” all through humour and memes, making it easier and less of a advertising space, and more like a place to connect with the artist behind the songs. 

     

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  • Gen-Z and the sober curious future of drinking

    Date: August 21, 2023

    Category: Food & Drinks

    Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks. 

    The numbers speak volumes about this newfound emphasis on wellness, and it’s a path that started before them. A 2018 study from the International Food Information Council shows that among millennials, 80% prioritize health and wellness when making dietary decisions, a considerable difference from the 64% of baby boomers. This focus encompasses not only physical health but also extends to emotional and social well-being, all areas that Gen-Z now consider in every action they do.

    A report by the American Psychiatric Association underscores Generation Z’s proclivity for seeking therapeutic interventions: 37% of Gen Z individuals have engaged in treatment or therapy, surpassing figures for Millennials (35%), Gen X (26%), Baby Boomers (22%), and the Silent Generation (15%).

    This shift finds its roots in the core of the Generation Z – a deep commitment to holistic well-being. Every action they take, every purchase they make, it’s oriented towards making their life a better one.  When it comes to alcohol, they are now “sober curious”, but what does this mean, for them and for the alcoholic industry, and what role plays the influencers and content creators?

    What it is to be sober curious

    Within this evolving context, the drinking habits have changed, mirroring Gen Z’s health-oriented mindset. An expanding category of non-alcoholic beverages reflects heightened demand and innovative offerings, with projections indicating a 25% growth between 2022 and 2026, rooted in moderation rather than outright abstention.

    Solène Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, notes that “71% of consumers of these novel non-alcoholic spirits also consume alcoholic spirits.” Here is where the term “sober curious” is born. 

    86% of Gen Z consumers accord equal importance to mental health and physical health in their considerations surrounding alcohol consumption.

    For Gen Z, being “sober curious” encapsulates a heightened awareness of the impact of alcohol on well-being, both physically and mentally. This generation places a premium on holistic health, valuing mental clarity, emotional equilibrium, and physical vitality. The term “sober curious” doesn’t necessarily imply complete abstinence from alcohol, but reflects a conscious decision to question and moderate drinking habits.

    This shift in behavior reverberates across industries, prompting businesses to take note and adapt: from alcohol-free spirits to zero-proof cocktails, the market is responding to this emerging trend by offering products that cater to the “sober curious” demographic; this impacts from new businesses to communication strategies, as highlighted in Samy Alliance’s study about Ready To Drinks beverages forecast in 7 leader markets.

    The role of influencers in the “sober curious” era

    Influencers are key in this matter, since they act as relatable role models, sharing their personal journeys of navigating social scenarios while prioritizing well-being. By openly discussing their “sober curious” choices, influencers demystify the concept, creating a safe space for young adults to explore their own preferences without societal pressures. Also, there has been a huge rise of “wellness” influencers that speak on why a certain lifestyle is the one to follow, and the audiences react to that.

    The presence of influencers normalizes opting for non-alcoholic alternatives, validating Gen Z’s decision to choose moderation or abstention. Whether they’re reviewing alcohol-free spirits, sharing zero-proof cocktail recipes, or recounting their experiences at alcohol-free events, influencers offer tangible examples of how to infuse the “sober curious” mindset into daily life.

    Influencers amplify the conversation surrounding responsible drinking and mental health, especially in an era where they are all trying to have more emotional responsibility with the content they consume and the products they purchase . They engage in candid dialogues about the holistic benefits of embracing a mindful approach, aligning with Gen Z’s emphasis on mental clarity and emotional well-being. This not only resonates with their audience but also prompts industry stakeholders to reevaluate their offerings.

    Peering into the future, projections spotlight Generation Z’s impending ascendancy. By 2030, they are poised to constitute a substantial 30% of the workforce, wielding a cumulative income estimated at $2 trillion. This imminent prominence positions them as a force of unparalleled influence, set to reshape all industries’ landscapes to harmonize with their preferences and needs; even if the low-alcohol beverages face challenges related to prizes, Gen-Z’s purchase power is increasing and they are willing to pay more for products that match better their lifestyle.

