Marketing influencers and Millennials

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You've probably heard the term Millennial (it's nothing new), and you've also seen it in some memes, but the truth is that the concept Millennial refers to a certain public, which, although it may not seem like it, reveals to us an infinite number of consumption patterns, which if known and used well, can be a complete success in the marketing strategy of a company or business.

But… what is the reason for this fact?

Well, Millennials are those people born between 1981 and 1993 (although some extend the year to 1995), they are those “boys and girls” of the eighties and ninety kids.

This public has a very defined consumption pattern and profile , based on social networks and new technologies. They are characterized by being consumers who, before making their purchase, use all their sources of information to obtain results about the product or service they are going to acquire. In addition, factors such as immediacy, the use of technologies and the optimization of time (and experience regarding the purchase) are key to understanding Millennials.

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But that's not all. Job stability, future plans and education are other factors that determine whether Millennials are consumer profiles to target with a marketing strategy.

However, without going too far off topic… What is their relationship with influencers and influencer marketing?

As we have said, Millennials are profiles that, despite not being neo-digital, have adapted their lives perfectly to new technologies, so much so that their consumption pattern (and behavior) revolves around them.

What do we mean by this? Well, the relationship between consumerism and influencers is closer than we think, since many of them are also Millennials, and therefore, it is likely that a large part of an influencer's followers also belong to the Y generation.

What is an influencer?
Before we get into the nitty-gritty, do we really know what an influencer is? By technical name and according to the RAE , it is a person who has the ability to influence other people through channels such as social networks.

This profile, through its opinions and testimonies on a specific topic, in other words, hotmail email database content creation, is capable of generating needs (or rather desires), perceptions and inciting its followers to take action.

Thanks to this innate potential that they have and the great strength that influencer marketing is acquiring, brands have seen a certain potential to include them in their strategies . But… Is it just about collaborating and that's it? The answer to this question is a resounding no. There are many other (technical) aspects that we should consider before choosing one or another influencer to collaborate with.


Do you know what an influencer marketing strategy consists of?
Nowadays, there is an increasing emphasis on creating and focusing marketing strategies in the digital field, especially on social networks . The fact that the increase in the use and consumption of these by people has caused brands to focus their efforts on appearing on them.

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By this we mean that the presence of brands on social media has increased, but not just by creating a profile, but also by finding new synergies with other profiles to promote their brand within the networks . This is where influencer marketing comes into play.

Based on the association of brands with influencers, the strategy focuses on connecting and making a brand known to the followers of the influencers, in whom, and after a study, their buyer persona should be found.

Said like that, the concept seems a bit “naïve”, however what we are referring to is that thanks to their influence, brands can make themselves known to their target audience according to the profile of the influencer with whom they collaborate.

Factors to consider before collaborating with an influencer
As we have mentioned before, it is not all about collaborating with an influencer, but there are certain aspects that we must consider before starting a collaboration, or rather, a marketing strategy with influencers.

First of all, and based on our buyer persona, we must take into account:

Market and/or topic that the influencer's profile focuses on. If your brand is in the food, gastronomy and hospitality market, it makes sense that the collaboration you do with an influencer has a profile that matches your market, right?
The magnitude of the influencer's profile. Not all profiles have the same number of followers, and they do not have the same impact on their followers, otherwise... It would all be very boring, don't you think? As with other aspects, influencers can be categorized (in addition to their subject matter) by the number of followers, and based on this, determining the objectives to be achieved, as well as which are the potential profiles that can contribute the most to the strategy, is another factor that we must not forget.
Type of content we want the influencer to generate to reach our audience. That is, if we want to make posts, stories, vlogs, podcasts, etc. This will depend on which social network we want to focus our strategy on. The ideal? Bringing together the networks where our buyer persona is and adapting our plan to them.
Establish guidelines for content that matches the brand's needs. Making yourself known through an influencer is quite effective, but to do so, they must show the "soul" of a brand, so it is important to establish a guideline of what they can and cannot show on social media.
Determine the frequency of collaboration . What does this mean? Investing in just one collaboration with a single influencer can end up being worthless, because due to the rapid consumption of content, influencers are forced to create a large amount of it. What can happen if only one collaboration is done? Well, it won't reach anyone. For this reason, it is advisable to establish times in which a frequency of collaboration with several influencers is determined, and in several times, because, as with investments, segmentation is the key to success.
Knowing what budget we have available . Collaborating is not free, that is clear, whether through donation of products/services or financial support, we must take into account how much budget we are willing to invest in influencer marketing.
There may be other factors that we should consider before launching an influencer strategy, but these are the vital ones to start a campaign with them and a brand.