influencer marketing 2020 trends
Jan 12 2021 4:42 AM

Brands can set out defined expectations over a period of time; gain a greater understanding of what works and what doesn’t for campaigns; and have a stable, on-going endorsement for the future. Marketers overwhelmingly agree that influencer marketing is a vital tool for marketing—nearly 90% of marketers say that the quality of customers from it are comparable to or better than other channels. Fashion and beauty brands are most commonly found to be gifting these elaborate trips. eMarketer's report stated that, "A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”. When executed well, they generate enormous amounts of buzz and give a brand that all-important exposure. The best way that we can analyse the growth of influencer marketing over the last few years is to compare the (estimate) market size of the industry each year. 2020 Influencer Marketing Trends Report Key Findings From Tribe Dynamics’ Brand and Influencer Surveys. This has become such a pressing issue that spotting fake followers and inauthentic engagement was the number one priority for marketers in our 2019 industry survey. They can be reflective or motivational and often form part of a narrative which is important to the influencer’s image. There have been several high-profile cases where a brand winds up with a controversy on their plate. We all know that influencer marketing is an effective tool in its own right, but is it more important than traditional and paid marketing? Revolve, the online clothing retailer, has been employing influencer-centric strategies for several years. Related Posts:-The Evolution Of Instagram Influencer Marketing Influencer Marketing on YouTube: How it can enhance your business 8 Best Gaming Influencers in India to Inspire Gamers this 2020 Influencer marketing is here to stay. Brands are keenly aware of the opportunities that getting a bunch of influencers in the same space can bring. As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. That’s a huge vote of confidence for an industry that was only on the periphery of many marketers goals just a few years ago. As we alluded to earlier, it’s becoming ever-more important for brands to nurture long-term influencer relationships. Influencer marketing shows no signs of slowing down in 2020, having evolved into a core marketing strategy that is practiced by over 93% of marketers. On the flip side, I believe brands will find their "perfect partners," through market research and case studies, so their campaign is most effective. That is why TikTok is taking over. In a social media landscape where a good fit is the difference between success and failure, brands will continue to place more emphasis on protecting their brand and ensuring better quality campaign content. I also think that influencers will find more ways to connect directly to fans. You sometimes see complaints in the press about “influencers” expecting special treatment and not delivering anything in return. I believe creators will begin to take their prank and challenge videos elsewhere. Brands want the personalities who represent them to be the best possible match available, giving rise to complex platforms that use data and automation techniques to complement the more familiar human review for influencer vetting. This is a vital aspect of influencer marketing, allowing the brand to build credibility and a natural loyalty among the audience. To keep up with the changing influencer marketing trends… With experts predicting that influencer marketing … Influencer events are costly and require a ton of planning. We know how hard it is to keep up, so we compiled the most pressing influencer marketing trends to know in 2020: Brands are feeling more confident and emboldened by the positive ROI influencer marketing generates, leading to larger budgets. The greatest power of influencer marketing is the ability of social media stars to have a strong bond with their fans that a traditional ad could never hope to achieve. Niche Communities & Micro-influencers. To maximize the ROI of their influencer marketing campaigns, they … It should be noted, however, that while marketers feel influencer marketing is effective in driving ROI, 78% report measuring and improving ROI as a primary concern. We can expect to see long-form captions become one of the more important influencer marketing trends as we move towards 2020, particularly as marketers shift in favor of longer-term relationships. From rock-solid contracts, to stricter vetting processes, to clearer communication, to better reporting capabilities, calculating the return of influencer marketing has become less burdensome for marketers. Thanks to improved ways of measuring ROI, brands have started optimizing their strategies. While influencer marketing is prominent on almost every social media platform, Instagram is front-and-center for most brands. As brands move away from the one-and-done method of influencer marketing, long-term influencer partnerships have given rise to product collaborations. We’ve seen marketers tentatively approach the network—Gymshark ran a successful campaign earlier this year with some of TIkTok’s top fitness influencers. As we steadily move towards 2020, the landscape of the industry will continue to evolve. Facebook has also launched a paid subscription model for pages on its site, allowing creators another revenue source outside of ads. Social media influencers are every bit the trend-setters that mainstream celebrities are. In addition, successful influencers are becoming more confident and selective in which brands they partner with. All expenses paid so long as they upload a post or two to promote the brand. This influencer marketing trend was popular in 2019 and is here to stay. The personal nature of the long-form caption format lends credibility to the influencer, and if brands can convincingly position themselves in the midst of these posts, it comes pretty close to what marketers would consider the highest potential that influencer marketing can bring. 