Marcas influyentes: De creador de contenidos a empresario

Influencers pretty much run social media. They tell people what’s in or out regarding hot products and can even lend a voice to important social issues. They’re charismatic, influential and can command their fanbase’s attention just like that. So, it’s no surprise that aside from lending their influence to businesses, they’re also coming out with influencer brands.

Everyone knows that influencers make money from promoting other brands’ products. They get sponsored posts, affiliate commissions, product discounts, and many other perks from working on influencer marketing campaigns. Some influencers blow that money on more clothes and vacations. But others invest it into a venture of their own—an influencer-led business.

Hoy hablaremos de cómo los influencers se abren camino desde la promoción de marcas hasta el lanzamiento de las suyas propias. También te inspiraremos con algunos casos de éxito de las mejores marcas creadas por influencers en los últimos años. Sigue leyendo para saber más.

Por qué triunfan las marcas que utilizan el marketing de influencers

Before we talk about the rise of influencer brands, let’s discuss what makes these personalities big enough to launch their businesses—influencer marketing.

Brands with industry influencers know just how much of an impact these personable content creators make in a business. Their loyal, engaged following helps brands reach more people, allowing them to meet their business goals. They promote products through creative content, consequently influencing interest and purchase decisions, leading to more sales.

Because influencers are so effective in social media campaigns, the number of brands that use influencer marketing is always on the rise. Today, over 75% of brands have set aside some of their marketing budgets for influencer marketing alone.

Estas son algunas de las razones por las que las marcas que cuentan con personas influyentes del sector obtienen buenos resultados:

• Los macroinfluenciadores con más de 500.000 seguidores permiten a las marcas llegar a más gente y aumentar potencialmente su número de seguidores.

• Brands look more trustworthy when a key micro-influencer talks to their followers about them. Influencers aren’t huge celebrities—they’re authentic, genuine people. Getting them as brand ambassadors increases a brand’s credibility and authenticity.

• Influencers create trendy content to promote products that are way more engaging than boring, traditional ads. This makes a company look more interesting and can build up its brand image and reputation.

• Influencer marketing is cost-effective. Influencer fees are more affordable than hiring A-list celebs to star in a TV commercial no one will pay attention to. Plus, influencers make their content. That means you don’t have to pay for extravagant production shoots.

Cómo conseguir una colaboración de influencers con las marcas

Every successful founder of an influencer brand started their career by collaborating with other brands first. Working with other brands as a creator is a stepping stone to bigger things in your career, like creating your brand.

Pero conseguir una colaboración de influencer con las marcas no consiste solo en estar guapo o tener fotos estéticas. Se trata de trabajar duro para hacer crecer tu perfil y construir una relación con tu audiencia. Es la única forma de que las marcas se fijen en ti en una plataforma llena de aspirantes a influencers.

¿Cómo trabajas con las empresas en sus campañas de marketing de influencers? Aquí te explicamos cómo conseguir una colaboración con la marca de tus sueños como influencer que acaba de empezar:

Trabaja en hacer crecer tu base de fans pensando en las marcas de influencers

To become a successful influencer with brand partnerships left and right, you must grow your brand from the bottom up.

Choose a niche you’re passionate about (like beauty, fashion, food and others) and stick to it. Align your niche marketing with the brands you dream of working with. Become an expert in your niche and post beautiful content to draw in more followers.

Engage your followers and build a relationship with them to gain their trust. As your community grows and your influence on it strengthens, big brands might come knocking on your door for collaboration opportunities. Influencer brands by other content creators might come knocking on your door, too!

Sé transparente con tus seguidores cuando trabajes con marcas influyentes

When you’re finally working with brands you love, be transparent with your followers about it. Tag all your sponsored posts with the paid partnership label. That way, you can continue to build their trust even while participating in campaigns as a brand’s key micro-influencer.

Consigue tu gran oportunidad trabajando para marcas con programas de influencers

¿No consigues campañas de marketing de influencers de grandes marcas? Intenta buscar activamente estas oportunidades por tu cuenta.

Una forma de hacerlo es buscar marcas con programas de influencers. Estas iniciativas permiten incluso a los microinfluencers más recientes promocionar una marca y cobrar por ello. Estas asociaciones incluyen códigos de descuento especiales y enlaces de afiliación que puedes utilizar para promocionar una empresa entre tus seguidores. Si utilizas estos últimos, recibirás una comisión de afiliación como incentivo.

A good example of an inclusive influencer initiative is YesStyle’s Influencer Program. This program allows bloggers and content creators to promote their products and get perks in return. Influencers under this program get free products, monetary compensation, and, most importantly, more credibility as an Instagram personality.

