Influence marketing: 2020 trends
Posted: Tue Dec 10, 2024 7:06 am
Influence is redefining the contours of a Marketing that is undergoing a complete transformation. We are no longer in the era of the monopoly of traditional advertising campaigns and to succeed in their communication campaigns on social networks, brands must focus on collaborations with influencers. These are the first words of the book “ Influence Marketing – Brand Strategies with Influencers ” that we wrote with Guillaume Doki-Thonon, founder and CEO of Reech. I thought it would be interesting to introduce this article on the trends in Influence Marketing in 2020 in this way…
In recent years, advertisers have been jostling gambling data china between display campaigns and social media activations. The rules of communication are being turned upside down, which is causing a feeling of saturation among consumers who have never been so solicited on digital. This is evidenced by the high use of ad blockers... Consumers trust influencer messages more than ads broadcast by brands. According to a recent study entitled “ Advertisers: influencer marketing and their KPIs ” carried out by Reech , the leading brand tech in influence with whom I work regularly, influence marketing is doing well. The study indicates that 65% of the brands surveyed launched an influence campaign in 2019, a figure that will increase by 15% the following year. But how will they proceed? What types of influencers will they solicit? What collaboration practices should they favor? What platforms should they favor? What formats should they use? What data should they analyze? What KPIs should they measure?
Influence Marketing has a bright future with micro-influencers , these content creators with a slightly less visible but much more flexible profile and a more receptive audience. The lever of influence marketing will turn towards even more restricted but more engaged communities. Brands will increasingly be interested in these micro profiles and also increasingly in nano-influencers, these are ordinary people with a sphere of influence that is no longer limited to their family, friends and colleagues. These ultra-connected consumers now have the ability to influence the market in a few clicks on different spaces of expression: social networks, blogs, rating platforms, etc.
In the years to come, the creativity and talent of influencers will play a major role in Influence Marketing operations. Indeed, influencers with creative talent, very good photographers for example, will succeed in combating the phenomenon of weariness observed among consumers in 2019. Diversified and less repetitive speeches will also be expected. Influencers will have an interest in varying the types of content and platforms, writing blog posts, publishing links on Twitter, uploading content on Facebook, broadcasting videos on YouTube, participating in podcasts on iTunes, posting photos and especially creating Stories on Instagram. Yesterday, influencers were mainly contacted for their broadcasting power, tomorrow they will be solicited above all for their creativity.
In addition, by being consistent and choosing the brands they work with carefully, influencers will respond to this quest for authenticity expressed by consumers this year, some even talk about “influencer fatigue”… The market is actually booming, many consumers consult influencers' publications but they are not always satisfied with the topics covered and the advice given. In the future, the choice of partnerships will have to be more consistent and the positions taken more honest. Consumers are asking for more logic in collaborations, concerning the brands and values shared or not by the influencer, and honesty in the issuance of opinions on the products tested.
In recent years, advertisers have been jostling gambling data china between display campaigns and social media activations. The rules of communication are being turned upside down, which is causing a feeling of saturation among consumers who have never been so solicited on digital. This is evidenced by the high use of ad blockers... Consumers trust influencer messages more than ads broadcast by brands. According to a recent study entitled “ Advertisers: influencer marketing and their KPIs ” carried out by Reech , the leading brand tech in influence with whom I work regularly, influence marketing is doing well. The study indicates that 65% of the brands surveyed launched an influence campaign in 2019, a figure that will increase by 15% the following year. But how will they proceed? What types of influencers will they solicit? What collaboration practices should they favor? What platforms should they favor? What formats should they use? What data should they analyze? What KPIs should they measure?
Influence Marketing has a bright future with micro-influencers , these content creators with a slightly less visible but much more flexible profile and a more receptive audience. The lever of influence marketing will turn towards even more restricted but more engaged communities. Brands will increasingly be interested in these micro profiles and also increasingly in nano-influencers, these are ordinary people with a sphere of influence that is no longer limited to their family, friends and colleagues. These ultra-connected consumers now have the ability to influence the market in a few clicks on different spaces of expression: social networks, blogs, rating platforms, etc.
In the years to come, the creativity and talent of influencers will play a major role in Influence Marketing operations. Indeed, influencers with creative talent, very good photographers for example, will succeed in combating the phenomenon of weariness observed among consumers in 2019. Diversified and less repetitive speeches will also be expected. Influencers will have an interest in varying the types of content and platforms, writing blog posts, publishing links on Twitter, uploading content on Facebook, broadcasting videos on YouTube, participating in podcasts on iTunes, posting photos and especially creating Stories on Instagram. Yesterday, influencers were mainly contacted for their broadcasting power, tomorrow they will be solicited above all for their creativity.
In addition, by being consistent and choosing the brands they work with carefully, influencers will respond to this quest for authenticity expressed by consumers this year, some even talk about “influencer fatigue”… The market is actually booming, many consumers consult influencers' publications but they are not always satisfied with the topics covered and the advice given. In the future, the choice of partnerships will have to be more consistent and the positions taken more honest. Consumers are asking for more logic in collaborations, concerning the brands and values shared or not by the influencer, and honesty in the issuance of opinions on the products tested.