As we enter 2019, it’s a natural time to evaluate current business strategies while looking to the months ahead. In my role as CEO of an influencer marketing agency, I’ve observed some shifts in the industry that could affect the way you plan your next influencer campaign. And I also have some thoughts about the trends we’ll be seeing in the coming year.
To stay ahead and keep your business thriving in the new year, it is important to set new goals, chart a trajectory for growth, and integrate new technologies and best practices. The same can be said of business leaders. In order to maintain industry leader status, you need to stay ahead of the pack by constantly learning and mastering new skills.
It’s not news that brands are devoting an increasing percentage of their marketing budgets to influencer marketing. What is new is how companies and influencers themselves are adapting their processes and creating new best practices to truly evolve in this rapidly growing space.
Podcasts are rapidly growing, with businesses across several industries leveraging the format. According to research, consumers are more receptive to ads on podcasts than on any other medium. As the likelihood of ad spend on podcasts continues to rise, more brands will be looking to differentiate themselves through podcast advertising.
With marketing technology advancing at a rapid pace, it can sometimes be difficult for a company to keep up. Some businesses are still stuck in the old ways of advertising and using practices like pop-up ads that are now frowned upon by marketers and consumers alike.
More than possibly ever before, social media is all about being in the moment. It’s no wonder then that live video capabilities have been adopted by multiple social platforms as of late. Going live is an excellent way to engage with audiences and can open up a business to new opportunities. Due to its immediate nature, going live allows people to experience what your business is doing and react in real time.
While influencer marketing was once primarily a blog-based industry, there are now multiple platforms available, and many sponsored programs don’t include blog posts at all. As the CEO of an influencer marketing agency, I am often asked which platform I recommend most, and I have the same response every time: It depends on your goals.
Influencer marketing is a force to be reckoned with, and the industry is showing no signs of slowing down. We’ve all seen the data that supports this powerful form of marketing and the studies that show how today’s consumers are much more influenced by their peers than traditional advertisements. In fact, according to Nielsen’s Global Trust in Advertising report, 82% of those in the U.S. trust recommendations from people they know.
Is blogging dead? According to Google’s search results (as of this writing, anyway), there are over 34 million answers to this question, all of which vary by author opinion. In my experience as a previous blogger and current CEO of an influencer marketing agency, blogging is alive and well, but it sure does look different.
For a consumer scrolling through their favorite blog or social media feed, a successful sponsored post doesn’t feel like an advertisement — rather, it’s perceived as a natural extension of the influencer’s regular content, leveraged with the trust and credibility built up over time between influencer and audience.
Word of mouth has always been a highly effective form of marketing. That’s why influencer marketing has become such a popular strategy in the social media age: Nearly 80% of marketing decision makers plan to invest in this strategy in 2018.
Using technology to reach your customers is a make-or-break opportunity: it offers you the ability to better connect with some but can turn others off who are looking for a more personal experience.