{"id":4827,"date":"2020-10-22T12:04:49","date_gmt":"2020-10-22T12:04:49","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=4827"},"modified":"2024-05-10T13:34:21","modified_gmt":"2024-05-10T11:34:21","slug":"calitatile-influencer-adevarat","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/calitatile-influencer-adevarat\/?lang=ro","title":{"rendered":"Care sunt calit\u0103\u021bile pe care le are un influencer adev\u0103rat"},"content":{"rendered":"\r\n<p><strong>Influencer adev\u0103rat. True Influencer. Fake Influencer. Influencer f\u0103r\u0103 influen\u021b\u0103. Pseudo Influencer. <\/strong><\/p>\r\n\r\n\r\n\r\n<p>Cum \u00ee\u021bi dai seama c\u0103 un influencer are calit\u0103\u021bile necesare pentru a fi un creator digital potrivit pentru brandul t\u0103u? Care sunt acele detalii \u0219i variabile pe care trebuie s\u0103 le urm\u0103re\u0219ti ca s\u0103 maximizezi \u0219ansele ca partenerul cu care vei lucra s\u0103 fie un influencer adev\u0103rat. Adic\u0103 unul care influen\u021beaz\u0103 comunitatea pe care o conduce.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><em>\u00cen acest articol vei citi despre:<\/em><\/h2>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><em>Cum s\u0103 evaluezi un influencer pentru o colaborare de succes cu firma ta<\/em><\/li>\r\n<li><em>C\u00e2t de importante sunt comunit\u0103\u021bile din jurul influencerilor<\/em><\/li>\r\n<li><em>Cum te afecteaz\u0103 pe tine autenticitatea unui influencer<\/em><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Dac\u0103 Cenu\u0219\u0103reasa ar fi fost un influencer, ar fi fost extrem de potrivit\u0103 pentru a promova haine de cas\u0103, un mop sau un detergent! De ce? Pentru c\u0103 are o <strong>audien\u021b\u0103<\/strong> uria\u0219\u0103: \u00een peste 100 de ani de c\u00e2nd \u201cs-a lansat\u201d \u00een varianta fra\u021bilor Grimm, &#8220;influencerul Cenu\u0219\u0103reasa&#8221; a ajuns la miliarde de oameni.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>E greu de cuantificat <em>reach-ul<\/em> (adic\u0103 num\u0103rul de oameni care au citit povestea), dar s\u0103 zicem c\u0103 ar fi cel pu\u021bin 3 miliarde de <em>followers<\/em> (\u00een acest caz cititori), dac\u0103 ne raport\u0103m doar la popula\u021bia globului de acum \u0219i estim\u0103m c\u0103 jum\u0103tate au auzit de personaj.<\/p>\r\n\r\n\r\n\r\n<p>\u00cen plus, <strong>inspir\u0103<\/strong> milioane, dac\u0103 nu chiar miliarde de persoane s\u0103 cread\u0103 \u00een finaluri fericite, \u00een dep\u0103\u0219irea obstacolelor \u0219i \u00een iubire adev\u0103rat\u0103. Are <strong>fani<\/strong> adev\u0103ra\u021bi, oamenii empatizeaz\u0103 cu ea, treze\u0219te <strong>emo\u021bii pozitive<\/strong>. S-au redactat mii de versiuni ale pove\u0219tii \u00een scris, ilustrate sau nu, s-au f\u0103cut filme, piese de teatru pentru copii \u0219i desene animate dup\u0103 ea.<\/p>\r\n\r\n\r\n\r\n<p>Am putea spune c\u0103 Cenu\u0219\u0103reasa are un <strong>engagement<\/strong> bun.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>\u00cen realitate \u00eens\u0103, Cenu\u0219\u0103reasa nu exist\u0103. Dar exist\u0103 Kim Kardashian! Adic\u0103 persoane reale care sunt urm\u0103rite cu interes de milioane de oameni \u0219i care trezesc emo\u021bii puternice: vedete, influenceri, celebrit\u0103\u021bi.<\/p>\r\n\r\n\r\n\r\n<p><!--more--><\/p>\r\n\r\n\r\n\r\n<p>Pe pia\u021ba rom\u00e2neasc\u0103 avem, desigur, mii de creatori de con\u021binut cu audien\u021be mari \u0219i foarte mari: arti\u0219ti, sportivi, comedian\u021bi, fotomodele, chefs, make-up artists, gameri, vloggeri sau instagrammeri cu norm\u0103 \u00eentreag\u0103.