{"id":8534,"date":"2022-10-03T10:00:24","date_gmt":"2022-10-03T15:00:24","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8534"},"modified":"2022-10-03T08:57:41","modified_gmt":"2022-10-03T13:57:41","slug":"la-credibilidad-de-los-influencers-disminuye-en-redes","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-credibilidad-de-los-influencers-disminuye-en-redes\/","title":{"rendered":"La credibilidad de los influencers disminuye en redes"},"content":{"rendered":"<h2>El 83,5% de los consumidores no observa ninguna diferencia entre los influencers y la publicidad al uso desde el punto de vista de la credibilidad.<\/h2>\n<p>El\u00a0influencer marketing\u00a0se ha apalancado con inusitada fuerza en el \u00abmarketing mix\u00bb y no parece que el espacio que se ha ganado aqu\u00ed est\u00e9 en modo alguno en peligro. No en vano, los influencers se han convertido en una suerte de atajo para las marcas a la hora de conectar con los consumidores m\u00e1s j\u00f3venes. Sin embargo, lo cierto es que\u00a0la credibilidad de los prescriptores no es tan fiera como la pintan (y no es en realidad mucho mayor la de la publicidad de toda la vida).<\/p>\n<p>De acuerdo con un reciente estudio llevado a cabo en Alemania por\u00a0<a href=\"https:\/\/www.nextmedia-hamburg.de\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">nextMedia.Hamburg<\/a>,\u00a0el influencer marketing no resulta mucho m\u00e1s ventajoso que la publicidad convencional (al menos en t\u00e9rminos de credibilidad).<\/p>\n<p>Solo el 5% de los consumidores considera que las recomendaciones de los influencers est\u00e1n revestidas de m\u00e1s credibilidad que la publicidad cl\u00e1sica. Y el 83,5% de los consumidores no observa, de hecho, ninguna diferencia entre el influencer marketing y la publicidad al uso desde el punto de vista de la credibilidad.<\/p>\n<p>\u00abLa investigaci\u00f3n confirma una tendencia que lleva gest\u00e1ndose ya desde hace tiempo: las recomendaciones nacidas al calor del influencer marketing en su vertiente m\u00e1s cl\u00e1sica se est\u00e1n quedando hu\u00e9rfanas de funcionalidad\u00bb, asegura Magnus Folten, de la agencia de influencers WeCreate. \u00abSu alta credibilidad, que era en un principio la principial ventaja del influencer marketing, es ahora mucho m\u00e1s marginal\u00bb, a\u00f1ade.<\/p>\n<h3><strong>A la mayor parte de los consumidores ni se le pasa por la cabeza pagar por acceder al contenido de los influencers<\/strong><\/h3>\n<p>Conviene adem\u00e1s hacer notar que si bien la presencia del influencer marketing es cada vez m\u00e1s conspicua en las plataformas 2.0, este no se cobija tanto en las recomendaciones genuinas de productos y servicios como en el contenido patrocinado.\u00a0\u00abLos \u2018followers\u2019 de los influencers son m\u00e1s que conscientes de este cambio y por eso se muestran cada vez m\u00e1s renuentes a basar sus compras en las recomendaciones de sus prescriptores favoritos\u00bb, a\u00f1ade Folten.<\/p>\n<p>El 91,4% de los consumidores no contempla, por otra parte, procurar soporte financiero a los influencers para ayudarles en la generaci\u00f3n de contenido.\u00a0Solo el 1,5% da cuenta de su inter\u00e9s en rascarse el bolsillo para disfrutar de los contenidos de los influencers (y no pagar\u00eda, no obstante, m\u00e1s de 2 euros).<\/p>\n<p>Cuestionados por las cualidades que debe atesorar un buen influencer,\u00a0el 34,1% de los consumidores saca a colaci\u00f3n la sacrosanta\u00a0autenticidad, mientras que el 25,8% desea que los prescriptores hagan un uso responsable de su propio alcance.<\/p>\n<p>Los creadores har\u00edan bien adem\u00e1s en no entrar en el terreno fangoso de la pol\u00edtica. Al 65,6% de los consumidores no les gusta que los influencers se apoyen en su alcance en las redes sociales para pronunciarse en asuntos pol\u00edticos.<\/p>\n<p>\u00abLa autenticidad y el comportamiento responsable constituyen en gran medida la receta del \u00e9xito de los influencers m\u00e1s reputados\u00bb, subraya Tim Klause-Murroni, de la agencia de influencers Flow:Fwd. \u00abPersonalmente a\u00f1adir\u00eda tambi\u00e9n a esta receta el contenido de calidad. Los influencers con comunidades m\u00e1s amplias ofrecen siempre a su audiencia algo que merece la pena contemplar. Solo aquellos influencers que producen de manera consistente contenido relevante y de calidad cosechan el \u00e9xito a largo plazo\u00bb, a\u00f1ade.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/credibilidad-influencers-hace-aguas<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El 83,5% de los consumidores no observa ninguna diferencia entre los influencers y la publicidad al uso desde el punto de vista de la credibilidad. El\u00a0influencer marketing\u00a0se ha apalancado con inusitada fuerza en el \u00abmarketing mix\u00bb y no parece que el espacio que se ha ganado aqu\u00ed est\u00e9 en modo alguno en peligro. No en [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8535,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8534","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>La credibilidad de los influencers disminuye en redes | 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\/la-credibilidad-de-los-influencers-disminuye-en-redes\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La credibilidad de los influencers disminuye en redes | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"El 83,5% de los consumidores no observa ninguna diferencia entre los influencers y la publicidad al uso desde el punto de vista de la credibilidad. El\u00a0influencer marketing\u00a0se ha apalancado con inusitada fuerza en el \u00abmarketing mix\u00bb y no parece que el espacio que se ha ganado aqu\u00ed est\u00e9 en modo alguno en peligro. 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No en&hellip;","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/8534","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=8534"}],"version-history":[{"count":1,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/8534\/revisions"}],"predecessor-version":[{"id":8536,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/8534\/revisions\/8536"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/8535"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=8534"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=8534"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=8534"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}