{"id":34265,"date":"2024-03-26T14:35:00","date_gmt":"2024-03-26T14:35:00","guid":{"rendered":"https:\/\/www.clickanalytic.com\/?p=34265&track=blogpost"},"modified":"2024-03-26T14:35:04","modified_gmt":"2024-03-26T14:35:04","slug":"study-should-influencers-sound-super-excited","status":"publish","type":"post","link":"https:\/\/www.clickanalytic.com\/pt\/study-should-influencers-sound-super-excited\/","title":{"rendered":"Estudo: Os influenciadores devem parecer superanimados?"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ module_class=”headernewpost” _builder_version=”4.21.0″ _module_preset=”default” background_color=”#000c2b” min_height=”400px” custom_padding=”100px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.22.1″ _module_preset=”default” max_width=”800px” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_post_title comments=”off” featured_image=”off” module_class=”paulimage” _builder_version=”4.23.1″ _module_preset=”default” title_font=”Montserrat|900|||||||” title_text_color=”#FFFFFF” title_font_size=”45px” title_line_height=”1.1em” meta_font=”Work Sans|600||on|||||” meta_text_color=”#FFFFFF” meta_font_size=”12px” meta_line_height=”1.3em” text_orientation=”center” title_font_size_tablet=”45px” title_font_size_phone=”35px” title_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#fafbfc” module_alignment=”center” custom_padding=”0px||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”1_5,3_5,1_5″ use_custom_gutter=”on” gutter_width=”2″ module_class=”blogsection stickybigscreen” _builder_version=”4.23.4″ _module_preset=”default” width=”90%” max_width=”2560px” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][et_pb_column type=”1_5″ module_class=”leftsidebarblog” _builder_version=”4.21.0″ _module_preset=”default” background_enable_color=”off” custom_padding=”20px|10px|20px|10px|true|true” border_width_all=”1px” border_color_all=”#f9f9f9″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font_size=”28px” header_3_font=”Work Sans|800|||||||” header_3_text_color=”#ff0066″ header_3_font_size=”28px” header_3_line_height=”1.4em” custom_margin=”||30px||false|false” header_3_font_size_tablet=”28px” header_3_font_size_phone=”26px” header_3_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]

Contents<\/span><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” link_font=”Work Sans|600|||||||” link_text_color=”#909090″ link_font_size=”20px” custom_margin=”||50px||false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]The influencer-excitement paradox<\/a>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” link_font=”Work Sans|600|||||||” link_text_color=”#909090″ link_font_size=”20px” custom_margin=”||50px||false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]So, how do you craft the perfect influencer message?<\/a>[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”20px|10px|20px|10px|true|true” custom_css_main_element=”box-shadow: 0px 4px 24px #0000000a;||margin-top:-75px;” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_divider show_divider=”off” _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”||0px|||” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_divider][et_pb_text _builder_version=”4.23.4″ _module_preset=”19e5ccd9-b3a1-4833-9d79-ec78d64566f9″ custom_margin=”||25px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

In influencer marketing, striking the right tone can be the difference between a campaign that resonates and one that falls flat.\u00a0<\/span><\/p>\n

And as someone deeply immersed in this field, I’ve observed firsthand how the level of excitement expressed in sponsored posts impacts engagement and sales.\u00a0<\/span><\/p>\n

And this brings us to my million-dollar question: <\/span>Should influencers sound super excited about your product?<\/b><\/p>\n

Spoiler alert:<\/b> The answer depends on their audience size.<\/span><\/p>\n

Join me as I dive into the fascinating findings of recent research and share my insights on why they matter.<\/span><\/p>\n

Let\u2019s roll. \ud83d\udc47<\/span><\/p>[\/et_pb_text][et_pb_text module_id=”01″ _builder_version=”4.23.4″ _module_preset=”18f7a230-5493-48a4-ae2d-d65dc54ee311″ text_font=”Montserrat|900|||||||” text_font_size=”45px” header_text_color=”#000000″ header_2_font=”Montserrat|900|||||||” header_2_text_color=”#000000″ header_2_font_size=”45px” custom_margin=”||||false|false” custom_padding=”15px||15px|20px|false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]

The influencer-excitement paradox<\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”1669c909-156a-43d1-88f4-d63e9a19d0a7″ custom_margin=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

It turns out that excitement isn’t a one-size-fits-all approach.\u00a0<\/span><\/p>\n

