| Abstract | Mediji poput televizije, radija ili interneta, ne samo da prenose vijesti, već i stvaraju slike koje kasnije upijaju mase. Na ovaj način utječu na društvo i oblikuju opće mišljenje većine. Okruženi smo reklamama i promocijama koje jedva da primjećujemo, ali se urezuju u našu podsvijest. Društvene mreže mjesto su na kojem počinje poslovanje „influencer“-a, kao i većina današnje komunikacije. Najpoznatije društvene mreže su Instagram, Facebook, YouTube, blog i Twitter.
„Influencer“ je svaka osoba koja posjeduje određenu moć utjecaja na nekoga ili nešto, no danas riječ „influencer“ podrazumijeva osobe na društvenim mrežama s dovoljnim brojem pratitelja da mogu naplatiti svoj utjecaj te reklamirati brendove.
Kategorije prema području su kućni ljubimci, roditeljstvo, moda, zabava, putovanje, gaming, fitness, ljepota, hrana, dom, tehnologija i posao, djeca. Prema veličini ih možemo razvstati na nanoinfluencere, mikroinfluencere,makroinfluencere i megainfluencere.
Hrvatski „influencer“-i uglavnom su žene, najčešće su dobi od 20 do 30 godina, a zarađuju nešto manje od kolega u razvijenijim zemljama.
Brojni „influencer“-i poput Rihanne, Kylie Jenner, Elle Dvornik i drugih prepoznaju potencijal svog utjecaja te započinju samostalno poslovanje, najčešće pod svojim imenom. Zahvaljujući već isprobanom tržištu obično su vrlo uspješni u tome.
Pretpostavka je da će se sve više poduzeća i u sve većoj mjeri okrenuti poslovanju s „influencer“-ima, u većini slučajeva prema marketinškoj suradnji. U skladu s tim porast će i svote ulaganja i izdvajanja iz marketinškog proračuna u svrhe ovog tipa oglašavanja. Ukoliko se kretanje trenda nastavi prema dosadašnjim rezultatima za očekivati je da „influencer“ marketing postane jedan od najbitnijih, ako ne i primarni oblik oglašavanja kompanija. |
| Abstract (english) | Media such as television, radio or Internet do not only transmit news, but create an image wich masses later absorb. This way they affect society and shape general opinion of majority. We are surrounded by ads we barely notice, but which cut deep in our subconscious. Social network is a place where influencer management begins as well as the most of today’s comunication. The most popular social networks are Instagram, Facebook, YouTube, blog and Twitter.
Influencer is any person who possesses a certain amount of power of influence on someone or something, but today word influencer means a person on social network with sufficient number of followers to be able to bill their influence and advertise brands.
Categories by type are pets, parents, fashion, fun, travel, gaming, fitness, beauty, food, home, technology, work, kids. Influencers can be sorted in four categories by size: nano influencers, micro influencers, macro influencers, mega influencers.
Croatian influencers are mostly women in the age group between 20-30 years and they make a bit smaller amount of money than their colleagues in more developed countries.
Many influencers such as Rihanna, Kylie Jenner, Elle Dvornik and others have recognized potential of their influence and started their own business, usually under their name. Thanks to already established market they tend tobe successful.
It is assumed that more and more companies, and in increasing extent turn to doing business with influencers, mostly in terms of marketing cooperation. Accordingly to that amounts of investments should grow as well as separations from marketing budget for purposes of this type of advertising. If trend continues according to the results so far it is to be expected that influencer marketing becomes one of the most important, if not even primary type of company advertising. |
