Influencer marketing has become one of the most advantageous strategies for brands to employ. With influencer marketing, there’s an “influencer,” who uses various social media outlets (Instagram, Facebook, SnapChat, YouTube) to promote a brand’s products and services. This influencer is generally a trusted figure within a specific community with a loyal following of their own.
According to Social Media Today, “Influencer marketing delivers 11x higher ROI than traditional forms of digital marketing” and “94% of marketers who’ve used influencer marketing believe the tactic to be effective.” Adidas, Gap, American Express, Motorola, and Target are just some of the big-name brands that have turned to influencer marketing to boost their campaigns.
While influencer marketing isn’t going anywhere anytime soon, 2019 will see some particularly exciting trends emerge within the landscape. The following article will cover five shifts in Influencer marketing we’ll be seeing this year.
There will be an increase in smaller-scale influencers: While many of the influencers whom we see today have hundreds of thousands (even millions!) of social media followers, many brands are turning more and more towards micro influencers. These micro (or nano) influencers usually have between 1,000-10,000 followers, and appeal to brands because they are more specialized, and therefore they’re likely to be more trusted by consumers. Like consumers, these micro influencers are everyday, ordinary people, whose opinions will carry weight within their niche communities. This is great news for brands, who won’t have to spend so much on big names to see real results.
There will be a demand for more authentic video content: Video is a powerful marketing tool, with over 64% of consumers more likely to buy a product online after watching a video about it. But not all video content is created equally. There is a demand for original video content from influencers that consumers can truly engage with. Influencer videos that creatively entertain audiences while successfully transmitting a brand message will be the gold standard moving forward.
Instagram will reign supreme: Instagram has long been a favorite platform of influencers, and it will continue to increase in popularity. With over 1 billion monthly active users, a user-friendly interface, and wide array of media options, Instagram makes the ideal hub for influencers. Instagram live streams that give audiences an unfiltered, behind-the-scenes look into the lives of influencers are particularly valued within the platform’s community.
Influencers will build long-lasting relationships with brands: The partnerships between influencers and brands will become more strategic and less transactional. Influencers work hard to gain credibility from their following, and wise brands will recognize the value of this, and rely on their influencers as their business expands.
Transparency will continue to be valued: Audiences are immediately able to spot a fake, so influencers should genuinely like the brand or product they’re endorsing. In order to maintain the trust of their followers, influencers should provide honest opinions on the products they promote, and always let their audiences know when they’re being paid to endorse.
Influencer marketing is a valuable tool with exciting prospects, but it is only through a well-rounded, comprehensive marketing strategy that your brand will see the best results. Contact NRPR Group today to learn just how we can help your business expand.
Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work in the Marketing Department, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.