Now that marketers are better at judging the things that matter—authentic engagement rates and sales conversions—we’ve seen a rise in more sophisticated and organized campaigns. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … Instagram Influencer Marketing: 2020 Trends and Stats. This alone is indicative of how vital influencers are to the platform, as well as how important it is for the platform to work for influencers. Brand safety is a chief concern among marketers, and mitigating any potential adverse circumstances is a priority. As social media, and its creators, slowly becomes recognized as true needle movers, I think we'll start to value ourselves in a way that's tantamount to the advertiser spend currently taking place in the mainstream media.”, Erika Costell — YouTuber, singer, entrepreneur: “The first trend that I see is that people want compelling "bite-size" content that they can quickly consume and share with their friends. There’s also free two day shipping on any order over $50! With many brands being held accountable for tokenism … The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. Instagram is currently a fast-growing social … The best way that we can analyse the growth of influencer marketing over the last few years is to compare the (estimate) market size of the industry each year. In this ebook you will find: Find out How Companies will approach Content Marketing. The industry has seen numerous slip-ups over the last few years that it’d be difficult to count. Brands don’t want to associate themselves with material that is harmful to their image; nor do they want to partner with a controversial influencer who has the potential to cause reputation damage. Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. All Rights Reserved, This is a BETA experience. Big money was spent on top celebrities for one-off campaigns, and the resulting ROI was not always positive. We’ve become accustomed to gaming brand activations on Twitch, but several large non-gaming brands are making their presence felt on the platform. When it comes to influencers, we’ve seen a never-ending launch of new podcasts; as it’s the easiest way to directly connect with their audience on their own terms. In influencer marketing’s infancy, brands were unsure how to properly utilize influencer marketing. As more funds pour into this now-vital industry, brands simply cannot afford to be hoodwinked and sacrifice precious ad dollars. This has become such a pressing issue that spotting fake followers and inauthentic engagement was the number one priority for marketers in our 2019 industry survey. PewDiePie is practically an industry unto himself, while other YouTube gamers and Twitch streamers are seeing their stock rise. With books it's the same thing. There’s no doubt that influencers have eroded many of the barriers that marketers had grown accustomed to with traditional forms of marketing. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 – $500,000 per year. This is why brands are putting more effort than ever into collaborations with influencers who are a good fit for the brand and the audience they are trying to engage. This means they’re better at spotting red flags. As we mentioned earlier, trust and authenticity are important aspects of an influencer marketing campaign. ” In 2020, Influencer Marketing will follow several trends: – Brands will work more & more with micro & mid-size influencers – Existing customers will be turned into influencers – The video will … The success of influencer marketing … 7% of companies plan to invest over a … Biggest influencer marketing trends for 2020 and 2021. There have been several high-profile cases where a brand winds up with a controversy on their plate. This has forced the hand of marketers somewhat, with only the top corporations willing to shell out that much cash for a single post. In recent years, we’ve seen the influencer marketing industry grow significantly. 5 days a week in #MyCCLook ❤️ comment below with your favorite look! The cost of endorsing a nano-influencer is still typically low, and often a product exchange or nominal fee will be sufficient. As we head into 2020, here are a few trends … There are several other benefits to engaging in a long-term influencer partnership. Pass along your details so we can collaborate for future campaigns. The platform has also launched “Creator Accounts,” giving influencers more actionable insights than before. In addition, successful influencers are becoming more confident and selective in which brands they partner with. With experts predicting that influencer marketing … 8 Influencer Marketing Trends for 2020. But as the industry matures and marketers become more savvy, expect to see further improvements in measuring the ROI of influencer marketing. Of the top three most effective content formats for influencer marketing, we found that Instagram occupied two slots, with regular posts (78%) and Stories (73%) coming out on top. Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. One intense thunder storm, my first ride in a bush plane, and some really glorious clifftop sunrises later and I’m left constantly thinking “This is soo not what I thought South Africa looked like”. This will lead to more successful influencer marketing campaigns. Never one to miss out on a money-making opportunity, YouTube has launched its own initiatives to help and take part in the merch process. We ran an experiment that revealed just how easy it is to buy fake followers and for fake influencers to secure brand endorsements from major companies. Expect this inventive method to become a prominent influencer marketing trend, mostly with big brands that have the financial firepower to pull them off. Establishing influencer clothing lines was one of the strokes of genius that led to the brand earning substantial support online among its younger demographics. We’ve already seen the sophistication of agencies drastically improve since its beginnings. As we alluded to earlier, it’s becoming ever-more important for brands to nurture long-term influencer relationships. Influencer marketing budgets are increasing, Nano-influencers are growing more popular as influencer tiers evolve, Brands and influencers are cracking down on fake bots/followers, Influencers are launching product collaborations with brand partners, Instagram is becoming the most critical influencer marketing channel, TikTok and Twitch are emerging as more prevalent influencer marketing channels, Influencer events are rising in popularity, Brands are investing in longer-term influencer partnerships, Calculating influencer marketing ROI is getting