Marketing is evolving. It’s changing from a one-way street to a two-way conversation between companies and customers. One of the ways that marketers are beginning to embrace this new model is through influencer marketing, which leverages people with a significant following on social media to promote products and brands. The idea of using influencers to promote a brand is attractive to many marketers. Using social media, these micro-celebrities can help build brands and create conversations that wouldn’t exist without them. This is a trend that has been talked about in the marketing community for several years. But now marketeers are taking this up seriously.
Influencer marketing can be defined as “a form of marketing that leverages the influence of an individual or group of individuals so as to drive a particular response or action.” The appeal of this concept is that it focuses on social media to reach people who have a large following on their respective platforms.
Here are eight influencer marketing trends that you should keep your eye on:
Personalization
Companies are now leaning heavily on personalized marketing. However, it isn’t a one-size-fits-all approach. Instead, it’s a way of identifying the right influencers that can interact with a certain audience at the right time. Influencers are already interacting with fans online, particularly on social media. But influencer marketing adds a personal touch that companies are trying to harness. Social media can be a powerful tool for reaching the right audience at the right time.
Visuals Over Text
The internet has made it easier than ever to reach people who prefer visual content over text-only content. A number of platforms offer this option, including YouTube, Snapchat, and Instagram Stories, to name a few. This is one of those times when visuals really do trump text. A video outro maker can be used to help with content creation, while influencers can create the best visual story possible. The reason is that people want to focus on the visual elements of a conversation. They want to feel like they’re part of something special.
Employing Influencers for Brand Building
The rise of Instagram influencers coincides with its meteoric rise in popularity among social media users. This is one example in which branding and advertising coincide, as people look for ways to promote products and brands without direct advertising. Many marketers are learning how to leverage these influencers and have realized that it’s an effective way of building brands, as well as driving traffic and sales to a company’s website.
Creator-focused Marketplaces
Another way to reach people is through creator-focused marketplaces. These are websites that allow people to create content and focus on using their influence from social media as a tool to make money. Some of these sites only offer an advertising opportunity, while others guarantee a cut of any revenue earned by the creator. As these sites become more popular, marketers need to understand what makes the most sense for their brands and make sure they choose the right marketplace.
It’s not just about creating a space for influencers and audiences to interact, but also about creating a marketplace to engage with customers. This can be done by creating a place that people come back to frequently, and one that makes it easy for people to find the products they want. Nevertheless, there are other ways to create a marketplace, too. One example is using Instagram Stories as a way of delivering product recommendations. Another is through sponsored hashtags on Instagram stories, which can be effective in reaching your audience in real-time.
Increased Focus on Authenticity and Transparency
Most business owners hope to boost sales by reaching out to the right influencers at the right time. But some brands are now taking this a step further by encouraging influencers to use their platform as a way of being more authentic while promoting a product or brand. This is an interesting take on influencer marketing, one that could help attract more people over time. Creating an authentic connection with consumers can be one of the most powerful ways of promoting a brand on social media, especially when it comes from someone they like and trust.
It’s no secret that more and more people are spending time on social media, and many marketers believe influencer marketing can help companies tap into this consumer base. However, there is a difference between influence and popularity. Many marketers have discovered that it’s more effective to reach out to influencers who have a personal connection to the consumer. Think of it as the difference between using celebrities in advertising versus using someone to whom your audience relates. An outro maker can help create a unique brand experience for potential customers.The Rise of Micro-Influencers
The Rise of Micro-Influencers
A micro-influencer is just what the name says: an individual with a significant following on social media, but not necessarily someone who is well known throughout the general public. This is the kind of influencer that marketers are beginning to focus on because they can create conversations online with their followers. By reaching out to micro-influencers, brands and marketers can start sharing content and experiences with a smaller group of people.
The Rise of Live Video in Influencer Marketing
Live video is a great way for companies to engage with their audience in real-time. Rather than just sharing content that shows off how extraordinary their product is, companies can create live broadcasts where customers are invited to ask questions and get an inside look at how a company operates. This kind of engagement usually comes across as more authentic and personal than traditional marketing approaches. It’s also more effective when it comes from people to whom the audience can relate.
Community Building
Not only are marketers moving toward community building, which focuses on creating a space where people can relate to each other and interact with the company’s products, but they’re also now turning their attention toward community building, which focuses on getting people to interact with each other online. This is especially true when it comes to influencer marketing. People want to share their experiences with brands’ products and services, and see bloggers/influencers talk about what they’re using as well.
Benefits of influencer marketing:
- Influencers have the power of social proof online: They influence the conversation and their influence can be leveraged even if your company does not pay them for their endorsement. They can go viral. The more followers they have, the more influence they exert on the conversation.
- Influencers are expert content curators: They know how to identify, create and produce content that is engaging, interactive, and “shareable” with their audiences in a short period of time.
- Influencers are credible sources of information because they develop a sense of trust with their audiences. They can share their experiences and give recommendations on products or brands they use.
- Influencers offer a different perspective than the brand on what its message is about, which can be both refreshing and innovative for companies who adhere to traditional marketing approaches.
Influencer marketing is more than just reaching out to celebrities on social media platforms. It requires influencers to be selective about the companies they partner with. It is one of the hottest marketing trends in 2022. Influencers can reach well-known audiences, and brands can create a brand image without paying for advertising. Of course, there are other ways to build a brand that don’t involve a celebrity and influencer, but influencer marketing is an effective way to engage with people who have an interest in the products you’re offering.
Freelance contribution especially written for Find Your Influence.