8 new trends of the influencers marketing
Influencers marketing has had an exponential growth these last years, brand are using this new technique as a way to engage with new audiences and improve their metrics, they know that without influencers, the job would be more difficult.
But, while influencers marketing is in a continuous growth, the ways this marketing technique can be done are changing every time, the rends regarding influencers have suffer a lot of changes this few months, and brands must be aware of this changes if they wish to continue using influencers as a boost for their branding processes.
In a recent study conducted by Forbes magazine, an expert in this subject (John Hall, CEO OF Influence y CO, a firm specialized in influencer marketing) has published 8 new tendencies that we need to know:
Microinfluencers are the new black This new segment is starting to appear in the map, a lot of analysts and marketers are starting to use this new influencers, that have smaller audiences when they are compared to big influencers (that usually have extremely large followings), but the size apparently is not very important right now, a small influencer can have a small audience, but with a bigger engagement rate than big influencers, this means that campaigns specially designed for them are more efficient than campaigns with big influencers.
Using microinfluencers can be a very good idea if you are starting a campaign, and you cant afford large and expensive influencers.
Influencer marketing and expensive shouldnt be the same thing Influencers campaign can be very expensive right now, you need to find the right influencer and arrange a good payment fee with them, and this is usually quite expensive, specially if the influencer has millions of followers. However, John Hall says this is going to change in the near future, why? Because brands will find new ways of managing their relationships with influencers, ways that will not necessarily include money.
The thing is, influencers can really get a lot of things out of a campaign, like reputation, a new job, etc, this is where brands need to get creative and find new ways of negotiating with them.
Authenticity is the key Whats the most important thing in an influencer campaign? the product placement? the payment? the size of the audience? None of them, according to John, the most important thing is the authenticity.
And this really makes sense if you think about it, its not just about the influencers making a tweet recommending your company, if that tweet doesnt sound sincere, the audience will notice, and this could even be dangerous for you, no one likes lairs. Influencers really need to get creative on this, and promote the products in authentic ways.
Brands need to focus on the way they deal with Influencers John is quite specific with this, if a brand wants to take influencer marketing seriously, they need to create specialized PR departments for this, they need to create valuable relationship with influencers.
Measure the results This is something that not a lot of brands are doing right now, and its a huuuge mistake. You need to measure your results, your ROIs and KPIs to see if you are really getting what you need from the campaigns, otherwise you are just wasting money.
A big exposure doesnt necessarily means you will increase your sells, and you need to measure this.
Long terms relationships Influencer marketing began as a very simple thing, just a small deal for a tweet or a passing mention in a video, but this needs to change, brands need to build long term relationship with influencers, they need to create trust with them and work with long campaigns, and not just with small actions.
Campaigns must work for both sides When brands start doing their campaigns, they only think about increasing their sales or their awareness, but they must also think about increasing their influencer "influence", this is very important, because the more influence he or she had, the more useful it will be.
Artificial Intelligence is coming John doesn't really mentions something in particular at this points, he just says AI will play an important part in influencers marketing in the near future, and that we need to be aware of that. We will see.
What other trends do you think we will see in the upcoming months?
But, while influencers marketing is in a continuous growth, the ways this marketing technique can be done are changing every time, the rends regarding influencers have suffer a lot of changes this few months, and brands must be aware of this changes if they wish to continue using influencers as a boost for their branding processes.
In a recent study conducted by Forbes magazine, an expert in this subject (John Hall, CEO OF Influence y CO, a firm specialized in influencer marketing) has published 8 new tendencies that we need to know:
Microinfluencers are the new black This new segment is starting to appear in the map, a lot of analysts and marketers are starting to use this new influencers, that have smaller audiences when they are compared to big influencers (that usually have extremely large followings), but the size apparently is not very important right now, a small influencer can have a small audience, but with a bigger engagement rate than big influencers, this means that campaigns specially designed for them are more efficient than campaigns with big influencers.
Using microinfluencers can be a very good idea if you are starting a campaign, and you cant afford large and expensive influencers.
Influencer marketing and expensive shouldnt be the same thing Influencers campaign can be very expensive right now, you need to find the right influencer and arrange a good payment fee with them, and this is usually quite expensive, specially if the influencer has millions of followers. However, John Hall says this is going to change in the near future, why? Because brands will find new ways of managing their relationships with influencers, ways that will not necessarily include money.
The thing is, influencers can really get a lot of things out of a campaign, like reputation, a new job, etc, this is where brands need to get creative and find new ways of negotiating with them.
Authenticity is the key Whats the most important thing in an influencer campaign? the product placement? the payment? the size of the audience? None of them, according to John, the most important thing is the authenticity.
And this really makes sense if you think about it, its not just about the influencers making a tweet recommending your company, if that tweet doesnt sound sincere, the audience will notice, and this could even be dangerous for you, no one likes lairs. Influencers really need to get creative on this, and promote the products in authentic ways.
Brands need to focus on the way they deal with Influencers John is quite specific with this, if a brand wants to take influencer marketing seriously, they need to create specialized PR departments for this, they need to create valuable relationship with influencers.
Measure the results This is something that not a lot of brands are doing right now, and its a huuuge mistake. You need to measure your results, your ROIs and KPIs to see if you are really getting what you need from the campaigns, otherwise you are just wasting money.
A big exposure doesnt necessarily means you will increase your sells, and you need to measure this.
Long terms relationships Influencer marketing began as a very simple thing, just a small deal for a tweet or a passing mention in a video, but this needs to change, brands need to build long term relationship with influencers, they need to create trust with them and work with long campaigns, and not just with small actions.
Campaigns must work for both sides When brands start doing their campaigns, they only think about increasing their sales or their awareness, but they must also think about increasing their influencer "influence", this is very important, because the more influence he or she had, the more useful it will be.
Artificial Intelligence is coming John doesn't really mentions something in particular at this points, he just says AI will play an important part in influencers marketing in the near future, and that we need to be aware of that. We will see.
What other trends do you think we will see in the upcoming months?