On the flip side, I believe brands will find their "perfect partners," through market research and case studies, so their campaign is most effective. Fashion and beauty brands are most commonly found to be gifting these elaborate trips. It should be noted, however, that while marketers feel influencer marketing is effective in driving ROI, 78% report measuring and improving ROI as a primary concern. As we alluded to earlier, it’s becoming ever-more important for brands to nurture long-term influencer relationships. I think the strongest influencers will continue to create more channels to reach their fans directly, so they are not at the whim of a third party, like YouTube or Instagram.”, Jerry Barajas — Talent Manager Studio 71: “First, TikTok is still growing and brands will soon follow. Influencers have become an industry unto themselves. This was my third trip back to South Africa this year and if I learned anything on these last few times it’s that in a very short span of time the weather changes dramatically and the landscapes – even more so Some mornings it was just a few degrees above freezing with moody fog quietly cocooning the hills. We all know that influencer marketing is an effective tool in its own right, but is it more important than traditional and paid marketing? This includes exclusive, invite-only events where influencers are typically invited to party or vacation. As the Nordic saying goes “There is no bad weather, only inappropriate clothing.” Just use code CHELSEA15 at checkout. Broadly speaking, there are five on Instagram, arguably the most important channel for influencer marketing. With its top performers collectively commanding a following of nearly half-a-billion users, we can expect brands to take a more vested interest as the platform continues to grow its user base. I did that with my recent album. Instagram is currently a fast-growing social … Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. ", Elijah Daniel — YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. The platform has also launched “Creator Accounts,” giving influencers more actionable insights than before. The numbers speak for themselves, with 80% of marketers finding it effective and nearly two-thirds having upped their budgets this year. Instead, they’re looking to grow their own brands. It's instant money, no iTunes fees, it still goes to all outlets, etc. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. This makes the barrier to entry harder for all parties but it also makes everyone better. Influencer marketing has produced a great revenue stream for social media stars, and platforms realize the significance of continually improving creator monetization options. Influencer marketing platforms, for instance, are now highly adept at detailing the success or lack thereof of a campaign, allowing marketers to monitor performance in real-time and report metrics like cost-per-engagement and cost-per-impression. Let’s discuss some rising influencer marketing trends in 2020 Increased investment in influencer marketing Brands are now more focused on influencer marketing for the high conversion … That’s just about the last thing a marketer wants to deal with when orchestrating a campaign. Many are tired of driving sales for other companies. Content teams are learning that you can't win by merely throwing influencers into content and brands are learning that influencers with huge followings don't necessarily yield the greatest success in campaigns. Previously in 2016 the influencer … With experts predicting that influencer marketing … Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. Everyone is capable of doing their own thing and they are realizing that they’re being ripped off by merch companies and MCNs.”, Lisa Filipelli — Partner Select Management Group: "Perhaps it was that awkward Emmy's moment but Hollywood started to take a closer look at TikTok this year, which is proving itself to be a fascinating place to find some great new creators! As we mentioned earlier, trust and authenticity are important aspects of an influencer marketing campaign. We’ve become accustomed to gaming brand activations on Twitch, but several large non-gaming brands are making their presence felt on the platform. Influencer marketing can be a tricky business. Revolve is well-known for its festival-within-a-festival at Coachella; an invite-only influencer event hosting A-list music acts like Snoop Dogg and A$AP Rocky. 5 days a week in #MyCCLook ❤️ comment below with your favorite look! All in all, influencer marketing in 2020 is likely to be better than ever before. But as the industry matures and marketers become more savvy, expect to see further improvements in measuring the ROI of influencer marketing. Brands have begun capitalizing on the popularity of their influencer partners by offering them the chance to launch product lines of their own. They are moving beyond merch to drive revenue. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. The growth of streaming has meant bigger audiences than ever before, and non-gaming brands are now comfortable with sponsorships in a previously niche landscape. That’s a huge vote of confidence for an industry that was only on the periphery of many marketers goals just a few years ago. Skeptics, unsure about the viability and effectiveness of influencer marketing in its earlier days, have since come to embrace it. Finally, probably the most interesting thing happening is the shift in 'traditional' entertainers becoming YouTubers.”, Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! You sometimes see complaints in the press about “influencers” expecting special treatment and not delivering anything in return. Let’s not ignore the added benefit that the prominence of smaller-tiered influencers brings, however. To maximize the ROI of their influencer marketing campaigns, they … As social media, and its creators, slowly becomes recognized as true needle movers, I think we'll start to value ourselves in a way that's tantamount to the advertiser spend currently taking place in the mainstream media.”, Erika