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Influencer marketing is the art of connecting brands and the powerful voices of digital content creators. This connection helps to have authentic conversations about a product message, thus building awareness and engagement. Influencer marketing gives brands the ability to reach and reach audiences through people they rely on and trust.

As brands develop their marketing strategies, understanding the future of influencer marketing is important.

Performance-based influencer marketing

Jamie Reardon is the co-founder and CEO of Find Your Influence, the industry’s first all-in-one marketing solution for influencers.

A trend in influencer marketing has developed in recent years: performance-based influencer marketing. To be successful, brands need to align influencer campaigns with strategic business goals and incorporate them into their holistic digital marketing strategy.

For years, the yardstick for measuring the success of influencer marketing has been clicks and likes. These were more of a vanity metric and less performance-based. Today, many brands are turning to influencer marketing to directly increase sales.

Today, brands can thrive by providing influencers with a unique discount code and exclusive offers, affiliate links, amplification of social contributions through paid efforts that include a strong call to action, and product collaborations to increase sales. It’s important that brands track the results. Once they’ve created landing pages, working with influencers to use hashtags and creating tags, they’ll be able to correctly attribute each sale to the post it came from.

Metrics such as total reach, engagements, and impressions can be applied to determine how much these strategies influence consumer behavior.

When you bring influencer marketing into the power space, brands can identify influencers who are really committed to making the partnership work. The results of an efficient, performance-oriented influencer partnership are often not only evident in the campaign results themselves, but also in the strength of the brand influencer dynamics.

Maintaining the brand-influencer relationship

With performance-based influencer marketing in mind, brands can leverage the personalization stack and choose long-term influencer partnerships rather than one-time engagements.

Influencers are becoming the go-to place for resource brands to generate high volume content and drive personalization, resulting in improved engagement rates.

By building longer-term relationships with influencers, brands can deepen their personalization strategies and include influencers who speak directly to their target audience. By optimizing the behavior and interests of the influencer’s followers, brands can attract the attention of existing and new users. You need to invest in your winners and allow the new data from each campaign to inform future recruiting and influencer program scaling efforts. With each new campaign iteration, your activation becomes more powerful. The relationship with your influencers will evolve and you will be able to grow sales in ways you never thought possible.

Video content on the rise

The video shows no signs of slowing down in 2021 as it has become a core marketing strategy practiced by over 80% of marketers. Surveys show that 6 out of 10 people prefer to watch online video rather than television, which shows that the role of video content is essential in helping brands connect with their audiences.

Videos continue to be dynamic media that provide consumers with a visual storytelling experience. While this form of content can be the most time consuming to create, influencers often see the greatest follower growth when they keep posting new videos.

The average earned media value For every dollar spent on influencer marketing, it’s $ 5.78. Combining video growth with the effectiveness of influencer marketing is sure to increase the ROI of a campaign.

Creation of artificial intelligence + virtual reality

Many of today’s most disruptive brands are using artificial intelligence and machine learning to figure out how to fuel their marketing efforts. Notable brands like Warby Parker have already jumped on board. With their mobile app, users can try on glasses at home before buying.

To get the full benefit of virtual reality, brands rely on deeper data to make decisions about their campaigns, from choosing influencers to campaign optimization.

All of this will continue to make it so important to find the right influencers and influencer marketing technologies to spread and promote these disruptive initiatives.

Jamie Reardon is the co-founder and CEO of Find Your Influence, the industry’s first all-in-one marketing solution for influencers. Find Your Influence is headquartered in Scottsdale and has worked with more than 600 brands to run more than 12,000 influencer campaigns.