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Is it more important for a brand to invest in a famous influencer capable of reaching millions of users or in a team of brand lovers with a smaller but quality audience?

Almost all marketers know the marketing funnel. To sum it up in a few words: investing in brand awareness creates consumer interest, fueling the desire to own the product and then leading the consumer to become a new customer.

Today, more and more people are using influencers to create awareness, especially for the exponential growth of the use of the web and social media. But I believe that influencers, however effective and powerful, always keep the structure of the funnel intact, only moving investments from TV, OOH and digital display to influencer marketing campaigns.

 

Now I ask myself some questions…

WHAT IS THE REAL DIFFERENCE BETWEEN A BRAND LOVER AND AN INFLUENCER?

The influencer, as we know, reaches a large number of people through social networks, but very often the target it reaches is not vertical and defined, but varied and scattered.
The brand lover It is certainly the most difficult to find, undoubtedly less famous and popular but it is probably the most effective one to influence your circle of contacts and above all generate new customers.
And I believe it is better to intercept 100 potential customers on target than 1 million distracted and non-target users..

 

CAN WE DEFINE A BRAND LOVER WITH THE TERM MICRO-INFLUENCER?

I really think so. And I also believe that in his “small” way he is more credible, vertical and persuasive than a big-influencer, and that his involvement and interaction with his audience is inversely proportional to the number of followers he has on his channels.

 

WHAT IS THE FUTURE OF INFLUENCER MARKETING?

As this interesting article from Forbes anticipates, the attention of brands towards brand lovers and micro-influencers is growing more and more because they are able to create more direct and genuine relationships with their audience. I therefore believe that a successful influencer marketing campaign needs both a big influencer able to reach a large audience, but also a team of brand lovers, selected among their most loyal customers and in line with their target and brand.