ІНФЛЮЕНСЕРИ ЯК ВАЖЛИВИЙ СКЛАДНИК ЦИФРОВОГО МАРКЕТИНГУ

Abstract

The main types of digital marketing and subtypes of social network marketing are presented, which differ based on the specifics of the posted content and the main characteristics of the target audience. Scientifically based approaches to influencing the target audience through the formation of requests for useful advice and recommendations help to optimize the activities of companies in the digital environment. It is expedient to implement the presented approaches within the framework of recommendation marketing. The expediency of using influencers to establish long-term and effective communications with potential customers in the digital environment has been proved. The effectiveness of the use of opinion leaders is based on the tendency of users to trust bloggers more than advertising in offline and online environments. Experts recommend that in the framework of social network marketing to distinguish: YouTube-marketing, Instagram-marketing, TikTok-marketing, Facebook-marketing, LinkedIn-marketing and more. Due to the specifics of photo and short video content distribution, Instagram is very popular among influencers, who have the opportunity to constantly contact the target audience and attract a large number of subscribers. The main factors influencing the cost of influencers' services and features of building a marketing campaign in the digital environment are revealed. The use of celebrities is subject only to large companies due to significant advertising budgets, and small companies do not have the opportunity to spend significant amounts of resources to attract top influencers. The incompatibility of costs and results forces small businesses to engage in marketing campaigns in the digital environment of leaders of influence, who demand much lower fees for their services. The gradation of payment of opinion leaders in the current year depending on the number of subscribers is given and the specifics of pricing of services of popular personalities (actors, sportsmen, models, etc.) are outlined. The dynamics of changes in the structure of social media and the emergence of new players over a short period of time, which is explained by the processes of digitalization and the rapid change of interests of the target audience.