Influencer marketing has proved to be an effective strategy for brands. As many brands integrate this into their mainstream digital marketing strategy, it shows no signs of slowing down. According to a Business Insider Intelligence report, by 2022, the brand will spend up to $ 15 billion on influential marketing.
If there is one thing we can probably agree about 2020 and its impact on brands and consumers, it is that the last year has been an excellent one – even unprecedented, Most have already gone beyond this—specific words. At our digital marketing agency, we spent the last week of 2020, completing year-end events while also focusing on the new year.
It has become a tradition for us to share our predictions sometimes at the end of each year to develop effective marketing in the next year. Back in 2019, we certainly did not expect a global epidemic. Still, our best guess about impact trends and strategy is very accurate to watch out for – the importance of diversity and the rise of nano-influencers just below. …
Predicting the future is a difficult task in this changing cultural moment; here are major influencer marketing trends that we believe will become increasingly important in 2021.
1. “Influencer Person” vs. “Creator”: Terminology is continually changing
While influential marketing as an industry (the brand is projected to cost up to $ 15 billion by 2022) is not going anywhere, the word influential has undergone several significant changes in recent years. Originally used to refer to social media, the term is now associated with demonetization through sponsorship and other brand deals.
The notion of influence and influence attracts some, but many have begun to prefer the term “content creator” or, more simply, “creator.” We have seen that people who identify as creators tend to overestimate their creative value and their content quality. Content creators are not just social media celebrities; they are photographers, artists, creative directors, writers, and videographers. Many of them will be recognized for their high-quality content rather than their number of followers.
2. Payment reinforcement will be necessary for comprehensive coverage
It may seem counterintuitive to include paid advertising in an influential campaign since influential marketing is everything, well, and nothing like traditional advertising. However, paid distribution of influential content is becoming increasingly valuable in reaching a broadly qualified audience. With a too granular advertising goal provided by social media platforms, brands can ensure that their high-impact content that impresses people despite smart algorithms and dramatically improves their campaign’s overall impact can increase.
3. Short video will skyrocket
Short, easily digestible video content has been viral for a few years now, and 2021 is unlikely to be any different. Short videos are straightforward style, immediately engaging video content that has become a ubiquitous trend on almost every platform, particularly as a less carefully chosen alternative to “missing content,” Instagram stories have become popular.
At our agency, we have had tremendous success with short videos, all kinds of short tutorials (makeup, cooking, and recipes, DIY projects), workouts, fashion inspiration, and more, created by influential people before and after. It is safe to assume that these types of videos will remain in demand in 2021, with traditional length video content, the need for relevant and timely messages, and of course, our dwindling focus. Spread.
4. Social commerce opportunities will increase sponsorship opportunities
As more platforms provide e-commerce features to users, new shopping patterns, and affiliate marketing opportunities for brand sponsorship are likely to emerge. Shopping posts and videos, seamless shifts from influential content to brand-owned channels, deeper integration between platforms and eCommerce solutions/showcases – we anticipate that all of these trends will pick up in 2021. These social commerce innovations will rapidly increase consumer acceptance, and it would be wise for brands to start incorporating purchased content into their influencer campaigns.
5. Authenticity will remain critical to Gen Z
Believe it or not, the oldest Gen Z members will turn 24 in 2021. These digital natives grew up on smartphones and social media, and nearly half of them shopped at the influencer suggestion.
Generation Z is becoming a consumer locomotive, costing approximately $ 100 billion. This is a group whose interests and needs are changing rapidly, and brands need to take care of this, as they employ older Gen Z members, and some even from their own families. When it comes to marketing for Gen Z, they need to be recognized for their unique features:
- They tend toward quality over quantity on social media.
- They value personal expression.
- Above all, the brand Prefers authenticity and transparent companies.
Regarding their status for social reasons.
6. Holding the position (and supporting it with action) will be necessary.
2020 brings a seemingly endless list of historical events, many of which have profoundly impacted the consumer landscape. Epidemics and economic uncertainty have changed how we do things, how we shop, and what we choose to entertain. In contrast, nationwide conversations have led to social justice moves like Black Lives Matter.
In the past, most brands have avoided the hot topics of political and social justice, but this is no longer a win-win: many increasingly view silence as a complication.
More consumers than ever demand that companies talk about racial inequality and other important issues affecting the country. However, it is not enough for a brand to make a statement or even promote a charity. Today many consumers – especially Millennials and Gen Z – are eager to support brands that support their stated values.
While all of the above trends are important, I think the last is the most relevant. Brands need to show how they will function in 2021, especially regarding diversity and inclusion. This year, representative matters, and every impressive marketing campaign must maintain a positive relationship with the audience, faithfully reflecting the spectrum of human difference.
7. Twitch is going to rise.
Twitch is a live streaming platform liked by influencers. But how prevalent is Twitch?
The platform currently has an average of 17.5 million visitors per day, who watch 95 minutes of live broadcasts per day. In the first quarter of 2020, Twitch surpassed 3 billion watch hours for the first time, and in the next quarter, they experienced 62.7% growth in watch hours.
Like Tittock, Twitch is popular among millennials and General Z. More than half of its users are between 18 and 34 years old, and 14% are between 13 and 17 years old. While the platform was used in sports content, there are no streamers that share content on other topics such as art and cooking.
There are several significant benefits of running a campaign on Twitch:
- Twitch viewers can respond to streamers in real-time, resulting in a highly engaged audience. When brokers record their sponsored content, the brand can receive feedback.
- Since Twitch content is unfiltered and live, it is more authentic and reliable.
- The twitch content is long, so streamers are attractive. This makes them great at attracting attention to brands.
These benefits may explain why Twitch viewers are open to streamers who share sponsored content. According to Twitch, 82% of viewers believe sponsorship is good for the gaming industry, and 80% are open to brands that stream sponsors and export teams. As Twitch grows, the brand will partner with more streamers before the platform becomes too crowded.
How to stay in trend
Since Twitch is a live streaming platform, you might not know how to partner with influencers. Here are some strategies to consider:
Twitch streamers can give you a shout at the beginning of their video to raise your brand awareness. Be sure to give streamers a clear call to action so that their viewers know what to do.
Send them groceries that they can unpack live. They can share any initial thoughts on your products, explain how to use them, or demonstrate them in real life.
Provide the streamer with a product that they can gift to their audience. Everyone likes to get gifts, and people interested in your brand will get them.
Provide streamer branded products that they can use in their videos. They can talk about your products while they are using them.