    As the alcoholic industry has been put in danger because of the so feared phrase “Gen-Z don’t drink”, the truth is that they actually do, but just do it differently. That’s why adapting to them and their sober curious lifestyle is the best way to be in their life as a good, healthy and empathic option. To do this, brands must understand that all the content they’re adoring from influencers and content creators is orientated to well-being, personal growth and comfort.

    These influencers dedicate themselves and their platforms to promote healthy lifestyle and personal care, so creating new products cannot focus only on saying that the drink is appealing, but to give proper options that match all the Z needs: low-alcohol, low or sugar free, apt for celiacs, eco-friendly, natural flavours… the list is long, but so are the relationships that can be built if things are made right for them. 

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  • Beyond KPIs: Analyzing Brand Perception in Campaigns

    Date: August 4, 2023

    Category: Social Media

    In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed.

    How do you know if marketing actions are having an impact on brand perception?

    More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure the impact of campaigns thanks to word of mouth, and many now digitised even measure the impact based on the results collected by their social networks, but how do they ensure that marketing actions have had a real impact on the audience, how can they measure if the audience is talking about the campaign, how do they find out if the sentiment generated has been positive or negative, how do they identify if the opinions can be positive or negative, and how do they identify if the opinions can have a positive or negative impact on the campaign?

    It is at this point that Social Intelligence becomes important to justify why we should measure the impact of campaigns beyond the results that are stipulated in internal KPIs. 

    The aim of this article is to explain why it is important to measure the impact of campaigns beyond the internal review of KPIs, i.e. to find out if the campaign has had an impact on user perception using two measurement metrics: conversation volume (SOV) and generated sentiment (positive, neutral or negative).

    What is brand perception and why measure it?

    A user’s impression, opinion or registration of a brand, product or organisation is defined as brand perception. A consumer’s perception can be influenced by previous experiences (beliefs, habits, word of mouth, or tastes) which can sometimes help to favour or disfavour brands, and it is for this very reason that it is recommended to measure the impact that a campaign may have had once the action has ended in order to then measure whether or not the consumer’s perception has changed.

    How can we measure brand perception?

    When measuring consumer perception we are going to take into account two metrics, firstly, the volume of conversation (SOV) because we want to know if users are talking about the brand and to what extent and, secondly, the sentiment of the conversation because we want to know the organic opinion of the consumer (positive, neutral or negative). This data will help us to know the perception that users have of the brand by comparing these results in two different time periods: pre- and post-campaign. In this way, knowing the situation of the brand before and after the action, it is possible to corroborate whether the marketing actions have had any impact or repercussion on the conversation. 

    What does the Social Listening process consist of and how can it help to understand brand perception? 

    The Social Listening approach begins with the configuration of the tool, this is known as the set-up, which consists of writing a query composed of all the essential keywords for our brand or topic to investigate, as a good data result will depend exclusively on how well the search is written. After writing the query and downloading the data, the review and cleaning process begins, sometimes chaotic, to ensure that the results match the parameters that have been set for the search. This step sometimes requires several revisions to ensure a good degree of quality in the data sample. The last step in the listening process is to analyse the data in order to extract insights and learnings that help us understand the user’s current perception of a brand or topic, and what are the key learnings to improve and modify their communication.

    What are the findings useful for? 

    The insights and learnings extracted from the different digital conversations are intended to provide answers to business questions and to support decision-making (strategy, business, communication, etc.). Moreover, they can be an additional and complementary source of data to traditional research. Therefore, the information gathered through analysis allows brands to know and understand where their brand reputation stands according to consumer perception and what other elements found can serve as a guide in future marketing campaigns.  

    Do you measure brand perception? Start now

    Monica del Dedo – Senior Research & Insights Analyst

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  • Streaming platforms, influencers and media love triangle

    Date: July 19, 2023

    Categories: Influencer Marketing, Influencers, Social Media, Tech & Entertainment

    Are streaming platforms using influencer’s content to leverage their presence in media?

