Influencer marketing has burgeoned over the past couple of years, and there’s no sign of this trend reversing. In fact, it’s a fast moving sector and it has been perfectly placed to reach audiences who were largely stuck at home for the past 16 months. So what developments can we expect over the next 12 months?
Marketing Hub reports that while there was an overall 20% decline in marketing and advertising spend last year, influencers bucked the trend with a massive 46% increase which isn’t going to go anywhere soon. At the crest of this wave are micro and nano influencers, who tend to have fewer than 25,000 followers, but have the highest engagement rates.
While engagement rates with mega celebrities on Instagram have been declining, influencers with small but genuine followings have been sought out by marketing managers. They are perceived to be more authentic and trustworthy by followers and consumers, who are more likely to be genuine fans and not just spambots or casual observers.
Brands are also recognising the importance of building long-term relationships with their influencers, rather than just committing to one-off projects and single sponsored posts. Even an influencer with the most dedicated audience will struggle to make an impact with a single post, Marketing Hub explains, and brands are going in for long-term partnerships.
The stratospheric rise of Tik Tok during 2021 has taught us that the big guns of Facebook, Instagram, and Twitter aren’t unassailable. Expect new social media platforms to edge into the market over the next year. New technology may allow AI and CGI drive the future of influencers, with virtually reality style content taking off.
Influencers are already recognising the value of carving out a niche for themselves, and even establishing a niche within a niche to help them stand out in a crowded market. This trend is set to continue, as many influencers are genuinely skilled and talented individuals who want to showcase their work, rather than be tagged alongside internet celebs.
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