Online influencers are an essential tool for getting your brand noticed and how they operate can change in a very fast paced environment. Individuals who endorse products online and influencer marketing companies in London are looking at new ways of marketing and exercising their influences if they are to be effective in 2020.
So what is an influencer?
Putting it simply, influencer marketing includes a specific kind of social media marketing which uses endorsements and mentions of products made by individuals with a large and loyal online audience; as such they are often regarded as experts in their fields.
There is no doubt that the phenomenon of influencer marketing really has taken off over the past few years. Yes, it hasn’t always been plain sailing and there have been a few mishaps from influencers who have had fake follower lists or have been less than effective at influencing. There is, however, no doubt that it is a powerful form of online marketing. As with everything in both the online and high street retail arenas, companies have to adapt to not only the changing tastes of their customers but also wider online and social changes which often lead to a desire for new and more innovative products.
So what are the predictions for 2020?
We will see a convergence of different marketing techniques with marketing managers combining their content marketing, influencer marketing and social media marketing all under one umbrella.
Brands will also become choosy about who endorses their products and look to find influencers with the same moral and social values as themselves and their customers. Companies wanting to bring their influencer marketing in-house will host their own influencer platforms as a way of offering a more professional relationship with their followers.
We will see a decline in the use of celebrities as influencers as consumers become less impressed by them and we will also see specific influencers being employed over the longer term. Companies may want to strike up a more permanent and more meaningful relationship with their campaign endorsers.
Companies and brands will start to use their own employees and customers as advocates, and this will take the place of professional influencers. Having that authentic endorsement from existing customers or loyal employees will be deemed more effective as consumers start to look for more meaning behind the testimonies.
There will be a greater reliance on both audio and video content as images start to become tiresome for audiences. There is no doubt that influencer marketing works, with more than 80 percent of marketers finding influencer marketing effective. However, it is no longer enough to simply look good on camera, an influencer will need to have greater tools in their armoury if they are looking to truly impress. Consumers are now leading the way and influencers need to adapt.