<\/p>\r\n<p>Aceste persoane publice inspir\u0103 cu pove\u0219tile proprii multe genera\u021bii de consumatori \u0219i te pot ajuta pe tine s\u0103 \u00ee\u021bi faci brandul cunoscut, s\u0103 comunici valorile sau diferen\u021biatorii, dar \u0219i s\u0103 cre\u0219ti traficul din magazin, de pe site, s\u0103 cre\u0219ti v\u00e2nz\u0103rile.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Dac\u0103 te \u00eentrebi: \u201cEste momentul s\u0103 fac o campanie de marketing cu influenceri?\u201d<\/strong><\/h2>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Noi spunem: \u201cClar, da!\u201c\u00a0<\/strong><\/h4>\r\n\r\n\r\n\r\n<p>\u00cen ciuda pandemiei care a zguduit economia \u0219i continu\u0103 s\u0103 creeze dificult\u0103\u021bi \u00een multe sectoare de business, comunicarea \u00een online a continuat s\u0103 aduc\u0103 beneficii: vizibilitate \u0219i v\u00e2nz\u0103ri.<\/p>\r\n\r\n\r\n\r\n<p>Trei sferturi din persoanele active pe social media au c\u0103utat informa\u021bii, sfaturi \u0219i \u00eencuraj\u0103ri \u00een perioada de criz\u0103 declan\u0219at\u0103 de noua boal\u0103, Covid-19, spune un studiu citat de <a href=\"https:\/\/www.adnews.com.au\/opinion\/why-influencer-marketing-will-win-after-covid-19\">AdNews<\/a> realizat \u00een SUA.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Pe tot globul \u00eens\u0103, izola\u021bi \u00een propriile case, oamenii au c\u0103utat echilibru, optimism \u0219i inspira\u021bie de la influencerii prefera\u021bi.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Puterea influencerilor vine de multe ori din aceste recomand\u0103ri: <\/strong>testeaz\u0103 produsul \/ serviciul \u0219i \u00ee\u0219i spun p\u0103rerea despre el, apoi recomand\u0103 c\u0103tre comunitatea lor ce le place.<\/p>\r\n\r\n\r\n\r\n<p>Pentru c\u0103 noi, oamenii avem nevoie de sfaturi, idei, ajutor, inspira\u021bie. Suntem bombarda\u021bi zilnic cu reclame, vedem ambalaje atractive, reduceri de pre\u021buri \u0219i multe altele care ne obosesc. Ne este greu s\u0103 ne orient\u0103m \u00een acest ocean de variante, a\u0219a c\u0103 ne baz\u0103m zilnic pe recomand\u0103rile \u0219i sfaturile celor din jurul nostru: prieteni, colegi, familie, prieteni ai prietenilor, speciali\u0219ti \u0219i exper\u021bi, vedete \u0219i influenceri care par s\u0103 fie ca noi sau a\u0219a cum am am vrea s\u0103 devenim.<\/p>\r\n\r\n\r\n\r\n<p>Social Media devine filtrul cel mai la \u00eendem\u00e2n\u0103 prin care ajunge la noi ce ni se potrive\u0219te. Acolo ne petrecem cel mai mult timp (\u00een afar\u0103 de somn \u0219i munc\u0103\/\u0219coal\u0103) &#8211; \u00een medie &#8220;st\u0103m&#8221; pe net \u00eentre 3 \u0219i 5 ore pe zi.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/blog.mocapp.net\/puterea-influencerilor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Iat\u0103 deci de unde vine influen\u021ba (sic!) influencerilor:<\/a> oamenii au nevoie de recomand\u0103ri \/ sfaturi \/ inspira\u021bie \u0219i o iau din Social Media unde creatorii de con\u021binut populari devin influenceri.<\/p>\r\n\r\n\r\n\r\n<p>Comunicarea digital\u0103 a fost salvarea pentru multe afaceri care nu mai aveau cum s\u0103 ajung\u0103 la consumatori, fiind suspendate concertele, evenimentele, iar restaurantele, \u00eenchise.