Presentation of the influencers’ white book

With the collaboration of Keeper Experience and under the tutelage of IAB, the white book of influencers has been presented in Madrid. A further demonstration of the advanced professionalization of the influencer marketing sector.

The influencers white paper was presented last week at the Havas Media offices. A fundamental document that summarizes the professionalism and maturity of the influencer marketing sector. It counted with the collaboration of the digital marketing association, influencer agencies, and the influencers themselves. Attendees were able to learn first-hand the most representative data of a growing sector such as influencers and brand ambassadors.

The influencers book contains very useful information on concepts related to influence and digital marketing. It also clearly explains the process of creating, executing and verifying a typical influencer campaign. It also explains the roles of the different actors in the influencer marketing sector, such as advertisers, influencer agencies, media agencies, or representation agencies.

Special mention was made at the presentation event of the white paper on influencers about measuring the results of a digital marketing campaign. It is essential that clients and agencies have the necessary tools to confirm the positive trend of an increasingly buoyant market. The share of the budgets of brands and media and communication agencies dedicated to influencers and brand ambassadors is increasing.

The event also counted with the collaboration of our CEO, Sergio Barreda, as moderator of the influencer marketing trends table. The trends are clear: micro influencers with high conversion and affinity rates are increasingly in demand. Macro influencers are equally in demand but with coverage objectives and not so much affinity.

There is a clear commitment in the sector for the quality of the impacts and not so much for the quantity of them.

The emergence of TikTok as a social network is already an unstoppable movement. As a tiktokers agency, we share with the rest of the table our commitment to an increasingly dynamic network with a greater presence among the young target audience.

Finally, the use of technology was more than present when presenting the different ways to measure the impacts actually achieved. Agencies and brands must be rigorous in presenting reliable results. To do this, we have a number of technological tools that allow almost in real time to measure the real impact of a digital marketing campaign.