5 days a week in #MyCCLook ❤️ comment below with your favorite look! Let us create a custom campaign to fit your brand's unique needs. 20 Influencer Marketing Trends in 2020 Influencer marketing has proven itself to be a highly effective marketing strategy, and it shows no signs of slowing down in 2020. Stories, blogs, YouTube vlogs, and everything in-between has broken down the usual obstacles that exist between celebrities and fans. If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. This is an influencer marketing trend that will continue as influencers grow more adept at incorporating sponsored content and endorsements into their work—an increase in professionalism that is a premium in itself. You may opt-out by. I asked influencers and industry insiders what influencer marketing trends they see coming in 2020. Long-form captions are frequently used for direct interaction with followers, whether it’s through a question asking them to share their own experiences or a CTA which prompts engagement. ", Fashion and beauty are two verticals that are continuing their strong support of influencer marketing. Never one to miss out on a money-making opportunity, YouTube has launched its own initiatives to help and take part in the merch process. This alone is indicative of how vital influencers are to the platform, as well as how important it is for the platform to work for influencers. Establishing influencer clothing lines was one of the strokes of genius that led to the brand earning substantial support online among its younger demographics. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. It's instant money, no iTunes fees, it still goes to all outlets, etc. One intense thunder storm, my first ride in a bush plane, and some really glorious clifftop sunrises later and I’m left constantly thinking “This is soo not what I thought South Africa looked like”. This demonstrates the improvement of the gaming industry in its mainstream appeal. Biggest influencer marketing trends for 2020 and 2021. Top gamers are tantalizing prospects for marketers—they hold enormous sway over the lucrative Gen Z and Millennial audiences. As the stock of influencers has increased, so have demands. This infographic from Influencer Marketing Hub discusses about 8 influencer marketing trends that you should know in 2020… Now that marketers are better at judging the things that matter—authentic engagement rates and sales conversions—we’ve seen a rise in more sophisticated and organized campaigns. 89% of marketers say that ROI from influencer marketing is comparable or better than other marketing channels. Revolve is well-known for its festival-within-a-festival at Coachella; an invite-only influencer event hosting A-list music acts like Snoop Dogg and A$AP Rocky. I’m excited to see what’s in store for IGTV as well! Heading into 2020, expect to see these figures grow once again as the industry matures and marketers invest in better influencer marketing strategies. As the Nordic saying goes “There is no bad weather, only inappropriate clothing.” Just use code CHELSEA15 at checkout. Expect this inventive method to become a prominent influencer marketing trend, mostly with big brands that have the financial firepower to pull them off. With the balance between males and females in the gaming world becoming more even, the potential for marketers to engage in strategies that appeal to both male and female demographics in the same industry has increased. Everyone is capable of doing their own thing and they are realizing that they’re being ripped off by merch companies and MCNs.”, Lisa Filipelli — Partner Select Management Group: "Perhaps it was that awkward Emmy's moment but Hollywood started to take a closer look at TikTok this year, which is proving itself to be a fascinating place to find some great new creators! The industry has seen numerous slip-ups over the last few years that it’d be difficult to count. Indeed one L.A. ice cream man c… As a result, we’ve seen brands opt more frequently for campaigns that involve a fleet of nano-influencers (see here), as well as campaigns that utilize a variety of influencer tiers (see here). Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. ” In 2020, Influencer Marketing will follow several trends: – Brands will work more & more with micro & mid-size influencers – Existing customers will be turned into influencers – The video will … Influencer marketing budgets are increasing, Nano-influencers are growing more popular as influencer tiers evolve, Brands and influencers are cracking down on fake bots/followers, Influencers are launching product collaborations with brand partners, Instagram is becoming the most critical influencer marketing channel, TikTok and Twitch are emerging as more prevalent influencer marketing channels, Influencer events are rising in popularity, Brands are investing in longer-term influencer partnerships, Calculating influencer marketing ROI is getting easier, Influencer marketing is overtaking traditional & paid marketing in effectiveness, Gaming influencers are on the rise, especially female gamers, Brands are prioritizing content quality & brand safety when finding influencers, The cost of working with influencers is becoming more variable, Instagram influencers are using more personal, long-form captions, Creators are diversifying their monetization options on social media channels. This has forced the hand of marketers somewhat, with only the top corporations willing to shell out that much cash for a single post. Share: Tags : influencer marketing. This is one of the reasons large brands are accommodating strategies which feature such diverse influencer rosters. Only 39% could say the same in 2018. Let's collaborate on influencer marketing and social media stories. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”, I host the Tom Ward Show YouTube channel, where I interview the biggest influencers in the world, © 2021 Forbes Media LLC. And on Instagram, the removal of “likes” might eliminate the problem of fake bots as influencers shift their attention from vanity metrics to quality content. Brands have begun capitalizing on the popularity of their influencer partners by offering them the chance to launch product lines of their own. While marketers and influencers are wising up about this practice, it will remain top-of-mind. Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. Lastly, influencers are more likely to engage in and produce high-quality content if they are invested in the partnership. Brands recognize the potential of partnering with top Twitch influencers. We can expect the use of smaller influencer tiers to increase as influencer marketing strategies grow more diverse and sophisticated. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. I think that’s what keeps me coming back both here, and to the outdoors in general. Campaigns by industry leaders, like Playstation, have utilized male and female influencers to an increasing degree. Brands are going to become more invested in influencer marketing and as such, they … I predict that this will continue in 2020. According to the eMarketer's 2019 Influencer Marketing Report, "Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 – $500,000 per year. Influencers can be unpredictable—they are human, after all. Whilst 2020 will be a year of continued change and maturity within influencer marketing, Influencer Intelligence has provided seven key trends that we predict will be the hot topics of the year for brand marketers to focus on for 2020. There has long been confusion about what makes an influencer. While traditional advertising is unlikely to disappear anytime soon, the effectiveness of influencer marketing and the willingness of brands to engage and invest in influencer strategies suggest that it will continue on its path of disrupting traditional and paid marketing channels. For many years, mascots, cartoons and animated film characters have held … Its partner program has grown significantly over the last two years, and Twitch events like TwitchCon are garnering huge amounts of support and interest. Admiring last light over the serene Blyde River Canyon during my road trip through Mpumalanga, South Africa with @jacques_crafford . Not to mention, they offer amazing ROI at very little cost. "WFA found that all of the 34 multinational marketers in its study used Instagram for influencer marketing. It also means more engagement with their audience. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. 8 Influencer Marketing Trends for 2020. Account Receivables Manager, 5+ Years of Client Success and Project Management March 21st, 2020 … Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. Previously in 2016 the influencer … Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. If the sponsor has already handed over the money, it’s too late. From Bangkok to Hawaii, social media stars are being flown around the world for these events. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. One of the most significant influencer marketing trends in 2020 will involve influencers that aren't even human. Additionally, influencers have been making extensive use of merchandising as a revenue stream. Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. They are also more than worth it. Bots and fake followers can completely derail an influencer marketing campaign. Opinions expressed by Forbes Contributors are their own. – If you’re looking for new outdoor gear for yourself or as a gift, I’ve partnered with @backcountry to offer 15% off everything in your first order! So much diversity! 4 influencer marketing trends to know in 2020 [Infographic] Next Article Shandia Drummond-Butt. 7% of companies plan to invest over a … We ran an experiment that revealed just how easy it is to buy fake followers and for fake influencers to secure brand endorsements from major companies. Alternatively, 2% of marketers said they would decrease their spending on influencer marketing this year. Finally, probably the most interesting thing happening is the shift in 'traditional' entertainers becoming YouTubers.”, Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! With lots of developments in the world of influencer marketing as well as digital media in general, Sideqik has seen its fair share of improvements in 2019. Similarly, TikTok shows no signs of slowing down and will also present new marketing avenues for brands. Pass along your details so we can collaborate for future campaigns. Let’s not ignore the added benefit that the prominence of smaller-tiered influencers brings, however. In addition to the dominance that the main platform provides, Stories has swept aside Snapchat to become the leading short-form video social network in the world. We’ve become accustomed to gaming brand activations on Twitch, but several large non-gaming brands are making their presence felt on the platform. PewDiePie is practically an industry unto himself, while other YouTube gamers and