    That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations?

    To understand this match and how it could be made in heaven, we need to establish some ground: 

    • The number of subscriptions to online video streaming services worldwide reached 1.1 billion in 2020
    • The most popular type of digital subscriptions are streaming services, which 90% of consumers subscribe to, according to a survey ran by Forbes.
    • Consumer interest in video game streaming is growing rapidly among users and is a $9.3 billion per year industry.
    • Americans spend an average of 13 hours and 11 minutes a day using digital media.
    • Total video streaming time by users increased by 18% from 2021 to 2022

    Now, if we cross the evident data that we have about the interest of current generations on streaming platforms with their love and admiration for influencers, we have a great opportunity for the streaming brand that is beyond any direct marketing they could do.

    How to attract customers? They have billboards, marketing campaigns, social media presence… How else can they stand out among each other? The answer is, of course, with influencers. And not in a traditional way.

    By partnering with influencers, brands can access their established communities and leverage their authentic influence and fanbase to indirectly promote the streaming brand. As in today, brands need to start leveraging all connection points they have, and reaching media outlets and social media is kind of hard if you’re not the center of attention… But you can be.

    That’s what they have learned so far. They don’t need to make it about themselves, but to give users a reason to talk about them without them even focusing on the brand, but their original and proprietary content, and this means: creating content around influencers 

    Authenticity and genuine connections are key elements of influencers; they make audiences need to see themselves as close to them, so streaming platforms are an ideal place to offer users meeting points, building trust and increasing engagement by transferring influencer sentiment to the brand.

    THE CASES: NETFLIX AND AMAZON PRIME

    To prove our theory, we ran a social listening exercise to understand the impact some docuseries have had on their production brand. In this specific case we are talking about Georgina by Netflix, and The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video.

    Georgina by NETFLIXThe Ferragnez  by Amazon Prime Video.Dulceida Al Desnudo by Amazon Prime Video.
    General NewsShare of voice  53%General NewsShare of voice 60 %General NewsShare of voice  40%
    TwitterShare of voice  22%TwitterShare of voice  25%TwitterShare of voice  39%
    Youtube Share of voice  13%Blogs  Share of voice  7%Youtube  Share of voice  10%

    We looked for the share of comments or mentions that the platforms had in relation to the influencers name and content, and as we can see, most of the share belongs to media outlets. Without needing to launch a campaign, both Netflix and Prime achieved to dominate the media space by leveraging the relevance that influencers have for audiences.

    THE CASE 2: LIVE STREAMING, TWITCH AND IBAI’S KINGDOM

    Aside from the benefits of creating proprietary content around influencers to attract attention not only by the fans but also by media channels, platforms such as Twitch also offer advertisers unique opportunities to create immersive experiences that go beyond traditional advertising formats. Features such as live chats and exclusive promotions allow brands to foster direct interactions with viewers, leading to increased engagement and a sense of community around the brand.

    • By 2022, Twitch had 140 million unique monthly visitors, with 107,800 live Twitch broadcasts going on at any given time.
    • According to our surveys, 6% of Gen-Z are already discovering new products or services on Twitch

    We need to remember that younger generations are looking for places to connect and feel free of sharing their interests and needs, and that’s why these spaces are so sacred and relevant for them. This is the reason why the recent law regarding the content restriction imposed by the European Camera could represent a huge pain for brands, streamers and audiences; if they feel they’re being controlled, this could affect the whole dynamic established, and most likely would imply that they’ll go find that connection elsewhere. 

    But, as long as the platform is still a safe-place for the niche communities, it can become a paradise for users (and, therefore, for brands). Such was the case of “La Velada del Año 3”, an event hosted by the Spanish streamer Ibai Llanos, where he showed a live boxing event that already gathered over 65 thousand people in the stadium Cívitas Metropolitano in Madrid, Spain, with guests such as Quevedo, Feid, Ozuna, Duki, Nicki Nicole.

