Last year was a great development for the influencer marketing industry. It has become so immense that it’s now difficult to imagine our social media feeds without influencer marketing. It reigns as the fastest-growing channel for customer acquisition. Brand managers today need to do everything they can to prepare for the next generation of digital leaders.
Below are some of the top predictions for influencer marketing for 2020 and beyond.
Long term partnership between brands
Both brands and influencers have begun to realize the advantages of forming long-lasting relationships with each other. Such long-lasting collaborations will become the standard in 2020 and beyond as influencer-brand recognition grows. This authenticity can be recognized by audiences and increase the engagement of influencers as brand ambassadors.
For the past few years, numerous influencer campaigns have concentrated on a single platform. For 2020, expect to see a wide range of brands depending on cross-platform campaigns because of recent privacy concerns on social media sites like Facebook. Influencers. Brands are bound to go for more engaged yet less saturated platforms like TikTok.
Micro- and macro-influencers
Last year, brands began to recognize the value of utilizing both micro- and macro-influencers to produce conversions. However, in 2020, predictions say that integrating macro- and micro-influencers will become the new standard.
Micro-influencers zoom in on select markets with highly engaged viewers so they are best at attracting interest and purchase intent among specific buyers. People relate to such influencers and trust their ideas.
Meanwhile, macro-influencers provide a wider brand coverage. But their audiences are less engaged.
Thus, combining both micro- and macro-influencers is the best method to reach out to different audiences.
Video as the main medium to advertise
Influencers have spearheaded the movement towards short video content because they know this achieves higher engagement, which means more eyes on their content and a better chance at being discovered. Also, video helps them form a closer relationship with their followers.
The importance of including video content in marketing strategy cannot be overlooked. Video usage through mobile devices rises by 100% every year.
Last year, TikTok had a drastic 70% increase in users worldwide. This year, it has around 550 million users, 41% of which are aged between 16 and 24 years old. What people rave about it is that users can create original content, challenges, or music. A whole new generation of creators are now free to explore the short-film video format in a way that has never been done before.
Instagram has also acknowledged the importance of video. It has reworked its IGTV to be more user-friendly and inviting.
Users are certainly responding more to videos. New research has shown that video posts have twice the engagement rate of image posts on Instagram. By 2022, 82% of all consumer online traffic is predicted to come from online videos.
Influencer marketing is not new but it is still a fresh face to the world of marketing. To keep a business from fading into the background, an outstanding online presence can be achieved through an influencer campaign.
How do you maximize such a marketing strategy? You’ll need skills and knowledge from an educational program focused on this subject. Q College offers courses and programs that will provide you with the skills needed to advance in this fast-paced, evolving field.