By Pawan Baga
In the digital marketing hemisphere, influencers have taken a leading role in 2020. Both, investments in influencer strategies have skyrocketed, and brands have found it wise to split their expenses between general social media marketing and influencer-related marketing. All of this happened due to the high demand for digital advertising, promotion and marketing that came with the arrival of the pandemic.
As the pandemic subsided and brands began to build on their marketing momentum, influencer marketing trends began to rise even more. They help the most popular brands accomplish their monthly KPIs through both organic and paid media.
This personality-based marketing medium has become a core strategy by leading organizations in their respective fields. As of 2020, the main focus has been on the following factors:
Reap the financial viability of micro-influencers
Depending on the least expensive influencer marketing platforms
Building long-term collaborative partnerships with influencers
Publishing storytelling methodologies
Influencers launch product collaborations
High influencer events
That style has changed now and with the holiday season, here are some of the trends that are going to drive the brand’s success. Each of these five influencer marketing trends are in high demand, and there is no doubt that brands are hiring influencers to help grow their online business.
1. Influencers rely on live broadcasts
Live broadcasting allows wanted influencers to communicate and chat with their viewers directly. This leads to interaction with influencers and the brand’s audience, and above all, it lays the foundation for increasing the brand’s recall rate. Brand images are slowly etched into the audience’s memory, and they begin to associate at a higher level.
With the advent of niche influencers and live streaming platforms such as Instagram, YouTube, and TikTok, influencer customer interactions are on the rise. This definitely looks like a big bet for brands this year.
2. Increased use of audio and video content
Video and audio content together provide massive organic access, and many affordable brands have already started to exploit this trend. Influencers have started releasing a variety of types of visual and audio content such as guides, tips, reviews, and even periodic reports. When users view your product or service in the same frame as the influencer they follow, there is a greater desire to give your brand a chance. Influencers target this sensitivity and create a range of video types, all with the ultimate goal of promoting your brand as an active and engaging participant in the industry.
3. It brought brand values into the spotlight
Indeed, Internet consumers are willing to invest in the products and services that are subject to them
promises. Moreover, they accept brands that resonate with their brand values through everyday content. Thus, influencers play the role of proofreaders who signal your brand’s honesty to its principles. Moreover, as brands continue to show their perspective on societal issues using creative tweaks, the public seeks validation. This is where influencer marketing fills in the gaps and adds value to the brand which helps in the long run.
4. Rely less on celebrity influencers
Celebrity influencers face stiff competition from nano and micro influencers. This is because the latter tends to empathize more with society and respond to more pressing matters as the general public does. The secret to achieving results through influencer marketing is interacting with audiences through brand alignment and authentic tone. If you get these two items right, expect a great ROI on your marketing budget.
5. Influencers post more complex long captions
With the aim of cultivating a more relevant connection with their audience, influencers have turned to long captions. The personal nature of these captions develops an understanding that leads to a greater degree of trust between consumers and influencers. Given that Instagram allows a word limit of 360 words (2200 characters), influencers can organize microblogs that resonate with visual content. Whether they are motivational, sensitive, or for awareness purposes, these captions have a lot to contribute to the post’s narrative.
Thus, brands should return this holiday season to pouring money into influencer marketing strategies, with an emphasis on proper segregation of activities. Their very diverse lifestyle and projects have given them limitless creativity and it is a good opportunity to make use of it in a great way.
The author is the co-founder of Tyche Media
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