{"id":4229,"date":"2020-09-10T12:33:18","date_gmt":"2020-09-10T12:33:18","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=4229"},"modified":"2022-08-10T10:30:17","modified_gmt":"2022-08-10T08:30:17","slug":"puterea-influencerilor","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/puterea-influencerilor\/?lang=ro","title":{"rendered":"Puterea influencerilor"},"content":{"rendered":"\n

Se vorbe\u0219te tot mai des despre puterea influencerilor<\/strong> \u00een Social Media. Dar \u0219i despre modul \u00een care influencerii reu\u0219esc s\u0103 ajute brandurile \u00een comunicarea online!<\/p>\n\n\n\n

Ce \u00eenseamn\u0103 aceast\u0103 PUTERE a influencerilor?<\/strong> \u00cen cadrul acestui concept intr\u0103 mai multe caracteristici, pe care le vom prezenta \u00een cele ce urmeaz\u0103.<\/p>\n\n\n\n

\u00cencredere<\/h2>\n\n\n\n

Prima caracteristic\u0103 pentru puterea influencerilor este reprezentat\u0103 de \u00eencredere<\/span><\/strong>.<\/h3>\n\n\n\n
\"Puterea<\/figure>\n\n\n\n

Urm\u0103ritorii (\u201efollowers\u201d \u00een englez\u0103) sunt cei care formeaz\u0103 publicul s\u0103u. Ei sunt cei care \u00eel descoper\u0103 pe influencer datorit\u0103 con\u021binutului pe care \u00eel face. <\/p>\n\n\n\n

Urm\u0103ritorii se transform\u0103 mai apoi \u00eentr-o comunitate, datorit\u0103 apropierii de influencer. Tot publicul este \u0219i cel care alege s\u0103 urm\u0103reasc\u0103 pe cineva. Fiecare individ va r\u0103m\u00e2ne al\u0103turi de influencer at\u00e2ta timp c\u00e2t el va reprezenta o surs\u0103 de inspira\u021bie.<\/p>\n\n\n\n

Publicul \u00eencepe s\u0103 aib\u0103 \u00eencredere \u00eentr-un influencer abia dup\u0103 ce \u00eel urm\u0103re\u0219te de ceva timp, vrea s\u0103 aud\u0103 p\u0103rerile lui \u0219i ia \u00een considerare \u00een recomand\u0103rile pe care le are influencerul.<\/p>\n\n\n\n

Forbes<\/span><\/span><\/a> spune c\u0103, de fapt, influencerii sunt noile branduri<\/strong>. <\/p>\n\n\n\n

Compara\u021bia este cu at\u00e2t mai natural\u0103 cu c\u00e2t at\u00e2t brandurile c\u00e2t \u0219i influencerii au nevoie de \u00eencrederea oamenilor pentru a genera v\u00e2nz\u0103ri.<\/p>\n\n\n\n

Asociere<\/h2>\n\n\n\n

Cea de-a doua caracteristic\u0103 pentru puterea influencerilor este reprezentat\u0103 de asocierea de brand.<\/span><\/strong><\/h3>\n\n\n\n
\"Puterea<\/figure>\n\n\n\n

Asocierile au loc \u00een momentul \u00een care un influencer \u0219i un brand aleg s\u0103 colaboreze.<\/p>\n\n\n\n

Ce \u00eenseamn\u0103 mai exact o asociere?<\/strong> <\/h3>\n\n\n\n

Printr-o asociere, valorile pe care le promoveaz\u0103 \u0219i \u00een care crede un influencer trebuie s\u0103 fie apropiate de valorile pe care le are brandul, ca ac\u021biunea pe care urmeaz\u0103 s\u0103 o fac\u0103 \u00eempreun\u0103 s\u0103 fie una benefic\u0103 pentru ambele p\u0103r\u021bi.<\/p>\n\n\n\n

Brandurile sunt cele care doresc s\u0103 \u00ee\u0219i v\u00e2nd\u0103 propriile produse. \u00cen cazul influencerilor vorbim despre crearea de con\u021binut care duce la cre\u0219terea propriului lor brand personal. Acest lucru duce \u0219i la asocierile pe care influencerii le fac pentru a promova diverse produse sau servicii pe care le consum\u0103 \u0219i pe care mai apoi le recomand\u0103. <\/p>\n\n\n\n

Recomand\u0103rile sunt sub form\u0103 de reclam\u0103 pl\u0103tit\u0103 (sau nepl\u0103tit\u0103, \u00een cazul \u00een care este doar o recomandare venit\u0103 din partea influencerului, nu o campanie), urm\u0103ritorilor lor din Social Media.<\/p>\n\n\n\n

Aceast\u0103 reclam\u0103 pl\u0103tit\u0103 face parte din noua modalitate a brandurilor de a vinde, numit\u0103 Influencer Marketing<\/a><\/strong>. <\/p>\n\n\n\n

