Influencer marketing trends for 2020
Even in 2019, the word “Influencer” still had people both inside and outside of the marketing industry facing off with differing opinions about this marketing concept. However, despite all of the overwhelming negativity, influencers continued to work, taking up the industry by storm and owning the space.
This, in turn, forced even the toughest sceptics in various marketing firms across the world to fall in line and roll out digital strategies that include influencer marketing. A global report done by eMarketer, found that companies are increasing their focus on influencers as part of advertising media mix, with 44% focus on social media platforms such as Twitter, Instagram, Facebook, and TikTok.
Rakuten Marketing also did a study which found that 64% of consumers prefer video content. On the other hand, 61% found images more intriguing and only a staggering 38% follow written content.
Influencers in the entertainment, fashion and beauty industries are leading on the list of top followed influencers in the world.
If this is not an indication that influencer marketing is not going anywhere, perhaps the new rules and trends might sway your viewpoint.
In the previous year, South African influencers were ordered to disclose sponsored content in accordance to the Advertising Code of Practise on Social Media (which is standard with the International Code of Advertising Practice).
This refers to all the platforms they utilise to share content with their followers.
Of course, 2020 will come with its own new set of trends that will be bigger and better in the influencer marketing arena. Read below to get a bit of an introduction of the new trends.
Although video is not new, video content is predicted to become even more in demand. We’ve already seen a huge interest in platforms like the new TikTok, YouTube and IGTV. This year, these could take over completely.
Quite a tongue twister but this is similar to the ‘no-makeup-makeup’ which essentially means influencers will try and be more authentic by adding less filtres to their post by appearing like there are no edits done whatsoever.
3. Engaging content over Likes
When Instagram made an announcement that it is removing the popular ‘Like’ feature, many influencers were apprehensive about what this could mean for them and their ability to factor likes on their insights. The general consensus is that, this will encourage influencers to create more authentic and engaging content which should see followers comment instead of just liking.
4. Value-added content
And, while we’re talking about engaging content, the new trend of sharing content that’s more personal is set to take over. Because relatability adds more value.
5. Long-term partnerships
Like brand ambassadors. Influencers will evolve into brand partners instead of just being once-off marketing partners. Experts agree that long term offers better chances of ROI.
6. The rise of Micro and Nano Influencers
Micro and nano influencers have the highest engagement rates in comparison to their macro influencer counterparts. A simple example of a successful campaign with nano influencers is the Zara online store launch.
From the above trends it is evident that more and more businesses should be integrating influencer marketing as part of their overall strategy. We have worked with quite a few micro influencers in the year 2019 and have seen the impact and results for brands. If you would like to know more on how micro influencer marketing can impact and build your brand as a small business contact us on firstname.lastname@example.org to find out more.