Influencer marketing has grown from strength to strength over the last few years and 2020 is no exception, while the landscape has changed because of the global pandemic, the world of influencing has hardly slowed, but it certainly has shifted! See our thoughts on where it’s headed in 2021
The Rise Of Micro-influencers
The key to micro-influencer success is in their name. They may be relatively micro in reach, but they genuinely influence people’s decision-making. With small but strong followings, they are as powerful as you can get as their engagement levels tend to be high. Given a lot of micro-influencers create their content and manage their accounts, this means brands can easily connect with them and be featured more frequently therefore making it an effective approach to influencer marketing.
A Focus on Performance Marketing
Big brands now have a much clearer idea of how their money works in the influencer market. With a high focus on individual performance and insights, we will continue to see influencers in 2021 being paid on a pay-per-performance-based deal.
With brands becoming more strategic with their use of influencers, we will see fewer people featured across industries, and more of a specialized approach.
Data is queen
If you want to be a successful Influencer in 2021 and beyond, you will need to use numbers to attract brands and companies. Analytics will be a massive part of what attracts a brand to an influencer.
The days of influencer marketing as a “one-off” strategy are over. In 2021 Influencers will be contracted on an ongoing basis to increase brand loyalty and attention. Rather than switching influencers for every campaign, having Influencers gain their mantle because of their authenticity and ability to build trusting relationships with their followers.
Create real content
Brands are now interested in working with influencers who are not just amplifiers but communicators. With audiences wanting real and authentic content, the new influencer marketing trend is to create genuine content that keeps users engaged without looking too filmy or sponsored.
Partnerships are the new hot take.
TikTok is already there – but in 2021, we will see more influencer partnerships between known-profiles. In this space – collaboration is key, and brands can see how influencers working together will ultimately generate more content and will increase the audiences numbers.