Marketing with the help of Influencers in social networks has long ago grown beyond the experimental framework and turned into a multimillion-dollar industry. Coronavirus pandemic, which has made adjustments to the entire life of the planet, has played a major role in this. We started spending more time at home, travel less, work a lot online, and therefore spend more time on social networks, make online purchases more often, and interact with digital products in general. In this article, we reviewed the major influencer marketing trends.
To avoid redundancy, here’s a little statistic on influencer marketing:
- In 2020, more than 17% of companies allocated half of their advertising budget to non-offline methods, but specifically to influencer marketing. The trend is thus increasing in 2021.
- Depending on the size of the business, companies are willing to allocate budgets ranging from $1-10K to $100K to $500K per year just for social media advertising.
- Almost 90% of companies that have invested their budget in influencers note that the ROI of these campaigns is not worse, and even better than offline methods.
- Over the past 5 years, companies around the world have spent $10 billion on influencer advertising, indicating the effectiveness of the market and its potential growth.
Table of Contents
Shifting From Regular Ads to Social Media
Over many decades the usual advertising has become very clichéd to the average viewer. TV sets are gathering dust on the shelves because no one is watching them, outdoor advertising spoils the streets’ appearance, and in general, it violates the urban code, it is necessary to get rid of it. YouTube ads are easy to switch in 5 seconds without watching them. So how do brands reach their target audience?
They get closer to the customer through influencers. Why buy a shampoo advertised by a top model with hair styled by a professional hairdresser, it’s a manipulation. But if this shampoo is used by a favorite blogger, and you can see the result, then why not use it?
This is what the majority of the target audience thinks, which is why brands are increasingly looking for representatives out of the masses. To be closer to the customer.
Nano Influencers Can Beat Big Bloggers in Ad Effectiveness
Every brand strives to launch an advertising campaign that will directly affect its target audience. It makes no sense to pay hundreds of thousands to bloggers with millions of subscribers because it’s the metrics that matter. So brands are now looking not only at the number of subscribers but also at ROI metrics. With the help of web development, they study the quality of subscribers, their engagement, the ratio of likes to views, comments, hashtag marks. They check the blogger for bot scams, so as not to flush the advertising budget down the toilet.
In narrow market segments, nano-influencers and medium-sized influencers have become useful. First of all, the budget costs will be significantly reduced, and more importantly, influencers with small numbers of subscribers actually interact with them. Medium and small business ads run with a few small Influencers are much more effective than those of a large channel.
Creators Сan Produce Great Promotional Material On Their Own
Creators do differ from ordinary bloggers. First and foremost, they actually create content, not just post about their lives. There are excellent photographers, cameramen, screenwriters, artists, and generally active members of artistic professions among creators who generate a background for themselves in social media. Advertising on such channels is always exciting and often arouses the interest of the audience.
Growing Influencer Brands as Ecommerce Marketing Trends
The globalization of many processes has made the manufacturing market accessible. Influencers are taking advantage of this. Take Kylie Jenner, for example, who launched her own cosmetics brand. She has no pharmaceutical or economic background, but today she has 257 million subscribers, in front of whom she advertises her own brand. Needless to say, it’s an e-commerce marketing success.
Of course, following Kylie, many stars of show business, Instagram, and YouTube launched their own merchandise and product lines. After all, they already have their own heated audience. A great opportunity for investors to create a collaboration under the Influencer name.
Shoppable Content Allows Buying Inside the Gallery
Still not yet understood by most people, the shoppable content service is growing progressively. Soon it will reach the point where you can buy any pictured item, just like in a store, with just a few clicks.
Cancel Culture And The Negative Impact Of Being Silent
In the light of the active growth of cancel culture in the U.S., many brands cannot afford to remain silent on sensitive social topics, be it skin color, orientation or self-identity, or even political issues. Brands that remain silent often experience more negativity than those that dare to speak out. Needless to say, it is better to survey the attitudes of the target audience before expressing the brand’s opinion.