Ea vine \u00een continuarea tipurilor vechi de publicitate, cum ar fi reclamele outdoor, reclamele radio, TV \u0219i parteneriatele create pentru diverse evenimente.<\/p>\n\n\n\n

\u00cen func\u021bie de relevan\u021ba \u0219i complexitatea unei asocieri, ea poate r\u0103m\u00e2ne \u00een capul consumatorilor pentru mult timp. <\/p>\n\n\n\n

De aceea o asociere trebuie s\u0103 fie f\u0103cut\u0103 \u00een mod con\u0219tient. Exist\u0103 \u00eens\u0103 asocieri bune \u0219i asocieri\u2026 nepotrivite. \ud83d\ude42<\/p>\n\n\n\n

O asociere bun\u0103 este cea care are la baz\u0103 dou\u0103 branduri care au acelea\u0219i valori. Campania care se desf\u0103\u0219oar\u0103 astfel este integrat\u0103 \u00een mod natural de c\u0103tre influencer, \u00een promovarea brandului. Influencerul este cel care transmite mesajul brandului c\u0103tre comunitatea lui. Astfel, prin parteneriat, brandul ajunge la urm\u0103ritorii influencerului.<\/p>\n\n\n\n

O asociere nepotrivit\u0103 se \u00eent\u00e2mpl\u0103 atunci valorile pe care brandul le transmite nu se potrivesc cu cele pe care influencerul le comunic\u0103 \u0219i \u00een care crede. Astfel, campania, chiar dac\u0103 ar avea loc, ar fi considerat\u0103 nepotrivit\u0103, mai ales de comunitatea influencerului.<\/p>\n\n\n\n

Con\u021binut<\/h2>\n\n\n\n

Cel de-al treilea topic pentru puterea influencerilor este crearea de <\/strong>con\u021binut branduit de calitate<\/strong><\/span>.<\/h3>\n\n\n\n
\"Puterea<\/figure>\n\n\n\n

Pe l\u00e2ng\u0103 punctele acoperite mai sus, brandurile mai apeleaz\u0103 la influenceri \u0219i pentru c\u0103 ei fac post\u0103ri de calitate.<\/p>\n\n\n\n

Fie c\u0103 este vorba despre poze sau videoclipuri, ele sunt mai \u00eent\u00e2i g\u00e2ndite \u0219i editate de c\u0103tre influencer, conform brief-ului, iar mai apoi sunt date spre aprobare de c\u0103tre brand, \u00eenainte de a fi postate. Datorit\u0103 faptului c\u0103 ele sunt realizate direct de c\u0103tre influencer, timpul de realizare poate fi chiar mai scurt dec\u00e2t dac\u0103 brandul ar fi realizat materialele.<\/p>\n\n\n\n

De multe ori, aceast\u0103 libertate de a fi influencer \u0219i a crea con\u021binut de calitate \u00eei face pe influenceri s\u0103 fie din ce \u00een ce mai creativi \u00een leg\u0103tur\u0103 cu munca lor, ei fiind de asemenea \u0219i cei care \u00ee\u0219i cunosc cel mai bine audien\u021ba \u0219i ce func\u021bioneaz\u0103 cel mai bine \u00een materie de con\u021binut.<\/p>\n\n\n\n

Un astfel de con\u021binut nu poate fi realizat la fel de c\u0103tre angaja\u021bii sau agen\u021biile care lucreaz\u0103 pentru brand.<\/p>\n\n\n\n

Acces<\/h2>\n\n\n\n

Al patrulea pentru puterea influencerilor<\/strong><\/strong> este: <\/strong>accesul la comunit\u0103\u021bile ni\u0219ate<\/strong><\/span>.<\/strong><\/h3>\n\n\n\n
\"Puterea<\/figure>\n\n\n\n

Acest lucru se realizeaz\u0103 \u00een momentul \u00een care are loc o campanie, comunitatea fiec\u0103rui influencer fiind reprezentat\u0103 de urm\u0103ritorii influencerului, care \u00eel urm\u0103resc datorit\u0103 ideilor interesante pe care le prezint\u0103, a temelor pe care le abordeaz\u0103 \u0219i, \u00een general, a con\u021binutului de calitate pe care \u00eel face \u00een Social Media.<\/p>\n\n\n\n

La fel cum rela\u021bia dintre comunit\u0103\u021bi \u0219i influenceri este una care se bazeaz\u0103 pe \u00eencredere, la fel este \u0219i cea dintre influencer \u0219i brand.<\/p>\n\n\n\n

Puterea de a convinge<\/h2>\n\n\n\n

Nu \u00een ultimul r\u00e2nd, influencerii sunt \u0219i cei care au puterea de a vinde<\/span>, a cincea caracteristic\u0103.<\/strong><\/h3>\n\n\n\n
\"Puterea<\/figure>\n\n\n\n

Spre deosebire de o reclam\u0103 venit\u0103 din partea unui brand, care este promovat\u0103 pe canalele proprii \u0219i\/sau televiziune, radio, outdoor, realizat\u0103 cu scopul de a prezenta noile lans\u0103ri sau campanii ale brandului, influencerii sunt cei care prezint\u0103 produsul \u00eentr-un mod unic, interesant, specific lor.<\/p>\n\n\n\n

