Post by account_disabled on Feb 24, 2024 1:38:17 GMT -8
We know that today the economic situation in Italy and worldwide is complicated, and that companies therefore find themselves facing numerous unknowns and are increasingly careful in selecting investments and deciding on budget allocation . Is this the end of influencer marketing? How much does it cost to set up this business? After talking about the trends and opportunities of influencer marketing for the future , in this second part of the interview with Ilaria Barbotti, we discover that the sector, which actually seems to be growing rapidly and we answer the question everyone is asking: how much does it cost to do influencer marketing? Let's see what he replied. How much does influencer marketing cost? “In this field there is no reference budget and excellent results can be achieved even with limited budgets and micro-influencers: I always recommend trying to divide the advertising budget , allocating it partly on the platforms and partly for influencer marketing”. But let's take a few examples to understand the possibilities and costs.
“The fashion world rarely invests budgets, but activates campaigns by providing its Middle East Phone Number List iconic product to a certain number of selected and authoritative influencers. The exchange of goods and visibility is also used in the world of beauty or travel and can work very well, if strategically studied". But it's not the only way. Precisely the 2021 edition of the aforementioned ONIM Brand & Marketer Report highlights how the use of "big" influencers is increasing: the cluster between 50,000 and 100,000 followers goes from 13.7% to 18.7%, while the one above 100,000 jumps from 9.7% to 13.1%. It is clear, therefore, that the budget changes at the same time and economic remuneration is the most used form in campaigns , as Ilaria also confirms. “For an average activation we can say that in Italy you have to budget from 5 to 10 thousand euros . In fact, there are also structured collaborations: for example, in the catering and hotel sector, if you have a project in which you want to attract national or international tourism, you must invite influencers from outside too, who must be followed and to whom you must naturally pay for food and accommodation, but you can also provide a fee for the creator involved, because for you he or she is a professional and your collaboration for your project is of particular value.
It is clear that to do all this, restaurateurs, for example, must have a PR person to rely on, to manage and follow everything". As a professional and expert in the sector, Ilaria Barbotti is however keen to specify that it makes little sense to study and plan a campaign by going to a company to propose a budget: "first we need to do an advertising plan together, listen, define the objectives and understand how to communicate that product or service, and then identify the most suitable solution, which is not necessarily the most expensive. Of course, as a starting point you must have a quality product or service, otherwise it is useless, but with a structured and continuous influencer marketing strategy , even if you are a medium-sized company you can achieve excellent results ". Any examples? “There are successful examples in recent years of brands that started from scratch and have grown a lot by working (well and a lot) on influencer marketing, such as Festa Foresta or Gaia Segattini Knotwear, just to name two”. On and offline: the two dimensions of influencer marketing One would think that this web marketing tool is only used for online products and services. In reality this is not the case, as Ilaria explains to us: " today the drive to store works very well and mainly uses the goods exchange, so the influencers involved experience the service, the place or the shop firsthand, describing the experience through the their channels. This format is a winning one and leads many people to change their habits and choose physical places, such as a hairdresser or beautician, among those tried and recommended by influencers ".
“The fashion world rarely invests budgets, but activates campaigns by providing its Middle East Phone Number List iconic product to a certain number of selected and authoritative influencers. The exchange of goods and visibility is also used in the world of beauty or travel and can work very well, if strategically studied". But it's not the only way. Precisely the 2021 edition of the aforementioned ONIM Brand & Marketer Report highlights how the use of "big" influencers is increasing: the cluster between 50,000 and 100,000 followers goes from 13.7% to 18.7%, while the one above 100,000 jumps from 9.7% to 13.1%. It is clear, therefore, that the budget changes at the same time and economic remuneration is the most used form in campaigns , as Ilaria also confirms. “For an average activation we can say that in Italy you have to budget from 5 to 10 thousand euros . In fact, there are also structured collaborations: for example, in the catering and hotel sector, if you have a project in which you want to attract national or international tourism, you must invite influencers from outside too, who must be followed and to whom you must naturally pay for food and accommodation, but you can also provide a fee for the creator involved, because for you he or she is a professional and your collaboration for your project is of particular value.
It is clear that to do all this, restaurateurs, for example, must have a PR person to rely on, to manage and follow everything". As a professional and expert in the sector, Ilaria Barbotti is however keen to specify that it makes little sense to study and plan a campaign by going to a company to propose a budget: "first we need to do an advertising plan together, listen, define the objectives and understand how to communicate that product or service, and then identify the most suitable solution, which is not necessarily the most expensive. Of course, as a starting point you must have a quality product or service, otherwise it is useless, but with a structured and continuous influencer marketing strategy , even if you are a medium-sized company you can achieve excellent results ". Any examples? “There are successful examples in recent years of brands that started from scratch and have grown a lot by working (well and a lot) on influencer marketing, such as Festa Foresta or Gaia Segattini Knotwear, just to name two”. On and offline: the two dimensions of influencer marketing One would think that this web marketing tool is only used for online products and services. In reality this is not the case, as Ilaria explains to us: " today the drive to store works very well and mainly uses the goods exchange, so the influencers involved experience the service, the place or the shop firsthand, describing the experience through the their channels. This format is a winning one and leads many people to change their habits and choose physical places, such as a hairdresser or beautician, among those tried and recommended by influencers ".