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The Future of Influencer Marketing

By paulowolabi / May 24, 2019
future of influencer marketing

The effectiveness of Influencer Marketing can no longer be doubted. There is no debate about the tremendous results that marketers have achieved using Influencer Marketing. No wonder we have seen some significant growth in adopters of Influencer Marketing.

According to statistics from Influencer Marketing Hub, the industry grew from $1.7 billion in 2016 to $4.6 billion in 2018, and it is expected to grow to $6.5 billion by the end of 2019. Google searches for the term “Influencer Marketing” grew by 1500% in just three years. 92% of marketers believe it is effective, and 63% of marketers and business owners plan to increase their Influencer Marketing budget.

Consequently, we expect that the future of influencer marketing will even be better than the present. There will be more dedicated budget, more investment, more content output, and better results.

the future of influencer marketing will even be better than the present Click To Tweet

However, we expect that there will be some changes and trends in Influencer Marketing going forward. Understanding these trends will help marketers and business owners to prepare adequately.

Instagram is the future of Influencer Marketing

One of the dynamics that marketers expect to continue is the dominance of Instagram. Last year, Instagram reached the 1 billion users mark with 95 million daily photos and videos upload. There are four hundred million stories updated every day, and people like 4.2 billion posts every day.

In the same survey by the Influencer Marketing Hub, they discovered that Instagram has a better engagement rate than Twitter. It is not surprising then that 79% of people who use Influencer Marketing prefer Instagram.

As Facebook and Youtube fight privacy battles and Twitter fight fake accounts, the influence of Instagram is on the rise. Many users seem to have more trust in Instagram since the whole Facebook scandals. Instagram also give opportunities for bite-sized photos and videos as well as a constant concern for users’ experience.

Therefore, expect the continuous rise of Instagram as the top Influencer Marketing platform. When designing your strategy, place significant emphasis on Instagram (if your business model permits).

expect the continuous rise of Instagram as the top Influencer Marketing platform Click To Tweet

This guide from Convince and Convert will help you run a successful Instagram Influencer Marketing campaign.

future of influencer marketing

Micro and Nano Influencers are the future of Influencer Marketing

Marketers are beginning to understand that it is not about the number of followers your influencer has; it is the quality of the followers. An Influencer with 1 million followers can be less useful compared to an influencer with 50,000 followers that are your exact target audience.

The key is laser targeting. It is not about the number of followers but the level of affinity with your target audience.

It is not about the number of followers but the level of affinity with your target audience. Click To Tweet

As a result, instead of macro influencers that charge more for a lesser value, more marketers are making use of micro (tens of thousands followers) and Nano influencers (few thousands of followers) that charge less but can deliver more value because of laser targeted audience.

According to Clickz, micro and Nano influencers form 81% of Instagram Influencers, and they are generally more approachable than the macro influencers.

So, expect a continuous rise in the popularity of Micro and Nano influencers.

The Shelf has a complete guide on how to win with Nano Influencers and key into the future of Influencer Marketing.

Engagement, not followers are the future of Influencer Marketing

Gone are the days when the number of followers wow marketers. The issue of fake followers is a serious one that is a cause of concern for influencer marketers and business owners. 42% of marketers see it as a major concern.

Now, the focus is not just on the number of followers the influencer has on paper but the rate of engagement – the clicks, the likes, the shares, the comments, etc. Engagement is one foolproof way to discern between true followers and fake followers. Moreover, it is not enough to have followers; there must be a consistent level of engagement with the followers to make you an influencer.

it is not enough to have followers; there must be a consistent level of engagement with the followers to make you an influencer Click To Tweet

Therefore, we expect that marketers and business owners will place more emphasis on engagement in their choice of influencers going forward.

In this guide by Anicca, you will learn the difference between engagement and reach and the one to prioritize when choosing Influencers.

Long Term Partnerships is the future of Influencer Marketing

When marketers get significant results from an influencer, they will tend to establish a long term relationship. There will be less focus on this campaign and that campaign and a greater focus on a profitable long term relationship where the influencer becomes a brand advocate.

This new relationship is both long term and a partnership. The trend is that marketers will see influencers less like third parties but an integral part of the company’s marketing team. While the majority of marketers still work on a campaign basis, there has been significant growth in long term partnerships. We expect that the growth will continue. There are many advantages of long term partnerships for brands and influencers.

The trend is that marketers will see influencers less like third parties but an integral part of the company’s marketing team Click To Tweet

Shane Barker has an article on creating and nurturing such partnerships.

future of influencer marketing

Integration is the future of Influencer Marketing

Brands and marketers are changing the way they perceive Influencer Marketing. 81% of marketers include Influencer Marketing as part of their marketing budget. 64% of marketers plan to increase their influencer marketing budget. Many marketers recognize that Influencer Marketing is not a stand-alone but a useful part of a broader marketing function.

Influencer Marketing should not be rushed or done with little care and attention. Rather, it should be valued like every other marketing effort, and there should be integration so they can all achieve the same goals. Two-third of influencer marketing campaigns are still run in-house. Whether you run it in-house or through an agency, ensure you integrate your influencer marketing plans with the overall business goals.

ensure you integrate your influencer marketing plans with the overall business goals Click To Tweet

We expect to see more marketers integrate influencer marketing with other marketing efforts.

Convince and Convert has a guide on how to integrate influencer marketing with the rest of your marketing.

Conclusion

The future of Influencer Marketing is bright. It will not die off. But there are significant trends that will affect your profitability from Instagram marketing. Learn more about those trends and let them shape your influencer marketing efforts. Consequently, you will be able to achieve more significant results.

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    paulowolabi

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