How many times have you made a purchase over an influence of an online public figure endorsement? There are high chances of one being constantly triggered or influenced to act their way into making purchases from a particular business through means of a public figure or an ‘’influencer’’ as they call it; and brands refer to it as ‘’influencer marketing’’. Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. Influencer marketing is a mix of traditional and innovative marketing techniques. It incorporates the concept of celebrity endorsement into a modern content-driven marketing campaign. In the case of influencer marketing, the primary differentiation is that the campaign's results are collaborations between businesses and influencers.
After a year like 2020, when organizations were striving to alter their marketing and advertising efforts to resonate with a suddenly stranded audience, 2021 holds a lot of promise in terms of digital marketing. Due to the incompatibility of various standard marketing strategies with the consequences of a worldwide pandemic, corporations sought out content creators and influencers that are skilled at developing reactive content. While the IPA reported a 20% drop in advertising overall, influencers saw a 46% increase.
Influencer marketing itself is a very vast subject to write about; the various trends which are taking a toll on this market are essential for businesses and influencers as individuals to further strengthen their ties with the audience.
1. Brands opting for ongoing partnerships rather than one-off projects
Brands are looking for long term engagement with a flow of projects instead of doing a single sponsored post. To sustain a loyal customer base in the future, its important to constantly collaborate and bringing up fresh ideas rather than doing a handful of posts which might not attract the right amount of attention.
2. Specialized Influencers
Influencers are rapidly carving out their niches and the industries they want to be strongly associated with. Focusing on a particular market segment, not only aids in better recognition but also helps the businesses to differentiate between who they want as their endorsers to reach optimum engagement. The most popular niches can be classified as fashion, health or fitness, beauty/makeup, or photographers.
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3. Videos and Reels becoming intensely popular
Influencers were able to communicate with their audiences—and the audiences of the businesses they work with—in a dynamic and accessible way owing to video formats. With tiktok's massive presence and the addition of Instagram reels, the viewers are in for a visual treat with all sorts of content being available from makeup tutorials to styling inspirations to quick recipes.
4. The “No-Edit” Aesthetic
Transparency and authenticity are one of the most efficient methods to develop a digital community on social media, and it is carried over to Instagram aesthetic trends as well. In 2021, there is a vocal emphasis on portraying the natural self being on to the digital world. Utilizing excessive filters may act as a barrier towards engagement with your audience, who may not be able to organically relate to the content being published.