In full apogee of its popularity due to the success of “The island of temptations”, Carlos Montoya conducted collaborations paid with Burger King, Esyde or Ecoembes, and has added half a dozen more of actions in less than two months for brands such as PCComponent, Carrefour, B&B Hotels or Sulcesol. His phenomenon is now followed by Inés de Robles and both cases have revived the debate on saturation in he Influencers marketing and the struggle between creativity and immediacy.

Inés de Robles He is capturing user attention due to their traditional aesthetic attire and their particular static dances with the most recent urban music. And although he barely brings together 220,000 followers between Tiktok and Instagram, the vast majority of his publications exceed two million views. Some even exceed ten million. It is a striking case since it barely has 80 videos published since July last year.

The last ten videos have published in the last two weeks, and Four of its last seven publications with an advertising nature. They have been collaborations with Grefusa, MO, Babaria and Carolina Herrera, and their accumulation in such a short space of time has led many marketing professionals and communication to reflect on content strategies, viralization, impact on the brand and the contribution of value to the consumer.

Virality and strategy

Many have agreed that, whether Montoya, Inés de Robles or many others before and after them, reflect a behavior pattern. “Someone becomes viral. The brands fight to see who makes a publi first with him/her. That person launches 25 content promoted in record time. That person disappears and we start again with the following”, Iñigo Vallejo, Pr & Content Manager of Milanuncios in Adevinta Spain, reflected through LinkedIn.

The situation responds, as indicated Fomo or fear of getting lost what is happening. “We live to X10. And with attention to -10. The brands also suffer from Fomo, and overwhelm if they are not there, now. It should be remembered that the idea of ​​a brand is to exist forever, which is something like very long -term, and that the obsession for the short term is not usually the best strategy to prevail in time”Castellano said.

It is, in general, on specific associations and not for long -term strategies, with a storytelling run over and not very powerful and with actions that fail to link with the values ​​of advertisers and their target. Brands that are guided by “we have to be the first” or “be there before the competition” and that They prioritize virality Above a good idea or a good execution.

It should also be noted that saturation responsibility also falls on the creator or influencer, who intelligently manages the content he offers to his audience. They must also ensure that finding the balance in regard to the monetization of their influence.

All this can end up putting at risk credibility both of the creators and of the brands and be, ultimately, counterproductive. “The sudden boom of viral profiles reflects how today’s influence marketing rewards immediacy”, Points out Maria González-Udeda, Head of Brand and Campaign Strategy in Samy Alliance, in statements to Reason.WHY. “The influencer marketing is not based on an instant virality but on establishing authentic and long -term ties with audiences”

Professionals in the sector seem to coincide with the importance of collaboration responding to a strategy and clear objectives. In this regard, Sergio Barreda, founder and CEO of Keepers, positively values ​​the activation he carried out Ecoembes with Montoya, precisely next to Keepers, to promote conscious and responsible habits.

The idea arose from a chance within the reality of Montoya and it was the same users on social networks who encouraged the company to invite him to collaborate after he was making sure he was “Ecofriend”. “The action made all the meaning and has reported to the brand results that go beyond impressions. Ecoembes has been able to enter the conversation of the youngest and transfer their purpose”, He points out to this medium.

Define relevant spaces

The Virtually infinite wheel of content creation of the current communicative panorama and the short -term approach From the results it leads many brands to look for profiles that give the maximum return to achieve a specific notoriety. One that, however, can contravene one of the main objectives of the brands: be memorable.

“It is not simply to be part of the trend, but to transform it into positive impact for your brand”, Says Marina Fuentes, responsible for the influence marketing department at You First By Gersh.”Associating and positioning quickly next to the profiles of the moment is perfect if it is done with strategic intelligence. The key is to convert that viral moment into a well thought out”

In this regard, the challenge of the brands is to identify the trends and profiles that are aligned with their brand attending both immediacy and relevance. It is essential Define the spaces that are culturally relevant to the brand, What they explain from Samy Alliance, will make it easier to decide what trends it is worth exploring to promote Awareness and Scope. “It is important not to forget the fundamental: that it has a clear connection with the audience”, Says Maria González-Udeda.

From Keepers, meanwhile, highlight the importance of strategically thinking and ad hoc the contents so that they work on the influencer channel, entertain, connect and inspire. “The success of a campaign is based on three key factors”Says Sergio Barreda.”The strategy guarantees that the message, the objectives and are aligned. Hunting allows you to select profiles related to the brand and its audience. And creativity makes the message authentically, original and memorable”