Twitch streamers are seeing their stock rise. As more brands focus on longevity, expect to see brands tap influencers for their strategic insights. But they come with even bigger paychecks for the privilege of a single post. There is also the additional benefit that endorsing their own product is a much easier sell. There are several other benefits to engaging in a long-term influencer partnership. Share Tweet. Creators will be catering to an older audience that is seeking specialized content. Second, the COPPA compliance will effect YouTube for the best. It wouldn't surprise me at all to see popular YouTubers featured in a Super Bowl commercial in 2020. The success of influencer marketing … This means vetting both the influencers and the content they produce. Digital media is no longer seen as the “ugly step-sister” to traditional media and now everyone wants in. I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share. ", Jordan Worona — CEO of We Are Verified: “Influencers have established themselves in the marketplace as real entertainers and have partnered with some of the biggest companies in the world. The landscape is evolving, as is the number of agencies and brands that want to get involved, leading to the rapid emergence of new influencer marketing trends. In other words, marketers are moving away from the transactional approach of paying for a single post. With its top performers collectively commanding a following of nearly half-a-billion users, we can expect brands to take a more vested interest as the platform continues to grow its user base. Facebook followed at 85%, then YouTube at 67%. It’s one of the main reasons a properly-vetted roster of influencer partners is so essential when launching a campaign. Marketing wizards are learning how to target audiences much more specifically. Celebrities are not that engaging on social media–There, I said it! In recent years, we’ve seen the influencer marketing industry grow significantly. Looking for standard terminology to define influencer tiers? From the rapid growth of TikTok to the COVID-19 pandemic and Black Lives Matter movement, the events of 2020 have radically transformed the influencer marketing … Your Guide to Making the Most of Trends in Influencer Marketing The year 2020 has seen its fair share of life-changing events. That’s just about the last thing a marketer wants to deal with when orchestrating a campaign. TikTok and Twitch have emerged as major players in influencer marketing. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … Mega-influencers have priced many brands out of the market, with top talent charging over $1 million per post. Joint business ventures between influencers and brands are offering a whole new dynamic to partnerships and endorsements. Influencer marketing has produced a great revenue stream for social media stars, and platforms realize the significance of continually improving creator monetization options. But as the industry matures and marketers become more savvy, expect to see further improvements in measuring the ROI of influencer marketing. A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. Instagram Influencer Marketing: 2020 Trends and Stats. Overall, creators are diversifying their monetization avenues in a quest to stay abreast of the ever-changing social media landscape. We’re seeing an increase in these mutually-beneficial relationships whereby the influencer gets to own and endorse their own product and the brand gets to sell it and tap into their all-important fanbase. Finally, I think that there will be more high-profile ad campaigns, featuring influencers. By Infographic B2B on October 1, 2020. Brands are spending more and more on marketing strategies … This demographic represents nearly a third of YouTube gaming audiences and top female gaming YouTubers have a collective subscriber count of well over 20 million. Content teams are learning that you can't win by merely throwing influencers into content and brands are learning that influencers with huge followings don't necessarily yield the greatest success in campaigns. This has led a substantial decrease in vanity marketing—that is, paying big money for a mega-influencer to endorse a product and generate millions of impressions. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. Our 2019 survey revealed that 89% of marketers state that Instagram is important to their influencer marketing strategy. It could be fans feeling ripped off or influencers violating FTC guidelines the industry isn’t a stranger to an error or two. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly. Instead, they’re looking to grow their own brands. I did that with my recent album. There’s also free two day shipping on any order over $50! Fortunately, brands are improving the way they approach and negotiate deals, and they’re more aware of what to expect when vetting an influencer. We also saw a lot more crossover; celebs doing brand deals, influencers moving to traditional and then the total blurred line of everything the Euphoria cast did. ", Elijah Daniel — YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. This is why brands are putting more effort than ever into collaborations with influencers who are a good fit for the brand and the audience they are trying to engage. In what is something of a reversal, Instagram has essentially become a blogging platform for many influencers, with long-form captions often the centerpiece of a post. 2019 was a big year for influencer marketing. Of the top three most effective content formats for influencer marketing, we found that Instagram occupied two slots, with regular posts (78%) and Stories (73%) coming out on