Costell — YouTuber, singer, entrepreneur: “The first trend that I see is that people want compelling "bite-size" content that they can quickly consume and share with their friends. Examples include: Logan Paul becoming a boxer, Cameron Dallas becoming a singer, Kylie Jenner becoming a business mogul and Chantel Jeffries becoming a DJ. Instagram Influencer Marketing: 2020 Trends and Stats. As we head into 2020, here are a few trends … If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. Instagram remains the preferred platform for influencer marketing. Looking for standard terminology to define influencer tiers? This has led a substantial decrease in vanity marketing—that is, paying big money for a mega-influencer to endorse a product and generate millions of impressions. By Team Writer - Last Updated on May 12, 2020 . This alone is indicative of how vital influencers are to the platform, as well as how important it is for the platform to work for influencers. There’s a reason the influencer marketing industry is booming. From Bangkok to Hawaii, social media stars are being flown around the world for these events. Influencers can be unpredictable—they are human, after all. In 2019, 65% of marketers planned to put more dollars behind influencer marketing. I also think that influencers will find more ways to connect directly to fans. One intense thunder storm, my first ride in a bush plane, and some really glorious clifftop sunrises later and I’m left constantly thinking “This is soo not what I thought South Africa looked like”. So much diversity! This is just one of many trends that has made a huge impact on the industry. Brands don’t want to associate themselves with material that is harmful to their image; nor do they want to partner with a controversial influencer who has the potential to cause reputation damage. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. Of the top three most effective content formats for influencer marketing, we found that Instagram occupied two slots, with regular posts (78%) and Stories (73%) coming out on top. Related Posts:-The Evolution Of Instagram Influencer Marketing Influencer Marketing on YouTube: How it can enhance your business 8 Best Gaming Influencers in India to Inspire Gamers this 2020 Consequently, other brands are more keen to invest in gaming and live streaming platforms. Overall, creators are diversifying their monetization avenues in a quest to stay abreast of the ever-changing social media landscape. Influencer Marketing Trends 2020. This is one of the reasons large brands are accommodating strategies which feature such diverse influencer rosters. As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. These events can be extravagant. User and Influencer Generated Content in 2020. the Future of Regulation in Influencer Marketing… As we steadily move towards 2020, the landscape of the industry will continue to evolve. Stories, blogs, YouTube vlogs, and everything in-between has broken down the usual obstacles that exist between celebrities and fans. In 2019, 90 percent … In recent years, we’ve seen the influencer marketing industry grow significantly. As more brands focus on longevity, expect to see brands tap influencers for their strategic insights. Also, I think that influencers will continue to develop their own businesses. Long-form captions are frequently used for direct interaction with followers, whether it’s through a question asking them to share their own experiences or a CTA which prompts engagement. Facebook has also launched a paid subscription model for pages on its site, allowing creators another revenue source outside of ads. I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share. A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. 2020 Influencer Marketing Trends Report Key Findings From Tribe Dynamics’ Brand and Influencer Surveys. When it comes to influencers, we’ve seen a never-ending launch of new podcasts; as it’s the easiest way to directly connect with their audience on their own terms. We ran an experiment that revealed just how easy it is to buy fake followers and for fake influencers to secure brand endorsements from major companies. The cost of endorsing a nano-influencer is still typically low, and often a product exchange or nominal fee will be sufficient. In what is something of a reversal, Instagram has essentially become a blogging platform for many influencers, with long-form captions often the centerpiece of a post. Female gamers, in particular, have seen their influence surge. Its partner program has grown significantly over the last two years, and Twitch events like TwitchCon are garnering huge amounts of support and interest. With improved processes for finding the right influencers, brands are better positioned to manage brand safety and guarantee high quality content. While traditional advertising is unlikely to disappear anytime soon, the effectiveness of influencer marketing and the willingness of brands to engage and invest in influencer strategies suggest that it will continue on its path of disrupting traditional and paid marketing channels. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. ZINE’s annual influencer marketing report surveyed 1000 influencers and 100 brands to understand the true state of the influencer marketing industry in 2020. This demonstrates the improvement of the gaming industry in its mainstream appeal. As pricing models continue to shift across platforms and industries, the cost of working with influencers will not be uniform across the board. It’s the influencers who have built a real relationship, and trust with their audience, who are winning. Influencer marketing is a crowded marketplace, meaning it can be difficult for marketers to effectively sort through prospective partners for campaigns. ", Fashion and beauty are two verticals that are continuing their strong support of influencer marketing. Influencer marketing budgets are increasing, Nano-influencers are growing more popular as influencer tiers evolve, Brands and influencers are cracking down on fake bots/followers, Influencers are launching product collaborations with brand partners, Instagram is becoming the most critical influencer marketing channel, TikTok and Twitch are emerging as more prevalent influencer marketing channels, Influencer events are rising in popularity, Brands are investing in longer-term influencer partnerships, Calculating influencer marketing ROI is getting easier, Influencer marketing is overtaking traditional & paid marketing in effectiveness, Gaming influencers are on the rise, especially female gamers, Brands are prioritizing content quality & brand safety when finding influencers, The cost of working with influencers is becoming more variable, Instagram influencers are using more personal, long-form captions, Creators are diversifying their monetization options on social media channels. 