Influencer marketing, trending tool to reach our consumers
All of us have at least use one social media once in our lives. Currently, where most of the content has been moved to a digital platform, it is known for everyone that social media platforms are the ones with the most presence or use, and there is where we can find what we know as influencers. In this post, I will be talking about influencer marketing. This term has been defined by Mark Schaefer as:
“Anyone who posts content that gets shared. It’s a person who can move ideas to their own audience and beyond. At a time when trust is under attack, people turn to influencers for authentic advocacy. The more a person can move content to a trusting and relevant audience, the more attractive they are to brands.”
I use social media for practically all, and on most occasions, I get to know about some services or products through some influencer. As is shown in the image on the left, social media is not only about Instagram or Facebook, but we can also find an infinite variety of social media platforms to be used. I will be focusing on T-Mobile Puerto Rico and the use that has been given to this strategy of influencer marketing on social media.
T-Mobile Puerto Rico has stood out to have consistency in their personality, tone, and style. They do personalized campaigns, give discounts on different days of the week to their clients, maintain a very personalized image with their consumer, among other things, by their social media platforms. Their most recent campaign has Lari Poppins (Larissa Dones) as one of the faces. The campaign funnily promotes its services and products, and they directly attack their direct competition (AT&T). We can find the content on Facebook, Instagram, Twitter, and YouTube ads.
Lari is an influencer that most of her content is an entertaining one, with some social criticism but most of all are through comedy clips. She posts daily content on her Instagram account, where she has 91K followers. She uses an easy tone, and it looks organic. She has jumped to fame by a post where she danced a Bad Bunny song, but before that, used to participate in Teatro Breve and other acting and improvisation collectives.
T-Mobile gives services to an extended diversity of consumers, from young people to senior citizens. Using Lari on this campaign allows them to impact that young consumer between 18 to 35 years. It was a good move to use a young face that has continuous interaction with her followers and good engagement. We can see that in her feeds, the share stories, and the views. The sponsored posts have conversations about the product and that is what the company is looking for.
T-Mobile is being clear about using influencers that are aligned with their style, personality, and tone. They use influencers like Alexandra Fuentes, Angelique Burgos “La Burbu”, Lejuan James, and others and that’s a good strategy because they are reaching for multiple types of people according to the content and own voice of the influencer.
References:
Schaefer, M. (2019) Marketing Rebellion: The Most Human Company Wins. 1st Edition.
