It’s no secret that influencer marketing has been, and continues to be all the rage. Amplified during the pandemic, influencer marketing is not slowing down anytime soon.
For anyone still catching up, influencer marketing is marketing where brands partner and pay ‘influencers’ to create, post, and manage promotional content on social media for their brands. This content stretches between Facebook, Instagram, Tiktok, Snapchat, and Twitter; but primarily on Tiktok and Instagram.
But, not all influencers are created equally. In the influencer marketing world, there are celebrity influencers and micro-influencers. Celebrity influencers typically have over 1 million followers on their platforms, while micro-influencers usually have anywhere from 3 thousand followers to 100 thousand followers. Each type of influencer brings different strengths to the table, but ultimately it is about finding a content creator that aligns with your brand’s values and vibe.
As influencer marketing skyrockets, here are 5 trends to look at as 2021 comes to a close.
The Rise of Nano Influencers
While we defined micro-influencers earlier, nano influencers fall in between at less than 25 thousand followers. With most nano influencers getting their start on Tiktok or Instagram, these influencers are engaging with their followers the most. Their sense of reliability and normalcy (versus say a celebrity influencer) is refreshing and authentic to the younger generations. Also, their smaller following and more curated content allow brands to save money on influencer content and gain a more meaningful relationship.
Recurring Partnerships vs. A One-Time Deal
As influencers gain more popularity and a more loyal fan base, brands are creating long-lasting relationships instead of a one-time content deal. Followers want to see that their influencers care about the brand they promote, and a long-lasting partnership signifies a more purposeful commitment to products/brands/services. These brand partnerships then form deeper connections to the influencer’s fan base, resulting in more brand awareness and loyalty.
Tiktok is and Will Stay the Place to Be
In short, Tiktok is not coming down anytime soon. Followers love to see products and services on display. Whether that be from DIY videos to fashion haul videos or review videos, customers love this newfound transparency. It also doesn’t hurt that TikTok’s algorithm knows its users very well, pushing and connecting users with relevant content at all times.
Video Content is on the Rise
Backed by Tiktok’s platform and Instagram’s Reels, video content is growing. The younger generations love to see tutorials, DIYs, and reviews because it saves them time in the long run. These short video clips get the point across way better than other marketing tactics and capture just enough of their attention to be meaningful.
Finally, authenticity will be a driving force as the year ends, and the next one starts. Customers want to see brands resonating with them. This means that their brand partnerships and content marketing needs to feel purposeful and distinct. As influencers form authentic relationships with brands, the content should be just as valuable and real.
Influencer marketing is not going away anytime soon, so keep these trends in mind the next time your brand is considering its next influencer partnership.