Influencer Marketing: Top 8 Emerging Trends.
What is instore for Influencer Marketing in 2019? Let’s take a look at some of most prominent trends we’ve seen so far.
1. Building partnerships.
One time relations between brands and Influencers are turning into long term partnerships due to several reasons:
- Influencers become more involved in the brand and can provide valuable consumer insights and high quality branded content.
- Continuous support of a brand from an Influencer proves their great love for the brand. Moreover ongoing support looks more authentic.
- Affiliate marketing works great with long-term partnerships.
- Long-term partnerships equal long-term value.
- Repetition shows loyalty, what makes the communication more trustworthy.
2. Video will give the highest ROI.
In the age of Photoshop, photos have lost their trustworthiness. Consumers are no longer equally motivated to purchase after seeing a photo with product placement.
Videos are quickly filling the vacuum created by heavily retouched photos. Consumers find videos more descriptive, trustworthy and enjoyable. We’ll let the statistics speak for themselves:
- 9 out of 10 consumers say they’ve made a purchase after seeing a video on social media.
- Over 75% of consumers say that videos are more ‘enjoyable, relevant, believable and credible’ than other types of content.
- Best of all, 79% of consumers are willing to pay more for a product after watching a video about it on social media.
The result from campaigns that opt for video instead of photos tell a similar story:
- Video marketers get 66% more qualified leads per year.
- Video marketers achieve a 54% increase in brand awareness.
3. Influencer Marketing for B2B market.
Influencer Marketing is slowly making its way to the B2B market. The benefits of Influencer marketing seen in a B2C market can be achieved in a B2B market. There are vital differences, that should be taken into consideration. It is undoubtedly that several Instagram posts will not make your business flourish in B2B sphere. So let’s have a closer look at the differences.
The purchasing journey for a company is much longer than for a consumer. The Influencers used for B2B marketing need to have different attributes that the Influencers used for B2C marketing.
One key area that is important for B2B Influencers is being respected and taken seriously. Both of these factors can be measured in relevance and resonance.
Relevance refers to how often and how well the Influencer talks about the topics and keywords that align with your business or industry. Is the Influencer “on topic” or is he or she sharing older content without participating in the online discussions?
Resonance refers to how far the organic content created by the Influencer “travel” on the internet. Are other industry experts and Influencers engaged with it? Looking at the metric of relevant engagement helps weed out Influencers with largest communities but no engagement.
Techniques that work better for B2B Influencer Marketing are often content-centric:
- Video interviews conducted by the Influencers;
- Guest Blogging on the Influencers blogs;
- Nominating influencers as brand ambassadors (also promotes long-term partnership building as well);
4. Live video will grow in popularity.
We’ve spoken about video before but live video deserves its own slot. With social media platforms like Facebook, Instagram and Snapchat releasing their own live video features in the recent years, we can expect those channels being used more frequently.
As we mentioned, video is perceived as more trustworthy and enjoyable. That is especially true for live video as it is the ultimate format of raw, unedited content.
Live videos are popular also because they provide a real-time peek into brands or lives of Influencers. 87% of audiences say they want behind-the-scenes access and prefer to watch online live-stream videos. Also, 82% of viewers prefer live video to social media posts, and 80% prefer live video to reading a blog. 5. Micro-Influencers will get more attention.
The landscape of Influencer Marketing is predicted to change in 2019. With the increase in the competition for Influencers, we are likely to see more smaller, so-called micro-Influencers getting attention from brands.
There are several reasons why micro-Influencers are a better choice. With engagement being the key factor in an Influencer’s ultimate value, micro-Influencers have a lot to offer in regards to their commercial viability. Micro-Influencers often have up to 60% more engagement with their fan-bases.
Micro-Influencers are heavily underpriced, at least for now, and are therefore almost 6.7x more cost efficient per engagement. Micro-Influencers are also better at maintaining conversations with their following and therefore maintaining their trust.
Because each micro-Influencer has a limited following, companies will most likely engage with a group of micro-Influencers in a similar niche. 6. Audience assessment tools will gain more traction.
Influencers will need to become more analytics-driven in 2019. Companies are requesting more and more data about the audiences of Influencers in order to find the best target group for their campaigns.
In 2019 it won’t be enough to just have a large number of followers. Marketers will also be looking to see how Influencers engage with their followers, and what types of followers they have. Age, gender and interest are particularly useful metrics. 7. Marketers need to get better at tracking ROI.
Better tracking of ROI of Influencer Marketing campaigns was a challenge present in 2018, and it will likely continue to be a challenge in 2019 as well. There is still a lot of talk among the industry experts about how difficult measuring the ROI of Influencer Marketing is as it is not a traditional marketing initiative. In fact, almost 80% of marketers in US say they would like to see an improvement in ROI tracking.
Find out more about costs and ROI in Influencer Marketing. 8. More Influencer events.
In 2018 we’ve seen a transition of Influencer Campaigns from the online to the offline world, and it’s been fairly effective 52% of surveyed marketers said that Influencers events are a great way to raise brand awareness and increase customer loyalty. This trumps both sponsored content and affiliate links. Conclusion.
It’s exciting to see how big of a role live video will assume in marketing campaigns and how micro-Influencers might disrupt the global Influencer industry. We’ll also most likely see a lot more standardizing of the field through analytics tools, better tracking of ROI and more clear pricing of Influencer services.