Influencer marketing is a hybrid of old and new marketing tools. It takes the idea of the celebrity endorsement and reconfigures it to fit with today’s social media–driven world.
Unlike celebrities, influencers can come from any background or industry, and they can have varying amounts of followers. One thing they all have in common is that they’re social media figures who have gathered a defined audience around themselves. Their ability to influence others allows them to give a human voice to brands. Influencer marketing is less direct than traditional forms of marketing, but when done well, it creates an authentic way of connecting with customers.
And it’s growing by leaps and bounds every year. Influencer marketing is poised to reach between $5 billion and $10 billion by 2022. As more businesses begin to experiment with influencer marketing, it continues to evolve and adapt to the market. So, before you set out to build your next influencer campaign, here are 10 trends you need to keep your eye on.
1. Increasing emphasis on influencer marketing.
More brands are using influencer marketing than ever before — and this trend is sure to continue in 2019 and beyond. The reality is that old-school, traditional marketing centered on TV and radio just isn’t as effective as it used to be. So brands are focusing their efforts on the places where their audiences are spending their time — online, and often on social media.
Businesses are finding a solid return when it comes to influencer marketing. According to the Influencer Marketing Hub 2017 study, businesses are making $7.65 on an average for every $1 spent, so it’s no surprise that influencer-marketing platforms have more than doubled in the last two years.
Influencer marketing is incredibly effective because we inherently trust the people we follow on social networks. After all, we wouldn’t be following them if we didn’t like them! So when an influencer sincerely advocates for a service or product, their audience listens.
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