The power of peer reviews cannot be underestimated, as you can see from the growing followers of Influencers in social media programs. If you haven’t been tapping into the potential of Influencer marketing in 2020 to leverage this power, you should be doing it right now. Influencer marketing is a strong multi-billion industry and is one of the most popular social media marketing tactics.
Last year, we saw many evolutions, updates, and changes in the social media industry. From Instagram launching the Checkout Feature to hiding Likes on your posts, many new things happened on social media. In the process, the Influencer marketing industry also underwent changes in 2020. As a result, the role of Influencers in 2020 evolved in many different ways.
In all of this, many changes have been brought about in how brands are approaching Influencers, which categories of Influencers they are approaching and other questions relating to the role of Influencers.
Let’s look at the different ways in which the role of Influencers has changed Influencer marketing and how brands are leveraging it.
1. Focus On Content Quality
Influencers have a major role to play when it comes to content creation for brand campaigns. Influencers are synonymous with creators and one of the reasons why they have huge follower bases is because of their great quality content.
As such, you need to understand that brands are now seeing Influencers, beyond their number of followers. A true measure on the basis of which you can compare Influencers is their level of engagement. The engagement levels that an Influencer generates from their content informs you as to how well the audience is interacting with it. The better the engagement, the more influence a creator has on their target audience.
The confluence of content and influencers will take over social media. In this sense, the brand-influencer relationships will see an increasing role of Influencers as creators. This means that we will see more good quality content pushed out through Influencer Marketing in 2021.
2. Content Marketing Based On Target Audience Demographics
Influencer Marketing in 2020 saw a growing emphasis on building campaigns based on target audience demographics. Niche Influencers, whether in the field of sports, music, food, or fashion, are employing demographics to shape their content marketing strategy.
It would not only be the number of followers that will matter but also the demography of the followers which will add to the campaigns.
In 2021, brands will engage with such Influencers whose target audiences align with their own. In this way, brands can leverage well-targeted content marketing campaigns run by Influencers.
3. Nano Influencers in the Highlight
Nano Influencers will be the highlight in 2021 that you should watch out for. We have already seen celebrity Influencers and Micro-Influencers taking over the social media landscape. Now, Nano Influencers are emerging as niche creators who have about a few thousand followers on social media.
Nano Influencers demand a lower fee but offer good-quality content. Moreover, since they specialize in a particular niche, they have a defined target audience. As such, Influencer marketing in 2021 will see more Nano Influencers coming up in the space of social media.
In the process, brands are collaborating with a diverse group of Influencers to build a strong network of Influencers. The idea here is to leverage each category of Influencers to create strong marketing campaigns.
4. Shifting Focus Towards Audio-Video Content
Instagrammers enjoy the video content on the platform. 6 out of 10 would prefer watching a video over any other form of media which clearly states the importance of bringing videos into the picture. In 2021, you can expect Influencer marketing to be most active on Instagram. Influencers are leveraging all the tools and formats on Instagram to create content, whether with or without brand collaborations.
Brand collaborations with Influencers could involve product reviews, demonstrations, photo content featuring products from the brand, Instagram story takeovers and so on. With Instagram’s vertical video platform, IGTV, Influencer takeovers continue to be an integral part of the social media marketing strategy in 2021. Given the numerous formats and features that this platform offers, Influencers can leverage Instagram to build engaging content.
Brands like Maybelline are actively tapping into Influencer marketing in order to get the word out about their brand.
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5. Conduct Constant Content Tracking And Analysis
Influencers are social media creators. We already talked about how brands measure Influencers based on their content creation skills. In this sense, content creation skills are an important deciding factor when it comes to building brand-Influencer relationships.
Whether you are collaborating with a particular Influencer for the first time, or whether you are in the midst of an Influencer marketing project, monitor your performance. If you want to make the most of your Influencer marketing efforts, you need to conduct constant content tracking and analysis of Influencer Marketing campaigns.
As brands are entering into partnerships with Influencers, they are conducting content analysis to measure the performance on such projects. Measuring the engagement as well as the other important metrics with the help of social media analytics tools, brands are assessing their Influencer programs.
