3 Important Influencer Marketing Trends to Watch For

Bruce Clark, Marketing Director, Travelers

Bruce ClarkBruce Clark, Marketing Director, Travelers

Collaborating with influencers can help brands create online buzz, strengthen brand reputation, improve audience engagement, and increase conversions.

It is becoming difficult for brands to get attention on the internet. Every business has invaded the online world, creating a large amount of buzz. This has made consumers skeptical about brands that indulge in self-promotion. That is why the demand for innovative digital marketing strategies has been on the rise. The quest for an alternate approach has forced brands to appreciate influencers' power, and today has become a favorite among digital marketers. Many brands are investing a significant amount of time and resources into executing successful influencer marketing campaigns. Here are some of the important trends to watch for.

• Paid Amplification to Hit KPI Goals

Organic and paid initiatives are significant but play different roles for all marketing efforts. In 2020, brands will move away from one-off organic influencer marketing campaigns and use data to inform the next. Organic engagement and views for social media posts are declining, so paid amplification will soon become vital to ensure brands are hitting KPI goals.

• Several Strategies Intersecting to Become One

Influencers play a vital role in social media marketing as vehicles for discovery, inspiration, and awareness. The concept of having separate content strategies, social strategies, and influencer strategies is now a thing of the past.  Influencer marketing is a complete and vital part of a holistic marketing strategy today.  2020 will be the year when all strategies integrate to become one. With tools, brands can bring influencers into the strategic process like gleaning insights, opinions, and brainstorming ideas.

• Values Moving to Foreground

Of all the recent influencer marketing trends, this one seems positive for both influencers and customers. Consumers today are increasingly making purchase decisions informed by their values. From the environmental impact, people are willing to pay a premium to buy from brands with practices that align with their ideologies. As a result, values have moved to influencer campaigns' foreground, particularly when it comes to influencer marketing. Brand trust is vital for promoting values, and the right influencer can be a good vector.

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