Influencer marketing has grabbed all the attention during this year. Being aware of its dominance in the world of marketing, marketers are patiently waiting and predicting the influencer marketing trends for the upcoming year.
Following their steps, we have spotted some of the biggest trends that will take over in 2019. If you want to know what influencer marketing has in store for us, just keep reading.
Instagram is to Keep the Crown
There is no doubt that Instagram has ruled over the past year. The following graph by Statista clearly shows how the network reached a milestone of 1 billion monthly users in June.
In the following year, the numbers will just keep on growing. Instagram is the platform that is to be leading for brand-influencer cooperation.
The reason why is because the business relationship between the brands and influencers is now established and they have both realized how to make the best use out of the platform.
Facebook will also keep its position as a predominant platform, yet the focus will still remain on Instagram.
Establishing Lasting Relationship with the Influencers
As a part of a holistic strategy, the brands will contain to establish long-term relationships with the influencers.
Brands and influencers now have enough experience to recognize a good opportunity. Having that in mind, if a certain relationship is progressive and fruitful they will both thrive to keep it running.
Amanda Sparks, digital marketer and author of Top Down Writer explains, “We need to get used to seeing some Influencers as ambassadors of certain brands since the benefits work both ways.”
Influencers are gaining a stable business relationship accompanied by a stable income. On the other hand, if the brand is able to retain a faithful partner, the audience will gain more confidence in their products.
Take Revolve for example. They have partnered up with several influencers with whom they cooperate for years and they have certainly got the attention of all their followers.
Claudia Sulewski, a Youtuber, influencer, and actress for Revolve
More Professional Approach to Influencers
As groups of new influencers rise as well as the number of deals that one company makes with influencers, the approach that the brands take will change.
Brands will have to get in touch with the influencers more often if they want to keep up with the trends and gain a new audience.
This means that they no longer want to depend on just one or two influencers and their followers.
In fact, content on social media will get more sophisticated and an entire agency can be involved in its production.
For example, Chinese multichannel network Papitube has signed more than 60 video bloggers. They create content on a professional regular basis though it might look like a business of one to their audience.
The Need for Originality Will Grow
People are overwhelmed with traditional ads so the demand for authenticity and transparency will rise.
“Influencers have already been struggling with producing an original content due to the growing number of influencers. In 2019, the competition will be even higher and they will all need to step up the game,” says Stephen Larson, a social media specialist and editor at TopAustraliaWriters.
In order to publish authentic content, some influencers will even resort to professional writing services to perfect their captions. The examples of writing services and tools they could use are Grammarly, Canada Writers, HemingwayApp, GetGoodGrade.com, etc.
There would be no room for mistakes so their approach will become more thoughtful and professional.
The Competition Will Rise
As newcomers step into the market, the struggle for the audience will increase among influencers and brands as well.
Hellen Lewis, social media marketer at Best Writers Canada shares her thoughts on this topics, “New faces will face bigger barriers. It means that they will need to find a way to attract the attention of the other party.”
It is not just about the competition among influencers. New brands also want to make the most of influencer marketing and find the right source of promotion for their brand in order to get their name heard.
For unknown brands, cooperating with the popular influencers has almost the same level of difficulty as reaching to world famous celebrities. They will need to get creative and offer good deals and quality products if they want to score the big deals.
Some Final Thoughts
The story behind the success of influencer marketing is that it offers a human-to-human connection. The audience will certainly correlate more easily with someone who is living a seemingly ordinary life but still has that touch of glam in its life.
Keeping track with dominating and upcoming trends in influencer marketing has become crucial, especially for the marketing departments. Finding the best way to approach the audience and win them over with authentic content will be a challenge but those who succeed will most definitely be rewarded.