Influencer marketing moves towards web 3.0

Every day that passes, influencers gain more popularity and conquer the new generations in social networks. Their power to communicate and reach new markets have made them so popular and coveted by the big brands in the industry, that most now want them to be the ones to make a product or service known. Thus, as influencer marketing is one of the fastest growing categories in the sector and only in Colombia, last year it achieved an investment of close to US$17 million, according to a report by the IAB (Interactive Advertising Bureau).

(The first guild of influencers in Colombia is born).

However, in a world where there are 200 million creators who can have between 1,000 and more than 1 million people, only 59% manage to monetize their content, according to a Linktree study, making it a growing industry. competitive.

And it is for this reason that year after year, the young ExRappi, Karen Carreño, invests much of her time with her team and partners, looking for new talent in the industry, thinking in innovative content, marketing strategies, different formats, and everything, in order to continue revolutionizing the Influencer Marketing industry as it has done for some time.

This advertising lover remembers very well that when she started working in her early years, the investment in influencer marketing was minimal. However, all that was missing was a brief from Rappi to acquire new users, very good energy and an excellent campaign with five influencers, among which was Camilo Triana, El Brayan and Juandam, among others, to demonstrate with results that this world was going to mark a before and after for companies.

This is how he came to occupy the position of Country Head of Influencers of the Andean region for Rappi, where he carried out important awareness and branding strategies, which were a great contribution to turning this Colombian company into the renowned Latin American Unicorn. This, in turn, gave him the opportunity to open his own agency: Match Agency, a company that in the year has already billed more than 2 million dollars, just by connecting and matching between influencers with brands to generate content. of value.

(The big business in social networks).​

“We do everything: we analyze, propose, create, act and measure campaigns that are carried out with influencers, in this way, we become the bridge of an ecosystem that little by little generates more profits and opportunities. But, in addition, we are exclusive talent managers and the forerunners in the country of virtual influencer marketing”Carreno says.

And it is that with the aim of charting the new path of this industry, I created Eva, the first digital influencer that was created 100% through Artificial Intelligence and 3D, and who already has more than 11,000 users on her social networks, in where he talks about technologies and innovation.

“That is going to be what is next in the industry: avatars, virtual reality, the Metaverse, and we are starting to make noise among influencers and brands so that they realize the enormous possibilities that the market has”, adds the director of Match Agency, who with his team is currently carrying out artificial intelligence research applied to influencer marketing.

Currently, in its catalog there are hundreds of influencers and 29 are exclusive to the brand, such as Kim de Sutter, Paulettee, Vale Lizcano or El Borrego. Although they also have a portfolio to cover the needs outside the Colombian market, in countries such as Peru, Ecuador and Mexico or the United States.

(Influencers move US$10 million in Colombia).

The impact of her strategies in the market has also led her to work together with her team on more than 500 campaigns with more than 40 brands since 2019, among which names of companies as relevant as Kotex, Scott, Carulla, Bavaria, Bayer, Wom, Grupo Bolivar and Compensateamong other.

Carreño concludes by pointing out that his goal is to bring influencer marketing to a new era in web 3.0, a space where these personalities will converge with blockchain technologies, big data, artificial intelligence, and even have to think about how they will create content from value for communities beginning to enter the Metaverse.

The fascination of the big brands for this new advertising methodology is due to the profitability that it produces, since it is estimated that for every US$1 that companies invest, they receive about US$5.78. In Colombia, this world has already generated 500 thousand influencers, who rank second in terms of digital advertising investment.