Do influencers guarantee the success of advertising campaigns?

The world of marketing has changed a lot in the last 10 years and we can clearly see that on the global and domestic scene where companies and brands are trying to stay up to date and approach potential audiences in modern and fresh ways.

We used to see celebrities, athletes, actors and singers in advertisements and promotional content, but now we are attracted by a variety of people who are called by united names – INFLUENSERS!

Who are they? What do they do? What are their talents? These are questions that always come to the fore when we see these young people recording different content for the internet and who, like magic, manage to attract a huge amount of audience.

It is difficult to characterize influencers, but we can freely say that they can do everything, or at least present themselves that way. They are singers, critics, actors, screenwriters, directors, and some of them hide behind their backs an incredible army of fans who are there to faithfully press “like” and “cher” if they ask them to. It is their “armies”, their greatest strength that guarantees that something will be watched and well sent.

In the last month, the word “influencer” has been searched a million times on the Internet. Our “hot” map can show you exactly how busy the world really is with this new variety of people who are slowly becoming an almost obligatory link in the marketing chain.

The software we use to extract the data, which we christened “Ehomer”, showed us interesting facts in the form of demographics, so we found that a slightly higher percentage of women show interest in influencers and that 88% of all those who searched for influencers are people who are between 18 and 34 years old.

So, when we look at this Ehomer information, we come to the conclusion that influencers are very popular and searched on the Internet, especially among the younger population. Therefore, it is logical and very clear why a large number of companies and brands turn to them in order to create successful marketing campaigns.

The Frikom company recently succeeded in this mission. In his new Macho ice cream commercial, Frikom reworked the famous song “Little Really Thunders” and let influencers Choda and Barbie Africa sing it in their style.

The result is a very successful advertisement that was watched by almost 3.5 million people in a period of almost 30 days. As many as 30,000 likes ended up on this ad, and fans of Choda and Barbie Africa shared the content in which their favorite stars appear.

In a period of 30 days, more than 116,000 people searched the duo on the Internet, and because of that, they collected an engagement of almost 800,000, which clearly shows why the cooperation with them has a great tendency to be successful. In the graphic below you can see how many searches there were in a period of 30 days.

Even the popular singer of folk and folk music, Mile Kitić, hired one of the most popular Balkan Tick Tokers, Branko Jovanović, who acted in the video of the famous singer and who was the main actor in the video in an interesting way.

The result of the cooperation between the famous singer and Tick Toker led to a video that entered the top 20 most watched videos in Serbia in a few days, and is currently in 14th place in the Serbian trend.

It is interesting to ask who benefits from such collaborations and who collects the most attention? Are the influencers the only ones who benefit from such marketing moves, or can companies count on success?

We have already mentioned the armies of influencer fans who follow their every appearance and who are there to support them in their every project. Therefore, with popular influencers, millions of views are almost guaranteed, so in this way they can only increase their publicity, but from the point of view of companies and brands, the question is how much they catch the eye of the public and whether they are noticeable next to popular influencers.

We can’t say that the business of companies that work with influencers is more successful, but based on the excellent results and millions of reviews that influencers create, we can see that brands and their products easily catch the eye of public opinion and in this way can count on they will surely be talked about.
Are influencers the future of marketing? The answer to this question is difficult to give, because the world of digital communications is changing at lightning speed and we simply do not know what awaits us in the next few years and whether we will get a new variety of people who will surpass Influensers, but what we can say for sure is that is this group of people currently the most successful in this field and that they bring results.

They can be easily contacted, they are ready for different types of cooperation and they are much cheaper than famous music and movie stars, and when we add a huge audience that follows them, we get a package that is very difficult not to subscribe to.

Text prepared by: Digital Element

Source: PORTAL by

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