    • 3.4 millions of users connected for +8 hours on a livestream.
    • Viewers’ peak: 3.449.999M
    • Average number of live users: 2,893,443M
    • Unique viewers: 15,197,859M
    • Broadcasting time: 8h and 13m
    • Live views: 100,435,114M

    This has become, officially, the stream with the most views in history.

    But why is this happening? Because of the power of influencing. Public figures like Ibai Llanos represent the new idols, people that are already an expert on some matter and that leverage platforms to connect to the audiences in a different and constant way. We all daydream about meeting our idols, but the streamers connect with their communities on a daily basis, making them engage more with the content and feeling like they are, basically, the closest people to them; promoting support, empathy and affection. 

    In fact, NOBOX’s strategy for Emperador® Xtra Power® as a sponsor got millions of people to see the iconic characters, “THE EMPERADOR® GUARDIANS”, accompany Rivers in her epic entrance to the ring, being one of the most mentioned of the event. This simple but powerful action allowed them to be on everyone’s lips, including those of other brands, media and influencers, without them even realising it, positioning the brand as the ideal ally of the biggest streaming representative in Latin America.

    So, instead of spending all the budget on billboards or campaigns to tell the communities that a brand care about them and their interest, some of them are already getting involved with their passions, such was the case of ElPozo King Upp, Mahou, Grefusa, Alsa, iGraal, Spotify, PlayStation, Coca-Cola and Revolut, sponsors of La Velada del Año, knowing that being connected to streamers and Twitch means being connected to the Gen-Z and Alpha. 

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  • Queer Influencers: why representation matters

    Date: July 5, 2023

    Categories: Influencer Marketing, Influencer World, Types of Influencers

    Representation matters, and queer influencers are key to achieve this.

    That’s the starting point to write this piece. But, do we actually understand why? Well, because before 1994 when Ikea launched the first ad with two same-sex couple, queer people have never seen themselves represented in any kind of advertising; it’s not only about selling products or services, but feeling a connection with the content you consume, and therefore being able to imagine yourself in that context. When you don’t have representation, there is a lack of connection.

    As society progresses towards inclusivity, the presence of LGBTQ+ influencers plays a vital role in fostering empathy and understanding on this matter; audiences crave the opportunity to see, connect, and interact with these influencers, because they see themselves projected on them. Through authentic stories and relatable experiences, LGBTQ+ influencers have the power to bridge gaps and inspire genuine connections, giving to the communities what they need so much: a place to belong.

    Queer influencers and their audiences

    Niche communities are rising since the past years, and these small groups share a strong point of similarities that make them feel like family, but the numbers of them are not small: about 7.1% of American adults identify as lesbian, gay, bisexual or transgender, according to a Gallup poll conducted in 2022, up from 5.6% in 2021. The proportion jumps to 21% for adult members of Generation Z, and many younger consumers say they want to see inclusive ads, but not only during Pride Month.

    Actually, Harris Insights & Analytics, stated that 67% of consumers think Pride Month has become too commercialised, and consumers are quick to call brands out when their messaging doesn’t measure up. We need to remember that these consumers won’t hesitate to stop their relation with brands if they don’t align to their words and values in all sense, including the actions they do in terms of representation.

    For the past 10 years, the rise of the influencers has been the lead when choosing to connect to audiences, and LGBTQ+ influencers offer audiences authentic narratives and stories that resonate deeply. By sharing their personal content, struggles, and triumphs, they provide a sense of relatability and understanding that becomes a bridge between them, helping individuals feel seen, understood, and accepted; with this, the brand that talks thought the influencer finds an opportunity to connect with an effective audience.

    According to a study conducted by Out Now, 62% of LGBTQ+ individuals feel that social media influencers are essential in helping them explore and express their identity.

    Seeing LGBTQ+ influencers in influencer marketing campaigns sends a powerful message of inclusivity and acceptance; it’s not only about the struggle anymore, but about being able to have a good, recognised life that inspires others. It allows individuals from the LGBTQ+ community to see themselves reflected positively in mainstream media, validating their identities and experiences. For those outside the community, it fosters empathy, breaking down barriers and stereotypes of the “being different”, and promoting a more diverse and inclusive society.

