In August 2022, Julia Estacolchic, Match Senior Director of Brand Marketingtold Portada that he has seen the effectiveness of influencer marketing decline in terms of conversation rates. We recently spoke with Estacolchic. She admitted that she used to see instant conversions, such as through links to app download placements. But things have become more complicated. “We no longer think of influencer marketing as a direct conversion tool; it no longer has a huge impact on conversions,” she points out.
Match's first brand campaign for Latin dating app Chispa; “Fluent in Amor” Includes examples of new influencer marketing trends. This campaign was created by Estacolchic's team and creative agency. majority. Key influencers used include Daisy Marquez, her beauty and fashion Instagram influencer.actress, singer, advocate Amara La Negra (Very popular on TikTok); With a life coach rupaul drag race pit, crew bruno alcantara; Top Content Creators of Gen Z Pau Torres. They all took part in the “Fluent in Amor” film directed by Chispa. April Maxeya Latinx and LGBTQ+ advocate.
However, Estacolchic argues that there are many fruitful trends in influencer marketing that are not conversion-oriented. That includes “moving campaigns from online to offline and from small screens to big screens.” “These are ways to increase brand affinity and build brand affinity. They're becoming more like branded content, more like hashtag content,” she added.
Influencer marketing trends: Beyond the social realm
New influencer marketing trends leveraged in the “Fluent in Amor” campaign include having the influencers mentioned above participate in the film “Fluent in Amor.” “We bring influencers into offline streaming platforms. They are moving beyond the social realm and into offline streaming platforms,” Estakolcik points out. “All the actors who are also influencers are happy to participate. Some of the spots get a lot of comments on social,” she asserts.
“Influencers have gone beyond the social sphere to participate in offline streaming platforms and participate in movies.”
Directed by April Maxey, the 6-, 15-, 30-, and 60-second spots will be broadcast in English (Spanish version) and Spanish. Streaming platforms included in the campaign include Hulu, Viacom, E!, Telemundo, Univision, paid social platforms (Meta, Tik&Tok, Youtube), and organic influencers. Additionally, this campaign includes his OOH components (signs, wall art, posters) in the Miami Wynwood area.
One of the early campaign metrics that Estacorcik is pleased with is the increase in women's involvement. This creative targets women because it is generally difficult for women to sign up for dating apps in the dating app category.
Influencer Marketing Trends: Creator Content for Performance Marketing
Another influencer marketing trend is using creators and influencers to create content for performance channels. Estacolchic explains: “We consider creator content to be a performance marketing asset and creative.” Similarly, Jamie Keller, Bombay Sapphire Gin brand director for North America, said: He recently told Portada that influencer campaigns are helping him create “contextually relevant content.” This bodes well for paid and earned media distribution.
“We view creator content as a performance marketing asset.”
Hispanic Influencer Marketing Trends: Spanish and spanglish
A recent “Latinos in College Research” study commissioned by Chispa found that for U.S.-born or U.S.-resident Latinos ages 18 to 34, language preferences tend to be English and some Spanish. Something has been proven. In other words, “Spanglish” is more important than English or Spanish. “We've been speaking Spanglish since the brand's launch,” says Estacorcik. To attract this audience segment, Chispa uses creative (e.g. the spot above) in Spanish and Spanglish and is not 100% English. Furthermore, “Enjoy Amor.'' It's an ode to love in an age of biculturalism, and the campaign serves as an intimate window into the strikingly beautiful world of modern Latina dating. By showcasing their 200% Latinx identity, “Fluent in Amor” taps into the duality uniquely felt by millions of bicultural singles who are equally proud of their Latina identity. I respect it. “No matter what you speak or how you identify, the language of love transcends all. We created this anthem to express the genuine romance of her two worlds, uninhibited and coming together,” Estacorcik concluded.