Influencer marketing has become one of the critical ways firms advertise their products with the development of social media. As consumers turn to social media platforms, corporations understand the potential of influencers in effecting a purchase decision.
Influencer marketing has attracted a lot of interest over the last several years. In fact, in the previous three years, the number of Google searches for “influencer marketing” has surged by 1500 percent. In an age of banner blindness and adblocking, and the rate at which influencer effect and spending grow, Influencer Marketing is reshaping the industry, and innovative marketers are expanding their investment. As more businesses become conscious of the benefits of influencer marketing, they are prepared to invest more money into it, specifically on social media.
What to Anticipate from Influencer Marketing in the Future
As per the study conducted by Influencer Marketing Hub, 63% of marketers plan to boost their influencer marketing budget this year. It follows that influencer marketing and internet marketing, in general, are here to stay. But what does influencer marketing’s future hold? It will inevitably alter as new technology and trends emerge, just like all other marketing methods.
Let’s look at some future industry developments we might expect to see.
- Spur in New Social Media Platforms
We always have room for more social media platforms, as the last two Covid-affected years (2020 – 2021) have demonstrated. Due mainly to the pandemic that swept the world and kept people indoors with little to do, TikTok enjoyed successful years. TikTok is not the only new social media app to appear recently. In 2020, the whole audio-based social apps Reels (Instagram’s TikTok competitor) and Clubhouse (no longer invite-only) entered the market. Even though no new platforms took off in 2021, new social networks will undoubtedly emerge soon.
Influencers were there when TikTok took off in early 2020, gaining followers on the site and working with brands to produce sponsored posts and advertisements. Without a sure, influencers and marketers will use TikTok more and more as the year 2022 progresses. Platforms have also learned from the experience of living through a pandemic, making it more straightforward for businesses to produce and promote branded content and for customers to shop on the platforms. These patterns will last through 2022.
Along with the new social media platforms, there will be a strong push toward influencer marketing platforms that are driven by AI, as well as new and experimental forms of media. Influencers in CGI have already begun to have their moment. Influencers will create even more forms of highly shareable content with viral potential as technology develops.
- Micro-Influencers will Continue to Rise
Influencer marketing trends come and go, but now, micro-influencers are causing a lot of buzz in the sector. The followers of these influencers are frequently more engaged and eager to try the goods and services their favorite micro-influencers recommend, even if they may have fewer followers and a smaller apparent audience than more significant, more well-known influencers.
Brands are starting to understand that sometimes, less really is more. Any influencer marketing campaign’s success depends not only on the volume of social media followers. Because they purchase a lot of false followers, influencers have low interaction rates. Micro-influencers, on the other hand, have fewer social media fans but make an effort to keep up close relationships with their target demographic. Their social media posts consequently receive more interaction. Micro-influencers are less expensive than well-known influencers that have large social media followings. In the future, influencer marketing will be dominated by micro-influencers.
- Authenticity will Trump Perfection.
There has been a strong demand for “genuine” content recently. To ensure that the items they endorse will be relevant to their audiences, influencers must be careful with the material they produce for brands. The goal of social media is no longer to provide a polished image. TikTok’s content stream is so authentic and genuine has contributed to creators sharing more of their daily lives and behind-the-scenes realities. Instead of filters, they concentrate on the actual and original footage. It appeals to their followers and is more relatable.
Future partnerships between businesses and creators that produce less obvious promotional content will be sought after by brands. The future of influencer marketing will be shaped by such genuine content.
- Increase of In-House Influencer Programs
As more companies and marketing firms understand the value of working with influencers, they are looking for innovative ways. They also appreciate that more robust marketing requires establishing long-term relationships with influencers.
In-house influencer programs are the way of the future for influencer marketing. Building relationships with people is the primary goal of internal influencer marketing rather than disseminating material. Additionally, this arrangement enables companies and influencers to collaborate more directly.
The loyalty and relatability that in-house influencers provide are qualities that other influencers cannot match. Their recommendations appear more sincere and genuine as a result. These characteristics will determine how influencer marketing develops in the future.
- More Regulations to Guide Social Media Influencer Marketing
Influencer marketing used to have a terrible rap for being unethical and immoral. After becoming aware of the unfair business practices, the US Federal Trade Commission started to crack down on influencer marketing in 2017. The FTC also released rules to safeguard consumers’ best interests. Influencers must disclose their connections to brands following these rules. Influencers must tell whether they are writing compensated reviews or receiving complementary products. In their social media posts, they utilize hashtags like #impartneringwith(brand) and #ad. These new regulations on influencer marketing signify the start of additional rules. Influencer marketing will emphasize maintaining consumers’ high levels of trust in the future.
Author Bio
Snehal Kamble is Content Strategist at Straits Research. She is Skilled at SEO, Social Media Marketing and Content Writing as well. She is Passionate about Writing and Reading. She is Based in India and working as Freelance Content Writer Since 2020. You Can Connect with her on LinkedIn and Twitter