    • According to The New ConZumer Journey, 58% of Gen-Z shoppers have purchased a fashion item outside of their gender identity, compared to 40% of Millennials or 22% of Gen Xers – showing a deep sense and need for inclusivity and gender fluidity
    • In another finding of Nielsen states that 76% of respondents said they think brands can influence the evolution of LGBT rights. 64% of consumers worldwide will buy or boycott a brand based on its stance on social issues.

    For and by queer community: representation and safe spaces

    Influencer marketing provides a unique opportunity to create safe spaces for LGBTQ+ individuals and their allies. Queer influencers often cultivate supportive communities, where individuals can engage in discussions, ask questions, and seek advice. These spaces foster a sense of belonging and understanding, empowering individuals to embrace their true selves. Audiences value these safe spaces, appreciating the chance to connect with like-minded individuals and form meaningful connections within a supportive community.

    • 71% of consumers surveyed by Forbes stated that they expect brands to promote diversity and inclusion in their online advertising, but more than half (54%) don’t feel fully represented in online ads
    • The study also found that 59% of consumers are more loyal to brands that commit to inclusion in their online advertising and 59% of that group prefer to buy from such brands.

    Influencer marketing featuring LGBTQ+ influencers challenges stereotypes and preconceived notions about gender, sexuality, and identity. By sharing their diverse experiences, LGBTQ+ influencers break down societal barriers, encouraging individuals to question and redefine their understanding of gender norms and sexual orientation, opening their minds to welcome all kinds of personal preferences.

    Queer influencers possess the power to inspire social change and advocate for LGBTQ+ rights and inclusivity. Through their platforms, they raise awareness about important issues, share educational resources, and encourage activism. Audiences are drawn to these influencers’ passion and dedication, often feeling inspired to join the movement for equality and social progress. Their representation in influencer marketing amplifies the voice of marginalised communities, promoting empathy, ally-ship, and positive change, all characteristics of a more empathetic generation.

    According to our studies 70% of younger consumers are more trusting of brands that represent genuine diversity in advertisements, and 49% of them have stopped purchasing from a brand that did not represent their values.

    The empathetic power and the impact of LGBTQ+ representation in influencer marketing extends far beyond commerce—it touches hearts, changes minds, and contributes to a more inclusive and compassionate society, and we, as marketers, have the responsibility to keep opening spaces and platforms for them to grow and reach broader audiences; there is a lot of work left to do, but we have walked a long path since 1994, and we are just aiming for a more equal and healthy future.

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  • Trends of influencer marketing: educational content

    Date: June 16, 2023

    Categories: Beauty & Pharma, Influencer Marketing

    In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant.

    Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to have in mind?

    Users and why they crave educational content 

    The first step is to know who are we trying to reach and meet and, as in today, we can all agree that the landscape is focused on Zillennials (the cluster between Millennials and Gen-Z), Gen-Z and Alpha users; all of these are strongly different among each other, although they have something very particular in common: they categorically reject straight advertising. 

    The most notable characteristic that these generations show is the need for inclusion, authenticity and transparency; they need a place to belong, with authentic and caring content that resonates with them and is honest with them, otherwise users will reject the content if they sense it’s too one-sided. They know what information they can access and are smart enough to find out and express disappointment if they feel the brand or influencer has lied to them or withheld information.

    If we judge based on the most liked and shared content on social media, and the most prominent social media and social platforms as in today, such as Reddit, Discord and TikTok, we can find out a truth: they are information-hungry users – and not only that, they are also fast-paced – which gives us the best combination possibly in terms of content creation: educational content, and matching that with influencers is a success path.

    • TikTok had a total of 78.7 million users in the United States. Around 37.3 million of these users belong to Generation Z.
    • Twitch attracted a staggering 1.35 trillion minutes of worldwide watch time each year on 2022
    • In 2022, Reddit had over 1 billion global user visits, with 69% of users expressing respect for brands present on the platform, and 61% indicating a higher likelihood of trusting brands that actively engage on Reddit.

