Havas Group: 53% of consumers buy or consume products recommended by an influ...

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Since 2016, Influencer Day is celebrated every November 30 . A person dedicated to generating content through social networks . Currently, they have become references for different audiences, which is why brands increasingly include them in the strategy and development of their campaigns. In fact, according to a global study by Havas Group , 53% of consumers report having purchased or consumed a product recommended by an influencer. This value can vary and reach up to 62% if the consumer considers the purchase to be of high value or more “emotional”, as this occurs when the person manages to identify with the influencer and feels related to him and his content, therefore , will value more the products and services that it shows in its publications. For Mauricio Fernández-Maldonado, Chief Creative Officer at Havas Group Perú, influencers are positioning themselves as key actors within digital campaigns for brands.

They are talents with their own styles, each one has their own way of creating content and brands can take advantage of their reach to attract more consumers and build loyalty. Of course, the influencer must be significant and consistent with the concept of the brand and the campaign,” she explains. In this sense, the benefits that are achieved by betting on a campaign with influencers are extensive, among them: amplifying the brand's positive Telegram Number Data messages, providing more visibility and credibility, generating links with its audiences and even improving the conversion to purchase ratio. . influencer Now, considering that companies have the challenge of becoming significant brands, they could evaluate these advantages and use the influence and reach of these talents (influencers) to impact their target audience and provide, for example, solutions to improve their quality. of life. “Being a meaningful brand means providing functional, personal and collective benefits to consumers and society.



And in this scenario, the figure and speech of an influencer can influence the consciousness and behavior of consumers, motivating them to positive action on social causes or campaigns, or on the efficient use of a certain product, for example," says the creative. The pandemic and the boom of social networks It is important to mention that the COVID-19 pandemic brought many changes in people's consumption dynamics and variations in their customs and purchasing habits. It also generated a boom in social networks such as TikTok and Instagram, since the majority of people spent more time connected to the Internet due to social immobility restrictions. Perhaps, this was a crucial moment for both influencers and brands to complement each other to work together. So now, almost all brands use them, not only those with clearly young targets, but all types of areas where they need to differentiate themselves, especially in digital. In addition, sectors such as finance, industry, mining and construction have joined this path of campaigns with influencers.