Everyone is talking about influencer marketing. Some believe it will be there for a long time. For others, on the contrary, it is only a fashion effect doomed to an imminent disappearance. What is it exactly? What can we expect in the months and years to come? What if we tried to see a little more clearly by disentangling the true from the false, and without a priori?
Influence marketing is revolutionizing
Influence marketing has been viral, it’s true. This has led to some excesses, this is also true. But after a few years of existence, it is now entering its maturity phase. It has improved, and excess is a thing of the past. He finally integrated the panoply of marketing tools and even proved to be an effective alternative to deal with the loss of credibility of conventional advertising formats.
Influence marketing, trust above all
Social media users appreciate influencers because they bring something new to advertising, taking on the role of trusted third parties between consumers and the brand.
The influencer should be sincere because this is what will allow him to federate a community in the long term. If drifts have been noted, in particular on the ambiguity of the commercial character of individual partnerships, they belong today to the past.
Thus, in 2018, the commercial nature of 88% of partnerships was mentioned.1 Although there is still progress to be made, influencer marketing has considerably normalized.
Do professionals believe in the future of influencer marketing?
Influence marketing works, and it’s the pros who say it: 92% of them think it is useful, and 63% intend to invest more in this sector. In recent years, however, they have already spent a lot.
Their investments more than doubled between 2017 and 2019, from $ 3 billion to $ 6.5 billion. 740 platforms are specializing in influencer marketing, of which 320 were created in 2019 alone.2 From the memory of a marketer, we had never seen such success!
Social networks are entering the mainstream media
While nobody expected it, social networks have become media capable of competing with competitors that we thought could not be lost: web, TV, radio, press. Some influencers even manage to gather audiences higher than those of the final of the football world cup.
Yes, it is hardly believable, and yet it is true! This could not escape the brands: social networks had changed and were now able to compete with traditional media!
Influence marketing, a way to reach 18-35-year-olds
You can’t talk about influencer marketing without looking at your core target: the Millennials. The whole population spends 4 hours/day in front of the screen of their television. The 18-35-year-olds prefer another screen, that of their smartphone, on which they spend… 4h / day. To hit a target, it’s better to be on the medium it uses, right?
To reach Millennials, it is, therefore, better to launch an advertising campaign on social networks, rather than to invest in an expensive TV advertising campaign. If significant brands or distributors, such as l’Oréal or H&M, develop partnerships with influencers, influence marketing also allows young brands to reach a broad audience at a lower cost.
We support brands in the implementation of their influence campaigns. We work with 2,000 Instagrammers, YouTubers and parental bloggers, a range of personalities allowing brands to target their audience as carefully as possible!
CAN WE PREDICT THE FUTURE OF INFLUENCER MARKETING?
A survey by Influencer Marketing Hub found that 63% of marketers plan to increase their influencer marketing budget this year. In another study, the influence of marketing should become a market of 10 million dollars by 2020.
Marketing influence is here to stay. But what are the developments to expect? Like all other marketing strategies, it must evolve with new technologies and new trends.
CHOOSE THE RIGHT INFLUENCERS
The influence of marketing creates a change in the marketing landscape as never before. Now interests change, and so does the use of the internet. Being able to engage with the right people is like targeting the people you want to reach, which is done by selecting the right influencers.
Many marketers use influencer marketing through product placement, sending a product to the influencer and asking them to try it out as video content or a story, for example, whether it’s wearing a piece of clothing or testing a mobile phone. Although brands often target influencers who have built an extensive community, this trend is changing.
Brands have started to realize that courting the most influential accounts is not the best strategy. The success of an influencer marketing campaign does not only depend on the number of subscribers reached. Many influencers buy fake subscribers, so their engagement rate is low.
On the contrary, micro-influencers have fewer followers (from 1000 subscribers) but work to maintain personal links with their audience. Therefore, their messages get a commitment higher.
Unlike popular influencers who find success on social media and market their benefits accordingly, micro-influencers have a more reasonable price. It is certain, micro-influencers will have their place in the influence marketing of tomorrow.
THE EMERGENCE OF NETWORKS OF INFLUENCE
The future of influencer marketing depends on the collective . Instead of individuals, marketers can begin to group influencers based on the people they are associated with. After all, influencer marketing is about partnering with the right people.
If you are linked to an influencer, your brand’s reputation will grow based on its authority. Likewise, the status of an influencer depends on the brands they support. It’s like creating centres of influence for each niche.
Each of the centres of influence is linked to each other because many niches overlap.
Take, for example, a brand that sells sunscreen. For such a brand, the obvious choice would be to appeal to influential people in the niches of fashion, beauty and “lifestyle”.
However, they could also reach influencers in the travel and sports industry. The future of influencer marketing emphasizes the interconnection of different niches. Influencers who have the power to transfer ideas between different groups will be the most influential.