SOCIAL MEDIA

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: https://hypeauditor.com/
Datos Extraidos: 27 de abril de 2018

SOBRE EL AUTOR

Fernando Clavijo

Director Marketing Online

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

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