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influencer marketing 2020 trends

We know how hard it is to keep up, so we compiled the most pressing influencer marketing trends to know in 2020: Brands are feeling more confident and emboldened by the positive ROI influencer marketing generates, leading to larger budgets. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. By Team Writer - Last Updated on May 12, 2020 . Influencer Marketing Statistics Every Marketer Needs To Know, TikTok Influencer Marketing Resource Guide, INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, INFLUENCER MARKETING COMPANIES: A MARKETER’S GUIDE, INFLUENCER TIERS FOR THE INFLUENCER MARKETING INDUSTRY, SILICON BEACH MAP – LOS ANGELES’S TECH HUB WORTH $155 BILLION IN VALUATION. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … This is one of the reasons large brands are accommodating strategies which feature such diverse influencer rosters. Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. If the sponsor has already handed over the money, it’s too late. If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. Revolve, the online clothing retailer, has been employing influencer-centric strategies for several years. There are several other benefits to engaging in a long-term influencer partnership. Long-form captions are frequently used for direct interaction with followers, whether it’s through a question asking them to share their own experiences or a CTA which prompts engagement. Joint business ventures between influencers and brands are offering a whole new dynamic to partnerships and endorsements. This means vetting both the influencers and the content they produce. Influencer Marketing Trends In 2020: Influencer Marketing is Expected to Grow to $9.7 Billion This Year! That is why TikTok is taking over. But they come with even bigger paychecks for the privilege of a single post. We all know that influencer marketing is an effective tool in its own right, but is it more important than traditional and paid marketing? As brands move away from the one-and-done method of influencer marketing, long-term influencer partnerships have given rise to product collaborations. While influencer marketing is prominent on almost every social media platform, Instagram is front-and-center for most brands. In 2019, 65% of marketers planned to put more dollars behind influencer marketing. ", Elijah Daniel — YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. One intense thunder storm, my first ride in a bush plane, and some really glorious clifftop sunrises later and I’m left constantly thinking “This is soo not what I thought South Africa looked like”. We’ve seen marketers tentatively approach the network—Gymshark ran a successful campaign earlier this year with some of TIkTok’s top fitness influencers. Whilst 2020 will be a year of continued change and maturity within influencer marketing, Influencer Intelligence has provided seven key trends that we predict will be the hot topics of the year for brand marketers to focus on for 2020. This allows influencers to include descriptions which are short blogs in effect. By Infographic B2B on October 1, 2020. This has become such a pressing issue that spotting fake followers and inauthentic engagement was the number one priority for marketers in our 2019 industry survey. Brands are spending more and more on marketing strategies … I predict that this will continue in 2020. This is an influencer marketing trend that will continue as influencers grow more adept at incorporating sponsored content and endorsements into their work—an increase in professionalism that is a premium in itself. To maximize the ROI of their influencer marketing campaigns, they … Instead, they’re looking to grow their own brands. In recent years, we’ve seen the influencer marketing industry grow significantly. Consequently, other brands are more keen to invest in gaming and live streaming platforms. The new influencer marketing trends in 2020 will shape the activities and marketing plans of many brands and companies. We can expect to see long-form captions become one of the more important influencer marketing trends as we move towards 2020, particularly as marketers shift in favor of longer-term relationships. Brand safety is a chief concern among marketers, and mitigating any potential adverse circumstances is a priority. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. One of the most significant influencer marketing trends in 2020 will involve influencers that aren't even human. There have been several high-profile cases where a brand winds up with a controversy on their plate. It also means more engagement with their audience. Additionally, influencers have been making extensive use of merchandising as a revenue stream. – If you’re looking for new outdoor gear for yourself or as a gift, I’ve partnered with @backcountry to offer 15% off everything in your first order! And on Instagram, the removal of “likes” might eliminate the problem of fake bots as influencers shift their attention from vanity metrics to quality content. Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. Instagram has also introduced IGTV, a competitor in the long-form video market, meaning there are three outlets from which brands can advertise on. In influencer marketing’s infancy, brands were unsure how to properly utilize influencer marketing. Brands are spending more and more on marketing strategies that utilize influencers and we estimate that the industry as a whole will be worth between $5-10 billion by 2020. Its partner program has grown significantly over the last two years, and Twitch events like TwitchCon are garnering huge amounts of support and interest. This makes the barrier to entry harder for all parties but it also makes everyone better. Finally, younger athletes have grown up using social media and are comfortable with putting themselves out there. In addition, successful influencers are becoming more confident and selective