This Friday, June 30, marks World Social Media Day and according to the report Internet and social media statistics 2023 According to Hootsuite Analytics, the number of global users has reached 4.2 billion, which is 10% more than the previous year, showing the growing importance of social media as a key channel for reaching mass audiences. Ángela Arcila, CEO of AAManagement, a national and international talent agency, comments how Marketing influence is gaining space among companies that strive to highlight their brands through activations influential persons.

Since when has there been an increase in consumption in Ecuador Marketing companies focused on influencers?

In Ecuador, Marketing The influencer started gaining popularity in the second half of the 2010s. As social media became more popular and accessible, influential persons stores began to appear and capture the attention of brands.

Right now Marketing influence has a great impact, since 70% of experts in Marketing plans to invest more money in influential persons than any other market this year, and spending is estimated to reach $15 billion by 2023 globally, representing a 50% year-over-year increase.

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What about other electronic media like traditional media?

Coming from Marketing influence, traditional media have experienced significant changes in their role and the way in which information is disseminated. Although not completely replaced, they had to adapt and find their place in the new media landscape. In many cases influencers, With a loyal and dedicated following, they have become influential voices for brands and even social media news. This has caused a change in the way advertising is done, taking a more personalized approach.

How did the business develop? influential persons which in recent years has become a way of generating income from a fad?

It has gone through a significant transition… from being considered just a fad to becoming a vital source of income for consumers. influential persons. The influential persons they learned how to monetize their content and influence. They used different approaches to generate income, such as sponsored posts, partnerships, creating exclusive content for their followers, selling their own products, and collaborating with brands. This diversification of income sources has helped influential persons establish a solid and sustainable financial base.

How much can ‘influencers’ earn and how does this group that is the target of SRI pay taxes?

How will it affect or affect this business if the Internal Revenue Service (SRI) has initiated tax collection proceedings from youtubers or influencers?

That is something positive. Indeed, we as an agency respect the necessary formalities since our foundation. When the talent is part of the agency, we manage it and generate the corresponding billing. We work with SMEs and multinationals, this process is something vital for us. It creates greater transparency and tax compliance in the industry Marketing influence. This leads to greater professionalization and credibility in the sector.

What is the difference between what a company spends on a communication campaign with traditional media and influencers?

The difference in spending between a communication campaign with traditional media and a campaign with influential persons can vary significantly. with influential persons you can segment and reach a more accurate audience. Costs depend on many factors: campaign time, number of posts, production, among others. In terms of value, they can be equated with traditional media. The difference is in measurement and results.