The Influencer Marketing Trends That Are Coming In 2020
by Koussey •
Have you purchased something on social media because someone you relate to posted about it? Well... I have, and not just once! I discovered NordgreenIn fact, I bought myself a new watch from Nordgreen, I discovered a new pair of running shoes and I a very nice piece of jewellery for my girlfriend after seeingan influencer posting about it caught my eye. Couldn’t resist! Can you relate?
The influencer marketing industry is on the rise, with no signs of stopping soon. For small boutiques in Paris to big Fortune 500 brands, it has proven its success again and again. Sure, there is a lot to improve –fake / ghost followers, changing algorithms, lack of transparency– but a survey revealed that 39% of marketers plan to increase their influencer marketing budget in 2020.
So, what to expect from influencer marketing trends in 2020? To help businesses and influencers navigate more quickly through the changes in this dynamic market, we compiled the top influencer marketing trends to watch out in 2020.
1. Creating Highly Engaging Video Content
One of the leading influencer marketing trends in 2020 is the shift in the type of content that influencers create and share with their followers. This year, the focus will be on creating highly engaging audio and video content, which shouldn't come as a surprise considering that 72% of people are more likely to choose video content over text when learning about a new product or a service.
The video content is becoming more and more important in the influencer marketing campaigns because the consumers want to be engaged with the content. Video enables that. Therefore, creating video demonstrations, product reviews, or interviews as a part of the influencer campaign will be a great way to attract a highly focused audience.
2. Collaborating with Nano Influencer
Celebrities are not that engaging on social media and it's not a secret that most of the time, it makes more sense to go small than to go big!
As a result of fake influencers, brands are putting more emphasis on engagement moving into 2020. Good news, nano-influencers are the perfect answer for this.
Nano-influencers presents everyday consumers with the influence in the local community. The size of their audience is up to 10,000 followers, but thanks to a very high engagement level (typically 7 to 10%), the nano influencers are very powerful. They know most of their followers, which makes them more authentic, and results with a high level of trust.
The nano influencers are the right choice for every small business with a limited marketing budget or a start-up. This kind of collaboration is great for testing influencer marketing ideas before making significant investments. Also, they bring a fantastic ROI at a minimal cost.
That being said, finding the right niche communities and micro-influencers to partner with will be a crucial element for success for influencer marketing in 2020.
3. Paid Amplification
Organic and paid initiatives are important, but play different roles for all marketing initiatives. As we’ve seen organic engagement and views for Instagram Feed posts decline, so paid amplification is crucial to ensure brands are hitting KPI goals. It does not mean that influencer marketing is no longer relevant, on the contrary!
Influencers play an integral role in social media marketing as vehicles for discovery, inspiration and awareness. The idea of having separate content strategies, social strategies and influencer strategies is a thing of the past. Influencer marketing is a necessary part of a holistic marketing strategy.
4. Generation Z will be viewed as real customers
TikTok is getting lots of traction lately and it's very likely it will increase its user base over the next year. Why should we pay more attention to TikTok? Because it's designed for the Gen Z and marketers start thinking about Gen Z as real customers with purchasing powers.
It's the first generation that has never experienced the world without the Internet (shocking!) and marketers need to adjust their marketing strategy and continue increasing their focus on the digital and social media spheres.
- 77% of Gen Z said they like ads that show “real people in real situations”
- They’re all about YouTube and spend a lot of time watching their favorite stars
- 81% of Gen Z’ers said they prefer to purchase in stores as a way to “disconnect” from the stress of social media
5. Hosting Influencer Events
As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. Although they require a lot of planning and bring sizeable cost, these exclusive, invite-only events can add a lot of value to a brand.
This increasingly popular type of campaign includes inviting influencers to exclusive gatherings, or mainstream events to promote products and services. They allow influencers getting to know the brand better and what it stands for, but also for your team to connect on a more personal level with your ambassadors and strengthen your partnership.
At the same time, they help in building brand awareness for new product introductions and establishing a genuine connection with the community. As one of the important influencer marketing trends in 2020, this inventive method will become more interesting, mostly to big brands.
At the end of the day, influencers aren’t going away, but the way in which we partner with them is evolving, so it’s important to be open-minded and willing to test and learn until you find a strategy that works. With a dollop of best practices, and a splash of the right data, you’ve got yourself a recipe for success!
Written by Koussey
Koussey is a cofounder of Capssion