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In the current UGC marketing landscape, it’s no secret that the authenticity and reach of content creators can generate better results than traditional advertising. That’s why influencer marketing has become one of the most effective strategies brands use to connect with their audience.
In addition to offering a significant return on investment, different types of influencers allow campaigns to be adapted to specific objectives, from increasing visibility to driving direct sales. However, to leverage influencer marketing’s full potential, it’s necessary to understand how it works and how to implement it correctly.
In this guide, you’ll learn everything you need to know to develop successful marketing strategies with influencers, from the basics to measuring results, including selecting the ideal collaborator for your brand. Take a look at this article on how to find influencers for your brand if you need more information.
Table of Contents
Influencer marketing has become a fundamental strategy in today’s digital landscape. In summary, it’s based on collaboration between brands and social media users with high credibility in their specific niche. These content creators act as a bridge between brands and consumers, generating trust and credibility in the process.
Unlike traditional advertising, influencers are perceived as authentic and relatable figures whose recommendations significantly influence their followers’ purchasing decisions. According to Traackr, 63% of consumers are likely to buy products from an influencer they trust.
This strategy has undergone a notable transformation during the last decade. While initially limited to collaborating with major celebrities, now creators of different sizes partner with brands across all industries, which has generated impressive growth in the market.
The success of influencer marketing lies in several key factors. On one hand, this strategy generates a much higher return on investment than other traditional marketing efforts. Additionally, it’s an excellent way to reach new generations: 74% of Gen Z shoppers say they spend the bulk of their free time online, and influencers are the primary product discovery channel for this demographic.
Influencer marketing significantly helps boost brand visibility, improve credibility, and impact purchasing decisions. Eight out of ten consumers have purchased after seeing an influencer’s recommendation.
Furthermore, leveraging influencers’ connections with their audience represents an advantage from the start. That connection, when based on authenticity, allows:
We already know that an influencer is not necessarily a celebrity with hundreds of millions of followers on social media but a creator with high authority with their audience. So, how are influencers classified? Here we explain:
Nano influencers generally have an audience between one thousand and ten thousand followers and stand out for their very high level of engagement. Their main strength lies in authenticity and a close connection with their followers.
Both nano and micro-influencers (whom we’ll talk about briefly) usually specialize in a market niche or specific area. Because they have a smaller audience than other types of influencers, they have more time to respond to messages and comments from their followers, create dynamics with them, and build community around a common theme. Therefore, their opinions are often perceived as more valuable and authentic.
Like nano influencers, micro-influencers are characterized by close connections with their audience, with whom they generally share interests. In this case, their audience ranges between ten thousand and one hundred thousand followers.
Without such a massive reach, their followers still perceive micro-influencers as authentic, with posts that aren’t so commercial or prepared. Additionally, for brands (in general), it’s more economical to work with nano and micro-influencers. This also allows companies to simultaneously work with several “small” influencers and achieve greater reach.
Here, we enter the category of content creators that we can classify as professionals. Macro influencers have built a solid audience, with hundreds of thousands of followers, and are usually well recognized in their sector. They can be influencers who have grown organically on platforms like Instagram, TikTok, or YouTube, or even public figures who have leveraged their fame to build a digital community.
Including them in your influencer marketing strategy has several advantages. For example, the wide reach of macro influencer posts allows brands to have great visibility. Additionally, as professionals in content creation, brands can ensure a certain level of quality when working with them. Naturally, this type of influencer has higher costs for collaborations.
Mega influencers are the giants of the digital world. They have over one million followers, and their influence transcends cities and countries. Many of them have built their fame through viral content or were already celebrities before venturing into digital marketing.
The main benefit of working with a mega influencer is the immediate visibility they can provide. Their posts have the potential to reach millions of people in a matter of minutes, making them ideal for large-scale branding campaigns. Additionally, these people already have an image and reputation from which brands that work with them can benefit by being associated with them.
This type of influencer consists of public figures who have gained recognition in other fields, such as film, music, sports, or television, and who use their social media to share content with their followers. Their influence is not based solely on their posts but on their status as well-known personalities in different media.
Working with major celebrities can give brands instant visibility. Therefore, celebrities can be an excellent option for those seeking prestige and global recognition. However, this type of influencer tends to have a very varied audience, so their recommendations may not be as focused on a specific niche.
As a counterpart, niche influencers don’t seek to have millions of followers but to reach a very specific audience highly interested in a particular topic. Their content is detailed and specialized, making them true experts within their area.
This type of influencer is highly valuable for brands seeking credibility and authority in a specific sector. By working with them, companies can benefit from their knowledge and the trust they generate in their audience.
The term brand advocate refers to satisfied customers who spontaneously promote a brand without receiving direct economic compensation. They generate genuine recommendations for a product or service because they love and trust it.
This type of influencer is ideal for marketing strategies based on trust and authenticity.
Everyday influencers are ordinary people who, although they don’t have a large number of followers on social media, exert influence in their immediate environment. Their recommendations may not reach thousands of people, but they do impact their friends, family, and colleagues.
This type of influence is the most difficult to measure, but it is well-known that word of mouth is one of the most effective strategies. Brands can leverage this type of influence by incentivizing recommendations and creating loyalty strategies.
