Along the same lines, María Orena, Media Manager Southern Europe at 3INA Cosmetics , highlighted the importance of working with all types of influencers, even giving opportunities to phone number database free small content generators who, despite having fewer followers, can carry out brilliant work that truly reaches a dedicated and interested community.
Within the framework of this evolution of influencer marketing, Virginia Lázaro, communications director of MAC Iberia , emphasized the “brand fit” as an essential criterion in the selection of talent: “Collaboration with influencers must always be a win-win and it is vital to select the talent well in order to generate a connection and transfer it to the public. All the work of the brands behind it is complex, since every action must have a return. Everything is measurable.
Brands' trust in content creators
From the point of view of content creators, the quality of content that brands normally demand requires a great deal of trust and freedom when creating content that each profile considers to fit and go with the values and principles of their community. In this sense, the influencer and make-up artist assured: “Everything moves very fast and technology and the way we communicate will continue to change and influencers must be constantly adapting to everything that happens.”
For her part journalist and content creator, pointed out the importance of continually learning in order to be innovative and connect with the audience: "Those of us who are dedicated to social media management must always reinvent ourselves and know perfectly the language of each tool and the audience that follows us to know what they want and this is a challenge for those who like the world of communication."
