According to Influencer Marketing Hub, 60% of marketers shared that influencer-generated content performs better and drives more engagement as compared to a brand’s post. In fact, digital influencer marketing may be poised to overtake branded advertisements. It’s a trend worthy of discussion.
As a 20-something who’s active on multiple social media platforms, it is no secret to me that influencer marketing is thriving. For example, I recently bought a skincare product because it was recommended by a TikTok influencer. However, I rarely pay attention to online ads or branded content. What does grab my attention and get me to stop scrolling? When someone I intentionally follow, and trust, has something to say.
Influencers have tapped into content creation abilities to showcase their expertise or knowledge on a specific topic. They have developed a mutually beneficial relationship by building trust with their following; therefore, recommendations and reviews seem more genuine.
People don’t follow these influencers blindly. They crave human connection, and they want to feel shared emotions. Everyday people sharing everyday stories have become influencers on social media. Why? Because they are relatable. There is a sense of authenticity, realness, transparency, and connection when it comes to this type of marketing.
In 2021, 93% of companies reported to Influencer Marketing Hub that they have used influencer marketing. A majority of brands (59%) had a standalone budget for content marketing, and 75% of them intended to dedicate a significant budget to influencer marketing in 2022.
BAERING encourages clients to lean into social media. It is engrained in our culture and can be a highly instrumental tool in reaching many audiences. Digital influencer marketing is growing at a fast pace. To most effectively leverage this trend, we advise clients to do research on what approach to influencer marketing will work best for your brand.
What can we expect from the future of influencer marketing? First, understanding the types of influencers and social media platforms is key.
Micro vs Macro Influencers
Macro-influencers tend to have more than 100,000 followers while micro-influencers can have a following that ranges anywhere between 10,000 and 100,000. Most macro-influencers have celebrity status and someone of that position repping your brand is a great tactic. However, more brands will start to leverage micro-influencers in their campaigns.
It’s not always a numbers game. While micro-influencers have a smaller following, their audience tends to be more engaged, and also views the content as more trustworthy. Then there’s the bottom line to consider. Micro-influencers tend to have a cheaper rate enabling companies to save on advertising costs. There are even nano-influencers, those with less than 10,000 followers striking marketing deals with big-name businesses.
The Role of TikTok and Instagram
TikTok is a dominating force in social media. It is a great platform for influencers to grow their following because they can reach many audiences, create organized playlists, and have links to their other socials or websites. You can quickly rise to fame on TikTok, unlike other social media apps. Younger generations found that using popular audios and trending hashtags quickly expand viewings. Also, video entertainment can provide a more personal human connection than a simple photo or editorial content. Any brand could be on TikTok and working to leverage influencers through the app.
While TikTok maintains its appeal to a younger generation, Instagram is still the most popular social media platform for influencer marketing. There are well-known, polished influencers on the app who are well versed in the platform’s use. And yes, age matters when it comes to platform selection. For instance, If your target audience is under age 24, you might want to curate influencer content for TikTok. Maneuvering a newer social media platform comes with risks but the rewards could be great.
No One Size Fits All Method
From influencers in the beauty and wellness industry, to influencers in the gardening or sporting industries – the world of influencers is diverse. It is important for brands to create strategies with this in mind. An influencer with brand familiarity might be the preferred approach, or perhaps an unbiased influencer with little to no brand know-how might be perceived as useful. Each option has its own merit.
One thing to note is that as the market grows, it is imperative that the authenticity of influencers remains. There is growing concern that creators will be untruthful just to make a couple of bucks, and this poses a huge threat to the rise of digital influencer marketing.