INFLUENCER MARKETING: A Trend That Never Died

“A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans.”        — Tamara McCleary

Influencer marketing was previously considered to be a flash in the pan in the marketing industry. Without a passing thought, it was considered a fad that won’t make a lasting market. But now we would be entering a new year and influencer marketing is still thriving.

People who did not believe in the power of influencer marketing have started using it as the greatest weapon in their arsenal. Influencer marketing has been used as one of the most powerful channels to build your brand in minds of the target audience.

It all begins with the craze for an application we all know as Tiktok. TikTok is currently the third-largest platform and continues to expand. Since its launch, TikTok influencer marketing has seen significant growth, but in 2020, it will finally take off.

The platform originally served as a music and dance video app for teenagers, but it has lately expanded and is now widely used by adults, brands, and businesses.

1.   Video-Based Content At Rise

A completely new approach to sponsored content has emerged with the popularity of TikTok and Instagram Reels. Many influencers now prefer to express themselves through the creation of enjoyable, easily consumable material. Naturally, it is supported by the Instagram algorithm as well!

Brands are using both platforms to boost their campaigns by developing challenges and TikTok dances, for example, in addition to influencers using Instagram Reels and TikTok to express themselves and reveal more details about their lives.

For example, Colgate collaborated with Dolly Singh a famous and most-loved influencer on Instagram, to promote Colgate Visible White Toothpaste with the hashtag #SmileOutLoud.

In the ad, she expressed how people used to ask her to fix her teeth as she had uneven teeth but she confidently keeps on smiling. The message was well presented and people loved and connected with the ad.

2.   New Sources Of Income For Influencers

Influencers appear to be expanding their business ventures and aren’t only sticking to sponsored posts, which can only be a good thing, right?

Influencers are increasingly launching their own companies, providing services, and marketing both real and digital goods. This works for other niches as well and is typical for profiles in the personal development, financial advice, nutrition, and spiritual awakening categories.

3.   Influencer Postings Will Become More Authentic

Many brands are putting more emphasis on engagement rate when selecting influencers to work with than follower count. Creators, not influencers, are becoming increasingly common as corporations seek more content. They are more flexible when it comes to content creation, and it is simpler to develop personal connections with them.

Peer-to-peer referrals and suggestions from friends and family are getting more and more popular while looking for influencers to collaborate with.

4.   Influencer Marketing Will Be Less Expensive

More influencers are putting more of their attention into new platforms like TikTok and Instagram Reels, where impressions and engagements are better than when they post on feeds and Instagram Stories. Brands then use such assets to their advantage by white-listing them on social media sites, which lowers the acquisition cost compared to running the advertisements from the brand itself. Although white-listing isn’t a particularly novel idea in the industry, it has gained popularity recently among firms trying to combat the rising cost of advertising since creatives are consistently making the most impact.

5.   Increase Brand Awareness And Trust

Utilizing the credibility that influencers have established with their target audiences is another important aspect of using them to promote goods and services.

As a result, rather than having to start from scratch, influencer-generated leads are frequently warm leads that are prepared to make a purchase.

6. Increased Chance Of Backlash

The internet is a morally ambiguous place, but social media users—especially Gen Z and younger millennials—tend to err on the left and pass quick judgement on those who think differently.

According to research, 38% of Gen Z consider a brand’s track record on “causes” like social justice and sustainability when determining whether or not to spend with them.

This agenda includes the online users they follow and the suggestions they provide.

Influencers’ accounts may be inadvertently blocked overnight if it emerges that they have a questionable track record on issues that concern their followers—or, worse yet, if they are shown to have acted hypocritically.

Influencers should put more emphasis on their brand from a PR standpoint as a result. It’s always preferable to get things out in the open for yourself since if they have any secrets, they will eventually come to light.

7. Hidden Engagement Metrics

Some people applauded Instagram’s initial introduction of the feature to hide the number of likes a post earned from your followers as a shift away from some of the less savoury aspects of social networking.

We do anticipate that a greater number of influencers will utilise the feature as a sharper focus is shone on the emotional toll that posting your life online for approval may have.

While we doubt that this will apply to the majority of creators, companies will need to be aware of it, especially as Instagram evolves toward the full-screen model presently in use, where “likes” are not displayed on the main view regardless of whether they are hidden or not.

The Final Say

The above-mentioned trends indicate that influencer marketing now has a significant position on the table. Today, influencer marketing is successful because consumers trust other individuals more than they do brands.

Influencer marketing enables brands to authentically engage with audiences at a level that is impossible with other forms of marketing.

For more profound guidance, book a strategy call today with our Influencer marketing experts!