2020’s increase in social activism spotlighted a lack of diversity in influencer marketing and inequality faced by Black content creators. 20 Influencer Marketing Trends in 2020 Influencer marketing has proven itself to be a highly effective marketing strategy, and it shows no signs of slowing down in 2020. I believe creators will begin to take their prank and challenge videos elsewhere. Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. To many people, the word "influencer" conjures up memories of celebrity endorsers, such as Kim Kardashian. According to the eMarketer's 2019 Influencer Marketing Report, "Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences. In recent years, we’ve seen the influencer marketing industry grow significantly. Top gamers are tantalizing prospects for marketers—they hold enormous sway over the lucrative Gen Z and Millennial audiences. For many years, mascots, cartoons and animated film characters have held … 2019 was a big year for influencer marketing. It shows no signs of slowing down in 2020. Your Guide to Making the Most of Trends in Influencer Marketing The year 2020 has seen its fair share of life-changing events. Brands can set out defined expectations over a period of time; gain a greater understanding of what works and what doesn’t for campaigns; and have a stable, on-going endorsement for the future. Only 39% could say the same in 2018. In influencer marketing’s infancy, brands were unsure how to properly utilize influencer marketing. To keep up with the changing influencer marketing trends… eMarketer's report stated that, "A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”. As the stock of influencers has increased, so have demands. Establishing influencer clothing lines was one of the strokes of genius that led to the brand earning substantial support online among its younger demographics. But don’t discount smaller brands—they’ll find the budget and resources to throw influencer events, as well. Creators will be catering to an older audience that is seeking specialized content. When executed well, they generate enormous amounts of buzz and give a brand that all-important exposure. Brands are spending more and more on marketing strategies that utilize influencers and we estimate that the industry as a whole will be worth between $5-10 billion by 2020. TikTok and Twitch have emerged as major players in influencer marketing. Lastly, influencers are more likely to engage in and produce high-quality content if they are invested in the partnership. I predict that this will continue in 2020. Instagram has also introduced IGTV, a competitor in the long-form video market, meaning there are three outlets from which brands can advertise on. Second, the COPPA compliance will effect YouTube for the best. Logan Paul — YouTuber, podcaster, entrepreneur, boxer: “I believe 2020 will be the year of authenticity for both brands and creators. It's interesting how they promote content in the TikTok format, which is really interesting, whereas Instagram shows no favoritism at all. Brands want the personalities who represent them to be the best possible match available, giving rise to complex platforms that use data and automation techniques to complement the more familiar human review for influencer vetting. Influencer events are costly and require a ton of planning. Fortunately, brands are improving the way they approach and negotiate deals, and they’re more aware of what to expect when vetting an influencer. I believe that brands working with influencers, on this platform, will continue to find a way to integrate their message in just a few seconds. Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. They are also more than worth it. YouTube videos came third with 56% of marketers calling it effective. The personal nature of the long-form caption format lends credibility to the influencer, and if brands can convincingly position themselves in the midst of these posts, it comes pretty close to what marketers would consider the highest potential that influencer marketing can bring. There’s also free two day shipping on any order over $50! Bots and fake followers can completely derail an influencer marketing campaign. From the rapid growth of TikTok to the COVID-19 pandemic and Black Lives Matter movement, the events of 2020 have radically transformed the influencer marketing … As more funds pour into this now-vital industry, brands simply cannot afford to be hoodwinked and sacrifice precious ad dollars. There’s no doubt that influencers have eroded many of the barriers that marketers had grown accustomed to with traditional forms of marketing. It could be fans feeling ripped off or influencers violating FTC guidelines the industry isn’t a stranger to an error or two. "WFA found that all of the 34 multinational marketers in its study used Instagram for influencer marketing. Twitch, meanwhile, is a familiar network which now boasts many of the top gamers and streamers in the world. It's going to be more targeted, more measurable, more transparent — and more effective. ", Jordan Worona — CEO of We Are Verified: “Influencers have established themselves in the marketplace as real entertainers and have partnered with some of the biggest companies in the world. Brands are spending more and more on marketing strategies … As one of the hottest influencer marketing trends on marketers’ radars, we’ll see influencer tiers continue to evolve. By Infographic B2B on October 1, 2020. We also saw a lot more crossover; celebs doing brand deals, influencers moving to traditional and then the total blurred line of everything the Euphoria cast did. 8 Influencer Marketing Trends for 2020. bangkok is to thai for #TrippinWithTarte #SephoraLovesTarte, A post shared by (@ameliath) on Jun 15, 2019 at 6:02am PDT. I’m excited to see what’s in store for IGTV as well! It shows no signs of … Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. Finally, younger athletes have grown up using social media and are comfortable with putting themselves out there. While influencer marketing is prominent on almost every social media platform, Instagram is front-and-center for most brands. This infographic from Influencer Marketing Hub discusses about 8 influencer marketing trends that you should know in 2020… How Influencer Relationships will look in 2020. Never one to miss out on a money-making opportunity, YouTube has launched its own initiatives to help and take part in the merch process. You may opt-out by. Unlike celebrities, influencers are more open, more approachable, and offer better avenues for engagement. Similarly, TikTok shows no signs of slowing down and will also present new marketing avenues for brands. This influencer marketing trend was popular in 2019 and is here to stay. Heading into 2020, expect to see these figures grow once again as the industry matures and marketers invest in better influencer marketing strategies. Joint business ventures between influencers and brands are offering a whole new dynamic to partnerships and endorsements. This is an influencer marketing trend that will continue as influencers grow more adept at incorporating sponsored content and endorsements into their work—an increase in professionalism that is a premium in itself. There is also the additional benefit that endorsing their own product is a much easier sell. Big money was spent on top celebrities for one-off campaigns, and the resulting ROI was not always positive. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”, I host the Tom Ward Show YouTube channel, where I interview the biggest influencers in the world, © 2021 Forbes Media LLC. There have been several high-profile cases where a brand winds up with a controversy on their plate. We know how hard it is to keep up, so we compiled the most pressing influencer marketing trends to know in 2020: Brands are feeling more confident and emboldened by the positive ROI influencer marketing generates, leading to larger budgets. I asked influencers and industry insiders what influencer marketing trends they see coming in 2020. 89% of marketers say that ROI from influencer marketing is comparable or better than other marketing channels. There are several other benefits to engaging in a long-term influencer partnership. A longer relationship can mean a bigger incentive to perform well than a one-off or short-term sponsorship. Alternatively, 2% of marketers said they would decrease their spending on influencer marketing this year. By hosting influencer events, brands can amplify their campaign. I'm optimistic that "influencers" won't continue taking brand money just because of a big check, but rather because it aligns with their message. As influencers are likely to focus on multiple revenue streams, their sole reliance on sponsored posts is becoming less significant. Now that marketers are better at judging the things that matter—authentic engagement rates and sales conversions—we’ve seen a rise in more sophisticated and organized campaigns. Brands are going to become more invested in influencer marketing and as such, they … Whether it’s YouTube or Instagram, finding the right person to endorse is a vital step in ensuring that brand safety is ensured. @camilacoelhocollection launching June 19, 2019 exclusively at revolve.com, A post shared by REVOLVE (@revolve) on Jun 10, 2019 at 12:10pm PDT. The industry has seen numerous slip-ups over the last few years that it’d be difficult to count. In addition, successful influencers are becoming more confident and selective in which brands they partner with. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … Finally, I think that there will be more high-profile ad campaigns, featuring influencers. Biggest influencer marketing trends for 2020 and 2021. Influencer Marketing Statistics Every Marketer Needs To Know, TikTok Influencer Marketing Resource Guide, INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, INFLUENCER MARKETING COMPANIES: A MARKETER’S GUIDE, INFLUENCER TIERS FOR THE INFLUENCER MARKETING INDUSTRY, SILICON BEACH MAP – LOS ANGELES’S TECH HUB WORTH $155 BILLION IN VALUATION. This is why brands are putting more effort than ever into collaborations with influencers who are a good fit for the brand and the audience they are trying to engage. This means vetting both the influencers and the content they produce. The character limit on Instagram is 2,200; roughly 360 words. As brands move away from the one-and-done method of influencer marketing, long-term influencer partnerships have given rise to product collaborations. ” In 2020, Influencer Marketing will follow several trends: – Brands will work more & more with micro & mid-size influencers – Existing customers will be turned into influencers – The video will … Facebook followed at 85%, then YouTube at 67%. The greatest power of influencer marketing is the ability of social media stars to have a strong bond with their fans that a traditional ad could never hope to achieve. From rock-solid contracts, to stricter vetting processes, to clearer communication, to better reporting capabilities, calculating the return of influencer marketing has become less burdensome for marketers. Other influencers have turned to crowdfunding and other means in order to earn revenue—whether its fitness programs or cookbooks, they’re finding ways to monetize content more extensively than ever. 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