{"id":5395,"date":"2020-07-30T12:00:38","date_gmt":"2020-07-30T17:00:38","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5395"},"modified":"2020-07-30T11:02:13","modified_gmt":"2020-07-30T16:02:13","slug":"por-que-los-shares-son-los-nuevos-likes-a-la-hora-de-pulsar-el-exito-del-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/por-que-los-shares-son-los-nuevos-likes-a-la-hora-de-pulsar-el-exito-del-influencer-marketing\/","title":{"rendered":"Por qu\u00e9 los \u00abshares\u00bb son los nuevos \u00ablikes\u00bb a la hora de pulsar el \u00e9xito del influencer marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-5396 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/pexels-plann-4549408-300x200.jpg\" alt=\"\" width=\"557\" height=\"371\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/pexels-plann-4549408-300x200.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/pexels-plann-4549408-768x512.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/pexels-plann-4549408-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 557px) 100vw, 557px\" \/><\/p>\n<p><strong>En vista del elevado n\u00famero de\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/el-47-de-los-usuarios-interactua-mas-con-los-influencers-que-en-tiempos-precovid\" target=\"_blank\" rel=\"follow noopener noreferrer\">influencers<\/a>\u00a0con seguidores \u00abfake\u00bb a su vera, los \u00ablikes\u00bb parecen haberse quedado \u00abdemod\u00e9\u00bb como m\u00e9trica de cabecera del influencer marketing.<\/strong>\u00a0Ahora las marcas se est\u00e1n decantando por un nuevo KPI favorito, los \u00abshares\u00bb, metamorfoseados en \u00absuper likes\u00bb.<\/p>\n<p>De acuerdo con las cifras barajadas por\u00a0<a class=\"external\" href=\"https:\/\/store.businessinsider.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Business Insider Intelligence,<\/a>\u00a0<strong>las marcas desembolsar\u00e1n la friolera de 15.000 millones de d\u00f3lares en el influencer marketing en 2022<\/strong>. Sin embargo, desde que la crisis del coronavirus entrara en escena los anunciantes miran con mil ojos a los prescriptores con los que tienen a bien asociarse y por eso est\u00e1n posando la mirada en m\u00e9tricas diferentes de los tradicionales \u00ablikes\u00bb.<\/p>\n<p><strong>Que los \u00abfollowers\u00bb de los influencers guarden, por ejemplo, sus posts en Instagram para leerlos m\u00e1s tarde es una muy buena se\u00f1al<\/strong>\u00a0a ojos de los anunciantes.<\/p>\n<p><strong>Las marcas no pierden ripio tampoco de la calidad de los comentarios<\/strong>\u00a0vertidos en las publicaciones de los prescriptores (en particular cuando \u00e9stas son de naturaleza promocional).<\/p>\n<p>Es percibido asimismo como un indicador de \u00e9xito que los \u00abfollowers\u00bb se tomen la molestia de mencionar el nombre de las marcas en los comentarios de los posts de los influencers o que den cuenta de su intenci\u00f3n de comprar los productos promocionados en tales publicaciones.<\/p>\n<p><strong>Los anunciantes fijan la mirada en otras m\u00e9tricas m\u00e1s all\u00e1 de los \u00ablikes\u00bb<\/strong><\/p>\n<p>En t\u00e9rminos generales<strong>\u00a0los\u00a0\u00ablikes\u00bb\u00a0han perdido relevancia como m\u00e9trica<\/strong>\u00a0para tomar la medida al \u00e9xito de las campa\u00f1as de influencer marketing.<\/p>\n<p>As\u00ed y todo, y en combinaci\u00f3n con los comentarios, las visualizaciones y los \u00absaves\u00bb,\u00a0<strong>los \u00ablikes\u00bb siguen siendo para las marcas un indicador importante del \u00e9xito del influencer marketing.<\/strong><\/p>\n<p>En los \u00faltimos tiempos cada vez m\u00e1s anunciantes se han acostumbrado adem\u00e1s a reclamar a los prescriptores el<strong>\u00a0n\u00famero total de visualizaciones<\/strong>\u00a0de sus posts en un plazo de apenas 24 horas.<\/p>\n<p>Otro criterio que utilizan las marcas a la hora de decidir si se cuelgan o no del brazo de un influencer en particular es si sus \u00abfollowers\u00bb llegan al extremo de enviarle<strong>\u00a0mensajes directos<\/strong>\u00a0para solicitar m\u00e1s informaci\u00f3n sobre los productos mostrados en sus posts patrocinados. Al fin y al cabo, el ROI es una m\u00e9trica clave para las marcas que ponen en marcha campa\u00f1as de influencer marketing.<\/p>\n<p>Como consecuencia del cambio de los anunciantes a la hora de aproximarse al influencer marketing (y de rastrear con datos contantes y sonantes su impacto)\u00a0<strong>muchos prescriptores incluyen m\u00e9tricas como los comentarios, las visualizaciones y los \u00absaves\u00bb en su \u00abmedia kits\u00bb<\/strong>, donde se est\u00e1n abriendo paso asimismo cada vez m\u00e1s los \u00abcase studies\u00bb.<\/p>\n<p><a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/por-que-shares-son-nuevos-likes-hora-pulsar-exito-influencer-marketing\">Fuentes: https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/por-que-shares-son-nuevos-likes-hora-pulsar-exito-influencer-marketing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En vista del elevado n\u00famero de\u00a0influencers\u00a0con seguidores \u00abfake\u00bb a su vera, los \u00ablikes\u00bb parecen haberse quedado \u00abdemod\u00e9\u00bb como m\u00e9trica de cabecera del influencer marketing.\u00a0Ahora las marcas se est\u00e1n decantando por un nuevo KPI favorito, los \u00abshares\u00bb, metamorfoseados en \u00absuper likes\u00bb. De acuerdo con las cifras barajadas por\u00a0Business Insider Intelligence,\u00a0las marcas desembolsar\u00e1n la friolera de 15.000 [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":5396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Por qu\u00e9 los &quot;shares&quot; son los nuevos &quot;likes&quot; a la hora de pulsar el \u00e9xito del influencer marketing | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/por-que-los-shares-son-los-nuevos-likes-a-la-hora-de-pulsar-el-exito-del-influencer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por qu\u00e9 los &quot;shares&quot; son los nuevos &quot;likes&quot; a la hora de pulsar el \u00e9xito del influencer marketing | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En vista del elevado n\u00famero de\u00a0influencers\u00a0con seguidores \u00abfake\u00bb a su vera, los \u00ablikes\u00bb parecen haberse quedado \u00abdemod\u00e9\u00bb como m\u00e9trica de cabecera del influencer marketing.\u00a0Ahora las marcas se est\u00e1n decantando por un nuevo KPI favorito, los \u00abshares\u00bb, metamorfoseados en \u00absuper likes\u00bb. De acuerdo con las cifras barajadas por\u00a0Business Insider Intelligence,\u00a0las marcas desembolsar\u00e1n la friolera de 15.000 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/por-que-los-shares-son-los-nuevos-likes-a-la-hora-de-pulsar-el-exito-del-influencer-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-30T17:00:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/pexels-plann-4549408.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"6720\" \/>\n\t<meta property=\"og:image:height\" content=\"4480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marketing Zone\" \/>\n<meta name=\"twitter:card\" 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