Up until 2014, influencer marketing was not a big focus for brands. Fast forward to 2018, and it has become one of the most talked-about strategies. The rise of social media influencers and the growing number of brands looking to leverage their reach have transformed influencer marketing. According to Nielsen’s Global Trust in Advertising Survey, two-thirds of consumers trust opinions posted on digital platforms. Meanwhile, traditional media like television, print, and digital ads have seen a decline in their influence.
As a result, influencer marketing remains a key part of marketing campaigns in 2018. Here are the top influencer marketing trends shaping the future of this strategy.
5 Trends Shaping the Future of Influencer Marketing
Influencer marketing is evolving into a more sophisticated strategy. Unlike 2017, where many brands were experimenting, 2018 brings a more structured approach. To stay ahead, you need to stay updated on the latest trends. These key trends will help you adjust your marketing strategy to increase ROI and stay competitive.
1. Augmented Reality (AR)
We have all seen how PokemonGO excited the gamer in us with its augmented reality (AR) experience. Using innovative tech like AR allows brands to create memorable campaigns, making them stand out on social media. Consumers are also eager to experience AR content through their mobile phones.
According to an ISACA survey, 62 percent of US consumers are interested in the shopping benefits that AR can offer. This opens up opportunities for brands to deliver AR content through social media influencers. Although still in its early stages, AR is rapidly gaining popularity, with over 500 startups already listed in this category on AngelList. This growing trend signals the arrival of AR in influencer marketing.
2. The Rise of Micro-Influencers
Micro-influencers are individuals with a following of less than 10,000 who have significant influence in niche markets. Because they are experts in their fields, their opinions carry weight with their audience. Brands can use micro-influencers to target small, highly engaged segments and drive purchase decisions.
Unlike celebrities, micro-influencers charge less and tend to be more proactive in their campaigns. In fact, 90 percent of influencer posts in early 2016 were made by individuals with fewer than 1 million followers. By working with 20 to 30 micro-influencers, brands can run successful campaigns without breaking the bank. A great example is Daniel Wellington, the Swedish watchmaker, who partnered with influencers from various niches to reach diverse audiences.
3. Instagram as a Hot Market
Once the go-to platform for social interactions, Facebook has seen a decline in popularity, especially among millennials. Meanwhile, Instagram has become the leading platform for influencer marketing. The influencer market on Instagram is currently valued at around $1 billion and is expected to double by 2019.
Instagram’s constantly evolving algorithm makes it a dynamic platform for experimentation and growth. Brands, particularly in the B2C sector, are ramping up their efforts on Instagram, where a significant portion of the audience consists of millennials. The platform’s visual focus makes it ideal for influencer-driven campaigns.
4. Better Tools for Influencers and Marketers
Measuring ROI from influencer marketing has always been a challenge. However, the increasing traction of this strategy is driving the development of better tools for both influencers and marketers. These tools will help brands find the right
influencers and provide in-depth analytics to measure campaign performance.
Influencers will also benefit from innovations such as Amazon Spark and Shopify VIP, which offer infrastructure for cross-promotion and e-commerce marketing. These platforms allow influencers to launch their own multi-channel stores and receive mentorship, making it easier to monetize their influence.
Additionally, we can expect a rise in Instagram growth tools, while platforms like Twitter and LinkedIn may lose some traction due to noise and API restrictions.
5. Focus on Measuring Engagement
With so many bots and fake followers available, it is easy to artificially inflate follower counts. This has led brands to shift their focus from the number of followers to engagement metrics. Instead of simply looking at follower counts, brands will now focus on clicks, impressions, reach, likes, and comments.
This trend will benefit genuine influencers, as they tend to have higher engagement rates than those with large but inactive followings. It will also encourage influencers to promote posts more effectively and optimize their content for better engagement.
Conclusion: The Future of Influencer Marketing
Over the next two to three years, influencer marketing is expected to gain even more traction. Agencies specializing in influencer campaigns are likely to move up the ladder, working closely with big brands to shape their marketing strategies. Meanwhile, influencers will see an increase in opportunities, as brands compete to partner with the most engaging voices in their niche.
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