September 28th, 2023

Influencer Marketing

6 min.

What is the future for Influencer Marketing?

The field of Influencer marketing has grown exceptionally over the last few years and its growth continues today. It has become one of the most popular marketing strategies, using an effective technique to target audiences in an authentic way. In this blog, we will be exploring the most recent trends and insights that are influencing influencer marketing today. 

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Mirco and Macro Influencers Rising in Prominence

Mirco and Macro influencers are becoming increasingly favoured by brands, as they have an effective, specialised niche and a relatively high engagement rate compared to other creators with a bigger following.

Micro and macro influencers frequently retain a personal and relevant connection with their audience, unlike celebrities. An audience tends to trust a creators recommendations because they are less ad-like due to their niche-focused content, as well as their loyal following.

According to the GottaBe! Marketing survey, 82% of customers are ‘very likely’ to follow a recommendation from a micro-influencer.

These influencers have the potential to raise your brand’s visibility and awareness by introducing your goods or services to a sizable, devoted following – not only this, but these influencers will typically charge less and provide a more personalised, and focused content. 

Authenticity and Transparency

An authentic influencer can lead their platform to have higher engagement levels and increased brand loyalty. Pushing past the scripted and staged content, brands can build trust and establish genuine connections with their audience.

These days, brands specifically search for this whilst collaborating with influencers. They want influencers whose content reflects their beliefs while also showing genuine interest in the goods or services. Most importantly, they seek influencers with loyal and engaged following.

These things can give brands confidence that their content will be effective, and as a result, they ought to receive a return on their investment. For the most part, brands will seek creators who already organically include their goods or services.

Niche and Industry-Specific Influencers

Partnering with influencers who have a strong understanding of their specific market and audience within Influencer Marketing helps brands have the confidence in working with them.

Based on their particular niche, influencers build up their own following. When you work with an influencer whose niche is based around your brand, such as items for parents, you can effectively have a target audience right at your fingertips, ensuring that anyone who views the influencer’s content will find it relevant.

According to Hubspot, influencer marketing has the second-highest ROI of any marketing trend, so your investment on it won’t be a waste. Working with an influencer who has a strong specialised field and aligns with your brand can be extremely effective in the long run.

Long-term Relationships over One-off Campaigns

Long-term partnerships are thought to be more successful than short-term, resulting in a shift with how influencers and businesses collaborate. While short-term collaborations can increase reach and engagement, a long-term partnership strategy can build credibility and trust, which is typically more successful with your campaigns.

One-off campaigns often focus on a single event at a time. For special occasions or yearly shopping days like Mother’s Day, Father’s Day, Valentine’s Day, Black Friday, and Cyber Monday, this kind of advertising is very effective. With these events, you may also advertise a limited discount by promoting the content with a code or a link.

On the other hand, when working with the same creators over time, long-term campaigns help to strengthen brand identification. Influencers will discover that as time goes on, they may receive a bigger budget as well as more creative freedom. This is because of the relationship between the brand and the influencer becoming more trustworthy over time.

Video Dominance 

Making use of TikTok, YouTube Shorts, and Instagram Reels can really encourage engaging content. This is due to the content becoming extremely personalised and relatable, especially given that humans process visuals 60,000 times faster than text. Since voiceovers and speaking to the camera can evoke strong emotions, viewers can really relate to them. 

When visitors read a post with a lot of text, they will usually lose interest right away. However, individuals are far more likely to watch a video, especially younger generations. People are thought to retain information better from a one-minute video in comparison to a 5–10-minute read. This demonstrates the impact of how captivating videos can be for viewers.

This kind of content creation gives a visual approach that can catch viewers’ attention. Videos may boost website traffic, engagement, and conversions, according to Hubspot. It is difficult to demonstrate your views with simply pictures; videos allow you to go into greater detail. Compared to text and image material combined, social videos can generate 1200% more shares. 

The Role of AI and Data Analytics

Since the launch of AI, the Influencer Marketing industry has made the most of this tool. AI provides us with comprehensive data analysis and reporting on campaigns. This allows brands to measure the effectiveness and ROI of their influencer collaborations. AI-driven analytics provide valuable insights which includes tracking key metrics such as reach, engagement, conversions, and sentiment analysis. This shows the impact and success of influencer marketing initiatives.

By leveraging the use of AI algorithms, brands can recognise influencers who are a suitable to connect with their target audience. This ensures that their campaigns can relate with the correct people. With this type of advertising, the level of targeting and personalisation leads to a higher engagement rate, increased brand awareness, and a better ROI.

Regulatory Changes and Ethical Considerations

It’s crucial within influencer marketing that the influencer thinks carefully about the products they choose to promote. This is what creates authenticity in product promotion because it considers the audience’s influence. Because their audience trusts them, promoting ethical items can help enhance an influencer’s engagement rate.

Influencers must use the hashtag #ad when uploading content for an advertisement in accordance with ASA and CAP guidelines. These advertising organisations control UK advertising laws and procedures. Due to the possibility of fines, it is imperative that these rules be followed by everyone participating in the advertisement. The ASA and CAP do not intentionally seek for influencers who exclude the hashtag “ad,” but rather learn about them when consumers report them.

It is well known that there are social media guidelines, or rather, a rule book, to make sure your social media posts are open and honest. By ensuring you have this, you can grow to build your credibility and attract viewers since they feel confident in you.

Out of focus male influencer recording content on a digital camera.

As customer preferences and technological advancements change, the field of influencer marketing will continue to grow and adapt. Brands must adjust to these developments and adopt the newest influencer marketing techniques if they want to remain competitive. Brands may forge deep connections with their consumers and successfully execute influencer campaigns in 2023 and beyond by remaining knowledgeable and adaptable.

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