    How to leverage the educational content and new formats?

    It has become evident that educational content creators hold a unique position in imparting knowledge, data, resources, expertise, and insights across a myriad of industries. These creators possessed a profound understanding of their subjects, having studied, taught, and immersed themselves in their respective fields.

    In today’s digital age, consumers have developed an innate habit of seeking essential information about products and companies before making even the simplest of purchases. According to Forbes, over 82% of shoppers rely on their devices to look up items while standing in a physical store, placing their trust in digital information rather than solely relying on their senses, and it has been so for the past years. Brands that recognize this shift in consumer behavior have better opportunities to improve their visibility and reputation journey.

    The solution lies in forging education-based partnerships with influential figures across social media platforms. Unlike traditional campaigns that place products front and center, educational influencer campaigns focus on creating “Aha!” moments. Instead of aggressively pushing for immediate sales, they seek to empower users with valuable insights they wouldn’t have realized otherwise, and that’s all the motivation they will need to go from the meeting to the purchase point, but they need to go by themselves.

    And here is where the new formats get in handy, because there are places that are not as saturated as other platforms yet, and brands can find niche communities to connect with. 

    NEW PLATFORMS: TWITCH CASE

    Twitch, for example, has an user base of over 8.042MM AU and a significant portion of beauty enthusiasts also being video game enthusiasts (39% playing video games and 22% enjoying esports), offering a unique and less saturated environment for beauty brands to connect with their target audience.

    Twitch has caught the attention of beauty brands, including MAC, who have already ventured into this space. This shift in focus from cosmetics companies towards Twitch is a noteworthy development, considering that just over a year ago, a Twitch user named yayayayoung claimed that “The beauty space is pretty much non-existent on Twitch.”

    By embracing Twitch and adopting an educational content approach, beauty brands have the opportunity to captivate Twitch’s audience by delivering valuable insights, tutorials, and discussions related to beauty products and techniques through streamers, gamers and other influencers that align with the platform and brand at the same time. This strategic move not only enhances brand visibility but also builds trust among consumers. 

    The combination of Twitch’s growing popularity and the educational content approach empowers beauty brands to stand out, connect with their audience, and establish themselves as pioneers in this space. 

    The success of educational content

    Has we have seen, one of the industries that has been able to produce and leverage educational content as an incentive for users to not only follow them on social media but to actually appreciate and take advantage of their content (which, in terms of KPIs, is determined by using metrics such as saves, shares, views, etc.), is the cosmetics industry.

    Brands such as Miravia, whose app has an integrated segment of tips for different types of users, and then leads to products that could match the need or tip they are giving, Eucerin, which has a section of research and explanations on its website, or Skin Generics, which echoes the benefits of its products through influencers who teach how to create a good routine for each person, are an example of how brands don’t need to say, but show that they care about their communities.

    Educational content takes on various forms, catering to different levels of complexity and engagement. It could be as simple as a series of quick how-to guides or a short and snappy TikTok tutorial, or as “complicated” as an elaborated new format or feature in the app. Regardless of the format, the primary goal is to provide value to website visitors and potential customers, fostering a positive brand image.

    The power of educational content extends beyond acquiring new leads or driving traffic to your website. It serves as a support system, enhancing the user experience and enabling customers to extract maximum value from your products or services. Moreover, it presents an opportunity to build an online community around your brand, fostering meaningful interactions and discussions, and living by the state of “show, don’t tell” as the strategy that is actually making a difference among younger generations.

    As of today, educational content has been established as a driving force behind successful campaigns; prioritizing the needs and desires of consumers, rather than solely focusing on product advertising, delivering valuable information, brands establish trust and authenticity among their community and therefore can create a lasting impact and pave the way for organic sales growth.

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  • Influencers vs Content Creators: how to choose them?

