Influencer marketing: why the new wizards of internet communication are successful

All the research points to this, and all the experts seem to agree: the new trend in communication and web advertising is called influencer marketing. In an age in which we are all bombarded with impulses, signals, and offers, often at high volume, what matters is being able to stand out from the rest of the noise with a clear and coherent voice, a captivating image, and the capability to entertain internet users for a few seconds more than the others thanks to original content.

One quality that influencers have is consistency: day after day they cultivate their audience of hundreds and thousands, in many cases millions of users. Followers and fans are their audience, an audience which listens, comments and shares. In a word, an audience which interacts.

Their strong point is the ability to penetrate the demographic of millennials, young digital natives, the age group that has abandoned static platforms like television, preferring the nomadism of the internet. Their channels are the most frequently used social networks: principally Facebook and YouTube, with 30 and 24 million active users each month in Italy respectively; then Instagram and Twitter, which have 16 and 7 million active users.

It’s for exactly this reason that brands are increasingly making deals with these ‘lords of the social networks’ to promote their products, positioning them strategically in the videos and photos published by the influencers. According to studies by PwC, this kind of marketing strategy can increase the efficiency of marketing campaigns by up to 5.2 times compared to traditional advertising campaigns.

The line between genuine communication and advertising is often subtle, or even inexistent. As reported by Wired, in the USA this new kind of marketing has recently been regulated: the Federal Trade Commission has made it obligatory to label paid content on social media profiles with the hashtags #sponsored or #adv. Meanwhile, the popularity of influencers is growing in Italy too, where the site Audisocial keeps the ranking of the most followed influencers on the various platforms regularly updated.

Influencers are an example of how, in the world of digital communication, your circle of personal contacts can become a powerful driver of business and social relationships. This mechanism is facilitated by OnReal, which allows people, companies, associations, public bodies and celebrities to easily exchange information with people who share their interests.