Unbox Social is a social media analytics tool with the help of which brands can measure the performance of such Influencer marketing projects. Get in-depth insights about Influencers and Influencer Marketing Campaigns with Unbox Social’s Influencer Marketing Platform.
Here’s a snapshot of the Influencer marketing platform that this tool offers:
As such, through the assessment of these Influencer programs, brands are measuring the response to the different types of content in social media programs. This assessment is helping brands find out which types of content are getting a good response and which types of content are not faring so well. In 2021, you will be looking at proper content analyses of Influencer projects to build efficient Influencer marketing projects.
6. Investing In Longer-Term Influencer Marketing Projects
Influencer marketing in 2021 will be all about long-term collaborations with brands. Going beyond the one-off or simple 1-month Influencer marketing programs, brands are now moving into long term projects. With a view to tapping into the potential of Influencers’ skills as creators and marketeers, brands are engaging in 3-month, 6-month, and even 1-year long collaborations.
The year 2021 is all about engaging in longer-term Influencer marketing projects. If you want to leverage your Influencer marketing partnership fully, you should engage in longer-term projects. Such long-term projects give you the time to experiment with different types of content by constantly assessing your performance. In this sense, long term projects will ensure more efficiency in projects.
7. Transparency Between Brands and Influencers
In the wake of Instagram’s crackdown on accounts with fake followers, brands have become careful in going for Influencers with authentic followings. Many brands have committed to avoiding relationships with Influencers having fake followers.
This has called for more transparency between Influencers and brands. Before entering into a collaboration with Influencers, brands are receiving first-hand data from them, on their social media performance across platforms.
Sending out detailed campaign briefs to your Influencer partners is the key to building an effective and fruitful collaboration. Use the Influencer marketing platform by Unbox Social to send campaign briefs with deliverables to Influencers.
Brands are heavily investing in influencer marketing but not all campaigns are successful. In order to implement a successful campaign, marketers need to keep the platform characteristics in mind.
Points to Remember When Implementing an Influencer Marketing Strategy
- Decide your campaign goals and objectives
- Know who is your target audience for the campaign
- Decide the structure of your campaign (Guest post, product unboxing video, product review, etc.)
- Figure out the tonality of your campaign and choose relevant influencers
- See to it that it has relevant Call-To-Action
These five above-mentioned points must be looked into closely regardless of the scale of the campaign. Let’s look at how brands from different niches are collaborating with influencers for brand promotion on social media.
Influencer Marketing Examples
1. Bobbi Brown India
The luxury cosmetics brand Bobbi Brown has impressed the Indian market with its social media marketing. The brand heavily invests in influencer marketing for its new products and offers.
2. Standard Chartered
Banks have started implementing influencer marketing strategies for the promotion of their new products and services. Standard Chartered recently launched virtual credit cards and promoted it on social media. The bank roped in Anushka Sharma for their marketing campaign.
L’Oreal teams up with influencers frequently to promote its products and make the audience aware of its existing products. From Instagram Stories to videos, the brand comes up with a variety of content for its followers.
4. PUMA India
The athletic footwear and apparel brand Puma enjoys a great fan following on social media. The brand recently collaborated with Kareena Kapoor Khan for its new products. The actress posted her fitness videos wearing PUMA which garnered a lot of attention.
5. KFC India
The fast-food chain is not just a favourite on the table but is also popular on social media for its engaging content. The brand follows all the social media trends to the T. Additionally, it also teams up with influencers occasionally.
In 2021, Influencer marketing trends are shifting with the evolving role of Influencers in social media marketing in general. Here’s a snapshot of how the role of Influencers is evolving in 2021 and how it will affect you as a brand:
- Assessing Influencers on the basis of their content engagement
- Leveraging Influencers’ capabilities to market content based on target audience demographics
- Bringing more Nano Influencers onboard social media marketing programs
- Increasing focus on Audio-Video Content
- Constantly conduct content analysis to know which content is doing well and which one is not
- Investing in longer-term Influencer marketing relationships over short -term one-off projects with Influencers
- Increasing transparency between Influencers and brands in the wake of the crackdown on accounts with fake followers
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