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Research shows that more than 30% of marketers find influencer marketing effective in reaching target audiences and enhancing a brand’s reputation. Those are two of the major reasons why influencer marketing is such a widely used strategy.
Marketers use various approaches and tactics to yield better results from their influencer campaigns. But what worked for you a few years ago might not have the same effect this year. That being said, keeping track of the latest influencer marketing trends and learning to adapt may benefit your brand in the long run. Here are some of the trends that you should keep an eye on this year.
More Long-Term Partnerships With Influencers
Brands are now realizing the added benefits of having a long-term influencer relationship. One of which is improved brand credibility. Having the same influencer to repeatedly give exposure to your product or service helps build consumer trust and drive them to make a purchase.
In addition, having a long-term brand-influencer partnership makes the process easier as they already know what works best for both parties in terms of content creation and influencer and brand exposure.
The Rise of Nano- and Micro-Influencers
This year saw more brands placing their trust on influencers who are not as popular as celebrities and macro-influencers but that generate excellent engagement activities. Nano- and micro-influencers are great when it comes to interacting with their followers. They respond to queries in the comment section, post relevant content, and know what keeps their audience interested. They keep the conversation going. And brands have a lot to benefit from the authenticity of these types of influencers.
Instagram Still Reigns as the Top Influencer Platform
With more than a billion monthly active users, it’s no surprise that many influencers use this platform to share their ideas and expertise in their niches. Instagram is a great marketing channel for both brands and influencers who want to grow their network, particularly those in the travel and beauty industry.
Modern Consumers Want More Authentic Content
Consumers are skeptical of the traditional ads and they are after more genuine, engaging content from the brands and influencers that they trust. Content that gives off an authentic feel drives engagement and motivates the audience to take action. When the target audience feels the genuine connection between the influencer and the brand, they are generally more likely to trust the products they promote.
The Continuous Fight Against Influencer Fraud
Fake accounts are populating most of the influencer platforms, deceiving brands to secure sponsorships. It is every marketer’s responsibility to scan the authenticity of the influencer before reaching out for collaboration to prevent wasting the marketing budgets. There are tools that can help you verify the account user and identify if the account is purchasing fake followers and engagement.
This is just a quick overview of the latest trends in the ever-evolving influencer marketing landscape. Identifying what trend or tactic works for your brand requires careful planning and execution. But the most important factor is a meaningful brand-influencer partnership that boosts transparency and authenticity of your content.
Author: Josh Wardini
Josh Wardini is an Editorial Contributor and Community Manager, with a preliminary background in communication and expertise in community development, Josh works day-to-day to reshape the human resource management of digitally based companies. When his focus trails outside of community engagement, Josh enjoys the indulgences of writing amidst the nature conservations of Portland, Oregon.