The 5 Key Trends That Will Shape Influencer Marketing in 2019
by Koussey •
Influencer marketing has come a long way in the last several years and it has proven to be one of the most effective channels to connect with customers. Now, the question is, what will 2019 bring to the table? What will be the biggest trends in influencer marketing in 2019?
Here’s what’s to come.
1. Authentic and Transparent Content Will Be King
Consumers are experiencing a crisis of faith. Digital natives especially are becoming immune to self-promotional marketing techniques and traditional ads are not as efficient as they used to. Today, consumers are sick of pop-ups interrupting their browsing experience at every turn and creepy remarketing displaying the same ad wherever they go.
In order to regain the public’s trust, brands need to re-evaluate their messaging strategies and bet on transparent and authentic content. Social media content creators and influencers are the best equipped to convey authenticity: people connect with them to get honest reviews and insights about brands and products. In order to be fully transparent, sponsored content should be disclosed whenever an influencer is being compensated for the collaboration. Authentic content from influencers is at the centre of the marketing strategy of Omorose Cosmetics, a Malaysian beauty brand.
2. Instagram Will Remain a Key Channel for Influencer Marketing
Brands have already incorporated Instagram in their marketing strategies and it’s not going to change in 2019:
Instagram is increasingly popular, and has reached 1 billion monthly active users within only a decade. In Southeast Asia, it’s going fast as well: 73% of all internet users in Malaysia have an Instagram account for instance! At a time when visual content is critical for any brand to execute on a successful marketing strategy, Instagram presents a unique opportunity to position your brand creatively and showcase its personality. It’s a great opporunity to form deep connections with potential and existing customers. MAC stands out as the perfect example. The brand is well known for its bold and bright looks and well, its Instagram does not disappoint. You’ll find stunning content that clearly reflects the brand’s identity with hyper-pigmented lips and sparkly eyes, as well as amazing make up artists.
3. User-Generated Content Will Be Repurposed
User Generated Content (UGC) is any type of content that has been created and put out without any financial contribution. It mostly comes from your fans and it can definitely be repurposed on other channels with their prior consent.
By including UGC in your newsletters and blog posts, your product pages, your ads etc. you will maintain an authentic and consistent brand image across all channels. Not only will you save resources, but you will also increase brand loyalty.
4. From Nano to Macro Influencers: Brands have the choice
Marketing managers started influencer marketing by targeting macro influencers (over 100,000 followers), interested in their massive reach. With them, you can get your brand in front of a huge audience very fast.
But today’s consumers are not entirely celebrity-influenced. They value the opinions of beauty and fashion bloggers, tech- obsessed individuals that you probably wouldn’t recognize on the street, but have thousands following them on Instagram or Youtube. Even if they don’t have a huge fan base, they are still influential within their circle and you’ll see better results in terms of brand awareness and engagement.
5. Brands Will Compete Increasingly to Reach Target Audiences
More and more marketers are including influencer marketing in their strategies or scaling up their influencer programs to reach their target audiences on social networks. Brands will need to streamline their processes to identify influencers, contact them, and collaborate with them.
Platforms like Capssion that offers a range of services from influencer identification to social media listening at lower cost will help brands run their programs efficiently.
In spite of the various trends we’re seeing, we’re very confident that influencer marketing, on the whole, will continue to mature, with more sophisticated strategies.
Want a free diagnostic about your digital marketing strategy? Reach out directly at email@example.com and we’ll give you a call!
Written by Koussey
Koussey is a cofounder of Capssion