Las mejores colaboraciones de influencers con marcas te harán ganar dinero

Working as an influencer is incredibly fun and gets you free stuff. But to be able to launch your influencer brand in the future, you need to earn money to invest in it. That’s why the best influencer brand collaborations pay you well while giving you more exposure as a creator.

When you work on influencer marketing campaigns, it’s possible to get paid for the following:

• Entradas patrocinadas con compensación económica
• Comisión de afiliación al dar tus códigos de descuento y enlaces a tus seguidores
• Una comisión por cada producto vendido tras la campaña
• Apariciones en eventos de la marca sobre el terreno
• Ingresos publicitarios de las plataformas de redes sociales por publicar anuncios en sus publicaciones y vídeos

Llegar a la cima: de influencer de marca a propietario de una marca de influencers

You’ve finally made it. From a brand influencer who merely endorses other brands’ products, you have enough money and fame to make it on your own. You don’t have to rely on collaborations with other brands for exposure or engagement. Now, you can strive to launch your first influencer brand with your products and services.

Launching a brand is incredibly fulfilling, especially if you’re operating in an industry you’re passionate about. You get more creative control over your branding now that you’re running a company that’s all yours.

Lo mejor es que ya tienes seguidores fieles que te adoran. Ellos serán los primeros fans de tu marca.

Lanzamiento de marcas de microinfluencers como empresarios noveles

Es fácil para los macro influencers lanzar marcas de influencers. Tienen mucho poder y prestigio como casi celebridades con cerca de un millón de suscriptores.

Su enorme presencia en Instagram les permite relacionarse fácilmente con agencias y equipos de marketing para construir su marca. Algunos ni siquiera tienen que mover un dedo para crearla. Contratan fábricas y agencias de estrategia de marca para que trabajen en su plan de marketing y esperan a que se lance.

But is it possible for micro-influencers to launch their brands without all these expensive resources, too?

Absolutely! If you have a fierce entrepreneurial streak and a knack for marketing, you can launch your micro-influencer brands all on your own. Plus, outsourcing the work of building a brand takes the fun out of it. Here’s how to be hands-on when creating yours:

1. Think of what you want to sell. It can be anything from clothes and makeup to fitness equipment, snacks, home décor, arts and crafts kits and more. Ensure it’s still aligned with your brand as an influencer to keep your followers interested.

2. Desarrolle sus productos con los proveedores adecuados. Trabaje con expertos de su sector para crear productos de alta calidad. Realice pruebas rigurosas para comprobar si sus productos gustarán a la gente cuando salgan al mercado.

3. Perfect your branding. Choose your brand’s name, slogan, color palette, and brand voice. Make sure your brand is memorable and reflects your personality as an influencer.

4. Build your marketing strategy before you launch your new influencer brand. Think of your content plan, website, events and other efforts to make noise about the launch. Don’t shy away from getting smaller content creators to work on your influencer marketing campaigns, either. Use these tools to drive brand awareness and sales after you launch.

Las principales marcas de influencers lanzadas por creadores de contenidos populares

¿No estás seguro de cómo lanzar tu primera marca de influencers? Parece que alguien necesita un poco de inspiración. Estas son algunas de nuestras historias de éxito favoritas de las mejores marcas de influencers fundadas por populares creadores de contenidos y personalidades de Instagram .

Marcas de ropa de influencers fundadas por fashionistas

Fashion influencers on Instagram are known for their impeccable style and eye for trendy outfits. It makes sense that when these trendsetters think of launching their brand, a fashion label comes to mind first.

Una de las marcas de ropa para influencers más icónicas hasta la fecha es SKIMS-la popular marca de ropa moldeadora de la influencer y socialité Kim Kardashian. Se lanzó en 2019 para ofrecer prendas moldeadoras cómodas pero sexys a personas de todos los tonos de piel y tallas.

"SKIMS" es un juego de palabras entre "skin" y "Kim". Es un movimiento inteligente para una marca de influencers, ya que pone el nombre de su personalidad clave y fundadora en el nombre de la marca. Eso lo hace más memorable y atractivo para las personas que son fans de Kim Kardashian.

Otra marca de ropa de influencers que lo está haciendo bien es Parterre. La fundadora de esta marca de ropa sostenible es la bloguera e influencer Julia Berolzheimer.

Julia’s first foray into influencer marketing is writing a blog called Gal Meets Glam in the early 2010s. After some years, she turned her blog into a lifestyle and fashion brand and renamed it Parterre. The brand is known for its handmade, classic, minimalist maxi dresses.

