Although brands and consumers will continue to evolve and adapt in a world of rapid change and innovation, simply engaging in influencer marketing is not enough. Rather, it is critical to be smart about it by staying on top of industry trends to ensure a positive ROI.
Here are five influencer marketing trends to keep your brand and business ahead of the competition while investing in an increasingly important marketing channel that shows no signs of going away anytime soon.
1. Video content reigns
This isn’t the first time you’ve heard that video content is king, and it certainly won’t be the last. Indeed, video content has been on almost every ‘best practice’ digital and influencer marketing piece for several years – and with good reason. People are consuming more video and audio content on a daily basis as 5G and fiber gain traction across the country and the world.
This has increased the influence of content creators on video-streaming platforms such as YouTube, Twitch, and TikTok. When creating an influencer campaign, it’s critical to prioritize the creation of video content alongside static assets because short- and long-form video content is dominating across platforms.
2. Establish a relationship that will last.
When it comes to the duration of your influencer campaign, it should be about establishing a long-term relationship. According to Nael Schaffer, who was named a Forbes Top 50 Social Media Power Influencer for the second year in a row, brands and influencers will increasingly collaborate in the long run. Among the many reasons he gives for this, the fact that it can take time to make a sale is one.
This means that running a long-term campaign with an influencer will most likely be more effective than running a few posts here and there. Brands and businesses are also becoming more aware of the benefits of fostering
3. Micro- and nano-influencers take the lead in terms of engagement.
According to an influencer marketing benchmark report for 2022, while overall social media engagement rates have dropped, this isn’t the case for most nano- and micro-influencers, who continue to show impressive engagement rates that drive better conversion rates.
This makes micro- and nano-influencer campaigns essential for brands and businesses across all industries, not only because they allow them to stretch their marketing budgets a little further, but also because they enable them to tap into established target audiences who are deeply connected to the real human being they’re already following. As a result, it is still important to prioritize a micro- and nano-engagement influencer’s rate over their follower count.
4. TikTok is a must-have.
Despite the fact that there are only 24 hours in a day, it appears that there is always room for another social media channel! TikTok, in particular, has experienced extraordinary growth, thanks in part to the pandemic, which kept people locked up and online. Many influencers have amassed large followings on the platform and have brought brands into the fold by collaborating on sponsored ads and posts.
With some predicting TikTok will dethrone Instagram as the leading platform for influencer marketing, B2BHouse marketers believe marketing teams will double their spending on TikTok in the next two years, indicating that it’s the place to be and be seen for quite some time.
4. TikTok is a must-have.
Despite the fact that there are only 24 hours in a day, it appears that there is always room for another social media channel! TikTok, in particular, has experienced extraordinary growth, thanks in part to the pandemic, which kept people locked up and online. Many influencers have amassed large followings on the platform and have brought brands into the fold by collaborating on sponsored ads and posts.
With some predicting TikTok will dethrone Instagram as the leading platform for influencer marketing, B2BHouse marketers believe marketing teams will double their spending on TikTok in the next two years, indicating that it’s the place to be and be seen for quite some time.
