Influencer Marketing: What’s The Future?
Influencer Marketing has been aggravating to a large scale and has gotten quite big of late. Through this process, an existing social media influencer, usually someone with a strong reputation is given a niche. Once they earn repute in their field, they might be used to endorse brands, support content, or even co-create content with a brand.
Experts say that around 39 percent of marketers are escalating their marketing budgets for 2018. The start of 2018 mostly had the same approaches and tactics, as they had in 2017. However, the future of influencer marketing is subject to changes in trends, audiences, and technologies.
We have tried to summarise how influencer marketing is likely to be in the upcoming years. These are but mere predictions.
Diversity in Status
Usually, people target influencers who have a following of more than 20K. Over the days it has been noticed that the more popular an influencer is, the more powerful and valuable his advocacy will be. However, as the competition aggravates, the market is likely to see more diversity among influencer targets. There might be a time when influencers of all levels, from the high elite to the low follower newcomers might fetch attention from brands.
Influencer Groups and Cliques
If you are associated with an existing influencer, your reputation and authority are likely to grow side by side. Accordingly, there will be an emergence of more influencer cliques. Depending on the interactions, it might lead to creating an interconnected web, with prominent nodes, and probably weaker influencers surrounding them.
Authentic content is very much desirable and needed for authenticity. Very few people actually want to see traditional advertisements, that are only meant for selling. Instead, everyone wants to be presented with some trustworthy information. There might be a time when influencers may start demanding more authenticity from the influencers they follow for consuming a reliable and accurate content.
In 2017, the Federal Trade Commission (FTC) in USA sent across several letters and official warnings to influencers and brands to clearly disclose the relationships they have with their followers. Technically speaking, the US government is cracking down on undisclosed partnerships and sponsorship agreements. This lack of transparency is likely to drive industry leaders to become more public about their relationships and intentions. Also moving ahead, it is advisable to be as transparent as possible.
Across Social Media
Talking of platforms like Facebook, Twitter, Linkedin and Instagram, advanced communication options might be available to be used. This can be a path to monetisation that includes influencers and social app makers sharing the profit in a given transaction. These days a lot many influencers have been seen to Twitter a lot for their promotions.
Qualitative Assessment Tools
Having a plethora of huge followers is inspiring and ecstatic indeed, but the good times may soon cease to exist soon. There might be a time when marketers would also want to see how the influencer engages with the followers and what kind of followers does one particular influencer have. Very soon, there might be tools that would give us a detailed breakdown of their followers’ demographics, better understand their engagement roles, and also judge the relationships they have with their followers.
Whether or not these predictions might be true, but a level of authenticity is definitely desirable in the long run. These days consumers are prudent enough to decipher whether particular content is authentic or not. Also, considered a person’s integrity and ethics, it is always desirable to be transparent. Like we all know at the end of the day, the truth prevails, and also honesty is the best policy.