{"id":6105,"date":"2021-03-09T14:00:54","date_gmt":"2021-03-09T19:00:54","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6105"},"modified":"2021-03-04T16:37:37","modified_gmt":"2021-03-04T21:37:37","slug":"industria-influencer-marketing-superaria-los-us13-500-millones-en-2021","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/industria-influencer-marketing-superaria-los-us13-500-millones-en-2021\/","title":{"rendered":"Industria influencer marketing superar\u00eda los US$13.500 millones en 2021"},"content":{"rendered":"<p><strong>El negocio del influencer marketing ha venido creciendo de forma exponencial en los \u00faltimos a\u00f1os en Colombia y el mundo.<\/strong><\/p>\n<p>Fuentes como Influencer Marketing Hub indican que el tama\u00f1o de esta industria se ha quintuplicado desde 2016 y estiman que\u00a0<strong>para 2021 su valor superar\u00e1 los US$13.500 millones.<\/strong><\/p>\n<p>Estas cifras no sorprenden al sector, pues en el mundo existen m\u00e1s de 3.500 millones de personas que utilizan redes sociales, seg\u00fan Statista, y solo en Am\u00e9rica Latina el n\u00famero de influenciadores alcanza los 12 millones de perfiles, de acuerdo con cifras de Influencity.<\/p>\n<p>Adem\u00e1s, con el auge de las redes sociales y el incremento de la penetraci\u00f3n de internet,\u00a0<strong>se espera que esta industria contin\u00fae constante evoluci\u00f3n con mayores y mejores proyecciones.<\/strong><\/p>\n<p>En Colombia, seg\u00fan la IAB (Interactive Advertising Bureau) -firma internacional que realiza estudios y evaluaciones de mejores pr\u00e1cticas para la industria publicitaria\u2013, se calcula que la publicidad digital representa el 45 % del total de inversi\u00f3n publicitaria, creciendo 15,8 % en comparaci\u00f3n con las cifras de 2019.<\/p>\n<p>En lo que se refiere al influencer\u00a0<a href=\"https:\/\/www.valoraanalitik.com\/tag\/marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a>, las proyecciones son altas.\u00a0<strong>En 2020 esta industria creci\u00f3 70,4 % frente a 2019 seg\u00fan la IAB. Se estima que en Colombia en 2020 alcanz\u00f3 los US$20 millones, de acuerdo con el an\u00e1lisis de Goldfish, empresa dedicada a este sector.<\/strong><\/p>\n<p>\u201cEsto demuestra que, incluso con los obst\u00e1culos de la pandemia, el IM continu\u00f3 generando valor para los consumidores y se consolid\u00f3 como una forma org\u00e1nica, cercana y coherente de acercarse a las personas\u201d, se\u00f1al\u00f3 la compa\u00f1\u00eda con presencia en Colombia y M\u00e9xico.<\/p>\n<p>Al respecto, Natalia Serna, gerente general en Goldfish, indic\u00f3 que \u201ceste crecimiento responde a varios factores, pero en particular, a las integraciones org\u00e1nicas y estrat\u00e9gicas entre influencers y marcas. Al hacer que la marca sea parte de la historia, la credibilidad incrementa y se impulsa la decisi\u00f3n de compra. Por eso, el influencer marketing alcanza 6,5 veces m\u00e1s retorno sobre la inversi\u00f3n (ROI) en comparaci\u00f3n con medios tradicionales\u201d.<\/p>\n<p>Para Goldfish, el esta industria genera altos niveles de engagement en comparaci\u00f3n con los posts propios de una marca.\u00a0<strong>En Instagram, seg\u00fan la plataforma CreatorIQ \u2013en la que se analizan 224.000 posts\u2013, los influenciadores pueden alcanzar, en promedio, 2,5 % de interacciones, mientras que el engagement rate de una marca no alcanza el 0,5 % en promedio.<\/strong><\/p>\n<p>En este escenario, las marcas han empezado a buscar aliados que les permitan desarrollar estrategias con influenciadores digitales. Frente a esto, Serna asegur\u00f3 que \u201cel rol de las agencias es cada vez m\u00e1s relevante en este negocio. Somos un aliado estrat\u00e9gico para las marcas y los influenciadores, pues encontramos esos puntos en com\u00fan que nos permiten generar estrategias ganadoras para ambas partes\u201d.<\/p>\n<p>De cara al futuro, se espera que el\u00a0<a href=\"https:\/\/www.valoraanalitik.com\/tag\/marketing-con-influenciadores\/\" target=\"_blank\" rel=\"noreferrer noopener\">influencer marketing<\/a>\u00a0se consolide como una de las apuestas m\u00e1s importantes en el mundo de la publicidad, en especial, en un pa\u00eds como Colombia\u00a0<strong>donde existen m\u00e1s de 400.000 influenciadores digitales en diferentes plataformas.<\/strong><\/p>\n<p>Fuente:<a href=\"https:\/\/www.valoraanalitik.com\/2021\/03\/03\/industria-influencer-marketing-superaria-los-us13-500-millones-en-2021\/\">https:\/\/www.valoraanalitik.com\/2021\/03\/03\/industria-influencer-marketing-superaria-los-us13-500-millones-en-2021\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El negocio del influencer marketing ha venido creciendo de forma exponencial en los \u00faltimos a\u00f1os en Colombia y el mundo. Fuentes como Influencer Marketing Hub indican que el tama\u00f1o de esta industria se ha quintuplicado desde 2016 y estiman que\u00a0para 2021 su valor superar\u00e1 los US$13.500 millones. Estas cifras no sorprenden al sector, pues en [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Industria influencer marketing superar\u00eda los US$13.500 millones en 2021 | 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\/industria-influencer-marketing-superaria-los-us13-500-millones-en-2021\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Industria influencer marketing superar\u00eda los US$13.500 millones en 2021 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"El negocio del influencer marketing ha venido creciendo de forma exponencial en los \u00faltimos a\u00f1os en Colombia y el mundo. Fuentes como Influencer Marketing Hub indican que el tama\u00f1o de esta industria se ha quintuplicado desde 2016 y estiman que\u00a0para 2021 su valor superar\u00e1 los US$13.500 millones. Estas cifras no sorprenden al sector, pues en [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/industria-influencer-marketing-superaria-los-us13-500-millones-en-2021\/\" \/>\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=\"2021-03-09T19:00:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/11\/5455.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marketing Zone Icesi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MarketingZIcesi\" \/>\n<meta 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Fuentes como Influencer Marketing Hub indican que el tama\u00f1o de esta industria se ha quintuplicado desde 2016 y estiman que\u00a0para 2021 su valor superar\u00e1 los US$13.500 millones. Estas cifras no sorprenden al sector, pues en&hellip;","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6105","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/comments?post=6105"}],"version-history":[{"count":1,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6105\/revisions"}],"predecessor-version":[{"id":6106,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6105\/revisions\/6106"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/5774"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=6105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=6105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=6105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}