Influencer marketing can be incredibly effective at helping you to reach new customers and acquire new brand loyalists. It can also be a very slow process but having the right tools in hand can speed things up and that’s where influencer platforms like Budding Influencers come in. An influencer marketing campaign needs the right and the best resources to work out successfully and the most important of which is: to follow the latest approaches and trends. The latest trends in influencer marketing help a campaign to rise faster. While there has been some backlash in opposition to influencer marketing, it is also a fact that the search term itself has seen 1500% rise in the past 3 years (source: impactbnd.com) which is a reminder enough to show how huge an impact this trend is having on the marketing area as a whole.
A recent Oberlo article says that businesses are still investing a large part of their budgets in influencer marketing for their brand product. Statistics show that:
- 93% of marketers prefer and use influencer marketing
- 9 out of 10 marketers believe in influencer marketing’s effectiveness
- 8 out of 10 consumers purchase products recommended by influencers or having seen them using it.
Here are some top trends of 2020 to use in influencer marketing:
1.Spotlight on Nano influencers and Micro-influencers
Brands are being more careful with their marketing budget and where they invest it, and so they are paying more attention to how they should work with influencers. Celebrity influencers with their over a million followings are lesser a target because they require a more heavy marketing investment. The bigger brands are sliding to micro-influencers due to their niche focuses, cost-effectiveness, and increasing engagement rates. Nano and micro-influencers are personally more engaged with their audience as 61% of consumers say that they produce the most relatable content. Their content is raw and realistic with no glamorous editing or fancy studios and with the least filters. As the consumers are more drawn to genuine engagement, nano and micro-influencers are on a constant rise.
2. Have a storytelling approach
Marketers should tell the story of their brand to the customers as I-Scoop; a digital media platform says "When you tell a story that embodies human challenges, you create an experience that resonates with your customers”. Influencers generally like to share their personal lives with their followers that include the harsh part, the problems, and the pain they go through. An influencer can help to promote a product by showing the audience how it solved or cured a problem for them which they faced personally by sharing such stories about how a brand makes their lives better and easier, the audience gets to see a real-life proof of the brand and its product’s claim. 92% of consumers want brands to make ads feel like a story, says One Spot.
DOTcominfoway highlights certain points for storytelling approach:
- Narrate the story in a manner and use a language that your audience understands the best.
- The brand storytelling approach drives emotional engagement, resulting in enhanced business performance.
3. Go for alternative platforms
It is a key factor to have a keen awareness of where your target audience is interacting more to build your influencer strategy. According to the research by DOTcominfoway, the core platforms that marketers are focusing on for influencer marketing is now based on interaction and engagement rates are:
- Instagram – 74%
- Twitter – 51%
- Blogs – 45%
- Facebook – 25%
- YouTube – 16%
For a strategy, the first step is to choose the best social media channels and for that, influencers should know that every channel has its own unique audience, different engagement, different styles, and some own specific benefits. The best strategy is to invest in channels and platforms where your target audience is already devoted. The same platform can do wonders for a brand and might do nothing for another.
4. Video content will grow
Video marketing is burgeoning and has maximum engagement rate across social media, implementing it to your strategy of marketing is the key to catching customers’ attention and keeping it intact for long. Live videos of influencers engaging with the brand product will provide the highest returns on investment (ROI). Motion contents like GIFs, stop motions, cinematographs, and simulations will be of high demand.
- Videos get 135% more organic reach than images, status and link posts and
- The users spend 3 times more time watching live videos, says DOTcominfoway.