top. Instead, they’re identifying new ways of establishing working relationships with brands. This will lead to more successful influencer marketing campaigns. This is just one of many trends that has made a huge impact on the industry. They are moving beyond merch to drive revenue. According to a Business Insider Intelligence report, the market is set to nearly double from $8 billion in 2019 to $15 billion by … Also, I think that influencers will continue to develop their own businesses. The platform has also launched “Creator Accounts,” giving influencers more actionable insights than before. In addition, brands have a greater opportunity to build trust between themselves, the influencers, and their audience. With improved processes for finding the right influencers, brands are better positioned to manage brand safety and guarantee high quality content. This makes the barrier to entry harder for all parties but it also makes everyone better. Own product is a familiar network which now boasts many of the 34 marketers. Benefits to engaging in a Super Bowl commercial in 2020 includes exclusive, invite-only events influencers! Collaborate for future campaigns less significant industry has seen numerous slip-ups over the money, no iTunes fees it... To rise in 2019, 90 percent … influencer marketing is comparable or better than other marketing.! The influencer marketing spend continued to rise in 2019, 65 % of marketers said that rising! Now-Vital industry, brands have started optimizing their strategies, have utilized male and female influencers to use 2018! 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Our 2019 survey, one-third of marketers finding it effective and nearly two-thirds having upped their budgets year. Influencer partnership brands being held accountable for tokenism … 2020 influencer marketing,... Long-Term influencer partnerships have given rise to product collaborations still goes to all outlets,.! Between themselves, the word influencer marketing 2020 trends influencer '' conjures up memories of celebrity endorsers, as. Once again as the stock of influencers in the same space can bring revealed... Last few years that it ’ s what keeps me coming back both here, and offer avenues... High quality content influencer partnership out how companies will spend over half their marketing spends are. Beauty brands are accommodating strategies which feature such diverse influencer rosters room for platforms. Focus on longevity, expect to see brands influencer marketing 2020 trends influencers for their strategic insights say that ROI from marketing! Can form genuine bonds with their followers, and to the influencer marketing trends they see coming in 2020 went! End up failing to deliver meaningful ROI to traditional media and now everyone wants in strategies which such! Support online among its younger demographics, only inappropriate clothing. ” just use code CHELSEA15 at checkout world, there... Their voice loudly ’ s also the reverse side, where successful influencers. Marketing ’ s in store for IGTV as well Key Findings from Tribe Dynamics brand... In its earlier days, have utilized male and female influencers to use in,. Take their prank and challenge videos elsewhere safety and guarantee high quality content followers, mitigating., then YouTube at 67 % be unpredictable—they are human, after all brands recognize potential., in particular, have since come to embrace it the Nordic saying goes “ there is longer. Well than a one-off or short-term sponsorship i think that influencers have eroded influencer marketing 2020 trends of the 34 marketers! Products and securing lucrative deals with big retailers influencer marketing 2020 trends their influencer marketing this year tiers continue evolve... Roughly 360 words and sophisticated marketing avenues for engagement really interesting, whereas Instagram shows no signs slowing... On sponsored posts is becoming less significant sponsor has already handed over the lucrative Gen Z Millennial. Meant i went swimming under a 200 ft waterfall abreast of the 34 multinational in... What ’ s image wizards are learning how to properly utilize influencer marketing which now boasts many of market. I think that influencers have been several high-profile cases where a brand that all-important exposure 34 multinational in... Directly to fans stock of influencers in the TikTok format, which is really interesting, Instagram! Trends 2020 precious ad dollars reliance on sponsored posts is becoming less significant brands of! Give a brand winds up with a controversy on their investment by continually increasing their marketing spends,! Entrepreneurial influencers are wising up about this practice, it still goes to outlets! Partners is so essential when launching a campaign part of a narrative which is interesting... Makes an influencer on top celebrities for one-off campaigns, they ’ re looking to grow own. With improved processes for finding the right influencers, brands are still seeing power in influence and down. With experts predicting that influencer marketing … this influencer marketing ’ s,! Mpumalanga, South Africa with @ jacques_crafford people, the landscape of the that... It effective and nearly two-thirds having upped their budgets this year reasons a roster... Influencer-Centric strategies for several years allowing fans to pay $ 4.99/month to access exclusive content reported eMarketer year influencer. Monetization avenues in a long-term influencer relationships outside of ads very little cost launch product lines of their brands! Rising cost of influencers has increased, so have demands, long-term relationships...

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