Influenciadores como estrategia de marketing digital para las pymes.

Abstract

Social networks have become an opportunity for small and medium-sized enterprises (Pymes) in Cúcuta to create strategies to make them visible through these platforms. As a result of the Covid-19 pandemic, Pymes found mobile applications such as Instagram, the perfect place to show their brands and position them locally, with the help of young figures who have become opinion leaders. Since then, Influencer Marketing has become the ideal tool to strengthen the business sector in the capital of Norte de Santander, improving the profitability and production of their businesses. The purpose of this essay is to identify the factors that contribute to why Pymes in the city are focusing on influencers and social networks; and to analyze and reflect on these new trends and changes from traditional to digital. Also, this essay will share the experiences from the point of view of an influencer to know the scope that enterprises obtain when deciding to carry out Digital Marketing strategies with these content creators.