The influencer marketing trend in 2018 was predicted quite accurately as of 2017. How predictable are influencer marketing trends in 2019?
According to research conducted by influencer marketing platform “Mavrck”, content created by influencers was found to be 6.9 times more effective than content shot in the studio. This is a significant gain over the conversion rate that many marketers have gained from digital advertising. Therefore, by the end of 2019, the brand is expected to invest up to $ 2.38 billion in influencer marketing.
Here are five of the influencer marketing trends in 2019.
Importance of micro and nano influencers
Influencer marketing was born from celebrity marketing. For the general public, influencer marketing appears to be no different from the brands that have contracted with celebrities. You may not even realize that the product coupon code you see on the influencer blog may be part of influencer marketing.
Over the last few years, different types of influencers have been defined. Above all, the popularity of micro-influencers is growing. In 2017 there was already a prediction that micro-influencers would be more influential than celebrities.
The definition of influencers has been fluidly changing over the years. However, there is a debate that social media has four types of influencers.
• Mega Influencer – Social superstar with more than 1 million followers.
There are many celebrities such as talent because there is fame gained not only on the net but also in the real world
• Macro influencers – influencers with 100,000 to 1 million followers
• Micro influencers – Influencers with 1,000 to 100,000 followers.
There are few follow-ups, but because of the expertise, it is highly reliable
• Nano Influencers – Influencers with less than 1,000 followers who have a strong influence in a relatively small market. Reliable people in certain areas
Only a handful of super famous brands can tie up mega influencers. Although the name is known, it has little effect on people’s behavior. This is because you can’t trust enough to buy a product recommended by a celebrity just because you can recognize the name.
Macro influencers respect niche, but the competition is high to tie up. Macro influencers can choose the brand they want as a business partner.
In 2019, micro-influencers and nano-influencers will become commonplace in business. More brands will tie up with micro-influencers or nano-influencers that are right for them.
Due to the small number of followers, you may feel that nano-influencers have too little impact. But nano-influencers are the best people to communicate brand beliefs to a narrow and specific niche. When a brand establishes a relationship with a nano influencer, most people consider it a “false relationship”.
The brand is
・ The credibility of nano influencers
・ Improvement of engagement
・ Range of micro influencers
The above three balances need to be balanced, and the focus will be on what most brands will choose in 2019.
Instagram is essential for successful influencer marketing
At the same time that Facebook is losing users due to data leaks and infringements, the number of users of its visual platform “Instagram” is increasing rapidly.
Instagram hit 1 billion active users in a month in 2018. Regardless of the issues faced by parent company Facebook, its popularity continues. In addition, for video content, we are expanding hands with Instagram Live, Instagram Stories, and IGTV.
Current Instagram is a social media site for the younger generation. The younger generation likes the visual-focused Instagram feature symbolized by the word “Instagenic”. Instagram is also popular because of the importance of influencer marketing and the development of tools to make the posting process easier.
Brands develop long-term relationships with influencers
The brand has long considered an influencer campaign. When brands come up with campaign ideas, they look for influencers. Create content with brands and influencers jointly, or with influencers only, according to the brand ’s orientation. After running a campaign, analyze the results and move to another campaign. In many cases, the influencer was chosen not to be the same person in the next campaign, but “the next influencer that seems to be cost-effective”.
However, as influencer marketing becomes more common, influencers may choose the brand they want to work with. A good influencer will fill his schedule with paid promotions.
But at the beginning of 2019, there are signs that this trend is changing. When brands find the right influencers, they focus on building longer-term relationships.
The longer an influencer works with a brand, the easier it is to believe that it really supports the product. When an influencer continues to support a product through multiple campaigns, the synergy between the influencer and the brand is emphasized. It leads to increased credibility from the audience that “influencers do not just post money to earn money”.
From a brand perspective, continuity is gained by continuing to tie up with established influencers. If a past campaign has shown good results, it is likely to be in the future. It also removes the potential risks associated with the influencers that the brand initially faces.
Video becomes more important
Video content is now playing smoothly over wired or Wi-Fi. With the widespread use of 5G networks, even the cheapest smartphones can play videos. All major social networks understand this change. Since YouTube has been focused on video since its inception, large companies such as Facebook, Instagram, Twitter, and LinkedIn also support video content. Google search results are now favored to display videos.
Influencers were first aware of this trend. Influencers are social platform leaders who show their followers the latest trends in their areas of expertise. It is therefore not surprising that influencers are the most symbolic presence of video content on various social platforms.
According to US computer network equipment development company Cisco, video will account for 80% of all internet traffic by the end of 2019. It also predicts that by 2022, 82% of all internet traffic will be video. EMarketer, a digital marketing research company, reported that video accounts for 25% of digital advertising spending in the United States.
Stories and short videos such as Instagram Live, Snapchat video messages, and Facebook Live streams are particularly exciting content for consumers. In a market full of content, brands that are actively engaged in “only” advertising will be distrustful to consumers.
YouTube, the biggest player, is designed for video, but it’s no longer just a social site for people to watch videos online.
Brands that want to use video influencer marketing seriously need to tie up with influencers who are active across all video platforms, rather than focusing on one social network.
Introduced influencer marketing trends. This year, not only micro-influencers but also nano-influencers seem to be active.
Also, video marketing and Instagram will become more active, and the number of brands entering influencer marketing will continue to increase.
In the second part, we will introduce the remaining five important trends that you should know about, such as how to select influencers, the influencer’s own brand, and countermeasures against fake followers.