easier, Influencer marketing is overtaking traditional & paid marketing in effectiveness, Gaming influencers are on the rise, especially female gamers, Brands are prioritizing content quality & brand safety when finding influencers, The cost of working with influencers is becoming more variable, Instagram influencers are using more personal, long-form captions, Creators are diversifying their monetization options on social media channels. Lastly, influencers are more likely to engage in and produce high-quality content if they are invested in the partnership. With its top performers collectively commanding a following of nearly half-a-billion users, we can expect brands to take a more vested interest as the platform continues to grow its user base. I also think that influencers will find more ways to connect directly to fans. That is why TikTok is taking over. To many people, the word "influencer" conjures up memories of celebrity endorsers, such as Kim Kardashian. Skeptics, unsure about the viability and effectiveness of influencer marketing in its earlier days, have since come to embrace it. Let us create a custom campaign to fit your brand's unique needs. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. bangkok is to thai for #TrippinWithTarte #SephoraLovesTarte, A post shared by (@ameliath) on Jun 15, 2019 at 6:02am PDT. Many are tired of driving sales for other companies. As more brands focus on longevity, expect to see brands tap influencers for their strategic insights. According to the eMarketer's 2019 Influencer Marketing Report, "Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences. Instagram has also introduced IGTV, a competitor in the long-form video market, meaning there are three outlets from which brands can advertise on. Our 2019 survey revealed that 89% of marketers state that Instagram is important to their influencer marketing strategy. Admiring last light over the serene Blyde River Canyon during my road trip through Mpumalanga, South Africa with @jacques_crafford . It's instant money, no iTunes fees, it still goes to all outlets, etc. As we steadily move towards 2020, the landscape of the industry will continue to evolve. From rock-solid contracts, to stricter vetting processes, to clearer communication, to better reporting capabilities, calculating the return of influencer marketing has become less burdensome for marketers. There’s a reason the influencer marketing industry is booming. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. It shows no signs of … In recent years, we’ve seen the influencer marketing industry grow significantly. I think the strongest influencers will continue to create more channels to reach their fans directly, so they are not at the whim of a third party, like YouTube or Instagram.”, Jerry Barajas — Talent Manager Studio 71: “First, TikTok is still growing and brands will soon follow. Influencer Marketing Statistics Every Marketer Needs To Know, TikTok Influencer Marketing Resource Guide, INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, INFLUENCER MARKETING COMPANIES: A MARKETER’S GUIDE, INFLUENCER TIERS FOR THE INFLUENCER MARKETING INDUSTRY, SILICON BEACH MAP – LOS ANGELES’S TECH HUB WORTH $155 BILLION IN VALUATION. Joint business ventures between influencers and brands are offering a whole new dynamic to partnerships and endorsements. Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. And on Instagram, the removal of “likes” might eliminate the problem of fake bots as influencers shift their attention from vanity metrics to quality content. Second, the COPPA compliance will effect YouTube for the best. ", Jordan Worona — CEO of We Are Verified: “Influencers have established themselves in the marketplace as real entertainers and have partnered with some of the biggest companies in the world. This makes the barrier to entry harder for all parties but it also makes everyone better. ", Elijah Daniel — YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. Influencer Marketing Trends In 2020: Influencer Marketing is Expected to Grow to $9.7 Billion This Year! Looking for standard terminology to define influencer tiers? They can be reflective or motivational and often form part of a narrative which is important to the influencer’s image. Content teams are learning that you can't win by merely throwing influencers into content and brands are learning that influencers with huge followings don't necessarily yield the greatest success in campaigns. In a social media landscape where a good fit is the difference between success and failure, brands will continue to place more emphasis on protecting their brand and ensuring better quality campaign content. This influencer marketing trend was popular in 2019 and is here to stay. Influencer marketing has produced a great revenue stream for social media stars, and platforms realize the significance of continually improving creator monetization options. Marketers overwhelmingly agree that influencer marketing is a vital tool for marketing—nearly 90% of marketers say that the quality of customers from it are comparable to or better than other channels. I predict that this will continue in 2020. Share Tweet. When executed well, they generate enormous amounts of buzz and give a brand that all-important exposure. With the balance between males and females in the gaming world becoming more even, the potential for marketers to engage in strategies that appeal to both male and female demographics in the same industry has increased. You may opt-out by. Social media influencers are every bit the trend-setters that mainstream celebrities are. We’re seeing an increase in these mutually-beneficial relationships whereby the influencer gets to own and endorse their own product and the brand gets to sell it and tap into their all-important fanbase. We can expect the use of smaller influencer tiers to increase as influencer marketing strategies grow more diverse and sophisticated. If the sponsor has already handed over the money, it’s too late. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. Instagram remains the preferred platform for influencer marketing. Whilst 2020 will be a year of continued change and maturity within influencer marketing, Influencer Intelligence has provided seven key trends that we predict will be the hot topics of the year for brand marketers to focus on for 2020. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. As one of the hottest influencer marketing trends on marketers’ radars, we’ll see influencer tiers continue to evolve. The greatest power of influencer marketing is the ability of social media stars to have a strong bond with their fans that a traditional ad could never hope to achieve. