Predictions for Influencer Marketing in 2020
Predictions for Influencer Marketing in 2020
2019 saw huge developments for the influencer marketing industry; from TikTok becoming the most popular platform of the year to Instagram removing likes, and from the rise of virtual influencers to new legislation from the ASA and the CMA.
However, while these updates within the digital space have been exciting, there has since been an outcry for developments to ensure that the industry becomes a much more authentic and transparent space to work in. Here are our top predictions for influencer marketing in 2020 and beyond..
Long-term partnerships between brands and creators
In 2020, consumers will become much more conscious of a brand’s marketing tactics. They will no longer tolerate creators who promote products that are misaligned with their ethos or do not appear to be authentic to the creator.
In the past, a fitness creator would have gotten away with promoting five different protein brands on their Instagram, but consumers are beginning to question their motives; why would they promote five brands with differing qualities, as opposed to one that wholly relates with what that creator represents?
Repurposing of creator content
Content creators are experts in creating content that appeal to and resonate with the brand’s target audience. The content produced has many benefits, but one that is often overlooked by brands is the reusability of the content assets produced for campaigns. When brands book creators, it is predicted that about 60% of their budget goes towards reaching the target audience. The remaining 40% is spent on content creation, which holds a lot of value due to its ability to be reused. By this we mean that creators will offer brands the right to reuse the content across a range of marketing channels, such as print, outdoor, digital and TV.
Advances in influencer marketing data and technology
2019 has been an amazing year for digital marketing, with digital spend surpassing traditional marketing for the first time ever. As the flow of investment into digital continues to increase into 2020, the tools that brands are using will continue to step up.
Brand purpose will become essential
To succeed in 2020, brands will need to collaborate with creators who emphasize their core values. Deloitte Research found that 80% of consumers would be willing to pay more for a product, if the brand focused on becoming more environmentally and socially responsible.
2019 saw huge developments for the influencer marketing industry; from TikTok becoming the most popular platform of the year to Instagram removing likes, and from the rise of virtual influencers to new legislation from the ASA and the CMA.
However, while these updates within the digital space have been exciting, there has since been an outcry for developments to ensure that the industry becomes a much more authentic and transparent space to work in. Here are our top predictions for influencer marketing in 2020 and beyond..
Long-term partnerships between brands and creators
In 2020, consumers will become much more conscious of a brand’s marketing tactics. They will no longer tolerate creators who promote products that are misaligned with their ethos or do not appear to be authentic to the creator.
In the past, a fitness creator would have gotten away with promoting five different protein brands on their Instagram, but consumers are beginning to question their motives; why would they promote five brands with differing qualities, as opposed to one that wholly relates with what that creator represents?
Repurposing of creator content
Content creators are experts in creating content that appeal to and resonate with the brand’s target audience. The content produced has many benefits, but one that is often overlooked by brands is the reusability of the content assets produced for campaigns. When brands book creators, it is predicted that about 60% of their budget goes towards reaching the target audience. The remaining 40% is spent on content creation, which holds a lot of value due to its ability to be reused. By this we mean that creators will offer brands the right to reuse the content across a range of marketing channels, such as print, outdoor, digital and TV.
Advances in influencer marketing data and technology
2019 has been an amazing year for digital marketing, with digital spend surpassing traditional marketing for the first time ever. As the flow of investment into digital continues to increase into 2020, the tools that brands are using will continue to step up.
Brand purpose will become essential
To succeed in 2020, brands will need to collaborate with creators who emphasize their core values. Deloitte Research found that 80% of consumers would be willing to pay more for a product, if the brand focused on becoming more environmentally and socially responsible.
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