\u00cen func\u021bie de c\u00e2t de conving\u0103tor este c\u00e2nd prezint\u0103 un produs sau serviciu lansat de un brand, dar \u0219i de num\u0103rul de urm\u0103ritori pe care \u00eei are \u00een Social Media, puterea de a vinde poate fi din ce \u00een ce mai mare \u0219i poate aduce profituri considerabile pentru brand \u0219i beneficii, fie ele \u00een bani sau de alt fel, pentru influencer.<\/p>\n\n\n\n

Puterea de a vinde \u00eenseamn\u0103, \u00eentr-un final, venituri \u00een plus pentru client!<\/p>\n\n\n\n

Iat\u0103 c\u00e2teva exemple:<\/h2>\n\n\n\n

Nike<\/strong>, unul dintre cele mai mari branduri la nivel global utilizeaz\u0103 puterea influencerilor pentru a atinge audien\u021be mari pe YouTube.<\/p>\n\n\n\n

\u00cen anul 2017, an \u00een care brandul a generat venituri de 34 de miliarde de dolari, s-au desf\u0103\u0219urat mai multe colabor\u0103ri cu influenceri. Una dintre ele este cu influencerul Harry Shaw \u0219i cu fotbalistul Cristiano Ronaldo \u00eentr-un \u201eFootball Challenge<\/span><\/span><\/a>\u201d, care a generat 56 de milioane de vizualiz\u0103ri pe YouTube.<\/p>\n\n\n\n

Cea de-a doua este cu Dan \u0219i Lincoln Markham, de\u021bin\u0103torii canalului de YouTube \u201eWhat\u2019s Inside?\u201d \u0219i a constat \u00een crearea videoclipului dedicat<\/span><\/span><\/a> unui model al adida\u0219ilor Nike Air VaporMax, care a generat 6 milioane de vizualiz\u0103ri.<\/p>\n\n\n\n

Aceast\u0103 influen\u021b\u0103<\/span><\/a> se poate traduce prin mai multe elemente. <\/p>\n\n\n\n

Primul este reprezentat de \u00eencrederea pe care publicul i-o ofer\u0103, cel de-al doilea prin asocierile de brand pe care le face \u00een func\u021bie de valorile pe care le promoveaz\u0103 \u0219i \u00een care crede. De asemenea, influencerii sunt cei care, datorit\u0103 con\u021binutului pe care \u00eel fac ajung s\u0103 aib\u0103 comunit\u0103\u021bi ni\u0219ate. Al patrulea element, foarte important: puterea de a vinde.<\/p>\n\n\n\n

Pentru mai multe informa\u021bii despre industria Influencer Marketing, vezi AICI seria noastr\u0103 de articole<\/span>.<\/span><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n\n\n\n\n

Resurse utile (ordine alfabetic\u0103):<\/strong><\/p>\n\n\n\n

adglow.com – The power of social media influencers {Infographic}<\/span><\/span><\/a>
digitalmarketinginstitute.com – 20 Influencer Marketing statistics that will surprise you<\/span><\/span><\/a>
edelman.com – The Power of Influencers<\/span><\/span><\/a>
Mediakix.com – Nike’s Marketing Strategy: How The Global Giant Reaches Millions With YouTube Influencers<\/span><\/span><\/a>
medium.com – <\/span><\/span><\/a>How To Maintain Trust and Transparency in Influencer Marketing<\/span><\/a><\/span>
forbes.com – 4 Ways Social Media Influences Millennials’ Purchasing Decisions<\/span><\/span><\/a>
forbes.com – Influencers Are The New Brands<\/span><\/span><\/a>
socialmediatoday.com – How Social Media Influencers Can Impact Your Customers’ Purchase Decisions<\/span><\/span><\/a>
themarketingscope.com – The Impact of Influencer Marketing on Consumers<\/span><\/a><\/sub><\/p>\n","protected":false},"excerpt":{"rendered":"

Se vorbe\u0219te tot mai des despre puterea influencerilor \u00een Social Media. Dar \u0219i despre modul \u00een care influencerii reu\u0219esc s\u0103 ajute brandurile \u00een comunicarea online! Ce \u00eenseamn\u0103 aceast\u0103 PUTERE a influencerilor? \u00cen cadrul acestui concept intr\u0103 mai multe caracteristici, pe […]<\/p>\n","protected":false},"author":4,"featured_media":4518,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,42,52],"tags":[],"class_list":["post-4229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-education","category-influencer-marketing"],"yoast_head":"\nPuterea influencerilor » MOCAPP<\/title>\n<meta name=\"description\" content=\"Se vorbe\u0219te tot mai des despre puterea influencerilor. \u00cen acest articol vei descoperi ce st\u0103 de fapt \u00een spatele conceptului.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mocapp.net\/blog\/puterea-influencerilor\/\" \/>\n<link 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