<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/blog.mocapp.net\/statistici-surprinzatoare-despre-puterea-influencerilor-in-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\">Consumul de Social Media este \u00een continuare crescut \u0219i se anticipeaz\u0103 ca trendul s\u0103 se men\u021bin\u0103 \u00een 2021.<\/a><\/p>\r\n\r\n\r\n\r\n<p>Dac\u0103 ai mai desf\u0103\u0219urat campanii cu influenceri, \u0219tii deja avantajele mari pe care ele le ofer\u0103: vizibilitate, \u00eent\u0103rirea brandului, cre\u0219terea traficului \u0219i a v\u00e2nz\u0103rilor, \u0219i ce gre\u0219eli s\u0103 evi\u021bi (<a href=\"https:\/\/blog.mocapp.net\/campanie-cu-influenceri-3-greseli\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;De ce e\u0219ueaz\u0103 o campanie cu influenceri&#8221;<\/a>), dar probabil ai \u00eenc\u0103 dificult\u0103\u021bi \u00een a g\u0103si <strong>cei mai potrivi\u021bi influenceri <\/strong>pentru brandul t\u0103u sau pentru clien\u021bii t\u0103i. 67,7% dintre marketeri au declarat c\u0103 asta este cea mai mare provocare, conform unui studiu citat de <a href=\"https:\/\/mms.businesswire.com\/media\/20160726005961\/en\/536548\/5\/AltimeterInfographicFinal.jpg?download%3D1&amp;sa=D&amp;ust=1602070601775000&amp;usg=AFQjCNHEJtDAsi2JaFVlXpA8ibprWE8yig\">Business Wire<\/a>.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Cum evaluezi influencerii \u0219i \u00eei selectezi pe cei potrivi\u021bi pentru campania ta &#8211; Acel Influencer Adev\u0103rat!<\/strong><\/h2>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><em>1\/ Analizezi demograficele \u0219i obiceiurile de consum ale audien\u021bei influencerului. Adic\u0103 afinitatea unui influencer adev\u0103rat<\/em><\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Discu\u021bia despre influenceri, nu \u00eencepe cu ei, ci cu produsul sau serviciul t\u0103u. Mai precis, cu publicul c\u0103ruia i se adreseaz\u0103.<\/p>\r\n\r\n\r\n\r\n<p>Definirea lui c\u00e2t mai detaliat\u0103 este primul pas spre selectarea influencerului protrivit. Demografice, adic\u0103 sex, v\u00e2rst\u0103, unde locuie\u0219te, dar \u0219i cum \u00ee\u0219i petrece timpul, ce venituri are \u0219i ce alte branduri sau produse folose\u0219te &#8211; informa\u021biile acestea vor realiza profilul consumatorilor pe care \u00eei cau\u021bi \u0219i care trebuie s\u0103 se reg\u0103seasc\u0103 \u00een audien\u021ba influencerului t\u0103u.<\/p>\r\n\r\n\r\n\r\n<p>A\u0219adar, discut\u0103m despre <strong>CINE<\/strong> urm\u0103re\u0219te influencerul \u0219i evalu\u0103m <strong>AFINITATEA<\/strong> publicului cu produsul t\u0103u.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Orice campanie marketing \u00eencepe cu definirea clientului ideal la care vrei s\u0103 ajungi. La fel faci \u0219i \u00een Influencer Marketing: porne\u0219ti de la consumatorul target \u0219i \u00eel cau\u021bi \u00een comunit\u0103\u021bile online construite \u00een jurul unor influenceri.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4889\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/10\/affinity-shutterstock_561629995-1024x683.jpg\" alt=\"Influencer Adev\u0103rat - Afinitate\" width=\"512\" height=\"342\" \/>\r\n<figcaption>Afinitate &#8211; Foto via <a href=\"https:\/\/www.shutterstock.com\/g\/Ebic\" target=\"_blank\" rel=\"noreferrer noopener\">Shutterstock<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><em>2\/ Ordonezi influencerii dup\u0103 m\u0103rimea audien\u021bei \u0219i rata de engagement<\/em><\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Nu am \u00eenceput \u00een mod special cu m\u0103rimea audien\u021bei pentru c\u0103 am vrut s\u0103 punctez de la \u00eenceput importan\u021ba unei <strong>audien\u021be<\/strong> <strong>selectate<\/strong>, nu uneia <strong>numeroase<\/strong>. Ordinea importan\u021bei celor dou\u0103 criterii de selec\u021bie trebuie s\u0103 r\u0103m\u00e2n\u0103 aceasta.