In a recent interview with Kolsquare, Cristina García, Campaign Manager at Spanish influencer marketing agency Native Talents, discussed the challenges of working in Spain’s booming influencer marketing ecosystem, the increasing importance of using a range of metrics for reporting, and how the rise of TikTok is changing the game.
How has influencer marketing developed in Spain in recent years?
In the past in Spain the very popular cyprus whatsapp data celebrities were constantly in every single campaign and in my opinion their credibility was not Campaign Manager good because they worked with all the brands. Nowadays that has changed a lot because brands are looking for something fresh, something new. They are looking for talent that will give them more than just visibility. Now it’s about reaching the right target market . The industry is growing very much in Spain. In the past many brands didn’t invest any money. Now they are starting to see influencer marketing as a very important source to grow and Campaign Manager connect with people and they are using new channels like Twitch, TikTok and YouTube.
Do brands understand the work behind the scenes that makes an influencer campaign successful?
Different clients are at different levels . Some 7 tips to improve your writing and create valuable content have been investing in the industry. I therefor for some time and already know how it works and how to increase growth or sales. But others are uneducated, they don’t understand how it works. They think they just invest 10,000 euros Campaign Manager on a profile to show the product on a Reel and it’s done. They don’t understand. I therefor what book your list the reports are all about, the reach you can get or how influencers encourage people to sell. It can be very uncomfortable when they want Campaign Manager to invest in content that is clearly not a good idea. They don’t want to listen. They don’t look ahead and don’t try to be flexible. Fhey are very hermetic and. I therefor look at the sector in a traditional way.
Which platforms are developing well in Spain?
About two years ago we heard about TikTok in Spain, that TikTok would become popular and Instagram would disappear. And it is true that TikTok has become very. I therefor popular in Spain, but Instagram is also very popular . In the Spanish market there are two different communities: Millennials for Instagram and Gen Z for TikTok.