5 influencer advertising tendencies to look out for this festive season
From Pawan Bagga
In the hemisphere of digital marketing, influencers took the lead in 2020. Investments in influencer strategies have both grown exponentially and brands have found it wiser to split their spending between generic social media marketing and influencer-related marketing. All of this happened due to the high demand for digital advertising, promotions and marketing that emerged with the arrival of the pandemic.
As the pandemic cooled and brands began to build on their marketing momentum, influencer marketing trends have started to skyrocket even more. They help better-known brands achieve their monthly KPIs through both organic and paid media.
This medium of personality-based marketing has become a key strategy for leaders in their respective fields. As of 2020, the focus was on the following factors:
Reaping the financial viability of micro-influencers
Dependent on cheaper influencer marketing platforms
Establishment of long-term cooperation partnerships with influencers
Use of storytelling methods
Influencers start product collaborations
Increasing influencer events
That pattern has now changed, and with the holiday season, the following are some trends that will drive a brand’s success. Each of these five influencer marketing trends are in high demand, and brands are undoubtedly using influencers to grow their business online.
1. Influencers rely on live streaming
Live streaming enables desired influencers to communicate and chat directly with their viewers. This promotes interaction with the brand’s influencers and audience and, above all, lays the foundation for increasing the brand’s recognition rate. The brand images are slowly being burned into the minds of the audience and they begin to associate on a higher level.
With the advent of niche influencers and live streaming platforms like Instagram, YouTube and TikTok, the interactions between influencers and customers are increasing. That certainly seems like a big bet for brands this year.
2. Increased use of audio and video content
Video and audio content combined makes for monumental organic reach, and many wealthy brands have already begun to capitalize on this trend. Influencers have started posting a wide variety of audiovisual content types such as guides, tips, reviews, and even summaries. When users see your product or service in the same context as the influencer they are following, there is a deeper desire to give your brand a chance. Influencers target this sensitivity and create a range of video types, all with the ultimate goal of promoting your brand as an active, enticing industry participant.
3. Bringing brand values into the spotlight
Indeed, Internet consumers are ready to invest in products and services that are theirs
Promise. In addition, they accept brands that resonate with their brand values through daily content. Hence, influencers play the role of evidence showing your brand’s sincerity on its principles. Additionally, as brands continue to demonstrate their perspective on social issues with a creative tweak, audiences are looking for validation for that. Influencer marketing fills the gaps here and creates brand value that helps in the long term.
4. Less reliance on prominent influencers
Prominent influencers face massive competition from nano and micro influencers. Because the latter tend to empathize with society and respond to more pressing matters than the general public. The secret to getting results through influencer marketing lies in engaging with audiences through branding and an authentic tonality. If you get these two elements right, you can expect great ROI on your marketing budget.
5. Influencers who use more complicated, longer captions
In an effort to create a more reliable connection with their audience, influencers have switched to long captions. The personalized nature of these captions develops an understanding that leads to a higher level of trust between consumers and influencers. Since Instagram allows a limit of 360 words (2200 characters), influencers can curate microblogs that resonate with the visual content. Whether motivational, sensitive, or for awareness-raising purposes, these captions can go a long way in narrating the post.
Therefore, brands should pump money into their influencer marketing strategies again this holiday season and focus on properly segregating activities. Their lifestyle and their overly varied projects have given them limitless creativity and it is a great opportunity to use them in great ways.
The author is co-founder, Tyche Media
Also Read: Why Should Brands Invest In Interactive Technologies?
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