What Influencer Marketing has for the Future?

By Sangeetha P, Online Content Writer, siliconindia  |  Friday, 13 December 2019, 07:35:02 PM IST

Influencer

Influencer marketing has been one of the most trending forms of digital marketing, in recent times. As a part of the consumer's lot, influencers tend to hold a stronger connection with the audience. The influencer's relationship with the consumers has attracted the brands towards influencer marketing. This form of marketing has been eventually replacing the traditional celebrity ad campaigns. According to India Influence Report 2019, nearly 94 percent of marketers state that influencer marketing is an effective form of marketing. About 70 percent marketers have found exclusivity for their brand in social influencers. Let us check out a few trends to expect from influencer marketing in future. 

Micro-Influencer Grabbing Attention

The evolving trend of influencer marketing has led some of the influencers to give account of fake followers. Such influencers would have low engagement rate for their post. On the contrary, few micro-influencers might have lesser followers, but those with whom they would have built a personal connect. Consequently, these micro-influencers would have high engagement rate for their post which would benefit the brand promotion. Also, these micro-influencers remittance are reasonable as compared to the renowned influencers. As a result, brands tend to prefer micro-influencers to influencers with massive followers. 

 Videos to be More Influential  

A few years ago, with the intension to save data videos were not commonly viewed, as it was  quite expensive unlike now. All thanks to technology advancement. Videos provide a clear view and an actual review of the product. This also avoids the gimmicks that are usually seen in the promotions done through images and other modes of marketing campaigns. Thus, consumers gain higher confidence in the products marketed through videos. Besides, Cisco estimates that by 2022, about 82 percent of the internet traffic would be through videos.

Grouping Influencers

In future, we can expect the influencers to work in small networks, i.e., the marketers would form a small group of influencers, this group would be based on the influencer with which the marketer is associated. The influencer's reputation depends on the brand they endorse; similarly, the brand's reach would be based on the influencer's eminence. Thus, forming a network would be something like creating a specific hub for each field like beauty, fashion, health, and more. This would provide a wider reach for the brands among the consumers.

The brand may not get an instant result through influencer marketing. However, in the longer run, using practical strategies with the devoted influencers, the brands would be immensely benefitted.

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