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly. Digital media is no longer seen as the “ugly step-sister” to traditional media and now everyone wants in. It should be noted, however, that while marketers feel influencer marketing is effective in driving ROI, 78% report measuring and improving ROI as a primary concern. Facebook followed at 85%, then YouTube at 67%. All in all, influencer marketing in 2020 is likely to be better than ever before. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. This is just one of many trends that has made a huge impact on the industry. It’s one of the main reasons a properly-vetted roster of influencer partners is so essential when launching a campaign. They are moving beyond merch to drive revenue. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. 4 influencer marketing trends to know in 2020 [Infographic] Next Article Shandia Drummond-Butt. Brands have begun capitalizing on the popularity of their influencer partners by offering them the chance to launch product lines of their own. YouTube videos came third with 56% of marketers calling it effective. "WFA found that all of the 34 multinational marketers in its study used Instagram for influencer marketing. Influencer marketing shows no signs of slowing down in 2020, having evolved into a core marketing strategy that is practiced by over 93% of marketers. What Are The Top Influencer Marketing Trends In 2020? A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. Let’s not ignore the added benefit that the prominence of smaller-tiered influencers brings, however. 2019 was a big year for influencer marketing. Niche Communities & Micro-influencers. eMarketer's report stated that, "A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”. Below is a breakdown of the influencer tiers: Mega-influencers tend to be the ideal social media personality to work with as they command massive followings. Mega-influencers have priced many brands out of the market, with top talent charging over $1 million per post. I think that’s what keeps me coming back both here, and to the outdoors in general. From Bangkok to Hawaii, social media stars are being flown around the world for these events. Influencer events are costly and require a ton of planning. On the flip side, I believe brands will find their "perfect partners," through market research and case studies, so their campaign is most effective. It could be fans feeling ripped off or influencers violating FTC guidelines the industry isn’t a stranger to an error or two. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”, I host the Tom Ward Show YouTube channel, where I interview the biggest influencers in the world, © 2021 Forbes Media LLC. This includes exclusive, invite-only events where influencers are typically invited to party or vacation. To maximize the ROI of their influencer marketing campaigns, they … Gamers command huge, loyal followings. This allows influencers to include descriptions which are short blogs in effect. While influencer marketing is prominent on almost every social media platform, Instagram is front-and-center for most brands. I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share. It wouldn't surprise me at all to see popular YouTubers featured in a Super Bowl commercial in 2020. This is a vital aspect of influencer marketing, allowing the brand to build credibility and a natural loyalty among the audience. Influencer marketing can be a tricky business. In other words, marketers are moving away from the transactional approach of paying for a single post. Influencers can be unpredictable—they are human, after all. Indeed one L.A. ice cream man c… Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. This means vetting both the influencers and the content they produce. While large brands have consistently targeted the most in-demand influencers—macro- and mega-influencers— to represent their brand, we’ve seen brands of all sizes begin to invest in nano-influencers. If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. As a result, we’ve seen brands opt more frequently for campaigns that involve a fleet of nano-influencers (see here), as well as campaigns that utilize a variety of influencer tiers (see here). In 2019, 90 percent … I asked influencers and industry insiders what influencer marketing trends they see coming in 2020. Only 39% could say the same in 2018. It's interesting how they promote content in the TikTok format, which is really interesting, whereas Instagram shows no favoritism at all. Consequently, other brands are more keen to invest in gaming and live streaming platforms. Influencer marketing is here to stay. Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. User and Influencer Generated Content in 2020. the Future of Regulation in Influencer Marketing… Fashion and beauty brands are most commonly found to be gifting these elaborate trips. Brands want to be involved with personalities who can form genuine bonds with their audience. This was my third trip back to South Africa this year and if I learned anything on these last few times it’s that in a very short span of time the weather changes dramatically and the landscapes – even more so Some mornings it was just a few degrees above freezing with moody fog quietly cocooning the hills. How Influencer Relationships will look in 2020. Influencer Marketing Trends 2020. This demonstrates the improvement of the gaming industry in its mainstream appeal. Celebrities are not that engaging on social media–There, I said it! Account Receivables Manager, 5+ Years of Client Success and Project Management March 21st, 2020 … Two day shipping on any order over $ 50 find more ways to connect to... With when orchestrating a campaign it 's interesting how they promote content in the world marketing.. The reverse side, where successful entrepreneurial influencers are more keen to in! Re identifying new ways of establishing working relationships with brands finding the right,! 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Memories of celebrity endorsers, such as Kim Kardashian on top celebrities for campaigns. Aspects of an influencer a chief concern among marketers, and to the.... To achieve this third with 56 % of marketers said that the of... Maximize the ROI of influencer partners is so essential when launching a campaign May 12, 2020 67.! Inappropriate clothing. ” just use code CHELSEA15 at checkout its study used Instagram for marketing. Brand that all-important exposure two day shipping on any order over $ 1 million per post brands were how!
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