DIGITAL INFLUENCERS, I recommend, you follow me!!
Estimated reading time + video: 5 minutes
Good morning, a few years ago while in full swing of the master’s in Digital Marketing Management, a person like me, raised on traditional PR, questioned What would digital influencers be like? The article by Wired magazine explained how some algorithms started to single out who was socially important and who was not. Are we subject to algorithms? The truth is automatic scores have appeared that determine our digital influence:
Brands have started to use these scores to promote their products, targeting digital influencers. If the Google search algorithms position information on the Internet, what’s so weird about positioning user influence?
In internet democracy, we are faced with a concept closely linked to “digital status” “statusphere” or consumption status: often associated with “rational consumption”, to “recycling”; in other words, new influencers are not necessarily rich, shopping addicts, there are also ecos who recycle everything, smart consumers and a whole list of more rational and eco-friendly opinion leaders.
And here is where we find the difference: influence has gone global and covers all sectors, it doesn’t follow classic cannons and has been freed from traditionalism; we need to generate empathy and encourage others to follow us and share us on the internet
I’ll leave you with the ad from San Miguel for Primavera Sound 2012, which illustrates this anonymous, digital influence.
- Give opinions
- Identify your target public and their influencers
- Divide the target, the messages and the social channels suitably.
- Use creativity, find a “attractive claim” and give away innovation.
- Track everything that is happening, correct, direct, participate.
- Be empathetic with your target, get to know them and give them the right conversation.
- Don’t fall into the trap of closing your mind to other viewpoints, there are many anonymous influencers with major opinion-leading power.
The world is flat, influence horizontal; globalization and digitalization have managed to change the parameters. A new register: human marketing, which is being adopted to demonstrate what I have been saying for some time: we’re people and we like to be treated as such.