From the rising popularity of micro-influencers to influencers with specialized skills, 2020 will witness some interesting influencer marketing trends
Influencer marketing garnered significant popularity with small as well as large brands in 2019, and it is set to expand even further in 2020. According to the Influencer Marketing Benchmark Report 2020, the Influencer Marketing Industry is set to grow to approximately $9.7B in 2020.
Here are some popular trends marketers need to watch out for so that they can capitalize on them and create successful marketing strategies.
Micro-influencers will play a key role
The latest report from influencer marketing company Linqia mentions that 78% of marketers are choosing to work with micro-influencers who have 5,000-10,000 followers. Although they don’t have a huge following, they can still be powerful. In addition to being highly cost-effective, they also have niche audiences that can help companies reach their targeted customers. The majority of micro-influencers, many create their own content and have engagement levels.
Specialized Influencers will increase
In 2020, the market will see an increase in the number of influencers who are specialized in diverse industries. As per experts, a majority of them will particularly be specialized in high tech space. Marketers will need to be strategic about selecting the right influencer based on the topic and goals of our campaigns.
Building a relationship with influencers
There are several influencer campaigns that are short-term oriented. It is quite a task to search, discover, and communicate with influencers. Marketers should focus on building a relationship with influencers that will last for a longer time instead of moving from one influencer to another. This strategy will help the brand in the longer run.
Micro-influencers in B2B
In the case of B2B space, micro-influencers are gradually garnering their own space. They are influencing a very specific target audience. B2B marketers should focus on working with a bunch of micro-influencers at one time to drive incremental awareness and business growth for the company.
Employee Influencers will surface
Marketers are leveraging their employees to enhance brand visibility on social media and treat them as a significant marketing asset that is associated with the brand. According to a study by Edelman Trust Barometer, the content shared by employees receives eight times more engagement as compared to the content shared via brand channels.
B2B, as well as B2C organizations, will focus on influencer marketing in 2020, thereby creating a new level of sales and loyalty for their products.