Bayer goes after the ' stars ' of agribusiness

One of the most common mistakes in marketing in today's world, according to experts, is to think of the internet as a mass media. In fact, the digital is the opposite of that. It's a place that users shape to your own image, interests and values. "There is a question of identification", says Bia Farm, founder of Youpix, industry of Accelerator digital creators. In one of the latest reports from the company, appeared the strong tendency of explanation of niches. IE: to speak to a particular audience, you need to understand it and be close to him. Noting this trend, the German giant Bayer, which recently concluded your Union with the American Monsanto, become the biggest global force in herbicides and seeds, decided to set up a Studio in Sao Paulo to promote the production of videos for influencers of agribusiness. Are the typical niche influencers: do not have a large audience in its channels, but are relevant for those who need specific information about the field. A week, five influencers make a two-day immersion in the Studio. In the first, receive training and communication consulting. The courses teach them to behave on camera, thinking themes and to formulate his own screenplay. On the second day, they work for 2 hours, with the help of a producer, to record up to four videos to be published on the web. The contents will be posted on each page on the network and subsequently released AgroServices for which are published in their social networks. The company is not banking offset costs, accommodation and food. Even so, the interest has been great – this year, about one hundred videos must be produced. From 2015, the company maintains the AgroServices, a portal in which clients can access different professionals and exchange their services by points received every real spent on buying brand name products. Already there are about 500 services available and 125,000 farmers registered. New profile one of the changes that the network made clear to Bayer was a greater opening of the agribusiness professional for online shopping. "In the old days, the professionals (in the sector) needed in the eye, a consultant who go to him and looked at the plant. That still predominates, but has changed, "says Thiago Junqueira, strategy and engagement manager at Bayer. Given this diagnosis, the company has identified that it was possible that the professionals who were part of the AgroServices if related to your potential customers through social networks. The idea is to create a generation of "youtubers" of agro. "We want these influencers if scan. We can help them gain visibility, "said Junqueira. Although many of the influencers are consultants, teachers and lecturers, few have familiarity with the cameras. An example is Rainer Souza, Planning Manager 4.0 harvest, a company that seeks to bring technological solutions for the field. Even used to give trainings and lectures, was apprehensive before the camera. "The idea is to get information, so I had to adapt my line to be something more natural," he says. For him, the more difficult it was to imagine the person who will watch from the other side. The language adopted in the videos of influencers aided by Bayer is not advertising. By choosing this path, the company aligns the various brands that build narratives, instead of just talking about themselves and their products. Avon, L'Oreal, Bradesco and Magazine Luiza has followed this trend. "People don't use more brands, but who uses them, and we have seen many of them trying to join some niches," says Matthew Barnes, Executive Director of the advertising agency Isobar.