<\/p>\r\n\r\n\r\n\r\n<p>Cu alte cuvinte, revenind la Cenu\u0219\u0103reasa, degeaba are ea o audien\u021ba mare, dac\u0103 tu vrei s\u0103 promovezi un produs destinat pasiona\u021bilor de ma\u0219ini sport.<\/p>\r\n\r\n\r\n\r\n<p>Ce procent dintre fanii Cenu\u0219\u0103resei sunt pasiona\u021bi de auto-moto? S\u0103 fim serio\u0219i, fanii ei prefer\u0103 dovlecii transforma\u021bi \u00een tr\u0103suri. Nu mai bine ne promov\u0103m noi prin James Bond?\u00a0<\/p>\r\n\r\n\r\n\r\n<p>\u00cen continuare, m\u0103 voi referi la influenceri \u00een func\u021bie de audien\u021ba lor astfel:<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\r\n<p><strong>Nano-influencer <\/strong>&#8211; P\u00e2n\u0103 la 10,000 urm\u0103ritori\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Micro-influencer <\/strong>&#8211; De la 10,000 la 50,000 urm\u0103ritori\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Mediu-influencer <\/strong>&#8211; De la 50,000 la 250,000 urm\u0103ritori\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Macro-influencer<\/strong> &#8211; De la 250,000 la 1,000,000 urm\u0103ritori\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Top-influencer<\/strong> &#8211; Peste 1,000,000 urm\u0103ritori<\/p>\r\n<\/div><\/div>\r\n\r\n\r\n\r\n<p>La nivel mondial, dar \u0219i pe pia\u021ba local\u0103, exist\u0103 o tendin\u021b\u0103 de a folosi micro \u0219i nano-influenceri, \u00een defavoarea superstarurilor din mediul digital. Pe l\u00e2ng\u0103 fee-urile mai mici pe care le practic\u0103 ace\u0219tia, \u00een func\u021bie de proiectul propus \u0219i de livrabilele cerute, ace\u0219ti influenceri cu audien\u021be mici \u0219i mijlocii au o rat\u0103 de <strong>engagement<\/strong> mai bun\u0103. Altfel spus, se analizeaz\u0103 <strong>comunitatea<\/strong> creat\u0103 \u00een jurul influencerului.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/wYKelt99uf9F_b9tt5I9TjyDyHZtY2qCsv3lYlBIzRQu7LSYAbHuo0nr4fRqv7-v5V7Turg6Q5YLUfC3BpWDTEiDUIQqrdIVtzOEiTxymcKe5aEo6dyYQzhCgCg5BdQe-b_WV8FK\" alt=\"Influencer Adev\u0103rat - Statistic\u0103 CreatorIQ\" \/><\/figure>\r\n\r\n\r\n\r\n<p>Influencer Marketing Banchmark 2020, realizat de Influencer Marketing Hub, noteaz\u0103 c\u0103, pe Instagram, un nano-influencer poate avea o rat\u0103 de engagement de 6,2 ori mai mare dec\u00e2t un top-influencer, iar un micro-influencer de 3,4 ori mai mare. Pe Facebook, raportul nano-top este de 42 la 1, iar \u00een cazul micro-top, de 13 la 1! Studiul poate fi vizitat aici.A<\/p>\r\n\r\n\r\n\r\n<p>Aceasta este <strong>valoarea unei comunit\u0103\u021bi:<\/strong> felul \u00een care reac\u021bioneaz\u0103 urm\u0103ritorii la mesajele influencerului. Acest feedback se poate traduce prin like-uri, comentarii, dar \u0219i click-uri, desigur, \u0219i comenzi.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4887\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/10\/reach-shutterstock_406714390-1024x683.jpg\" alt=\"Influencer Adev\u0103rat - Reach\" width=\"512\" height=\"342\" \/>\r\n<figcaption>Reach &#8211; Foto via <a href=\"https:\/\/www.shutterstock.com\/g\/Ebic\" target=\"_blank\" rel=\"noreferrer noopener\">Shutterstock<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><em>3\/ Analizezi \u201cvocea\u201d influencerului adev\u0103rat<\/em><\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Dup\u0103 ce ai f\u0103cut o list\u0103 scurt\u0103 a influencerilor care au target-ul valoros pentru tine \u0219i i-ai ordonat dup\u0103 m\u0103rimea audien\u021bei \u0219i rat\u0103 de engagement, urmeaz\u0103 partea mai delicat\u0103, \u00een sensul c\u0103 trecem din lumea <strong><em>cifrelor<\/em><\/strong> \u00een cea a <strong><em>valorilor<\/em><\/strong>.