Influence Marketing is here to stay and will undoubtedly be one of the protagonists of this year and those to come. According to the World Federation of Advertisers (WFA), in 2019, 65% of multinational brands increased their spending in this area.
This growth included companies that invested for the first time in Influencer Marketing and those who already had experience in the subject and knew its great benefits.
Attentive to this, social networks also decided to launch new features. They have implemented some fundamental changes to make their platforms more tempting places for influencers and companies.
The winds of change are coming, and there is nothing better than being prepared to face them and emerge victoriously. Brands have to understand that the way to reach their users in social media has been modified. And the sooner they accept it, the easier it will be to adopt more efficient strategies.
And are you ready to know the new trends in Influencer Marketing for this year? Take note of what’s coming and get ahead of your competition!
Influencer Marketing in numbers
After reading these statistics, you will no doubt that influencers and brands will go a long and profitable path in 2020 and years to come.
- 89% of companies affirm that the ROI of Influencer Marketing’s actions are comparable or even better than other marketing channels. Source: Media Kix
- Instagram is the preferred way to work with influencers, and 69% of marketers will invest most of their budget on this social network. Source: Media Kix
- 71% of marketers believe that alliances with influencers are very good for their business. Source: Digital Marketing Institute
- Influencer Marketing campaigns generate a profit of $6.50 for every dollar invested. Source: Tomson
- Influence Marketing is the fastest-growing customer acquisition method. Source: Digital Marketing Institute
- The Influencer Marketing industry is expected to reach $ 10 billion by 2020. Source: Digital Marketing Institute
Incredible figures that demonstrate this industry’s potential and why you should bet on influence strategies if you want to grow your company.
Influencer Marketing Trends in 2020: 4 trends that will mark 2020
Celebrities will lose power among millennials
The Digital Marketing Institute study yielded precise numbers: 70 of teens trust more and follow influencers’ advice rather than stars.
It seems that consumers are finding it hard to believe brands, but now the opinions and recommendations of celebrities are also losing weight.
It is simple to understand; building trust and loyalty with followers is difficult and takes time.
And if you think about it, who would you believe the most when deciding which beauty product to buy? To an influencer who is a dermatologist and has an account where she shares information on these topics daily or to a famous hyper singer who claims to use such cream?
The answer is obvious. Influencers can form stronger bonds with fans and get more engagement by continually interacting with them.
In the months to come, consumers will continue to pour their trust and loyalty into social influencers, and this is something that brands should take into account.
Artificial Intelligence will be a great ally
AI is considered one of the strong trends in Digital Marketing for 2020, and of course, it will also have significant participation in influencing strategies.
This booming technology will help brands detect better influencers, themes, formats, and content to achieve a higher ROI.
By gathering different data sources and automating data analysis, artificial intelligence will enable companies to make better decisions in an increasingly competitive environment.
Several professional tools that use this technology are currently available to help brands be more efficient when choosing influencers.
Short videos will continue to be preferred
The success of TikTok is a vital indicator of the popularity of short videos. Without being left behind, influencers have found a way to use this format to achieve better results.
Whether you want to start or join a challenge or do a beauty tutorial on IGTV, the video is a more dynamic channel to show off and interact with fans.
In many ways, this format is ideal and better than others for Q&As, step by step, cooking recipes, and tutorials.
But also, videos are a great way to be discovered and reach a broader audience. For example, on Instagram, IGTV videos appear four times more than photos in the explore section.
On the other hand, live streaming has exploded with the coronavirus crisis and will surely remain just as powerful throughout the year. According to Facebook, living generates six times more engagement than classic videos. Interesting, right?
Alliances will be long-term-Influencer Marketing Trends in 2020
Traditionally, brands collaborated with influencers in the short term or only for special occasions. But this is also changing, and the new fashion will be the closest and longest relationships.
Influencers, in many cases, will become brand ambassadors working side by side with companies. They will have a more active and participatory role in strategies and even in some Marketing decisions. Also, it will not be anything strange to see some participate in the co-creation of product lines.
James Nord, the founder of the Fohr platform of influence, understands that new long-term relationships follow the rule of 7. According to this, seven ads are needed to achieve the sale.
Considering that an Instagram story is seen by 5% of the audience and the click on them is 1%, multiple posts have a higher probability of reaching the public at the right time when they are ready to buy.
This is a fundamental point to understand the reason for the actions and long-term plans with influencers.
The Future of Influence Marketing
Undoubtedly, Influencer Marketing will be the protagonist of 2020, and brands that do not understand its importance and do not ride this wave will be at a disadvantage.
Of something, we are sure, more changes and news will come related to this industry. The sooner you prepare and adapt your strategies, the better the results you will get.