Christmas is a time when many brands play their most important campaign of the year and that is why they tend to bet on ambitious marketing that increasingly uses influencers, trusting that in this way they will reach niches and a younger market that is difficult to reach. through traditional means.
“The main benefit that a brand has when investing in influencer marketing during the Christmas campaign is the wide audience or market it can reach. Betting on an influencer can make a product or brand reach an audience that it does not have access to normally,” highlights Jaime Rodríguez-Conde de Diego, Partner at Eureka PR.
For this expert, “if the person in whom they invest has a very loyal community, it can generate conversation in networks, increase the reputation of the brand and convert the investment into income (which is never guaranteed).”
However, he also considers that “influencer marketing is not for all types of companies and products and is not synonymous with success. If money is invested to position the wrong product with the wrong person, the campaign will be doomed to failure.”
The key for Rodríguez-Conde is to “study a lot the person in whom you are going to invest”, since “that person will be linked to the brand and any professional or personal action that affects the influencer in a negative way, can end also harming the brand.”
In short, “the more loyal the influencer has to his/her community, the greater the probability of success the campaign will have, while, if the community is not good, the most likely thing is that it will generate a large number of unqualified leads,” he says. the expert.
“Finally, it should be noted that the competition in this type of campaigns is voracious, so if there is not enough investment to bet on a great influencer (such as María Pombo, Laura Escanes, Alexandra Pereira, Juan Betancourt, Jon Kortajarena, Pelayo Díaz, etc.) it is more convenient to focus investment on micro-influencers whose community is smaller but tends to be more loyal,” he emphasizes.
Another point to keep in mind is that Christmas is not just any time to promote yourself: “The main parameter that is added during the Christmas season is the voracious competition that is generated in this type of campaigns. The big brands plan this type of campaigns well in advance and the big influencers are usually caught months before the Christmas season begins,” recalls Rodríguez-Conde.
“Long-term strategies (investments in influence marketing and campaigns that work throughout the year) that culminate at Christmas tend to work better than those that focus only on this period of time and have greater loyalty. Added to this is that brands have to compete with those products that have a strong seasonality (candy, toys, Christmas decorations, Christmas lottery, winter products, etc.) with which they do not have to compete the rest of the year,” he highlights. .
Going to 2024, the latest data indicates that investment in influencer marketing has grown by 24% in one year: “As long as social networks continue to evolve and appear, there will always be business models based on influencer marketing,” he reflects on this. Rodríguez-Conde, who thinks that “influencer marketing has been done forever.”
Therefore, the expert predicts that “this trend will continue to grow in the coming years with the exception that, as the influencer market grows, profitability will decrease due to the high supply of both influencers and products.”
However, is taking these risks worth it for a brand? This is how Rodríguez-Conde explains it: “There are brands that believe, mistakenly, that it is the quickest way to ‘hit the ground running’ and ensure sales, projection and notoriety in a short period of time. Others, who work with a solid strategy, based on data and generating content and community, rely on these techniques because they work wonderfully,” he points out.
“As in everything, you have brands that do it better and worse, you have influencers that do it better and worse and there is always a small percentage (that makes a lot of noise) of ‘selling smoke’ and nonsense that what moves them is ‘money’. easy’ and ‘quick success’ and they are what really contribute uncertainty and doubts to this type of campaigns,” concludes the specialist.
Marketing on social networks and promotion with influencers has proven to be very beneficial as long as it is studied correctly and there are professionals specialized in the appropriate training for it.
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