Influencer marketing has become a very powerful means of brand awareness in today’s market. Many companies are spending masses of money to collaborate with influential personalities to boot their business. However, we are living in a changing world and marketing strategies including influencer marketing are not exceptions.
Although futurology is not easy at all, you should be ready for the imminent changes to react proportionally. In this article, we are going to discuss the probable changes in this strategy and provide several tips to use this method efficiently in 2020.
Mega, Macro, Micro, and Nano-influencers
Although there is not a scientific criterion, you can categorize active influencers into four levels: Mega, Macro, Micro, and Nano-influencers.
Some superstars with millions of followers such as Selena Gomez, Jennifer Lopez, Kim Kardashian, etc. are really sought on social media. Each of their posts will get millions of likes, comments, shares, etc. Not all businesses can afford to collaborate with these celebrities to market their products/services. So, if you have a limited marketing budget, you have to build a relationship with other influencers.
Macro-influencers come after mega-influencers with approximately less than 1 million followers. Despite Mega-influencers, most of the Macro-influencers have gained their fame by creating content via social media itself. Consequently, they are not remarkable personalities in the world in a special field. Their influence is mostly limited to a country, as opposed to Mega-influencers.
Micro-influencers affect people on a small scale and usually in a certain niche. They have usually less than 100,000 followers. You need to be careful in selecting them based on their expertise and relevance to increase your ROI. According to Social Tradia, many of these influencers want to sell their accounts, and subsequently, the number of people who want to know how to buy Instagram account is constantly increasing. You need to determine your audience before collaborating with the related micro-influencers. You can join related channels, groups, or pages to know the active influencers in that certain field.
This is a new concept in digital marketing. As it comes from the name, they have a small group of followers compared to micro-influencers. Their followers are usually less than 1,000.
In sum, it can be said that the medium size influencers will outweigh other rivals in the upcoming year. Micro-influencers are more niche-relevant with the ability to generate leads in their field, which can be easily converted into sales. So, shifting towards mid-size influencers is a possible trend in the future.
Influencer marketing is a lucrative business on some platforms especially Instagram. On the other hand, event marketing is one of the most effective ways to build loyalty and interact with customers
So, if you can match experiential and influencer marketing, you will be able to achieve the highest amount of audience reach. Face-to-face interactions with people in experiences can make them feel they are part of your strategy. On the other hand, influential people can convince people to accept the quality of a product/service and subsequently purchase it.
Thus, it can be said that merging these two techniques will be a trend in the year to come. Companies will use influencers in their events and encourage their followers to join their campaigns.
Content creation is one of the most important tasks in digital marketing on social media. You cannot succeed in generating leads and boost your sales without a creative content generation strategy. So, you need to make the most of your investment in influencer marketing to generate as many content as you can.
Using influencers in your content can increase the rate of shares and engagements. You need to visualize your content and your moment with influencers. It is well established that multi-media content is more popular among people rather than texts. Combining these two attractive concepts (visual content and influencers) can bring you considerable engagement.
Another important matter regarding content-influencer marketing is utilizing user-generated content. You can ask people to send high-quality photos/videos so that you can share their moment with influencers. Of course, many people especially young generations want to be seen by people and in particular influential personalities. This will bring you shares, comments, likes, and more importantly masses of high-quality content.
Therefore, we can expect that combining content creation and influencer marketing and also using user-generated content will be a trend in the next year.
Influencer marketing platforms
An influencer marketing platform is a software created to help brands during their influencer marketing campaigns. Influencer marketing platforms provide brands with influencer searching tools. In other words, they can offer a database of potential influencers based on complicated algorithms.
With the growth in influencer marketing, using influencer platforms has become a trend that probably continues in the next year. Here are, for example, some Instagram influencer platforms which might be of use:
- Open Influence
You can take advantage of these tools in your influencer marketing in 2020 to boost your generate more leads and convert them into sales.
Influencer marketing was discussed as a powerful means of online marketing. The most probable trends in this concept were explained. You can use these tips to increase your sales in the next year. Of course, more study is needed to know all aspects of this changing method.
Tom Siani, Social Supplement
Tom Siani is an online marketing expert with up to 4 years of experience in this digital industry. He is also collaborating with some well-known brands in order to generate traffic, create sale funnel and increase online sales. He has written a considerable number of articles about marketing via social media, brand marketing, blogging, search visibility, etc.