Influencers have become key figures in the world of digital marketing and social networks. Nowadays, amassing thousands of followers on platforms like Instagram, TikTok and YouTube is not only a goal for aspiring internet celebrities, but also a lucrative opportunity for both them and brands looking to promote their products and services . This trend has become even more evident in Spain, where influencer marketing has seen impressive growth in recent years.
This will also be the main theme of our next event PuroMarketing DAY Influencer Edition which we will celebrate on September 26th. An event in which we will address the main innovations in the field of content creation and influence marketing in round tables with brands, companies and professionals in the sector.
Influencer marketing is one of the major trends in digital marketing
According to data from the “Digital Media Advertising Investment Study” by IAB Spain and PwC, investments in influencer marketing in Spain increased by a staggering 22.8% in 2022 compared to the previous year, reaching the figure of 63.9 million of Euro. This increase reflects the growing importance of influencers in brands’ marketing strategies and their ability to reach large, engaged audiences.
But what is driving this growing investment in influencers? In an increasingly digitalized world, companies face a constant challenge: how to stand out and increase their sales in the vast online landscape. According to a study by the Chamber of Commerce, 72% of Spanish SMEs believe that digital marketing is essential for their growth and development. And, in this context, influencers have become a highly effective and profitable tool to achieve this goal.
The reason for this effectiveness lies in the relationship that influencers have built with their followers.
The effectiveness of influencer marketing is based on the deep relationships these creators have built with their followers over time. These influencers usually have a loyal and engaged audience that not only actively follows them but also fully trusts their advice and suggestions. This level of trust and emotional connection is an invaluable asset for brands in a landscape where conventional advertising tends to be seen as intrusive or non-credible.
92% of businesses say influencer marketing is an effective strategy for achieving their marketing goals. 75% of companies use influencer marketing in their marketing strategies.
When an influencer endorses a product or service on their digital platforms, their followers don’t just see it as a recommendation, but as an opinion from someone they deeply trust. This recommendation is not perceived as an imposed advertising strategy, but rather as advice from a trusted friend. As a result, followers are more willing to pay attention and, more significantly, make purchasing decisions based on those recommendations.
Authenticity is currency in the world of influencers. Followers appreciate the authenticity and transparency of these creators, which helps strengthen the relationship between them. As influencers share their authentic experiences and opinions about products or services, this authenticity becomes a key pillar in building audience trust. This trust is the bridge that connects brands to their potential consumers more effectively than any traditional advertising.
The phenomenon of influencer marketing is not limited to Spain; It’s a global trend.
The phenomenon of influencer marketing knows no borders and its impact is significantly felt globally. Data provided by the European Advertising Standards Alliance (EASA) reveals a striking trend that extends beyond the borders of Spain.
In Europe, influencer advertising investments saw impressive growth in 2022, reaching a staggering €3.68 billion, an increase of 18.3% compared to the previous year. This meteoric growth demonstrates that influencer marketing has ceased to be a localized strategy and has become a solid pillar of the European advertising industry.
The future of influencer marketing in Europe also looks bright, with optimistic projections. Investments are expected to continue to increase, reaching €4.25 billion in 2023, €5.33 billion in 2025 and €6.23 billion in 2027. These figures indicate that the influence of digital content creators will continue to grow in importance and reach across the advertising landscape. in the years to come.
The global impact of influencer marketing is even more evident when we look at the numbers worldwide. Spending on influencer marketing is estimated to reach a staggering $15 billion by 2023. This highlights the fact that influencer marketing is not just a passing trend, but a solid and ever-growing marketing strategy that brands around the world are adopting to reach their audiences. effectively and authentically.
The impact of influencers is not limited to advertising products and services
The impact of influencers goes beyond simply promoting products and services; it extends deeply into the realm of social consciousness and positive change. In the current digital landscape, the phenomenon of “conscious influencer marketing” has emerged, a significant aspect of this new era. In this context, both brands and influencers are adopting a more ethical and responsible approach by promoting products and services that not only benefit consumers, but also the environment and society as a whole.
This shift towards a more ethical perspective means that brands and influencers are committed to being agents of positive change in society. It’s no longer just about selling products, but about addressing important issues that impact people’s lives and the world at large. Among these topics are diversity and inclusion, which have become central topics of conversation.
Influencers who care about diversity and inclusion use their platforms to promote equality and representation in all its forms. Through their influential voices, they challenge stereotypes, encourage inclusion and promote the acceptance of diversity in society. This work is not only relevant, but also contributes to social change and debate on crucial issues that need to be addressed in contemporary society.
However, despite the success and growing investment in influencer marketing, not everything is simple. The associated costs continue to increase, which poses challenges for brands when it comes to maximizing the return on investment in their influencer marketing campaigns. Even so, it’s clear that influencers play a vital role in brands’ marketing strategy in the digital age. Thanks to their ability to reach engaged and authentic audiences, influencers will continue to be an essential tool for businesses looking to thrive in the competitive online world. In a landscape where consumer attention is a precious commodity, influencers have become influential spokespeople who guide brands to success in the digital marketplace.
