A decade ago, the realm of influencer marketing was limited only to a few celebrities. However, this trend has been reversed completely now! At an elementary level, influencer marketing is a type of social media marketing that utilizes product mentions and endorsements from influencers. Here influencers refer to those who have a reputed social media following and are known as experts within a particular niche. Well, the working mechanism of influencer marketing is quite interesting! This type of marketing excels because of the high amount of trust that influencers have built up with their followers. Interestingly, suggestions coming from their end are a form of proof that the product is “great” to use. So, let’s explore the top trends of influencer marketing in 2020.
To be precise, the emergence of the video is an ongoing trend in the realm of influencer marketing. However, in 2020, it is expected to be more collaborative and innovative than ever. As per the top influencer marketing experts, videos can greatly help keep viewers more engaged. On the other hand, videos have more authenticity and make your customers feel more human and a component of the action. This is the reason that an increasing number of brands are adding videos to their social media accounts. Emphasizing on a unique niche and creating video related content to engage your community is what brands will look for in this coming year.
Posting photos without filters and edits
Well, the second half of 2019 saw this trend rise among marketers. So, it is only fair to expect that in 2020, no filter trend will be a huge hit among various prominent brands. Interestingly, the days of a perfectly immaculate photo is slowly fading out. Brands have started to believe that their customers are more eager to take a glance of the un-edited lives of their favorite celebrities. In other words, posting photos without filters and edits retains the authenticity of the brand. However, the prospect of posting photos without edits and filters also depends on what type of message the brand wants to convey.
There would be very less emphasis on likes
Brands are going to hide the likes of their followers! Yes, you have heard that right! However, followers would be able to view the number of likes a brand has received in social media. So, how the removal of likes changes the way influencer marketing is done? As per the experts of influencer marketing, people and followers are so attached to the number of likes that they forget the connection of the brand with the audiences. On a further note, the removal of likes would catapult the posting of more content.
On the other hand, brands that are looking to collaborate with more partners would pay minute attention to the quality of comments. It is crucial to ensure that these comments are being generated from the public and not from a commenting bot! Brands are more likely to emphasize more on fostering long-term partnerships with influencers. These influencers would create brand content so that they can have an authentic bond with their followers.
The rise of the micro and Nano-influencers
One of the key strategies to reap rich dividends in the realm of influencer marketing is to focus more on micro-influencers. Micro-influencers usually are those who have less than 100K followers and can produce great outcomes for a particular brand. As per a recent report, micro-influencers possess the highest engagement rates on a particular post. On the other hand, it is quite crucial to note that influencers with less than 30K followers have the highest engagement rates irrespective of their topics; genre or target audience.
2020 will witness the steady decline of engagement rates on various social media posts. This is also the reason that a majority of businesses are now looking forward to partner with social media influencers who possess a highly-engaged group of followers. In 2020, it is likely that the brand will increase its endeavors to work with micro-influencers as their connection with their respective communities is much stronger.
Value-driven content have a high chance to make deeper connections
In the niche of influencer marketing, there has been a constant push towards fostering deeper connections and relationships with the community. This is the reason that influencers are focusing more on the creation of content which is value-driven. With the creation of value0-driven content, brands can now give their audiences a real glimpse into their lives. Brands are admitting that audiences prefer to see authenticity in a particular content. Thus content which depicts your real-life personality is the key to influencer marketing. In 2020, brands are going to care more about content than actual monetizing.
This year, new platforms and social media tools flooded the scene which rendered influencers with more power of sharing. Quite interestingly, one of the major additions to the social media line-up is the emergence of TikTok. Many marketers are of the view that TikTok would be the platform for influencers in 2020. On the other hand, if TikTok emerges as one of the leading platforms, then it’s quite normal that brands will invest a lot of time and money in this new platform. Once again the focus will be back on micro-influencers who have the ability to produce engaging content. Also, there are high chances that their content will be picked up by TikTok’s algorithm. Thus, on-brand TikTok content will be the key trend to watch out for in 2020.
2020 will be the year where brands, as well as influencers, would be exploring new sharing platforms and experimenting with creative ways to capture the attention of the audiences. On the other hand, keeping in mind the rise of influencer marketing, many social media apps are giving rise to integration. For instance, the integration of the Spotify app to Instagram stories created an array of opportunities for the influencers.
So these were the top influencer marketing trends to watch out for in 2020. Go through them and hit the best!