Certainly! The influencer marketing industry has been on the rise for years, and it shows no signs of slowing down. In fact, it is predicted to reach $15 billion by 2022. This is because more and more companies are realizing the benefits of influencer marketing, which include increased brand awareness, higher engagement rates, and improved sales.
In this article, we’ll dive into some of the top trends in the influencer marketing industry and what they mean for businesses and influencers alike.
- Micro-Influencers
One of the biggest trends in influencer marketing is the rise of micro-influencers. These are influencers who have smaller followings, typically ranging from 1,000 to 100,000 followers. While they may not have as large of a following as macro-influencers, they tend to have higher engagement rates and a more targeted audience.
This is because micro-influencers tend to have a more niche focus, such as a specific hobby or interest. A study by Influencer Marketing Hub found that micro-influencers often have higher engagement rates across all social media platforms, including Instagram, YouTube, and Twitter. This is because their smaller followings allow them to build more personal relationships with their audience, resulting in more trust and engagement.
Businesses are also recognizing the benefits of working with micro-influencers. According to a survey by Mediakix, 61% of marketers said that they planned to increase their use of micro-influencers in 2021.
- Authenticity and Transparency
Consumers are becoming increasingly aware of sponsored content, and they want to know when influencers are being paid to promote a product. In response to this, the industry is moving towards more authenticity and transparency.
This means that influencers are being more upfront about sponsored content, and are working with brands that align with their personal values and beliefs. In fact, a study by CreatorIQ found that 62% of influencers prioritize working with brands that align with their values and beliefs. Additionally, influencers are being more authentic in their content, sharing more behind-the-scenes glimpses into their lives and being more vulnerable with their audience.
Businesses are also recognizing the importance of transparency in influencer marketing. They are working with influencers who are upfront about sponsored content, and are focusing on building long-term partnerships with influencers who align with their brand values.
According to a survey by Stackla, 86% of consumers say authenticity is important when deciding what brands to support. Additionally, a study by Edelman found that 57% of consumers believe that less than half of brands create content that feels authentic.
Businesses are also recognizing the importance of authenticity and transparency in influencer marketing. According to a survey by Linqia, 77% of marketers believe that authenticity is the most critical factor in determining the success of an influencer campaign.
- Video Content
Video content has been on the rise for years, and it’s no different in the world of influencer marketing. According to a study by Cisco, video content will make up 82% of all consumer internet traffic by 2022.
Influencers are creating more video content to take advantage of this trend. According to a study by Hootsuite, Instagram influencers are posting more videos than ever before, with video posts increasing by 21% between 2019 and 2020.
Businesses are also recognizing the importance of video content in influencer marketing. According to a survey by Wyzowl, 86% of businesses use video as a marketing tool. Additionally, a study by Animoto found that video content generates 1200% more shares than text and image content combined.
- TikTok
TikTok has exploded in popularity over the past year, and it’s quickly becoming a top platform for influencer marketing. TikTok has a young and highly engaged user base, making it a great platform for businesses looking to reach younger consumers.
Influencers are also flocking to TikTok, creating short-form videos that showcase their personality and creativity. TikTok’s algorithm also makes it easier for influencers to gain followers and get their content seen by a wider audience.
According to a study by HypeAuditor, the number of influencers on TikTok grew by 38% in 2020.
TikTok’s young and highly engaged user base makes it a great platform for businesses looking to reach younger consumers. According to a study by eMarketer, 37.3% of TikTok users in the US are between the ages of 10 and 19.
Influencers are also recognizing the potential of TikTok for influencer marketing. According to a survey by Influencer Marketing Hub, 67% of influencers said that they planned to use TikTok more in 2021.
- Diversity and Inclusion
The influencer marketing industry is becoming more diverse and inclusive, with brands and influencers alike recognizing the importance of representation. This means working with influencers of different races, genders, and backgrounds, and featuring more diverse models in campaigns.
In addition to representation, businesses are also focusing on creating more inclusive campaigns that appeal to a wider range of consumers. This includes creating products that are inclusive of different skin tones, body types, and disabilities.
Overall, the influencer marketing industry is constantly evolving, with new trends and strategies emerging all the time. By staying up-to-date on these trends, businesses and influencers can stay ahead of the curve and create successful campaigns that resonate with their audience. As businesses and influencers adapt to these trends, we can expect to see continued growth and evolution in the world of influencer marketing.
