Influencer marketing has undergone a transformation from passing fad to a key marketing strategy. As a result of this shift, 39 per cent of marketers globally, now assign between 10 and 20 per cent of their budget to collaborations with influencers. In Spain, the figure is similar, with industry studies showing that one in four professionals work with influencers as part of their marketing strategy.
One of the main challenges facing these professionals is the establishment of professional and standardised work processes in this field. During one of the recent #APPLETREEBYTES meetings, Sabrina Torres, agency partner at META Iberia for seven years, explained how this relationship between brands and influencers can benefit both parties. “It is important to understand what types of messages they are open to and what kind of content they enjoy, and to adapt to the places they frequent and the formats they usually consume. This involves creating more realistic and enjoyable communication, allowing them to experience, play and feel part of the message, as well as connected with the brand.”
Sabrina has a hybrid profile at META, and has worked with Havas, Making Science and Adsmurai. Before joining Facebook, she worked for companies such as Yahoo and Antevenio. At META, she advises brands and agencies on how to improve the relationship between brands and content creators: “We have a workflow that we recommend to brands collaborating with content creators. It usually starts by setting out clear objectives for the brand and what you want to achieve in that collaboration.”
“After that, identity the possible types of collaborators, evaluating their level of compatibility with the brand and whether they share your values. Once you’ve selected a collaborator, the third step is to give them a clear brief, allowing them to use their creativity and bring their unique perspective to your brand while conveying their own message. Lastly, using the appropriate tools and paid media, amplify the message even further. Ultimately, the most important thing is that we analyse what went right, what went wrong and how to refine the strategy for your campaign going forward, either with this same partnership or others.”