Marcas de maquillaje de influencers por gurús de la belleza de renombre

La comunidad de belleza es enorme, no sólo en Instagram , sino en todas las redes sociales. Estas mujeres y hombres son muy creativos con sus looks de maquillaje.

But sometimes, the products that mainstream brands come out with just aren’t enough for their popping eye and lip combos. That’s why plenty of brave beauty content creators have taken it upon themselves to develop their influencer makeup brands.

One iconic influencer brand in the makeup niche is EM Cosmetics, founded by Michelle Phan. She is one of the pioneer beauty gurus on YouTube way back in the day.

It had originally launched in collaboration with L’Oreal but didn’t take off that well. In 2017, Michelle announced that she was relaunching the brand, this time without the backing of a big brand. It became an instant hit because Michelle stayed true to her personal style.

Today, the brand is known for its Lip Clouds, True Glosses, and Color Drops Serum Blushes. People also commend it for its cruelty-free and vegan formulations.

Another makeup influencer brand that continued to make waves since its inception is Huda Beauty. American beauty guru Huda Kattan, of Iraqi descent, traveled to Dubai to launch the makeup brand in 2013. Since then, it has been a staple in women’s makeup drawers all over the world. It’s most known for its bold liquid lipsticks and eyeshadow palettes.

Influencer Fitness Brands por creadores de contenido amantes del ejercicio

Fitness influencers and coaches are known to give their followers tough love when it comes to sweating it out. They love motivating others to exercise and stay on top of their fitness goals. So, it only makes sense for these passionate content creators to launch influencer brands centered on fitness.

Una de las marcas de fitness para mujeres influencers más populares es la Colección Buffbunny. La influencer de fitness Heidi Somers (también conocida como Buffbunny) creó esta línea de ropa deportiva femenina para que las mujeres pudieran hacer ejercicio a la vez que lucían elegantes. Su objetivo era producir ropa de entrenamiento de alta calidad que fuera a la vez bonita y funcional.

The brand originally only carried sports bras, leggings, and other basic activewear. But today, it has expanded to carry athleisure clothing as well.

Las marcas de influencers de fitness no se limitan a marcas de ropa deportiva o equipamiento de gimnasio. Algunas marcas se preocupan por lo bien que cuidas tu cuerpo después de entrenar. Ahí es donde la bebida deportiva de Logan Paul y KSI PRIME de Logan Paul y KSI.

These two mega influencers worked together to develop this sports drink that gives you back your electrolytes after working out. The drink is made with coconut water and B vitamins to boost hydration. It comes in many flavors, such as lemonade, strawberry watermelon, tropical punch, ice pop, and more.

Marcas influyentes del hogar y la decoración por influyentes del estilo de vida

También hay un montón de influencers de estilo de vida y bienestar en Instagram que han lanzado marcas de influencers de decoración del hogar en los últimos años.

The most famous of these personalities is probably Drew Barrymore, who launched her brand Flower Home in 2019. This home and lifestyle brand is a sub-brand of her bigger Flower by Drew franchise. Predictably, it was met with huge success.

The products under Flower Home include wall art, bedding, curtains, and kitchen and living room furniture. They’re all affordable but super eye-catching and chic—perfect for anyone who wants to spruce up their home. They even launched a charming paint collection a couple of years back!

One home décor influencer brand packed with personality is design personality Justina Blakeney’s Jungalow. Its name comes from the words “jungle” and “bungalow,” which reflect its products’ nature-inspired, bohemian style. Aside from furniture and home accessories, this brand also sells rugs and art prints.

Finally, we have The New Savant. This candle brand and scent studio was launched by Ingrid Nilsen, former YouTube princess and beauty guru, under the name MissGlamorazzi.

Back when she was a full-time influencer, Ingrid loved talking about her favorite candles from other brands. Today, she spends her time creating luxurious scents for other candle lovers. It’s a true “brand influencer to influencer brand” fairytale!

Nuestro pronóstico: Las marcas de influencers seguirán arrasando en todo el mundo

Influencers aren’t just pretty, charismatic faces working on campaigns for other businesses. If they put in the work, they can become amazing entrepreneurs with successful influencer brands. And because they already have a band of loyal followers, these businesses launch with flying colors.

Macro influencers with almost a million followers or small-scale, niche micro-influencers alike can launch their brands. What matters is that you come up with an awesome brand strategy, marketing plan and high-quality products. With the help of your followers, your brand can make it big in no time.

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