Research<\/span><\/a> reveals a stark contrast in how excited language affects micro versus macro-influencers. <\/span><\/p>[\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2024\/03\/influencers-and-their-messages.png” _builder_version=”4.23.4″ _module_preset=”default” theme_builder_area=”post_content” alt=”Illustrative comparison of micro and macro-influencers based on their follower counts and engagement levels, referencing a scientific journal.” title_text=”Illustrative comparison of micro and macro-influencers based on their follower counts and engagement levels, referencing a scientific journal.” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.23.4″ _module_preset=”1669c909-156a-43d1-88f4-d63e9a19d0a7″ custom_margin=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

For micro-influencers <\/span>(those with less than 100,000 followers)<\/span><\/i>, an enthusiastic “<\/span>LOVE THIS!<\/i><\/b>” can <\/span>boost engagement by 38%<\/b>.<\/span><\/p>\n

However, for macro-influencers <\/span>(with over 1 million followers)<\/span><\/i>, the same excitement can <\/span>reduce engagement by 31%<\/b>.<\/span><\/p>\n

Why does this happen? \ud83e\udd14<\/span><\/p>\n

The answer lies in authenticity and relatability.\u00a0<\/span><\/p>\n

Micro-influencers, often seen as more relatable ‘<\/span>average<\/span><\/i>‘ individuals, can use excited language without coming across as insincere.\u00a0<\/span><\/p>\n

Their followers perceive their enthusiasm as genuine, enhancing trust and engagement.<\/span><\/p>\n

Conversely, macro-influencers are viewed through a more sceptical lens.\u00a0<\/span><\/p>\n

Their large following and perceived professional status mean that overexcited language can seem inauthentic, more like a hard sell than a heartfelt recommendation.<\/span><\/p>[\/et_pb_text][et_pb_code _builder_version=”4.23.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_code][et_pb_text module_id=”02″ _builder_version=”4.23.4″ _module_preset=”280b61e4-116e-4c17-8487-38cd9b268d98″ text_font=”Montserrat|900|||||||” text_font_size=”45px” header_text_color=”#000000″ header_2_font=”Montserrat|900|||||||” header_2_text_color=”#000000″ header_2_font_size=”45px” header_3_font=”Montserrat|900|||||||” header_3_font_size=”35px” custom_margin=”15px||15px||false|false” custom_padding=”15px||15px|20px|false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]

So, how do you craft the perfect influencer message?<\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”1669c909-156a-43d1-88f4-d63e9a19d0a7″ custom_margin=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Brands and their influencer partners must tailor their messaging strategy to the influencer’s audience size.\u00a0<\/span><\/p>\n

For micro-influencers, embracing high-energy language, complete with emojis, exclamation marks, and vibrant words like “<\/span>Obsessed!<\/i><\/b>“, can be highly effective.\u00a0<\/span><\/p>\n

This enthusiasm, as long as it feels genuine, can also be leveraged with promotional language encouraging immediate action, like “<\/span>Order it here now<\/i><\/b>“.<\/span><\/p>\n

Macro-influencers, however, should adopt a more measured approach.\u00a0<\/span><\/p>\n

Informational messaging that educates their audience, such as “<\/span>Find out more here<\/i><\/b>“, is preferable to overtly promotional language.\u00a0<\/span><\/p>\n

This shift not only aligns better with their perceived persona but also fosters trust and engagement by focusing on delivering value over selling.<\/span><\/p>\n

And you get bonus points if you notice that this slow, steady approach is now part of <\/span>MrBeast\u2019s 2024 YouTube strategy<\/span><\/a>.<\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”280b61e4-116e-4c17-8487-38cd9b268d98″ text_font=”Montserrat|900|||||||” text_font_size=”45px” header_text_color=”#000000″ header_2_font=”Montserrat|900|||||||” header_2_text_color=”#000000″ header_2_font_size=”45px” header_3_font=”Montserrat|900|||||||” header_3_font_size=”35px” custom_margin=”10px||10px||false|false” custom_padding=”10px||10px|20px|false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]

An example of the perfect influencer message<\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”1669c909-156a-43d1-88f4-d63e9a19d0a7″ custom_margin=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Tech influencer Marques Brownlee exemplifies this \u201c<\/span>quiet, authentic<\/span><\/i>\u201d strategy perfectly. \ud83d\udc47<\/span><\/p>[\/et_pb_text][et_pb_code _builder_version=”4.23.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]