Digital influencers and their impact on the luxury market

Digital influencers have established themselves as a phenomenon in today’s market. Addressing the most diverse topics and using social media as tools to disseminate information and advertising, many professionals working in the area earn high through their association with prestigious brands.

During the development of strategic communication planning, for example, it is virtually impossible not to bump into this issue. But leaving aside the overexposure of the theme, caution should be exercised when hiring a digital influencer for luxury brands and companies.

According to a story in the Brazil Journal, “Brands invested $ 4.6 billion in digital influencer marketing last year. But there is a lot of bad money spent. A survey by the Influencer Marketing Hub consultancy with 800 marketing agencies that work with influencers revealed that 2 out of 3 have already fallen into the tale of some fake influencer”.

This is even more delicate when it comes to the upscale segment, as a brand’s reputation and image is its most valuable asset. Thus, associating with an influencer that somehow does not fit the profile or concept proposed by the company can have serious consequences.

Also, keep in mind that there is no magic solution. A recent case drew a lot of attention when it was identified that a US digital influencer, who had more than 2.5 million people following her profile, was unable to sell three dozen T-shirts in a given marketing action.

For companies operating in the high-end Brazilian market, some specialized communication agencies gain representation and prominence with a series of corporate strategies to promote the brand image, humanizing the product or service with this alliance through a digital influencer.