A new report by the Influencer Marketing Hub for 2020 reveals that influencer marketing and social media marketing will soon be tightly knit.
Influencer marketing has become an integral part of many brands’ marketing strategies. Over the years, it has reached the forefront of marketing tools. According to “The State of Influencer Marketing 2019: Benchmark Report,” 92 percent of marketing agencies confirmed its effectiveness.
The following are some of the popular trends which brands and marketers will need to look out for in 2020.
- Brands will merge marketing tools
Today, marketers are looking beyond traditional marketing channels, as influencer marketing connects with customers on a deeper level. In 2020, brands will combine content marketing, influencer marketing, and social media marketing as these are all separate components of a single online marketing process. A marketing process comprising all these marketing tools will become more evident over the next year.
- Finding influencers whose values are in sync with the brand
Authenticity is the topmost priority in the case of influencer marketing. It’s important to find influencers that genuinely believe in your product. Along with being relatable with the industry, companies need to discover influencers that also share the same values as the brand. Marketers will be extra careful while choosing well-known influencers to cater to their customer base and will first focus more on their compatibility with the brand.
- Gear up for significant audio and video content
Innovation in creating creative content over audio and video format is currently at its peak, and brands need to leverage this. With the rise of platforms like TikTok, influencers will be active in creating more audio and video content in 2020. Their audiences are also now more active on those platforms and viewing such content, found the report.
- Influencer marketing industry will be more streamlined
A rise in regulation and enforcement will help streamline the entire influencer marketing industry. The Federal Trade Commission (FTC) enforced influencers to disclose when they have a relationship with a brand. As per the Influencer Marketing Hub, the FTC will strengthen its surveillance to ensure that influencers are open about their commercial arrangements in 2020.
- Brands will focus more on employees and customers as advocates
Employees and customers are brands’ most significant advocates. However, only a handful of firms have realized that customer and employee advocacy has underutilized potential. Brands will recognize that employees may not have a considerable following; however, their interest and knowledge about the company’s products would help balance their smaller reach.
Influencer marketing is becoming more mainstream in 2020, and budgets are shifting to this channel at an alarming rate. Understanding and analyzing the data that sits underneath each influencer is crucial to the success of any campaign.