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>O documentare temeinic\u0103 despre mesajele pe care influencerii le transmit, despre stilul lor de via\u021b\u0103 \u0219i p\u0103rerile lor necesit\u0103 mult timp, dar este un element important de diferen\u021biere. Echipa MOCAPP te poate ajuta cu insight-uri valoroase despre to\u021bi cei peste 700 de influenceri din Rom\u00e2nia \u0219i Republica Moldova din platform\u0103.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Relevan\u021ba \u0219i autenticitatea<\/strong> unui influencer sunt mai mult dec\u00e2t criterii, sunt valori pe care le cau\u021bi \u0219i le apreciezi mult, ca marketer.<\/p>\r\n\r\n\r\n\r\n<p>Prin relevan\u021b\u0103 m\u0103 refer la faptul c\u0103 influencerii ale\u0219i vor fi deja consumatori ai produsului t\u0103u sau chiar fani, \u00een mod ideal. Asta va face ca \u0219i tonul vocii lor s\u0103 transmit\u0103 cunoa\u0219terea \u0219i aprecierea real\u0103 a calit\u0103\u021bilor lui.<\/p>\r\n\r\n\r\n\r\n<p>De\u0219i bine inten\u021biona\u021bi, unii influenceri pot tr\u0103da o anumit\u0103 superficialitate c\u00e2nd recomand\u0103 un produs pe care nu \u00eel cunosc, iar urm\u0103ritorii lui, fini cunosc\u0103tori ai gusturilor \u0219i obiceiurilor lui, vor sim\u021bi asta \u0219i, desigur, vor taxa comportamentul.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>\u00cen cel mai pesimist scenariu, urm\u0103ritorii nu numai c\u0103 nu vor cump\u0103ra sau nu vor da click, ci vor l\u0103sa \u0219i comentarii negative la adresa influencerului, urm\u00e2nd apoi s\u0103 dea apese pe temutul buton de <strong>unlike<\/strong> sau <strong>unfollow<\/strong>.<\/p>\r\n\r\n\r\n\r\n<p>Statisticile Facebook \u00ee\u021bi pot ar\u0103ta \u0219i c\u00e2\u021bi oameni au perceput negativ mesajul \u0219i au dat <strong>hide<\/strong> unei post\u0103ri. Acest feedback este important pentru evaluarea final\u0103 a companiei. \u00cens\u0103, \u00eentr-o viziune mai realist\u0103, f\u0103r\u0103 un influencer relevant, campania ta nu va avea rezultatele a\u0219teptate.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Autenticitatea<\/strong> influencerului este o calitate care atrage deopotriv\u0103 urm\u0103ritori, c\u00e2t \u0219i colabor\u0103ri cu branduri. Chiar \u0219i un influencer care nu \u00ee\u021bi cunoa\u0219te produsul sau serviciul cu adev\u0103rat, poate pentru c\u0103 este nou \u0219i\/sau inovator, poate transmite un mesaj <strong>conving\u0103tor<\/strong> \u0219i <strong>credibil<\/strong> dac\u0103 \u0219i-a obi\u0219nuit audien\u021ba cu <em>mesaje sincere<\/em>, vorbind deschis at\u00e2t despre p\u0103r\u021bi pozitive, c\u00e2t \u0219i negative ale multor experien\u021be, ar\u0103t\u00e2nd lucruri necosmetizate din via\u021ba sa.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Numai a\u0219a se poate construi o rela\u021bie de \u00eencredere \u00eentre influencer \u0219i audien\u021ba sa, iar aceast\u0103 rela\u021bie este crucial\u0103 pentru ca mesajul campaniei tale s\u0103 ajung\u0103 cu succes la publicul \u021bint\u0103. Practic, asta pl\u0103te\u0219ti \u00eentr-o campanie cu influenceri!