{"id":7049,"date":"2023-06-12T09:13:31","date_gmt":"2023-06-12T09:13:31","guid":{"rendered":"https:\/\/curell.com\/?p=7049"},"modified":"2023-06-19T06:24:55","modified_gmt":"2023-06-19T06:24:55","slug":"influencers-qui-son-i-per-que-importen-una-nova-manera-de-promocionar-la-vostra-marca","status":"publish","type":"post","link":"https:\/\/curell.com\/ca\/influencers-qui-son-i-per-que-importen-una-nova-manera-de-promocionar-la-vostra-marca\/","title":{"rendered":"Influencers, qui s\u00f3n i per qu\u00e8 importen? Una nova manera de promocionar la vostra marca"},"content":{"rendered":"

En els \u00faltims anys han aparegut diferents figures, conegudes com streamers<\/em>, creadors de continguts, Youtubers<\/em>, Tiktokers<\/em>, etc. denominats a grans trets com influencers<\/em> (persones amb capacitat d’influir sobre el comportament dels altres) per\u00f2 qui s\u00f3n aquestes persones influencers<\/em> i per qu\u00e8 importen tant?<\/p>\n

Els influencers<\/em> atreuen el p\u00fablic que els segueix a trav\u00e9s de tots els canals de les xarxes socials. Poden convertir-se en poderosos defensors de les marques en donar-les a con\u00e8ixer i fer que un producte o servei sigui rellevant per als seus seguidors. En un m\u00f3n en el qual els likes<\/em> (\u201cm’agrada\u201d) i els followers<\/em> (\u201cseguidors\u201d) s’estenen r\u00e0pidament per les xarxes socials, els influencers<\/em> s\u00f3n aquelles persones les opinions de les quals s\u00f3n molt valorades.<\/p>\n

Aix\u00f2 ens porta a plantejar-nos les seg\u00fcents preguntes: quins canals de les xarxes socials s\u00f3n m\u00e9s importants a l’hora de vendre un producte? Dep\u00e8n del que s’intenta vendre o dep\u00e8n dels diferents consumidors o destinataris? No es pot negar que, encara que tots els canals de xarxes socials comparteixen unes certes similituds, tamb\u00e9 funcionen de manera diferent. A manera de mera comparaci\u00f3, Instagram funciona amb v\u00eddeos molt curts i ofereix informaci\u00f3 breu de les marques, mentre que Youtube funciona de manera totalment diferent, ja que ofereix v\u00eddeos m\u00e9s llargs i proporciona informaci\u00f3 molt m\u00e9s elaborada sobre les marques i els productes i serveis. No obstant aix\u00f2, el seu objectiu \u00e9s certament el mateix: vendre el major nombre possible de productes o oferir el major nombre possible de serveis d’una determinada marca.<\/p>\n

La figura de l\u2019influencer<\/em> ha tingut un gran impacte en diversos camps, fent que avui dia el m\u00e0rqueting<\/em> d\u2019influencers<\/em> sigui una forma mainstream de m\u00e0rqueting en l\u00ednia.<\/p>\n

El m\u00e0rqueting<\/em> d\u2019influencers<\/em> \u00e9s un h\u00edbrid de velles i noves eines de m\u00e0rqueting. Pren la idea del suport de famosos i la integra en una campanya moderna de m\u00e0rqueting de continguts. Moltes campanyes s\u00f3n en l’actualitat col\u00b7laboracions entre marques i influencers<\/em>, deixant de costat els famosos.<\/p>\n

I per qu\u00e8 es tria els influencers<\/em> en lloc dels famosos? Les raons s\u00f3n senzilles: els influencers<\/em> actuen com a \u201ccreadors de gust o de tend\u00e8ncia\u201d i generen desig pels productes i, no cal dir, el seu caixet \u00e9s molt menor que el d’un fam\u00f3s.<\/p>\n

El m\u00e0rqueting<\/em> d\u2019influencers<\/em> funciona gr\u00e0cies a la gran confian\u00e7a que han generat i les recomanacions que fan serveixen com a prova social per als clients de la marca, \u00e9s a dir, s\u00f3n una forma de m\u00e0rqueting boca a boca. De fet, els consumidors identifiquen el boca a boca com un factor clau de les decisions de compra.<\/p>\n

