The Top Three Influencer Marketing Trends
Instagram is currently considered the fastest-growing online acquisition platform and the best return-on-investment social media channel; as the visibility of influencer marketing increases, approximately 70% of advertisers believe they should increase their social media presence accordingly. To understand how these campaigns will change, however, there are three key marketing trends to keep an eye on:
According to Cisco, global video traffic will count for 82 percent of all consumer Internet traffic by 2021. Consumer video traffic will have almost doubled within five years. Video advertising is quickly becoming one of the most effective forms of marketing campaign. Social media has long since matched the reach of TV advertising potential.
Video adverts on platforms such as YouTube, Facebook, and Instagram offer a format which can easily be directed towards its ideal audience. This technique is especially useful for those targeting young adults and teenagers. Taco Bell’s 2017 Snapchat campaign, for example, broke records with its 224 million viewership within just twenty-four hours. The success of Taco Bell’s advert can mostly be put down to its interactivity and authenticity. The weird and wonderful taco filter appealed perfectly to Snapchat’s younger audience because it felt more personal than a regular advert, and all for just $750,000!
In fact, Google’s analysis of fifty-six case studies showed that advertisers should on average be allocating up to six times more of their budget to video-based advertisement platforms such as YouTube and Instagram. Video advertising has long been predicted as the future of social media marketing trends.
As part of this trend of video advertising, Instagram Stories have emerged as one of the most effective and prominent forms of audience engagement. Not only do they offer a way to see who and how viewers interact with content, but they allow for an opt-in approach to permanence. Unlike Snapchat, on which all content automatically self-deletes after twenty-four hours, Instagram Stories can be partially if not completely translated into photo posts for a more permanently visible campaign. As Robert Katai writes, “[in] just one year, Instagram Stories (IS) surpassed Snapchat, the app it was designed to kill. It now has more than 250 million users.”
Instagram Stories offer a unique opportunity for influencer marketing. This is down to their informality and audience engagement – the very nature of Instagram means that only those who are already interested in the brand or service will view their advertisement. Rather than broadcasting to a wide and undiscerning audience, influencers allow for advertising niches and make each post more personal and authentic. And since Instagram has more than 600 million users, the scope of an advert’s reach is fairly unlimited. You can easily see why it’s been one of many prominent marketing trends.
Micro-influencers and Authenticity
According to various reports, the engagement and quality of followers are ranked by 79% of businesses as the top two factors which impact what they consider to be an ideal influencer. Whilst celebrity ‘mega-influencers’ are often pasted across the front page of platforms such as Facebook, Instagram and Snapchat, their return-on-investment value has long been considered on the decline.
Instead, influencers with smaller and more select audiences are now considered the most effective brand partners. Only 9% of businesses prefer to work with their ‘mega’ counterparts. These ‘macro-’ and ‘micro-influencers’ offer audiences from a thousand to a million followers. Using these influencers results in targeted exposure to those already looking for something in the vein of your brand. Although they are unlikely to put mega-influencers such as Kim Kardashian out of business any time soon, influencer marketing which wishes to target young adults does better with more rounded, specified approaches. For many millennials, the question seems to boil down to who would they rather buy from. A celebrity pushing a brand doesn’t do as well as a personable influencer whose life is not so different from the consumer’s.
By Angharad Miller