<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Un <a href=\"https:\/\/www.influencerintelligence.com\/insights\/zH\/How-to-Ensure-Authenticity-in-Influencer-Marketing\">studiu<\/a> despre percep\u021bia influencerilor, &#8220;What Consumers Think About Influencer Marketing&#8221; citat de agen\u021bia Influencer Intelligence \u00een 2020, arat\u0103 c\u0103 79% din publicul cu v\u00e2rste \u00eentre 18 \u0219i 34 de ani prefer\u0103 s\u0103 asculte recomand\u0103rile influencerilor dec\u00e2t pe ale marilor vedete media pentru c\u0103 au mai mult\u0103 \u00eencredere \u00een autenticitatea mesajelor lor. Acest aer de \u201coameni ca noi\u201d pe care \u00eel au ace\u0219ti <em>self-made digital stars <\/em>este valoros pentru marketeri \u0219i \u00eei face ambasadori de brand foarte buni.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4885\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/10\/voice-shutterstock_406699429-1024x683.jpg\" alt=\"Influencer Adev\u0103rat - Vocea\" width=\"512\" height=\"342\" \/>\r\n<figcaption>Vocea &#8211; Foto via <a href=\"https:\/\/www.shutterstock.com\/g\/Ebic\" target=\"_blank\" rel=\"noreferrer noopener\">Shutterstock<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><em>4\/ Evaluezi credibilitatea influencerilor \u0219i siguran\u021ba pe care \u021bi-o ofer\u0103<\/em><\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Am deschis subiectul credibilit\u0103\u021bii influencerilor mai devreme.<\/p>\r\n\r\n\r\n\r\n<p>Ceea ce este important de subliniat \u00een continuare este faptul c\u0103 se poate r\u0103sfr\u00e2nge asupra brandului t\u0103u credibilitatea sau, mai bine spus, lipsa credibilit\u0103\u021bii lor. Asocierea cu un influencer trebuie f\u0103cut\u0103 calcul\u00e2nd cu aten\u021bie beneficiile, dar \u0219i <strong>riscurile<\/strong>.<\/p>\r\n\r\n\r\n\r\n<p>Cu c\u00e2t influencerul are o carier\u0103 \u00een digital mai consistent\u0103, cu mult con\u021binut de calitate \u0219i mai multe colabor\u0103ri de succes, cu at\u00e2t po\u021bi estima \u0219i tu dac\u0103 este persoana potrivit\u0103 pentru a-\u021bi \u00eendeplini obiectivele.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Lumea creatorilor de content digital din Rom\u00e2nia a fost zguduit\u0103 \u00een anul 2020 de dou\u0103 scandaluri care au ar\u0103tat c\u00e2t de fragil\u0103 poate fi reputa\u021bia ta (ca brand de companie) \u0219i c\u00e2t de importante sunt autenticitatea \u0219i credibilitatea influencerilor (ca branduri personale).\u00a0<\/p>\r\n\r\n\r\n\r\n<p>\u00centr-un caz a fost vorba de un influencer care instiga la viol \u0219i violen\u021b\u0103 \u00eentr-un vlog, \u201c\u00een glum\u0103\u201d &#8211; a spus \u00een ap\u0103rarea sa. O persoan\u0103 cu un discurs cu care cu care niciun brand nu ar dori vreodat\u0103 s\u0103 se asocieze, dar cu care po\u021bi ajunge s\u0103 colaborezi dac\u0103 nu analizezi \u00een profunzime con\u021binutul, ci te ui\u021bi numai la audien\u021b\u0103.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Un alt scandal a pornit din cauza unei situa\u021bii \u00een care mai mul\u021bi influenceri au promovat f\u0103r\u0103 s\u0103 testeze produsele unui brand de cosmetice, iar ulterior brandul a fost atacat \u00een instan\u021b\u0103 de consumatori nemul\u021bumi\u021bi. Prin asociere, \u0219i alte produse au fost puse sub semnul \u00eentreb\u0103rii de c\u0103tre urm\u0103ritori.