It ’s rare to find consumers who still trust only traditional media and advertising formats. With the democratisation of knowledge in the age of social media, understanding how to use these platforms to engage with audiences is of vital importance.
Building long-term brand ambassadors
Influencers will no longer have short interactions with brands, but will rather establish relationships with non competition clauses and perpetual rights for content and remarketing.
Authenticity in engagement
Influencers endorsing products because they believe in them, not just as a result of being compensated.
Presenting to targeted demographics per social media channel
The opportunity to speak to your direct audience and the ability to measure real return on investment (ROI) will continue to reduce the effectiveness of traditional media channels.
Influencers will begin to understand their role in the marketing cycle
Influencers, like Nadia Jaftha of Birdline Blog, and Aisha Baker of Baked Online, monetising the
significance their honest opinions have with their audiences.
Influencer content creation
Brands will see a drop in brand-created content and a growth in sharing and remarketing of influencer-created especially using original photos and videos.
Engagement valued more than reach
An increase in demand for quality metrics showing the real return on investment of influencer marketing campaigns. In-depth metrics and insights will indicate how effective campaigns are against the key performance indicators set.
Cross channel marketing
Increased demand for audience statistics over the influencer’s statistics. The audience will define the selection of platforms utilised, requiring deep analytical insight per influencer during the influencer selection process.
Instagram stories and TV
Instagram is experiencing phenomenal growth in user numbers, with Stories and the newly launched Instagram TV edging on its meteoric rise. According to HubSpot, there was a 197% increase in influencer marketing on Instagram in 2017.
Guidelines regarding disclosure of reimbursement
The appearance of #ad or #sponsored tags in social media posts. All influencers should disclose that they’ve been reimbursed for their content. This creates authentic messaging and builds trust with the influencer’s audience.
Larger pools of influencers
We see a move away from restricted pools of influencers on platforms, and a search for the most appropriate influencer per campaign, regardless of whether they’re listed on a specific platform or not.
Read more on influencer marketing in the latest edition of Top Performing Companies. Click here to order your copy.
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