Fabiola Guerrero, Head of Influencer Marketing at SAMY, believes that the real power of influencers is building communities and becoming a trusted voice. In this interview, she explores how a diverse ecosystem can shape the future of marketing.
“The superpower of influencers is their ability to build communities and establish themselves as a relevant figure within that group. That influence is invaluable”
She adds that it is also important to “develop a diversified strategy that considers different channels.” After 12 years in operation, the company is now focused on creating an ecosystem of like-minded individuals and independent agencies that want to keep advancing and evolving marketing.
What are the key factors today for staying close to consumers and building healthy relationships with them?
Cultural relevance is essential. It’s important to think beyond engagement and build cultural capital to structure strategy and execution in a way that fosters stronger, healthier, and long-term relationships with consumers. Activating cultural insights from the audience correctly enhances emotional connection. It’s not about following trends but exploring the territories where the brand wants to position itself and identifying themes that matter, becoming a relevant voice within those communities.
How important is research for marketing today?
Research is extremely relevant in today’s hyper-segmented context, as it allows a deep understanding of the consumer. In a recent study we published, 60% of respondents admitted difficulties in integrating cultural trends into their strategies due to time constraints. Data and trends often become outdated quickly, while decision-making processes are slower. With the rise of AI and machine learning, we can conduct predictive analyses that anticipate changes in consumer behavior before they happen. This allows brands to be proactive in their strategies and creativity, adjusting communication in real-time to consumer needs and interests, optimizing resources, and achieving impactful results.
“Content creators generate brand awareness and deliver tangible sales results for brands”
Why is influencer marketing one of the most important disciplines in today’s advertiser strategies?
Creators can turn brand affinity into measurable commercial results, giving brands the opportunity to generate awareness while also driving tangible sales outcomes. Their influence impacts the entire funnel, particularly brand building and consideration, which ultimately contributes significantly to conversion.
More brands—and influencers—believe that success requires presence across all channels. How can using multiple social platforms affect or benefit a single profile? What is the most suitable model?
According to IAB Spain, average social media usage in 2024 reached a seven-year high (4.9 platforms). This translates into millions of potential interaction points with users across different platforms. Each social network has its own purpose, audience, and code.
Simply replicating the same content across platforms does not work. To design effective strategies, it’s necessary to understand the role each platform plays in community building and positioning, and make decisions based on that.
