31 de Mayo 2018

Análisis de Influencer | Caso Pilar Rubio

Pilar Rubio cuenta con más de 2,2 millones de seguidores en su cuenta de Instagram.

Escrito por: Fernando Clavijo

Últimamente se habla mucho del mundo Influencer, y durante estas semanas nos ha tocado analizar desde Trescom Comunicación varias acciones con algunas de ellas. Cuando profundizas en los datos cuesta entender cómo las marcas españolas se fijan para sus campañas nacionales en influencers súper Top por la deslocalización de sus seguidores. En este artículo hemos hecho el análisis de influencer de Pilar Rubio con sus más de 2,2 millones de seguidores en su cuenta de Instagram.

Veamos algunos datos que hemos analizado y que nos han servido para sacar conclusiones:

• Pilar Rubio no está englobada dentro ningún grupo de nicho, sino que la podemos catalogar como Celebrity, un término muy amplio.

• 65% de sus seguidores son hombres. Su comunidad femenina, que es para lo que muchas marcas la pueden contratar, sólo cuenta con 770.000 personas.

• En España, que es nuestro mercado, sólo tiene un 24% de su comunidad. Esto significa que la comunidad que nos podría interesar a nivel nacional es:

1) 530.00 personas que la siguen son de España.

2) Si el 65% son hombres, de mujeres de España solo tenemos 165.000 personas, por lo que podemos analizar si otros perfiles de este rango de seguidores pueden ser más efectivos.

• Si hacemos el análisis por ciudades, el dato todavía en más llamativo. Aunque Madrid representa un 2% de la comunidad de Pilar Rubio en Instagram, al mismo nivel están El Cairo y Bagdad, ciudades poco interesantes para marcas españolas y fuera de sus intereses comerciales.

• Es llamativo y a tener en cuenta para marcas españolas que solo el 36% de la comunidad de Pilar Rubio habla español.

Conclusiones positivas del Análisis de Influencer de Pilar Rubio: si consideramos que para España no nos sirve para fines de mejora de branding y reputación, consideramos que estaría muy bien realizar acciones para marcas con vocación global. Además, sus seguidores son de verdad, y esto lo sabemos por lo siguiente:

o El 82,5% de su comunidad tiene menos de 1.500 seguidores.

o El nivel de engagement es bueno, un 2,91%. Esto significa que cada vez que hace una publicación entre likes y comentarios suma una media 43.000 interacciones. De todas formas, si lo ligamos a que el 64% son hombres podemos pensar en muchos casos el motivo del like o de la interacción.

En nuestra experiencia y buscando conseguir resultados, lo importante no es el total de seguidores sino cómo son o se distribuyen cada uno de ellos. De ahí la importancia de apoyarse en herramientas de influencer para no fallar, y menos aún tener que dar explicaciones por las tarifas vs. resultados. Hay que tener muy claro qué clase de resultados buscamos, pero podemos ver que si somos una marca española es poco probable un incremento en reconocimiento de marca o aumento de ventas si promociona producto directamente, en nuestro mercado, el español.

Si queremos un público femenino en España podemos comparar con influencer de 165.000 seguidoras con el 90% de su comunidad en España y tasas de engagement mucho mejores. En este sentido desde Trescom Comunicación, realizamos un consultoría de análisis de Influencer siempre orientados a la consecución de los objetivos de los clientes, dejando a un lado el dato absoluto del número total de seguidores.

Fuente de datos:
Datos Extraidos: 27 de abril de 2018


Fernando Clavijo

Director Marketing Online

Con los objetivos claros, profesional capaz de mover todos los hilos para conseguirlos. Conversión lo llaman.

También podría interesarte…

56 comentarios

  1. I am really impressed with your writing skills as well as with the layout on your blog.

    Is this a paid theme or did you modify it yourself?
    Anyway keep up the excellent quality writing, it’s rare to see a nice blog like this one these days.

    my webpage; Follipur

  2. Terrific work! That is the kind of information that are meant to be shared around the internet.
    Disgrace on Google for no longer positioning this submit upper!
    Come on over and consult with my website . Thank you =)

  3. An outstanding share! I’ve just forwarded this onto a friend who had been doing a little homework on this.

    And he actually bought me breakfast because I stumbled upon it for him…
    lol. So let me reword this…. Thanks for the meal!!
    But yeah, thanx for spending some time to discuss this subject here on your web site.

  4. Good day! I know this is somewhat off topic but I was wondering
    which blog platform are you using for this website?
    I’m getting fed up of WordPress because I’ve had issues with hackers and I’m looking at options for another platform.
    I would be awesome if you could point me in the direction of a good platform.

    My webpage Clean Cut Keto

  5. Hello there, just became aware of your blog through Google, and found that it’s truly informative.

    I’m gonna watch out for brussels. I will be grateful if you continue this in future.
    A lot of people will be benefited from your writing.


    Here is my web blog: Essie

  6. Fantastic goods from you, man. I’ve understand
    your stuff previous to and you are just extremely magnificent.
    I really like what you have acquired here, certainly like
    what you are saying and the way in which you say it. You make it entertaining
    and you still take care of to keep it wise. I
    cant wait to read far more from you. This is really a tremendous web site.
    scoliosis surgery scoliosis surgery

  7. What’s Happening i am new to this, I stumbled upon this I have
    discovered It positively useful and it has aided me out loads.
    I’m hoping to contribute & assist different users like its helped me.
    Great job.