    Date: June 1, 2023

    Categories: Influencer Marketing, Social Media

    In today’s digital age, the rise of social media has given birth to multiple types of influencers; from social causes to educational and even animals, influencers are the voice and sometimes even the face of brands nowadays; they dedicate themselves professionally to create digital content to promote products and services through trust and their relation with their community; while some use the terms “influencer” and “content creator” interchangeably, there are actually distinct differences between the two.

    According to Forbes, content creators are “individuals who produce original content across various digital platforms with the goal of creating an engaged following.” They specialise in creating content that speaks to a specific niche audience, whether it be beauty, fitness, food, or another area of interest. They typically have smaller, more dedicated followings that appreciate their expertise and authenticity.

    On the other hand, influencers are those individuals who have amassed a large following on social media and have built a level of trust with their audience. They use their platforms to promote brands and products to their mass audiences, often relying on their personality and lifestyle to connect with followers.

    The main difference between creators and influencers is their focus on audience engagement versus reach, since creators typically focus more on engagement, building a tight-knit community of followers who engage with and appreciate their content. Meanwhile, influencers focus more on reach, using their large audiences to promote brands and products to a wider demographic.

    What does this mean for brands looking to partner with content creators or influencers?

    The answer lies in understanding the specific goals of your brand. If you’re looking to reach a large audience and build brand awareness, partnering with an influencer may be the way to go. However, if you’re looking to target a specific niche audience and build brand loyalty, partnering with a content creator may be more effective. Actually, as we indicate in our study about Decentralised Communities, niches are perfect for building authentic peer to peer relationships with people based on shared interests, a strong sense of belonging and a true spirit of co-creation.

    Even then, while there are differences between influencers and content creators, the two categories are not mutually exclusive. Many influencers are also content creators, and vice versa. The key is to understand your goals and find the right person to partner with, because as we contrasted in another study about consumer’s behaviour, the decentralised platforms are getting more attention each day; only last year both Discord and Reddit received +55K mentions in English and Spanish social media markets, but the leadership is still on Twitch, which received over 600K mentions. This means that even influencers and brands are considering and starting to be present in these platforms with different strategies, so it’s not a creatorspace only anymore.

    We need to emphasise that both content creators and influencers play a valuable role in a brand’s social media strategy, and brands should take the time to research and find creators and influencers who align with their values and target audience, because they will transfer their image and feeling of trust to the communities and, therefore, become a bridge between the brand’s goals and the user’s needs, so the profiles need to be precisely tailored to not be seen as a cold strategy.

    To choose the right influencer and/or content creator

    From our ten years of expertise we have realised the relevance of having the proper tools and services to support brands in optimising their digital marketing strategies, that’s why we have acquired and developed AI-based tools to help us identify those content creators or influencers that could make the difference in a brand’s strategy. Our process begins with a thorough digital strategy audit, which assesses brand reputation and compares it with competitors, offering valuable insights into a brand’s current position and potential opportunities.

    To stay ahead of the curve, we analyse the latest consumer trends and social media content, utilising social listening techniques to identify the topics that resonate most with audiences. Our advanced ShineBuzz AI technology enables us to identify the most suitable Key Opinion Leaders (KOL) from a pool of over 120 million; then we have Deepfy, a platform that identifies superfans, super content and a reliable performance benchmark with direct competitors. When combining all these tools, we can ensure successful social media campaigns

    This technique employs sophisticated analytics to identify niche influencers as well as non-influential individuals who are driving conversations on social media within specific territories and, by examining the affinity between influencers and brand profiles, we create awareness among target audiences.

    With this approach, we aim to empower brands to predict, plan, and report on their influencer marketing campaigns by providing valuable insights into market benchmarks and performance metrics, enabling brands to make informed decisions and achieve optimal results.

    Then we can come to terms with the “influencer” and “content creator” concepts; because even if they are often used interchangeably, there are distinct differences between the two and brands should understand their goals and target audience to determine whether partnering with a content creator or influencer is the right move. Both creators and influencers can play a valuable role in a brand’s social media strategy, and finding the right person to partner with is key.

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