By Pawan Bagga
In the digital marketing hemisphere, influencers have played a prominent role in 2020. In both cases, investments in influencer strategies have grown exponentially and brands have found it wiser to split their spending between generic social media marketing and influencer marketing. This all happened because of the high demand for digital ads, promotions and marketing that surfaced with the onset of the pandemic.
As the pandemic cooled and brands began to capitalize on their marketing momentum, influencer marketing trends began to skyrocket even more. They help the most important brands achieve their monthly KPIs through organic and paid media.
This personality-based marketing medium has become a main strategy of leading organizations in their respective fields. From 2020, the focus has been on the following factors:
Harvesting the financial viability of micro-influencers
Based on less expensive influencer marketing platforms
Build extended collaborative partnerships with influencers
Deploy storytelling methodologies
Influencers launching product collaborations
Rising influence events
That model has now changed and with the holiday season approaching here are some trends that will be put in place to ensure a brand’s success. Each of these five influencer marketing trends is in high demand, and brands definitely employ influencers to help them grow their businesses online.
1. Influencers depend on live streaming
Live streaming allows desired influencers to communicate and chat directly with their viewers. It drives engagement with influencers and the brand’s audience, and most importantly, it lays the foundation for increasing the brand’s recall rate. The brand images are slowly carved into the memory of the public and begin to associate on a higher level.
With the rise of specialist influencers and live streaming platforms like Instagram, YouTube, and TikTok, influencer-customer interactions are on the rise. Surely that seems like a big bet for brands this year.
2. Increased use of audio and video content
Combined video and audio content offers monumental organic reach, and many affluent brands have already started to harness this trend. Influencers have started posting a variety of types of audiovisual content such as guides, tips, reviews, and even roundups. When people view your product or service in the same context as the influencer they are following, there is a deeper desire to give your brand a chance. Influencers target this sensibility and create a range of video types, all with the ultimate goal of promoting your brand as an active and engaging participant in the industry.
3. The brand’s values in the spotlight
In fact, internet consumers are willing to invest in products and services that meet their expectations.
promises. Plus, they accept brands that resonate with their brand values through daily content. Thus, influencers play the role of providers of evidence indicating the sincerity of your brand to its principles. On top of that, as brands continue to demonstrate their perspective on societal issues with a creative adjustment, the public seeks validation for the same. This is where influencer marketing fills in the gaps and adds brand value, which helps in the long run.
4. Less dependence on famous influencers
Famous influencers face massive competition from nano and micro influencers. Indeed, the latter tend to understand society better and react to more pressing issues like the general public. The secret to getting results from influencer marketing is engaging with audiences through brand alignment and authentic tone. If you get both of these things right, expect a great ROI on your marketing budget.
5. Influencers deploying more complex and longer captions
With the intention of cultivating a more relevant connection with their audience, influencers turned to long captions. The personalized nature of these captions develops an understanding that leads to a greater degree of trust between consumers and influencers. Since Instagram allows a limit of 360 words (2,200 characters), influencers can host micro-blogs that resonate with visual content. Whether motivational, sensitive, or for outreach purposes, these captions have a lot to add to the story of the post.
So, during this holiday season, brands should start injecting money into their influencer marketing strategies again, focusing on good segregation of activities. Their lifestyles and their overly diverse projects have given them limitless creativity and this is an opportunity to capitalize on them.
The author is co-founder, Tyche Media
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