Influence marketing is growing by giving longer results than traditional marketing. It’s been the core of marketing since then, after amassing control over social platforms over the decades.
Nike, the world’s leading manufacturer in supplying athletic wear and sports equipment, became famous through the campaign from the popular youtube channel “what’s Inside?” Receiving 32000 likes and viewed 3.6 million times.
Hence, it has garnered a lot of interest as the search for the term has risen to more than 1500%. Let’s dive into whether the future of influence marketing is ripe with opportunities or not.
What Can You Expect From the Future of Influencer Marketing?
A recent survey has revealed that 63% of the marketers are intending to increase the budget to invest in influencer marketing. Let’s see what are future advancements influencer marketing can expect-
-
Micro-influencers
Many influencers are buying fake followers leading to low engagement, but micro-influencers have fewer followers, but they can engage with the audience in higher priority.
Example
Coca-Cola is one of the famous brands that partnered with Coca-Cola showcasing a cold coke. The influence promotes the brand by sharing photos of him holding the coke and wearing the brand sweater.
-
Artificial Intelligence plays a great role in influencer marketing
Problem-solving algorithms (AI) will strike a dominant role to identify the personality of influencers suitable for a particular company in the future. The brands can benefit from the deep study AI with consumer interests that match the brand DNA, ensuring massive ROIs to the brands.
Example
Chiara Ferragni is the chosen fashion influencer who has more than 11.6 million followers on Instagram. IBM Watson their advanced AI platform helps the brand find the most suitable influencers available on social media.
-
Influencer marketing encourages thinking outside the box
The bands are already thinking about new strategies to implement by connoting creative ideas that work in the marketing standards to stand out among the rest. The content is perfectly crafted, each resonating with an influencer in mind ensuring maximum engagement and reach to the customers.
Example
To kick-off support rapidly, Formula E decided to use influencers directly to the racing arena, where they posted about experience in social media, creating an inviting buzz across the audience. The content creators from Formula E used the digital platforms perfectly for the race in collaboration with top influencers with GOAT.
-
Switching to Video Content
Eventually, social media influencers will take advantage of features like live broadcasts to garner a plethora of audiences. Besides, studies have indicated that users prefer video content over text or images in the long term. It improves the relationship between the brand and influencers manifold, achieving higher engagements.
Example
Tik Tok approached Instagram in search of top digital chefs to show off their new feature in the #SavorTheFlavor hashtag challenge. This created a considerable involvement for Tik Tok, reaching over 250 million views in the sponsored campaign.
-
Embracing the Single Source Operating System
There is a high probability that influencer marketing will enable single sourcing. It works by measuring the data available on influencers suited with consumer needs. So, many big brands will come forward with technologies relating to digital platforms to determine the influencers they associate with.
Digital platforms will be the pinnacle to measure ROI for the future of influencers; they don’t need to speculate or predict the outcome anymore; the invention of influencer identifying software can indeed help the brands achieve tremendous success.
Example
A consulting company’s founder Virginia Sala Kastilio brought the top Snapchat influencer together. She linked various brands with her snapchat influencer base, helping large clients like Crowd mobile, NASDAQ, Yelp, Universal, and BBC.
Therefore the success of influencer marketing can be formulated with a central database available measuring their performance.
The Bottom Line
In conclusion, the future of influencer marketing heavily depends on technological and digital advancements like Virtual Reality, Augmented reality, Mixed Reality, and AI. The video will become an integral component of the impact of IM, proving higher success by the adoption of technology.
Hence, social media influencers must be ready to face head-on the technologies that are going to play a huge part in the selection process. Although their speculations that usage of AR and VR can mark the end influence marketing, the above case studies suggest otherwise.