Choosing the right influencer for a campaign is not just a matter of numbers. It’s not about choosing based solely on the number of followers but on how well they fit with your brand identity, how engaged their audience is, and what kind of impact they can generate in your strategy.
To make the best decision, there are several key factors to consider:
By analyzing these variables, you can create influencer marketing campaigns that truly generate impact for your brand.
Influencer marketing has changed the way brands connect with their audience. Here, we show you some of our favourite campaigns that have been successful in their respective industries.
Camif is a French wooden furniture brand that promotes quality, sustainability, and responsible consumption. Their mantra is “consume less, but better.” In line with this message, Camif launched a campaign using influencer marketing against the unbridled consumerism of Black Friday in 2024.
Camif allied with 11 French influencers of different sizes and varied audiences to raise awareness in the community about responsible consumption. For four weeks before Black Friday, the influencers created videos with the hashtag #MonVenderdiVert (my green Monday).
In them, they presented Camif furniture, made with local materials and high durability, as an alternative to the unbridled consumption that leads us to change our objects with exaggerated frequency.
Thanks to Flowbox’s functionalities, Camif integrated this influencer marketing campaign on their website, taking the strategy beyond social networks.
In January 2022, Hugo Boss launched an ambitious global campaign for its BOSS and HUGO brands. The main objective was to redefine the identity of both brands, generating an impact on digital platforms through influencers, celebrities, and content creators.
To achieve this in a creative way that would catch the attention of new generations, choreographer Big Matthew, along with TikToker Vik White, designed a dance challenge to promote the HUGO collection. The official hashtag was #HowDoYouHUGO.
On the other hand, they promoted a campaign for the BOSS brand with the hashtag #BeYourOwnBOSS. They allied with major celebrities who participated both on social media and at major events.
[Hugo Boss marketing de influencers]
Over 200 celebrities and mega influencers shared content with campaign hashtags on platforms like Instagram and TikTok. Some of the most prominent were Kendall Jenner, Hailey Bieber, Joan Smalls, and Future, among others. The results? Tens of millions of interactions on social media, an impressive increase in website traffic, and record sales.
The famous dating app identified a problem in its reach: despite being the most downloaded in the world, the younger audience is not using it (two-thirds of its users are over 25 years old). To reach new generations, the brand devised a campaign called Tinder House, which brought together six single students in a house for a week in Manchester, UK.
The objective was to show the diverse experiences that can arise from using the application beyond the perception that it’s only for casual relationships. The campaign was presented in a series of videos that captured the interactions and connections between the participants.
One key to the campaign’s success was that the participants were content creators with a medium or small audience, which we can classify as micro-influencers. All of them shared their experiences on their Instagram and TikTok accounts, increasing the initiative’s reach.
While the campaign sought to reach around 300,000 people, the result was overwhelming: the audience exceeded three million. Additionally, after the campaign, 28% of students said their perception of the brand had changed.
Managing campaigns with influencers and content creators can be overwhelming. Especially for brands with medium and large communities, manually collecting and publishing user-generated content is unsustainable for marketing teams with limited resources.
Consider using a social media aggregator like Flowbox, which allows you to automate many tasks with the right tools.
Flowbox allows you to connect social media platforms like Instagram, Facebook, TikTok, YouTube, and Pinterest, to collect user-generated content through hashtags, mentions, and tags. All received content is presented in a dashboard to facilitate moderation.
With tools like Flowbox’s Right Requests —or media rights request— you can create request templates and send them to all content creators with a couple of clicks from the same Flowbox platform. This tool helps streamline processes that would take a lot of time manually.
Content moderation is one of the most critical steps in any user-generated content marketing strategy. It helps you maintain your brand image while maximizing customer-created material to choose content that truly represents your values and style.
The best way to ensure you only collect the content you want to use is with tools like Flowbox’s Blacklisting and Whitelisting. These two platform functions allow you to block spam content and give the green light (automatically approve) to content from your collaborators and brand ambassadors.
From there, managing your content is easy. You just have to approve the images and videos you want to appear on your eCommerce. You can even connect them with products so your customers’ content can be shoppable.
Collecting, managing, selecting, and distributing content generated by influencers and brand ambassadors requires systematic moderation to maintain brand consistency. A platform like Flowbox streamlines these operational processes, especially when managing a large number of user interactions on social media.
Flowbox offers the Publish function, an integrated social media scheduling tool that allows users to create, customize, schedule, and publish content directly to their accounts.
Influencer marketing has evolved to become a fundamental tool for brands seeking to connect with their audiences in an authentic and effective way. Through strategic collaborations with content creators, you can generate trust in your brand, increase its reach, and improve the perception of products or services.
Take a look at these examples of UGC galleries to discover how to create your own.
In a world where consumers value authenticity, influencer marketing will continue to be a key piece in digital advertising. Both local brands and industry giants show us that an effective campaign can make all the difference.
Now that you know what types of influencers are and the benefits of influencer marketing, it’s your turn to find influencers for your brand that fit your needs to create effective campaigns.
![Shoppable Video Examples for eCommerce brands [+Platforms]](https://getflowbox.com/wp-content/uploads/2025/01/shoppable-video-content-ugc-flowbox.webp)
