{"id":46551,"date":"2021-12-22T11:50:44","date_gmt":"2021-12-22T10:50:44","guid":{"rendered":"https:\/\/grupowdi.com\/2021\/12\/22\/tiktokers-influencers-or-streamers-which-one-to-choose\/"},"modified":"2026-10-20T20:27:42","modified_gmt":"2026-10-20T18:27:42","slug":"tiktokers-influencers-or-streamers-which-one-to-choose","status":"publish","type":"post","link":"https:\/\/grupowdi.com\/en\/2021\/12\/22\/tiktokers-influencers-or-streamers-which-one-to-choose\/","title":{"rendered":"TIKTOKERS, INFLUENCERS OR STREAMERS, WHICH ONE TO CHOOSE?"},"content":{"rendered":"\n

The answer is it depends. Like everything in life, it depends. It is clear that we have to adapt to new formats and this translates into starting to use video as a form of communication. It is faster, more dynamic and generates more engagement. As we are about to enter 2022, this is more than a fact, and the figures prove it.<\/em><\/p>\n\n

Now, if I have to start creating content in video format, what should I do? This is a question that more and more brands are asking themselves every day. And we must always keep our target audience in mind. How old are they? How do they behave? What do they need?<\/p>\n\n

Therein lies the real key to not investing our time and money in a platform that is not the right one. It is necessary to add that there is no one better than another. They all have their audience and their functions, and that’s why we have to do a little research. In this way we will be able to focus all our attention directly on the one that gives us a benefit.<\/p>\n\n

INSTAGRAM: Long live the King<\/strong><\/h2>\n\n

No podemos hablar de marketing de contenidos<\/strong> sin mencionar a Instagram, el origen de esta transformaci\u00f3n digital<\/strong>. Este gigante del sector audiovisual<\/strong> lleva a\u00f1os liderando la comunicaci\u00f3n entre marcas y audiencias. En sus inicios comenzaron las primeras campa\u00f1as colaborativas con perfiles que acumulaban miles de seguidores: los que hoy consolidan el sector del influencer marketing<\/strong>. Gracias a este fen\u00f3meno ha nacido una profesi\u00f3n s\u00f3lida enfocada en la creaci\u00f3n de contenido digital<\/strong> como principal fuente de ingresos.<\/p>\n\n

Sin el impacto de Instagram no existir\u00eda el ecosistema actual de TikTok, Twitch o Discord. Esta estrategia para conectar empresas con consumidores a trav\u00e9s de prescripciones genuinas<\/strong> en lugar de celebridades tradicionales supuso un cambio radical en la publicidad corporativa<\/strong>. Por esta raz\u00f3n, mantener la presencia en esta red social<\/strong> sigue siendo imprescindible dentro de cualquier plan de medios<\/strong>.<\/p>\n\n

Sin embargo, \u00bfenfrenta la plataforma un cambio de ciclo? Lo cierto es que la red se adapta constantemente a los nuevos formatos de v\u00eddeo corto<\/strong> para competir con TikTok, priorizando los algoritmos de recomendaci\u00f3n<\/strong> en Reels<\/strong> y publicaciones din\u00e1micas frente a las im\u00e1genes est\u00e1ticas. Para integrar estas acciones con creadores dentro de una cobertura publicitaria completa, puedes revisar c\u00f3mo desarrollamos campa\u00f1as integradas desde nuestros servicios de marketing especializados<\/a> o revisar casos reales de \u00e9xito en el blog de estrategias digitales de Grupo WDi<\/a>.<\/p>\n\n

\"Graph
Insider Intelligence<\/a> study on Instagram’s reach by age ranges.<\/em><\/figcaption><\/figure>\n\n

But Instagram has to face the reality it has run up against: new generations want video that is more immediate, more selective and in line with their interests.<\/p>\n\n

Influencers<\/em>are not going to cease to exist from one day to the next because they will always have their audience. Those loyal followers who have grown up with them, and who have accompanied them throughout their career. These users are the same ones who continue to use Instagram because they are made to the platform and old habits die hard.<\/p>\n\n

On the other hand, the new generations leave more aside these platforms and make the leap to other ”younger” ones, where the content is demanded by them and where referent personalities abound, because the virality factor is very high.<\/p>\n\n

STREAMERS: The other side of the coin.<\/strong><\/h2>\n\n

\u00bfQu\u00e9 es exactamente un streamer<\/strong> y cu\u00e1l es la diferencia entre streamer y influencer<\/strong>? En una frase sencilla: son personas que crean contenido en directo<\/strong>, sin un guion ni filtros, de manera natural, mientras interact\u00faan con el p\u00fablico en tiempo real.<\/p>\n\n

