Antonio García Villanueva, Senior Consultant at PROA, analyses for a TOP Communication article that 2021 could be the year of the microinfluencers for having more credibility than the influencers media. The evolution of the digital era has brought new consumer and prescriber profiles. Companies, aware of this new panorama, have for years been using the influencers to get closer to their products and/or services, especially in the face of an over-saturated information-advertising landscape.
García Villanueva explains that, in the aftermath of the pandemic, social media communication strategies have had to adapt due to the changing social ecosystem. The New platforms have grown exponentially such as: TikTok or Twitch make the approach: Which influencer should I select for my social media campaign?
When a company wants to develop a specific action on social networks with social impact and reach, a good strategy is to resort to famous influencers with hundreds of thousands of followers, but there is another strategy that is increasingly recurrent (and successful): the so called microinfluencers. This type of profiles, everyday people with a notable mass of followers and focused on one or several niches such as age or geographic area, can be the key to our strategy to reach the firm's target audience and generate engagement between the brand and potential consumers.