After all, you need to be able to adapt to the ever-changing demands of the market. The strategies that worked for you last year might not yield the same results this year. Before you launch another influencer marketing campaign, make sure you know what’s new in the industry.
To help you out, I’ve compiled a list of trends that have been making waves in the industry. Here are some of the latest influencer marketing trends you need to keep your eye on:
Influencer marketing isn’t just about the number of followers anymore. It’s also about engagement and relatability.
Because of this influencer marketing trend, micro-influencers and nano-influencers are making a huge impact.
Despite having a small follower count, they typically have an audience base that is highly engaged. Which means they can help you lower your cost per conversion. And, unlike other influencers, they don’t charge as much money for marketing campaigns. For small businesses who have a limited budget, working with micro-influencers can be extremely beneficial.
Even big brands like Daniel Wellington used this influencer marketing strategy to promote their products in different locations around the world. For each industry and niche, there are tons of micro-influencers and nano-influencers you can collaborate with. This influencer marketing trend was popular in 2018 and is here to stay.
To keep up with the industry, it’s important to look beyond Instagram, YouTube, Facebook, and Twitter. In 2019, marketers are experimenting with new platforms for influencer marketing. And so far, the hottest new trend is Twitch influencer marketing. Twitch is a platform that allows influencers to stream live videos of whatever they are doing. On the platform, influencers can stream videos of gaming, cooking, painting, music, and other activities.
At first glance, Twitch may sound a lot like YouTube. However, Twitch aims to provide a community experience to their users. So, they do not allow sponsored links on their platform. To advertise, brands can either sponsor a tournament or an influencer’s gaming session. Brand mentions and sponsored videos are another rising influencer marketing trend on Twitch. Twitch began as a platform to support gaming streams, but it has expanded beyond that. It’s catching the attention of brands in the food and beverage industry as well.
The collaboration between UberEats and Twitch influencer, Tyler Blevins, was a huge success in 2018. In just one day, they received so many responses that UberEats had to end the offer prematurely. As part of the campaign, Blevins played the game Fortnite, while streaming it live on Twitch. For every kill that he managed to get, UberEasts would offer a discount of 1%. He had to finish this task before the brand delivered food to his place. At the end of the time limit, Blevins was able to win a discount of 25% for his fans. After the gaming session, fans worldwide could avail a discount of 25% using the code NINJAMOS.
Because of the overwhelming response, UberEats decided to roll back the offer at the end of the day. Initially, the campaign was supposed to go on for three days. This kind of massive response that UberEats got, shows how Twitch is set to become a goldmine for marketers. Twitch is a relatively new platform, so not many brands and marketers are aware of it. If you’re an early bird, you can leverage this influencer marketing trend to your advantage.
Since last year, there has been a shift in the type of content that influencers create. Instead of publishing only sponsored posts, influencers are creating more videos and podcasts. That’s not surprising if we look at content consumption trends worldwide. Videos are more engaging than text and images. They’re an excellent tool for brand communication as well. This is evident from the fact that 67% of people say that they watch videos from brands and businesses.
Similarly, podcasts are also gaining popularity. According to a study, four in ten Americans tune into podcasts. Additionally, 24% of listeners said they had listened to a podcast in the last month. As the consumption of videos and audio is rapidly increasing, brands are capitalising on this trend. They are collaborating with influencers for their podcasts or video series. It’s an easy way to seamlessly tap into the target audience of the influencers.
Podcasts and video series provide a space for interaction between influencers and their audiences. It’s a great platform to review or promote a product because of the personal connection involved. Joe Rogan, one of the most popular podcasters on YouTube, promotes different brands at the beginning of each of his podcasts. While his advertisements are not available on YouTube, listeners who check out his website get to hear the promotional segment for each episode.
He has partnered with brands like Dollar Shave Club, DDP Yoga, Zoom Video Conferencing, and others.
The latest stars in the world of influencer marketing are Computer Generated Imagery, or CGI influencers. While they aren’t real, it’s difficult to tell them apart from real-life influencers. Designers, programmers, and social media managers work in-sync to give life to CGI influencers. On their social media profiles, you can see them hanging out at picturesque locations and stating their opinions on social issues.
CGI influencers open up new possibilities for influencer marketing. They make sure that brands have complete control over how their stories are showcased. From captions to planning posts, they have a say in everything. Realising the potential that they hold, brands are collaborating with CGI brands already. UGG collaborated with Lil Miquela, one of the most popular CGI influencers, for their 40th anniversary. Apart from this, Lil Miquela has also partnered with luxury brands like Diesel and Prada.
Not just that, GQ and Vogue have also featured her in their magazines. Her rising popularity shows how influencer marketing is set to change in many ways. This futuristic influencer marketing trend is not going away anytime soon.
Watchdog groups and government agencies have raised concerns regarding transparency in influencer marketing. The Federal Trade Commission has previously sent out letters to influencers who have failed to disclose their endorsements publicly. They are worried that the trend of influencer marketing can mislead consumers.
Another concern that they have expressed is not disclosing complete information regarding a product. For instance, when Kim Kardashian promoted the morning sickness drug, Diclegis, she did not disclose its negative effects. After the campaign received a lot of negative feedback, the US Food and Drug Administration got involved. Eventually, Kim Kardashian had to remove the post and uploaded another one detailing the risks involved in taking the drug.
No brand wants to invite a controversy or negative publicity. So, it’s in the benefit of all parties involved to maintain transparency. According to FTC guidelines, it’s necessary for influencers to use hashtags like #sponsored or #ad for partnered posts. These guidelines are not going to change any time soon. If anything, they are likely to become stricter.
Influencer marketing is growing quickly and the rules of the game are constantly changing. If you want to survive, you need to keep yourself updated with the latest influencer marketing trends. In 2019, marketers can expect CGI influencers, nano-influencers, and Twitch to change the rules of the game.
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