We often talk about influencers as the biggest and best thing added to the marketing mix since social media was born. But it is not a static thing, this landscape has changed a lot in recent years. Below I’ve summarized what I believe to be the five biggest changes we have seen in the role of influencers in marketing campaigns along with some further reading that supports each point.
Increased focus on authenticity and transparency
Brands are becoming more mindful of the influencer’s authenticity and transparency in their content. They are seeking influencers who align with their values and can create content that feels genuine and trustworthy to their followers.
Further Reading:
- https://www.mediakix.com/blog/why-are-brands-more-focused-on-authenticity-in-influencer-marketing/
- https://business.linkedin.com/marketing-solutions/blog/trends-and-research/2021/why-brands-are-prioritizing-authenticity-in-influencer-marketing
Micro-influencer rise
Brands are shifting away from celebrity influencers and are focusing more on micro-influencers. Micro-influencers are seen as more authentic, relatable, and can often reach a specific niche audience.
Further Reading:
- https://hypeauditor.com/en/blog/micro-influencer-trends-2021
- https://www.businessofapps.com/news/micro-influencer-marketing-2021-trends-to-watch/
- https://blog.hootsuite.com/micro-influencer-marketing/
Integration with e-commerce platforms
Influencer marketing is becoming more integrated with e-commerce platforms, making it easier for influencers to drive sales and for brands to track the success of their campaigns.
Further Reading:
- https://www.businessofapps.com/news/influencer-marketing-ecommerce-platforms/
- https://www.businesswire.com/news/home/20210201005871/en/Influencer-Marketing-Platforms-Gain-Momentum-Integrating-E-commerce-Features
Use of AI and automation
Influencer marketing is increasingly utilizing AI and automation to streamline the process and make it more efficient. This includes tools for influencer selection, content creation, and performance tracking.
Further Reading:
- https://www.businessofapps.com/news/ai-in-influencer-marketing/
- https://www.mediamath.com/blog/how-ai-is-transforming-influencer-marketing/
Greater emphasis on metrics and ROI
Brands are placing a greater emphasis on measuring the impact and ROI of their influencer marketing campaigns. This includes tracking metrics such as engagement, reach, and conversions.
Further Reading:
- https://www.businessofapps.com/news/how-to-measure-the-success-of-influencer-marketing/
- https://www.forbes.com/sites/forbescommunicationscouncil/2021/03/03/how-brands-can-measure-the-return-on-investment-of-influencer-marketing/?sh=2f7e33f56cf7
- https://blog.hootsuite.com/influencer-marketing-metrics/