<\/p>\r\n\r\n\r\n\r\n<p>Dac\u0103 ace\u0219ti influenceri au l\u0103udat acele produse f\u0103r\u0103 s\u0103 le \u00eencerce, de ce nu am crede c\u0103 au f\u0103cut la fel \u0219i \u00een alte colabor\u0103ri?\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4883\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/10\/credility-shutterstock_396070492-1024x683.jpg\" alt=\"Influencer Adev\u0103rat - Credibilitate\" width=\"512\" height=\"342\" \/>\r\n<figcaption>Credibilitate &#8211; foto via <a href=\"https:\/\/www.shutterstock.com\/g\/Ebic\" target=\"_blank\" rel=\"noreferrer noopener\">Shutterstock<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Influencer Adev\u0103rat &#8211; Cum \u00ee\u021bi dai seama c\u0103 e un partener bun pentru campania ta?<\/h2>\r\n\r\n\r\n\r\n<p><strong>Afl\u0103 c\u00e2t mai multe despre influencerii cu care ai vrea s\u0103 lucrezi. La MOCAPP \u00ee\u021bi putem furniza informa\u021bii despre campaniile \u00eencheiate deja de influencerii de pe lista ta scurt\u0103 \u0219i po\u021bi evita situa\u021biile nepl\u0103cute, cum ar fi asocierea cu cineva care \u021bi-a criticat dur produsele \u00een trecut, cineva care s-a declarat fan \u00eenfocat al unui brand concurent sau cineva cu o reputa\u021bie \u00eendoielnic\u0103.\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n<p>\u00cencepusem acest articol cu povestea Cenu\u0219\u0103resei. Spuneam c\u0103 dac\u0103 ar avea canal de Youtube, cont pe TikTok sau pe Instagram, iar tu ai avea buget nelimitat, ar fi influencerul ideal pentru o mul\u021bime de branduri sau produse.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Dup\u0103 argumentele redate mai sus, \u00eenc\u0103 mai crezi asta sau ai vrea s\u0103 analizezi mai bine oferta, s\u0103 te \u00eendrep\u021bi c\u0103tre micro-influenceri?\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Noi \u00ee\u021bi suger\u0103m s\u0103 nu crezi \u00een pove\u0219ti \ud83e\udd14 \u0219i s\u0103 vii pentru o discu\u021bie aplicat\u0103 pe nevoile tale: brand, obiective \u0219i buget.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>MOCAPP este un partener care te ajut\u0103 s\u0103 construie\u0219ti o campanie cu influenceri prin care ob\u021bii rezultatele dorite.<\/strong><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/mocapp.net\/register\" target=\"_blank\" rel=\"noreferrer noopener\">F\u0103-\u021bi acum un cont MOCAPP<\/a> \u0219i ai acces gratuit timp de 48 ore la instrumentele de research \u0219i de estimare a bugetelor. Folose\u0219te o baz\u0103 de date de peste 2000\u00a0 de Influenceri din Rom\u00e2nia, Bulgaria \u0219i Republica Moldova, cu cifre actualizate ale audien\u021belor \u0219i onorariilor.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" class=\"wp-image-5066\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/11\/NEW-CTA-2-pentru-Blog-MOCAPP-1024x512.png\" alt=\"\" \/><\/figure>\r\n","protected":false},"excerpt":{"rendered":"<p>Dac\u0103 Cenu\u0219\u0103reasa ar avea canal de Youtube sau Instagram, iar tu ai avea buget nelimitat, ar fi influencerul ideal pentru o mul\u021bime de branduri sau produse. <\/p>\n","protected":false},"author":2,"featured_media":4895,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,52],"tags":[76,47,68],"class_list":["post-4827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","category-influencer-marketing","tag-influencer-adevarat","tag-influencer-marketing","tag-influenceri"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Care sunt calit\u0103\u021bile pe care le are un influencer adev\u0103rat &#187; 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