We live in a world where marketing has evolved from something as simple as print ads to more complex methods that leverage social media. In the age of influence, a wise marketer would do well to apply the principle of celebrity endorsement into new marketing strategies, namely influencer marketing.
Social media has given birth to influencers. They are model figures on social media who come from different industries and backgrounds. One thing they have in common is a loyal following and well-defined audience on their profiles.
Influencers are aptly called as such because they are effective and real voices of a brand who can impact people to trust a brand they are promoting. In reality, influencer marketing is an indirect form of marketing as compared to traditional ways. However, they are the bridge that authentically connects the customers to the brand and vice versa.
If you want to delve into the world of influencer marketing, here are six trends to look out for to effectively use their influencing power for your brand.
1. Micro-influencers are a Big Hit
Marketers are enlisting micro-influencers recently. These are social media influencers who have less than 10,000 subscribers or followers. They are unlike bigger social media personalities; these micro-influencers tend to interact with followers more freely and frequently.
While the mega influencers may be more attractive to enlist because they have millions of followers, it might also be harder to tap a specific audience who would care to buy your brand. Micro-influencers, on the other hand, can talk 82% of buyers into purchasing from the brand they advertise.
2. People Love Live Streams and Video Content
Entertainment is something that people always have time for. Video marketing has seen an upward trend in recent years, particularly because they are enjoyable to watch and feels more relatable.
Influencers are discovering more creative ways to use video marketing to engage potential buyers. Live streaming is a more advanced form of influencer marketing wherein the influencer interacts in real-time with their followers. Brands even go so far as to sponsor live-streaming events on big platforms like Facebook, Instagram and Youtube.
3. Honesty and Authenticity in Influencers
Nowadays it’s easy to scrutinize an endorser’s sincerity and authenticity towards the brand they are promoting. Any content, no matter how creative, will not appeal to the audience if they think it’s fake or half-baked.
Brands are now seeking out influencers who already use the products that they sell. This way, the brand gets truthful feedback of their product, which will translate to a more relatable experience for potential purchasers.
4. Fictional Influencers
Not many feel kindly towards this trend, but brands are also developing virtual personalities to become the voice of their brand. Take Lil Miquela, for example. This is a fictional model from Los Angeles aged 19 who has gained over 1.5M Instagram followers.
This virtually existing influencer is one of the many that have popped up these days, and the intrigue that comes with their elaborate creation becomes the talk of the town. This publicity stunt is controversial, yes, but also surprisingly effective.
Rise of Influencer Marketing
Influencer marketing is a mix of old and emerging digital strategies that keep a brand alive and thriving in the vastness of social media. The numbers clearly show it: 67% of brand marketers enlist influencers to promote their brand, and it translates to sales quite effectively.
If you want your brand to keep up, influencer marketing is the perfect way to go.
Also published on Medium.