"Screen Stores" and marketing of influence

A sales strategy almost impossible to stop and how we help without realizing it.

It's not a secret that we give social media for most of our time. While relatively recently they only served for entertainment, hashling and information, today you don't know if you're entertaining with photos of your colleagues or you're in a kind of "shop-screen."

The new times and pandemic situation have helped encourage online shopping.

Brands are becoming smarter and strive to reach the customer through as many media as possible.

To understand all the factors that contribute to “marketing of influence” we need to understand what Generation Z is and why it is so important, as both the way to sell and promote, and the platforms used, they follow the model of consumption and of seeing the world of this generation.

Generation Z, the kings of the future

The reign of millennial youth is coming to an end. Soon, the command will be assumed by those young people born in the digital age, and therefore, they do not conceive the world without Internet and social media.

• Generation Z can use up to five displays at a time. But at the same time, they are much more reserved in terms of their privacy and know that they cannot share everything.

• They have their own vocabulary, words like “crush” (to refer to your flechazo), “stalk” (to spy through social networks), make up the new Z slang.

But Generation Z has many interesting features, such as more open and fluid sexuality.

The role of influencers

Dulceida, a spanish influencer

In online marketing, the figure of influencers is constantly developing within what we call influence marketing.

However, microinfluencers are much more credible in the eyes of the user. This is because people feel more identified with them, being more “common” people and giving them greater credibility in the face of a normal influencer, with greater purchasing power or social standing.

Otovans, an example of microinfluencer

Microinfluencers already existed before Instagram and other social media became an ad catalog.

• It's not a passing phenomenon, working with influencers can make a brand win or disappear permanently.

• More and more brands are investing in influencer strategy to promote themselves. Make-up, jewelry, clothing, esthetic clinics, nutrition shops are added to the brand catalog…

Personal ig account of the microinfluencer Susana Bicho

The pitch: social platforms and networks

Influencers and microinfluencers move on a terrain where Generation Z is expert and demanding, as they are the ones that set the trends and consume the most. Instagram, Facebook, Youtube, Tik Tok… All social networks talk about brands and products at any time of day, always looking for the contents to adapt to the user experience.

• Give aways are very frequent, so if an influencer sorts a batch of products, it is because somehow it is collaborating with the brand. In return, the influencer will receive some benefit either economically or in the form of products or discounts.

• Stories, Reels or IGTV are the most strategic formats for the easy consumption of sales, advertisements and promotions, since video remains the most consumed format. On Instagram stories you can even swipe up to get lnstagram to redirect you to the product website for purchase.

The trick of this stimulation and engagement is the proliferation of audiovisual Snack-ads in less than 10 seconds. 8 seconds is enough to capture attention in a saturated environment and generate engagement. With more seconds of video, Generation Z would probably lose interest and attention.

Consumption is so simple that we hardly notice, we see an Instagram´s give away and at the moment we generate a need that did not exist five seconds ago. A complete marketing strategy, no doubts.

Have a break…

Fortunately, while online marketing and Generation Z are moving forward at a fast track, mental health is a priority in networks thanks to the #DigitalDetox trend, which means rest or disconnection from the digital world, something that, is beneficial for us in order to not forget about the real world.