Top Influencer Marketing Trends in 2020
Influencer marketing continues to grow in popularity, and the industry continues to evolve to a point that we’re yet to explore the full benefits of the industry in our business. In fact, if you’ve not integrated influencer marketing into your overall marketing tools you’re already missing too much. Influencer marketing, today, is beyond concepts and ideas. It is now a powerful tool that will steer an organization to the achievement of their objectives within a very short time.
Back in 2015, the number of Google searches for ‘influencer marketing’ was only 3900. But in 2018, the number on Google searches for the term rose to 61000. Hence an approximately 1500% rise within just three years. It is needless to say that the future of influencer marketing is ripe with opportunities.
In this article, we will discuss the influencer marketing trends in 2020 and let you know why influencer marketing should be part of your brands marketing campaigns
Celebrity influence is in decline
There’s been a shift from Influencer celebrities to microinfluencers lately and this is not surprising. Brands including very large corporations now prefer to work with a micro influencer having only a few thousands of followers than millions of followers and the reason for this is very clear. Microinfluencers occupy a very specific niche area of influence unlike celebrity influencer with a broader scope of following and audience. Hence, more trust and more engagement should be expected from microinfluencers. There’s a big difference between followers and audience. While celebrity influencers may have a very large following, they may not have the audience that is interested in your product and that might affect conversions. Also, microinfluencers have more active interaction with their followers than celebrity influencers. You need smaller and niche-focused Influencers for your business and you should consider that.
A lot of followers do not equate to awareness, and reach, in the influencer marketing world. Tom’s of Maine’s a toothpaste, deodorant, body care and baby care products company tripled its community growth, and hence its revenue through microinfluencers marketing strategy. The relationship between microinfluencers and their followers is tighter than celebrity influencers, with high following. and Tom’s of Maine’s knew that. So they reached out to tons of followers and they were able to transform super fans into consumer advocates who actually enjoy their product. Within just two weeks of leveraging microinfluencer marketing strategy, Tom’s of Maine’s was able to grow it’s consumer engagement by 600 percent, with about 6,496 likes, comments and shares on posts per 1,000 micro influencers, reaching more than 1.72 millions of people. The brand ultimately generated improved brand awareness and tripled its revenue within a year.
Value-driven and Long-form content are in the rise
Consumer behaviors are constantly changing, but value remains one of the major key metrics that Influences purchasing behavior. Customers are more apt to pay a premium price for a product or service that commands value and that aligns with their core principles. Value also relates to the type of Influencer that is best-matched to the campaign. An influencer that is niche-specific (microinfluencer) and is well-known to constantly deliver value and valuable content that solves a particular problem will be more likely to generate more conversions for your product/services than one who is not known for providing value. Our database of influencers includes industry experts, business leaders that are well-known to have contributed value to their niche. We start by taking a thorough assessment of your product/services and reach out to our database of influencers in the same niche. We analyze influencers based on niche and value, not just Influencers with a certain number of followers.
We work with influencers that you can build relationships with and help you to stay connected with your customers. Staying connected with your customers is very important during this Coronavirus pandemic and beyond.
What problem does your product solve? Is that well communicated in your influencer marketing strategy?
In our experience, we’ve seen products that solve a particular problem to have better reach, along with more conversions than products that fail to. Also, we’ve seen two similar products promoted through the same set of Influencers marketed through the same audience have widely varied reach, conversions and engagement. You’re surprised? The major difference is the message. If your Influencer marketing strategy communicates how your product solves a particular problem then you’re more likely to get better engagement than one without a problem oriented strategy. The world doesn’t necessarily need new products. What the world needs is better solutions to existing problems. Do you have that incorporated into your influencer marketing strategy?
Videos are your strongest front
Your Influencer strategy will have better reach and impact if your microinfluencer actually uses your product. For instance if you’re in the beauty industry, and you have microinfluencers to promote your product, your microinfluencer’s audience (that will eventually become your audience) will be more apt to make a purchase if the micro influencers are already using the product. Along with actively using the product, it is vitally important for the testimonial to be communicated to the audience through video. Some micro influencers go to lengths of even giving detailed ‘how-to-instructions’ on the product. This demonstrates that you care about them by directly showing how they can benefit from the product. For instance, in skincare, a demonstration of a before and after will have far greater positive impacts. This contributes to the overall value delivery system. Detailed instructions can only be achieved through videos, making that the best way to demonstrate your product’s value to your audience. The essential point is that video content will continue to dominate and we encourage you to use that in your Influencer marketing. Today, video platforms are already dominating social networks. Who knew that TikTok would hit the stride this fast when it was initially launched in 2017 that many have described the mobile-first social video sharing media platform as ‘addictive’.
TikTok is ranked the second most popular social networking app by user engagement in the U.S. with 498 minutes per month. That means it trails only behind Facebook with just 769 minutes per month, all while only being in the US for just three years. Before you get into marketing with Tiktok, ask yourself how you would explain your products features and benefits to your audience in just fifteen seconds! Tiktok makes great use of the phrase, ‘less is more’. Your audience may not need the long, and sometimes boring, content at times. If you have the ability to simplify your content, then TikTok would be your best medium. Contact us today to let us help craft your message, and discuss concepts around your offering.
We strongly encourage that you effectively and confidently add TikTok to your future influencer marketing strategies. We use the platform often for our clients, who have seen speedy results and high conversion rates. What makes TikTok unique in its own, is that it quickly captures data such as Likes, Comments, Watch Time, Exit Rate and more. With this data the platform is able to quickly discern what types of content each user wants to see, even after the first few minutes post-signup. Currently there are over 800million active users of TikTok and that speaks a lot about the kind of traction and engagement you gain when it is involved in your influencer marketing strategy. The most exciting part is that we’re still yet to exploit the full benefits of the platform compared to other social media channels. For instance, Twitter has been around for over 15 years, and holds about 300 million active users. It is needless to say that TikTok has a resounding potential in the use of influencer marketing that could likely beat other social media platforms in the very near future. If you’ve not incorporated TikTok in the influencer marketing strategy in 2020 then you’re missing out. Schedule a call with us to discuss your Influencer marketing strategy on TikTok. We’re here to help you grow your brand.
If you’re in doubt whether this would work for your business, why not take a look at F’real’ Food. F’real is a consumer product company that specializes in milkshakes at gas stations and convenience stores in the United States and Canada. The company launched a campaign on TikTok and the company now has 524.7K followers and 9.7M likes on their account. The F’real story demonstrated that no matter your industry you can still leverage influencer marketing strategy to grow your brand awareness and reach.
Influencer Diversity Emerges
Working with a single influencer with engaged audience drives sales, and awareness, to your brand. But to get even better results, why not consider working with many influencers with wider audience reach beyond social media. Today, you will readily find influencers within your niche that are ready to work with you and build long-term relationships with you. There are now many reliable influencers that are even prepared to look for more ways to connect with your audience.
Influencer marketing offers one of the best methods to quickly build trust and grow your brand awareness. It doesn’t only raise your brand awareness but also enriches your content strategy by effectively reaching your target audience when you provide amazing value. Leverage this today in your marketing budget and you would definitely be surprised with the amazing results.