Por qué las grandes marcas contratan a influencers

Why do big brands work with influencers?

Why do big brands work with influencers? Are these types of strategies really that profitable? Do marketing actions with influencers really work or is influencer marketing just a trend that doesn’t actually provide any results?

The answer to these questions and many more regarding why big brands work with influencers can be found in this article – just keep reading to find out why!

Why do brands work with influencers?

More and more businesses are taking a chance with new and modern marketing strategies to improve the impact of their campaigns, the effectiveness of their messages and, of course, increase brand awareness.

One of these strategies which has seen a lot of success, is influencer marketing, or in other words, the act of brands collaborating with social media influencers. Today’s celebrities are those people who have a knack for creating attractive content for YouTube and other social networks with the aim of entertaining a specific audience with certain characteristics, lifestyles, tastes and preferences, similar to theirs.

Influencers are so important nowadays that brands are collaborating with them to humanise their commercial messages and share their value propositions with their followers, since these profiles are admired by hundreds, thousands and even millions of online users.

Related reading: What is an influencer can how can I incorporate them into my marketing plan?

Because of this, influencers are taking on a bigger role in the commercial world as well as the business and marketing sectors, effectively influencing their followers purchasing and decision making processes.

What needs do brands that collaborate with influencers have?

Brands need to get closer to and connect with their audience in a subtle way, avoiding invasive marketing techniques and obsolete commercial messages. They also need to humanise their brand and present themselves as beneficial to their target audience.

Nowadays, consumers are more and more informed, giving them a new-found freedom and the ability to be critical of brands. It’s for that reason that consumers no longer repeat commercial slogans which, in traditional marketing, were once so successful. Consumers are now looking for recommendations from people they trust, whether they be friends, family members or other social media users they admire.


Which objectives can Influencer Marketing strategies help achieve?

Influencers can help brands achieve many marketing objectives, but it’s all about selecting the right profiles to collaborate with and ensuring that their public is a perfect match with the brand’s target audience in order for the campaign to achieve positive results.

Some of the more popular marketing objectives brands wish to achieve when launching influencer marketing campaigns are the following:

  • Credibility

Finding an authorised voice with a big influence on their followers and the ability to humanise the brand.


  • Awareness

Ensuring your brand reaches the as many users from your target audience as possible in order to increase brand awareness.


  • Branding

As well as increasing brand awareness, ensuring your brand’s market positioning with a favorable image.


  • Loyalty

Once a brand is recognised and positioned on the marketing, generating loyalty amongst the target audience is one of the most commonly sought-after objectives, which consists of making consumers fall in love with your brand.

What kind of brands use influencer marketing strategies?

Nowadays, pretty much any brand from any sector can (and should) opt for influencer marketing strategies. Some of the brands that tend to work more with influencers are:

  • Fashion companies, such as clothing, shoe, underwear and accessory brands – and not just for women, but for men and sometimes even children.

Influencers are segmented based on their followers and their average reach, meaning brands can choose between “big” influencers or micro-influencers, amongst other types of profiles, as well as specialised profiles for certain market niches.

Cosmetics, videogames and healthy-eating (which is currently one of the biggest global trends) are just some of the sectors that see more influencer marketing campaigns launched by brands.

Types of profiles used for influencer marketing

There are several different types of influencers according to the sector they work in or the brands with which they collaborate. Their profile can also depend on their specialisation or the frequency with which they collaborate with brands.

Why should you collaborate with brand ambassadors?

Brands ambassadors are currently considered one of the most important elements of any brand’s marketing strategy. These influencers tend to be characterised by their strong personalities, however, they are not quite celebrities.

Making an influencer the face of your company or brand will notably improve your position on the market. Despite currently being an “in-vogue” technique, it’s not quite as recent as we think; in the 60s, companies collaborated with celebrities to get their commercial messages across to their public.


Collaborating with brand ambassadors is currently one of the preferred influencer marketing techniques, since it sees the best results. Why?

  • It promotes trust and credibility, which is added value in the face of big competitors.
  • People who inspire trust in consumers are able to easily influence purchasing behaviour and decision making processes in comparison with commercial brands.

Why should you collaborate with influencers?

Despite many companies and brands having recently jumped on the influencer marketing bandwagon, there are still many that seem reluctant to do so. There are a great number of companies that are opting to carry out these types of strategies to position themselves as referential, modern brands that communicate effectively with their audience.

One of the main benefits of carrying out these campaigns is the increased engagement rate:

  • Engagement is related to a brand’s ability to establish solid and long-lasting relationships with their clients and potential clients. The consumer trusts and turns to the brand when they need certain solutions to certain problems, identifies with the brand’s values, understands its mission and therefore chooses to take their business to them, instead of millions of other competitors.

Influencers’ posts are more likely to be exempt from the changes in Instagram’s latest algorithm and are also much more credible, since they are personalised recommendations and don’t come from brands.


Have we managed to convince you of the efficiency of brands collaborating with influencers? If you want to see these kind of results in your next marketing campaign, get in touch and we’ll help you along the road to success!




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