What does next year look like in influencer marketing?
Influencer marketing has so far been seen as small experiments. By next year, companies will begin to integrate influencer strategy as part of their overall marketing communications strategy. One of the trends will be continuous influencer marketing.
Instead of new individual distribution channels, companies will start to think about how stories can be built for them through truly relevant channels. Older audiences can be reached via Facebook and podcast content, while younger audiences can be reached through, for example, TikTok content or YouTube.
During the last few years, companies have been predicted to move into long-term Ambassador partnerships with influencers. Now advertisers are moving towards a more holistic approach. In addition to distributing influencer content through social media advertising, they are also more boldly raised on traditional advertising spaces such as outdoor advertising or as the face of TV advertising. Respectively, influencers known from traditional media are also increasingly present on social media channels, through different brand entertainment content for example.
Influencer marketing technologies will increasingly be part of advertisers and agencies daily work. They make it easier to buy influencers, manage and report on campaigns, and significantly increase data transparency and brand safety.
The number of likes or how high engagement percentage the influencer has will no longer be of importance, when true influence is measured. This can mean, for example, how many app downloads or actual purchases the influencer and various campaign actions have converted. Measuring influencer driven brand marketing will become part of ongoing doing.