At its most basic level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers. But how can you ensure that your brand or company gets the most out of a partnership with an influencer?
While some industries, particularly travel, have had to rethink their strategies, others have been able to adapt their marketing models. From $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020 and is projected to reach $13.8 billion through 2021.
Influencer marketing works because of the high amount of know, like, and trust that social influencers build with their following. Recommendations from them serve as a form of social proof to your brand’s potential customers.
Let’s explore the top 6 trends that are sure to help!
Keep it Short n’ Sweet
Short, impactful video content is being consumed through social media, the most. Millennials spend 33% of their time watching their phone, and Gen Z is at 41%. Video content keeps consumers engaged and allows them to really get invested in what the influencer is sharing, and in turn, what your brand is all about. So, make sure video content is incorporated into your social media strategy to give viewers the content they are seeking.
Customize That Audio
From TikTok & IG Reel trends to charity challenges, brands are actively working to garner interest and keep customers coming back. Try something new and create custom audio to do so.
Creating a unique sound to use for your influencer marketing campaigns can help you grab the attention of your ideal consumers, create an immediate association between the sound and the product you’re promoting, and even get stuck in your consumer’s heads — reminding them of your product whenever they hear it, or think of it. Digital influencers can use your branded audio or song in their videos and feature your products in action.
Have you seen the virtual try-on tools some brands have integrated into their online platforms? Yeah – they work! The fact is, coming up with more fun and interactive ideas to showcase your brand will keep people wanting more and help them make their purchase decisions quicker! Consider a new feature on your website that influencers can help promote on social. Explore more customizable options, integrate artificial intelligence, really smart chatbots, or even consider virtual giveaways!
Being authentic on social media is the number one way to build a community and the most effective way to promote consumer trust. Think: influencers using the #nofilter aesthetic to show an unedited look in their day-to-day looks. It’s real, it’s raw; it works.
Ensure you are being transparent with your audience and have those representing your brand, like influencers, reciprocate this authenticity. We suggest keeping your target audience in the loop on all your socials. Let them know what your brand is up to and what your values are.
Through consistent practice, you will build a highly connected community and cause valuable conversations to pop into your comments and DMs.
Diversity and Inclusion
Social activism saw a huge book through 2020 and many brands were held accountable for work conditions, employee treatment, a lack of BIPOC (Black, Indigenous, and people of color), representation in their campaigns, and for their silence during difficult social issues.
Consumers look at influencers and marketing campaigns hoping to relate to the brand and see themselves as a part of it. The goal for you in 2021 is not only to work with diverse influencers but also to share your brand’s values with your consumer and make it known that you’re actively working to create positive change.
The pro tip here is to do your due diligence and ensure your brand is aligning itself with influencers who share the same values as your company that ultimately, are keen to help work towards change, too.
Bigger is Not Always Better
When it comes to influencers, more followers is actually, not the most important element. Macro-influencers (or celebrity influencers) may have massive followings, but they often have a higher percentage of fake or unengaged followers compared to micro-influencers. Meanwhile, smaller (micro) influencers tend to enjoy a much more authentic engagement from their dedicated following. That’s why micro-influencer partnerships are becoming more and more in demand.
We carefully help curate partnerships for our clients that will ensure that an influencer’s niche audience aligns well with the company/brand’s target audience. Micro-influencers are often the most cost-effective, and produce higher engagement rates. In the process, influencers are getting to try new products to share with their followers and build out their feed with beautiful content. It’s a symbiotic relationship where new micro-influencers actually begin to reach out organically once they see you aren’t only interested in working with those who have a large following.
It’s true – through 2020, many brands found themselves scrambling to update their marketing and advertising efforts in order to resonate with audiences stuck at home. However, 2021 offers tons of opportunities. Not only have businesses, brands and companies learned that they can operate virtually in new and unique ways, but more and more consumers are turning to eCommerce.
Now’s your chance to get creative and partner up with an influencer and leverage influencer marketing. Work with them to create some at-home content, and discover how their clout can help your brand strengthen their corporate social responsibility platforms, and support the industries in reaching new digital heights.