De esta manera podemos encontrar personajes como Ibai Llanos<\/strong> o Laura Escanes<\/strong>, que se conectan cada d\u00eda para hablar en vivo con miles de seguidores. Es el otro extremo de las plataformas sociales. Mientras que Instagram se basa en una constante publicaci\u00f3n premeditada y programada de fotos que llevan una gran producci\u00f3n detr\u00e1s, en plataformas de retransmisi\u00f3n en vivo<\/strong> como Twitch<\/strong> o Discord<\/strong>, la interacci\u00f3n de un influencer streamer<\/strong> se basa en mantener conversaciones espont\u00e1neas con sus seguidores, exactamente igual que har\u00edamos con amigos en el d\u00eda a d\u00eda.<\/p>\n\n

Entender la diferencia entre influencer y streamer<\/strong> permite comprobar c\u00f3mo este tipo de campa\u00f1as con influencers<\/strong> genera un impacto directo en la audiencia, haciendo que los usuarios se sientan cercanos e identificados con sus referentes digitales. Comprueban que no existe trampa ni cart\u00f3n. Las conversaciones, las reacciones y los errores son completamente genuinos.<\/p>\n\n

Normalmente es contenido enfocado en videojuegos<\/strong> y eSports<\/strong>, pero a medida que pasa el tiempo, y sobre todo gracias a la pandemia, el abanico tem\u00e1tico se ha ido ampliando y variando. Y tambi\u00e9n su p\u00fablico. La Generaci\u00f3n Z<\/strong> y los p\u00fablicos j\u00f3venes ya no pasan horas delante de un televisor, y consumen entretenimiento de forma inmediata. Ellos deciden cu\u00e1ndo.<\/p>\n\n

Sin embargo, en canales de streaming<\/strong> como Twitch, el tipo de formato puede recordar a cuando encend\u00edamos a determinada hora la televisi\u00f3n para ver nuestro programa favorito. Aunque la gran diferencia en los eventos de influencers<\/strong> interactivos es que podemos comunicarnos directamente a trav\u00e9s del chat en vivo, compartiendo opiniones e ideas al instante.<\/p>\n\n

De esta manera, miles de personas se conectan simult\u00e1neamente para ver el mismo evento o emisi\u00f3n. Para las marcas que planean la organizaci\u00f3n de eventos corporativos con influencers<\/a>, esta plataforma transmite cercan\u00eda, autenticidad y transparencia al no contar con edici\u00f3n previa por parte del creador. Para integrar adecuadamente a estos perfiles en tus campa\u00f1as globales de comunicaci\u00f3n, consulta los casos reales de \u00e9xito ejecutados por nuestra agencias en el portfolio de proyectos de Grupo WDi<\/a>.<\/p>\n\n

TIKTOK: Much more than dances.<\/strong><\/h2>\n\n

Finally, we have TikTok,<\/strong> the giant that has taken everything by storm in the last year. This one combines the formats of the two previous ones. We can create premeditated videos with editing and postproduction, we can make live or we can hit the record button and let what comes out. In TikTok<\/strong> there are no rules.<\/p>\n\n

And the new generations know it. That’s why it’s their favorite platform. The fact of being able to swipe and consume hundreds of 1-minute videos of various kinds has positioned it as the platform of reference among the Z generation.<\/p>\n\n

That’s why many brands have jumped on the bandwagon and are starting to direct their communication there<\/a>, especially fashion and beauty brands, such as Pull & Bear or L’Oreal collaborations.<\/p>\n\n

The tiktokers<\/em> are young people, who do not follow the pattern of content creation that we knew until now. Their cynical humor, their participation in society and their knowledge about global issues make them a reference for other young people their age, and all this without the need to leave their room or even get dressed up.<\/p>\n\n

Plus, there’s instant virality thanks to popular sounds, or trends<\/em> like transitions or effects in the videos; so it’s a very easy way to get noticed. This type of immediate communication is what is sweeping and shaking platforms like Instagram<\/strong> or Youtube,<\/strong> which also included in its strategy the shorts<\/em>, where content creators can record mini-videos for their followers.<\/p>\n\n

\"Graph
Insider Intelligence<\/a> study on TikTok’s reach by age ranges<\/em> <\/figcaption><\/figure>\n\n

Which one is best for my strategy?<\/strong><\/h2>\n\n

As we have seen, all three platforms have a clear and distinctive form of communication, and are aimed at different audiences. Therefore, we need to understand what we want to communicate and who we want to target.<\/p>\n\n

This way, we can choose what type of content we need to create and choose our ideal content creator. If your brand is targeting the Z generation, it is clear that TikTok<\/strong> is the solution; whereas, if it is a millennial audience or your brand is only looking to build loyalty, Instagram is the one.<\/p>\n\n

If what we want is for our brand to be tested or generate notoriety, Twitch<\/strong> is a good option. All three options will be a success, and is that digital content will never stop, and the here and now content provided by the video format is gaining day by day positions among content marketing strategies.<\/p>\n\n

At Grupo WDi<\/strong>we have 360\u00ba strategies, where digital channels are as important as traditional ones. You can always open our mailbox and consult which type of content creator is the best for your brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

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