According to a report by the Interactive Advertising Bureau, IAB, influencer marketing grew by 78% in Colombia, compared to the previous year, which was 70.4%. There they consider that there are almost 500 thousand influencers in the country. Considering the number of followers, there are four categories: Nano influencers, those who have from a thousand to 10,000 followers; Micro influencers, those with more than 10,000 to 100,000, Macro influencers, from 100,000 to one million, and Mega or Celebrity, more than one million.
J Balvin is the one who has the most followers and is considered the most “influential” for this industry in Colombia. He has 112 million followers, followed by James Rodriguez with 34 million, actress Carmen Villalobos with 21 million and influencer Pautips with 12 million.
“Influencer marketing” is a strategy used by companies and/or brands, where they use personalities with high visibility on their social networks to promote their products or services.
The superintendent of industry and commerce Andrés Barreto published an opinion column in Portafolio, highlighting the work of these influencers and the impact they have had on the country's economy in recent years:
He adds that he is proud to share his experiences, in addition, he reveals a report by the firm Goldfish, where he points out that in Colombia, this industry reached an estimated value of 20 million dollars.
The Republic assures that the success of this market has led companies and professionals, responsible for advertising and marketing, to “make investments of up to 30% of the company's total budget in influencer marketing”, in addition, they are motivated by high profitability, since, “according to the Digital Marketing Institute, for each dollars that companies invest, receive about 5 dollars and 78 cents.”
In fact, the business is round, because not only companies benefit greatly, a clear example of this was what was announced by influencer Yeferson Cossio, who showed at the beginning of the year that every month you can earn about 750 thousand dollars. But, if you do some kind of “dynamics” or activities you can bill more than a million dollars.
Cossio himself, a few days ago answered on his Instagram the question how much is the most you've been paid to advertise? , to which he said: “My rates are the same for everyone, for example, a 15-second story is worth $8 million, a 15-second burst is worth $14 million, a reels is worth $50 million.”
According to the firm Influency, the rates in Colombia, and generally in the world, within the estimate of influencers, depend on how specialized the content and influencer are for those same publications. “The traditional or basic package” consists of a photo as a post, a video and three stories. For influencers in the category of “Celebrity”, their fees can be close to 50 million pesos.
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