{"id":2159,"date":"2022-09-22T11:31:25","date_gmt":"2022-09-22T09:31:25","guid":{"rendered":"https:\/\/stratewave.com\/?p=2159"},"modified":"2022-09-22T12:47:49","modified_gmt":"2022-09-22T10:47:49","slug":"are-we-arriving-upon-the-death-of-influencer-marketing","status":"publish","type":"post","link":"https:\/\/stratewave.com\/es\/2022\/09\/22\/are-we-arriving-upon-the-death-of-influencer-marketing\/","title":{"rendered":"\u00bfEstamos ante el fin del marketing de influencers?"},"content":{"rendered":"
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The power of new social media algorithms means anyone can have influence, regardless of following. For brands, it requires a rethink of where they allocate budgets. For influencers, this could translate into the death of their jobs, the death of influencer marketing as we knew it. If influencers are not keen and fast to adapt to new trends, platforms, and formats, they might start to lose their power.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Un gran n\u00famero de celebridades prestan servicios esenciales de marketing para muchas marcas populares en redes soviales. Por ello, muchas grandes empresas se asocian con ellos y, en consecuencia, se ven inundadas de solicitudes de personas que buscan sacar provecho de su popularidad.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Nuevos estudios han descubierto que solo el 3% de los consumidores se ven influidos por los influencers famosos para comprar productos espec\u00edficos. Adem\u00e1s, estudios recientes han descubierto que el tradicional marketing de influencers de car\u00e1cter descendente est\u00e1 perdiendo su influencia.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Los clientes interact\u00faan con las marcas de forma diferente a como lo hac\u00edan antes. En lugar de observar pasivamente a las marcas y a los consumidores, interact\u00faan activamente entre ellos y crean tribus a partir de valores e intereses compartidos. Esto se conoce como \"compromiso aut\u00e9ntico y significativo\" y supone un gran cambio respecto a la era tradicional de la audiencia pasiva.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"tiktok-1-influencer-death-marketing\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t
Ejemplo 1<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Ejemplo 1<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00bfPor qu\u00e9 la gente se est\u00e1 cansando de los influencers?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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El aumento de la demanda de interacciones reales es la raz\u00f3n m\u00e1s importante para el alejamiento de los influencers.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Los usuarios de las redes sociales se han cansado de que los famosos publiquen mensajes gen\u00e9ricos y estereotipados sobre el uso de ropa de marca o de pastillas que quitan el apetito. En su lugar, los usuarios buscan contenido genuino y sin alteraciones con el que puedan interactuar.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Luego est\u00e1 el problema de los falsos influencers que compran participaci\u00f3n en plataformas como Instagram y Twitter. Cuando se trata de seguidores, likes y comentarios, los influencers se enfrentan a enormes incentivos para aumentar sus n\u00fameros, lo que lleva a problemas con los bots, los seguidores pagados y otros atajos. De hecho, las investigaciones han descubierto que los influencers contratados por las grandes marcas tienen un 70% de seguidores falsos. Esto no s\u00f3lo es un dolor de cabeza para las marcas, sino tambi\u00e9n otra causa importante de decepci\u00f3n general con los influencers.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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El 47% de los consumidores est\u00e1n cansados del contenido repetitivo de los influencers. De hecho, esta frustraci\u00f3n colectiva ha dado lugar a algunas cuentas de parodia incre\u00edbles (como Insta Repeat<\/a>) que se\u00f1alan lo similares que pueden ser muchos contenidos de Instagram. Esta es una de las principales razones por las que los usuarios de Instagram abandonan la est\u00e9tica cl\u00e1sica de la plataforma y buscan algo m\u00e1s real.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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En cambio, una nueva generaci\u00f3n de influencers de \u00e9xito como Emma Chamberlain<\/a> y esto ha llevado a la creaci\u00f3n de la nueva y popular app BeReal<\/a>, en la que s\u00f3lo se puede publicar durante un periodo de tiempo asignado al azar durante el d\u00eda, luchando contra las fotos falsas y retocadas de otras plataformas de medios.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ejemplo 2<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Ejemplo 2<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Tambi\u00e9n hay otra tendencia importante que muchos influencers y marcas han utilizado durante los \u00faltimos a\u00f1os, y es la de dedicar su tiempo y alcance a diferentes causas sociales importantes en todo el mundo. Sin embargo, muchas marcas y personas influyentes han hecho esto s\u00f3lo para ser el centro de atenci\u00f3n y esto ha contribuido a la desconfianza de su p\u00fablico objetivo, dando a la gente una mayor raz\u00f3n para buscar otras fuentes de informaci\u00f3n cuando se trata de temas tan importantes como el cambio clim\u00e1tico, los derechos LGBTQ +, la igualdad, y muchos m\u00e1s.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Conclusiones<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Antes era f\u00e1cil trabajar con influencers. En el pasado, las marcas s\u00f3lo ten\u00edan que recopilar una lista de celebridades y figuras p\u00fablicas con grandes audiencias, comparar la influencia y el perfil de cada persona y hacer una elecci\u00f3n. Ahora, los consumidores no quieren que el mismo influencer les diga qu\u00e9 t\u00e9 diet\u00e9tico beber, qu\u00e9 barra de labios comprar y a qu\u00e9 centro tur\u00edstico ir. Con una mentalidad de tribu, todo el mundo tiene el potencial de ser un influencer (en su tribu), lo que hace que el grupo de influencers sea mayor. Hay que tener en cuenta la relevancia y la autenticidad del influencer para el tema, analizar su huella de contenido y ver si tiene seguidores falsos o el compromiso de cientos de influencers a trav\u00e9s de m\u00faltiples plataformas.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Deja atr\u00e1s los grandes nombres y c\u00e9ntrate en la autenticidad. Hay una buena raz\u00f3n por la que muchos usuarios de Instagram se alejan del influencer medio de gran nombre en las redes sociales. En un entorno en el que la autenticidad es la mayor moneda de cambio online, las marcas necesitan saber todo sobre su audiencia y entender c\u00f3mo encontrar y retener su base de fans online.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Fuentes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. Vogue Business<\/a><\/li>
  2. Buzzfeed<\/a><\/li>
  3. Metro UK<\/a><\/li>
  4. Linkfluence<\/a><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    The power of new social media algorithms means anyone can have influence, regardless of following. For brands, it requires a rethink of where they allocate budgets. For influencers, this could translate into the death of their jobs, the death of influencer marketing as we knew it. If influencers are not keen and fast to adapt […]<\/p>\n","protected":false},"author":203019801,"featured_media":2165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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