A m\u00e9s, un gran nombre d\u2019influencers<\/em> (que ja s’han convertit en famosos) tamb\u00e9 estan creant les seves pr\u00f2pies marques oferint els seus propis productes o serveis.<\/p>\n

Per\u00f2 no tot \u00e9s tan f\u00e0cil com sembla, ja que el m\u00e0rqueting<\/em> d\u2019influencers<\/em> pot ser complicat i una campanya mal enfocada podria tornar-se en contra teva. Si, per exemple, utilitzes l\u2019influencer<\/em> equivocat (una figura que no encaixa amb la teva l\u00ednia de negoci), descartes els micro-influencers<\/em> (que poden atreure a m\u00e9s gent en estar m\u00e9s a prop dels consumidors finals) i, finalment, per\u00f2 no menys important, no ets transparent a l’hora de proporcionar la informaci\u00f3 del producte a trav\u00e9s del “teu influencer<\/em>“.<\/p>\n

El m\u00f3n dels influencers<\/em> s’ha desenvolupat r\u00e0pidament i tamb\u00e9 han sorgit ag\u00e8ncies que serveixen de mediadores entre ells i les empreses. Sens dubte, aix\u00f2 ajuda les empreses a determinar les cl\u00e0usules dels contractes per a lligar-ho tot: els termes de la col\u00b7laboraci\u00f3, incl\u00f2s el contingut o el producte que es crear\u00e0, la compensaci\u00f3 que es rebr\u00e0, la protecci\u00f3 jur\u00eddica per a totes les parts, les cl\u00e0usules de no divulgaci\u00f3 i confidencialitat, aix\u00ed com les directrius de la campanya de la marca.<\/p>\n

L’exist\u00e8ncia d’aquesta nova figura est\u00e0 creant la necessitat de regular les seves activitats i tamb\u00e9 la necessitat de protegir els consumidors, especialment els m\u00e9s joves (que avui dia s\u00f3n els principals consumidors de les xarxes socials).<\/p>\n

A Espanya, el 9 juliol de 2022, va entrar en vigor la Llei General de Comunicaci\u00f3 Audiovisual (Llei 13\/2022), m\u00e9s coneguda com a llei d\u2019influencers<\/em>. La norma substitueix l’anterior del 2010 i estableix una s\u00e8rie de principis que han de respectar-se i obligacions que han de complir-se. El reglament pret\u00e9n garantir que els posts patrocinats siguin clarament identificables i que els consumidors estiguin adequadament informats sobre la naturalesa d’aquests.<\/p>\n

Com pot imaginar-se, aquesta llei va generar tot tipus de reaccions -bones i dolentes- en la comunitat digital.<\/p>\n

Un altre exemple de jove llei d\u2019influencers<\/em> \u00e9s la de Fran\u00e7a, on es regulen les activitats d’aquestes persones a les xarxes socials amb la finalitat de frenar la promoci\u00f3 de productes i tend\u00e8ncies perillosos i nocius.<\/p>\n

El m\u00f3n dels influencers<\/em> ha arribat per a quedar-se. No obstant aix\u00f2, en tractar-se d’una figura tan nova, encara queden moltes q\u00fcestions per entendre i, en conseq\u00fc\u00e8ncia, per regular.<\/p>\n

Vaig tenir el plaer de compartir totes aquestes q\u00fcestions en la taula rodona organitzada en el recent congr\u00e9s de la INTA de Singapur, Influencers and Youtubers: What to Consider when Marketing Your Brand on Social Media<\/strong>. Aqu\u00ed, donat l’inter\u00e8s que el tema suscita, vaig tenir el plaer de gaudir de molts followers<\/em>.<\/p>\n

Autora<\/strong>: Isabela Robledo McClymont<\/a>, advocada de CURELL SU\u00d1OL<\/p>\n

Photo by Diggity Marketing on Unsplash.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

En els \u00faltims anys han aparegut diferents figures, conegudes com streamers, creadors de continguts, Youtubers, Tiktokers, etc. denominats a grans trets com influencers (persones amb capacitat d’influir sobre el comportament dels altres) per\u00f2 qui s\u00f3n aquestes persones influencers i per qu\u00e8 importen tant? Els influencers…<\/p>\n","protected":false},"author":3,"featured_media":7000,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,58,62],"tags":[],"class_list":["post-7049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-articles-ca","category-destacades-actualitat"],"yoast_head":"\nInfluencers, qui s\u00f3n i per qu\u00e8 importen? 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