    My web site :: Virgo FX

  8. I have been exploring for a bit for any high-quality articles or blog
    posts in this sort of space . Exploring in Yahoo I at last stumbled upon this site.
    Reading this info So i am satisfied to express that I’ve
    a very good uncanny feeling I discovered just what I needed.
    I such a lot no doubt will make sure to don?t put out of your mind this web
    site and give it a look on a constant basis. ps4 ps4

  9. I feel that is one of the so much important info for me.
    And i am happy reading your article. But want to remark on few
    general things, The site taste is wonderful, the articles is in point of fact great : D.
    Excellent process, cheers

    Stop by my web blog; VirgoFX Reviews

  10. An outstanding share! I’ve just forwarded this onto a coworker who has been conducting
    a little research on this. And he in fact ordered me lunch due to the fact that I
    found it for him… lol. So allow me to reword this….
    Thanks for the meal!! But yeah, thanx for spending some time
    to discuss this matter here on your web page.

  11. Do you mind if I quote a couple of your posts as long as I provide credit and
    sources back to your site? My blog site is in the very same area of interest
    as yours and my visitors would really benefit from a lot of
    the information you present here. Please let me know if this alright
    with you. Appreciate it!

  12. Oh my goodness! Impressive article dude! Thanks, However I am experiencing problems
    with your RSS. I don’t understand why I can’t join it.
    Is there anybody having similar RSS issues? Anyone who knows the answer can you
    kindly respond? Thanks!!

  13. I’ve been exploring for a little bit for any high-quality articles or blog posts on this kind of house .
    Exploring in Yahoo I ultimately stumbled upon this web site.
    Reading this information So i am glad to exhibit that I have a very good uncanny feeling I came upon just what I
    needed. I such a lot surely will make sure
    to do not fail to remember this website and give it a look regularly.

  14. Aw, this was an incredibly good post. Taking a few minutes and
    actual effort to create a very good article… but what can I say…
    I procrastinate a lot and never manage to get nearly anything done.

  15. Fantastic blog! Do you have any hints for aspiring writers?
    I’m planning to start my own blog soon but I’m a little lost on everything.

    Would you propose starting with a free platform like WordPress or go
    for a paid option? There are so many choices out there that I’m completely overwhelmed ..

    Any suggestions? Kudos!

  16. Hi everyone, it’s my first visit at this site, and
    piece of writing is in fact fruitful in favor of me,
    keep up posting such posts.

  17. Greetings! Very helpful advice in this particular article! It is the little changes
    that make the biggest changes. Many thanks for sharing!

  18. Does your site have a contact page? I’m having trouble locating it but, I’d like to shoot you
    an e-mail. I’ve got some suggestions for your blog you might be interested in hearing.
    Either way, great site and I look forward to seeing it develop over time.

  19. Hello, i read your blog occasionally and i own a similar one and
    i was just curious if you get a lot of spam comments?
    If so how do you stop it, any plugin or anything you can advise?
    I get so much lately it’s driving me insane so any support is very much

  20. Thank you a bunch for sharing this with all of us you
    actually recognize what you’re talking approximately!
    Bookmarked. Kindly additionally seek advice from my site =).
    We can have a hyperlink trade contract among

  21. We’re a gaggle of volunteers and starting a new scheme in our community.
    Your web site provided us with valuable information to work on.
    You’ve done a formidable task and our entire community shall be grateful to you.

  22. It is appropriate time to make some plans for
    the long run and it is time to be happy. I’ve read this put up
    and if I could I desire to counsel you some interesting issues or advice.
    Maybe you could write subsequent articles regarding this article.
    I want to read more things approximately it!

  23. Do you have a spam problem on this website; I also am a blogger, and I
    was curious about your situation; we have developed some nice methods
    and we are looking to swap methods with others, why not
    shoot me an email if interested.

  24. Hey There. I found your blog using msn. This
    is a really well written article. I will make sure to bookmark it and return to read more of your useful information. Thanks for the post.
    I’ll certainly comeback.

  25. My spouse and I stumbled over here different web page and thought
    I might check things out. I like what I see so now i’m following you.
    Look forward to looking into your web page for a second time.

  26. Hello, Neat post. There is a problem together with your website in internet explorer, might test
    this? IE nonetheless is the market leader and a big
    section of other folks will omit your excellent writing due to this problem.

  27. I’ve learn a few excellent stuff here. Certainly worth bookmarking for revisiting.
    I surprise how a lot effort you put to make such a excellent informative website.

  28. Excellent blog here! Also your website loads up very fast!
    What host are you using? Can I get your affiliate link to your host?
    I wish my website loaded up as fast as yours lol

  29. I have been surfing online more than three hours nowadays, yet I never found any attention-grabbing article like
    yours. It’s pretty value enough for me. In my opinion, if
    all web owners and bloggers made just right content material
    as you did, the internet can be a lot more helpful than ever before.

  30. Its such as you read my mind! You appear to grasp so much about this, like you wrote the book in it or something.
    I feel that you simply could do with some p.c. to force the message
    home a little bit, however other than that, that is
    excellent blog. An excellent read. I will certainly be back.

  31. Excellent post. I was checking continuously
    this blog and I am impressed! Extremely useful information specially the last part :
    ) I care for such info much. I was looking for this certain information for a
    very long time. Thank you and good luck.

    my web blog: 2022

  32. Hey! Quick question that’s entirely off topic.
    Do you know how to make your site mobile friendly?
    My blog looks weird when browsing from my apple iphone.
    I’m trying to find a theme or plugin that might be able to fix this issue.
    If you have any recommendations, please share. With thanks!

Deja una respuesta

Tu dirección de correo electrónico no será publicada.

Publicar comentario