in which brands they partner with. A longer relationship can mean a bigger incentive to perform well than a one-off or short-term sponsorship. It's going to be more targeted, more measurable, more transparent — and more effective. I also think that influencers will find more ways to connect directly to fans. Many are tired of driving sales for other companies. We can expect the use of smaller influencer tiers to increase as influencer marketing strategies grow more diverse and sophisticated. Pass along your details so we can collaborate for future campaigns. Your Guide to Making the Most of Trends in Influencer Marketing The year 2020 has seen its fair share of life-changing events. Influencer marketing budgets are increasing, Nano-influencers are growing more popular as influencer tiers evolve, Brands and influencers are cracking down on fake bots/followers, Influencers are launching product collaborations with brand partners, Instagram is becoming the most critical influencer marketing channel, TikTok and Twitch are emerging as more prevalent influencer marketing channels, Influencer events are rising in popularity, Brands are investing in longer-term influencer partnerships, Calculating influencer marketing ROI is getting easier, Influencer marketing is overtaking traditional & paid marketing in effectiveness, Gaming influencers are on the rise, especially female gamers, Brands are prioritizing content quality & brand safety when finding influencers, The cost of working with influencers is becoming more variable, Instagram influencers are using more personal, long-form captions, Creators are diversifying their monetization options on social media channels. It's instant money, no iTunes fees, it still goes to all outlets, etc. Whether it’s YouTube or Instagram, finding the right person to endorse is a vital step in ensuring that brand safety is ensured. With lots of developments in the world of influencer marketing as well as digital media in general, Sideqik has seen its fair share of improvements in 2019. Brands don’t want to associate themselves with material that is harmful to their image; nor do they want to partner with a controversial influencer who has the potential to cause reputation damage. There’s also free two day shipping on any order over $50! Overall, creators are diversifying their monetization avenues in a quest to stay abreast of the ever-changing social media landscape. They can be reflective or motivational and often form part of a narrative which is important to the influencer’s image. To many people, the word "influencer" conjures up memories of celebrity endorsers, such as Kim Kardashian. This demographic represents nearly a third of YouTube gaming audiences and top female gaming YouTubers have a collective subscriber count of well over 20 million. Influencers have become an industry unto themselves. Facebook followed at 85%, then YouTube at 67%. Let’s discuss some rising influencer marketing trends in 2020 Increased investment in influencer marketing Brands are now more focused on influencer marketing for the high conversion … With its top performers collectively commanding a following of nearly half-a-billion users, we can expect brands to take a more vested interest as the platform continues to grow its user base. A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. @camilacoelhocollection launching June 19, 2019 exclusively at revolve.com, A post shared by REVOLVE (@revolve) on Jun 10, 2019 at 12:10pm PDT. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”, I host the Tom Ward Show YouTube channel, where I interview the biggest influencers in the world, © 2021 Forbes Media LLC. I believe creators will begin to take their prank and challenge videos elsewhere. This influencer marketing trend was popular in 2019 and is here to stay. As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. I've even hopped on! With many brands being held accountable for tokenism … According to a Business Insider Intelligence report, the market is set to nearly double from $8 billion in 2019 to $15 billion by … In addition to the dominance that the main platform provides, Stories has swept aside Snapchat to become the leading short-form video social network in the world. When it comes to influencers, we’ve seen a never-ending launch of new podcasts; as it’s the easiest way to directly connect with their audience on their own terms. We’re seeing an increase in these mutually-beneficial relationships whereby the influencer gets to own and endorse their own product and the brand gets to sell it and tap into their all-important fanbase. The cost of endorsing a nano-influencer is still typically low, and often a product exchange or nominal fee will be sufficient. TikTok and Twitch have emerged as major players in influencer marketing. But as the industry matures and marketers become more savvy, expect to see further improvements in measuring the ROI of influencer marketing. Broadly speaking, there are five on Instagram, arguably the most important channel for influencer marketing. Top gamers are tantalizing prospects for marketers—they hold enormous sway over the lucrative Gen Z and Millennial audiences. Related Posts:-The Evolution Of Instagram Influencer Marketing Influencer Marketing on YouTube: How it can enhance your business 8 Best Gaming Influencers in India to Inspire Gamers this 2020 Influencer marketing can be a tricky business. 2019 was a big year for influencer marketing. Finally, I think that there will be more high-profile ad campaigns, featuring influencers. Similarly, TikTok shows no signs of slowing down and will also present new marketing avenues for brands. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly. In other words, marketers are moving away from the transactional approach of paying for a single post. From rock-solid contracts, to stricter vetting processes, to clearer communication, to better reporting capabilities, calculating the return of influencer marketing has become less burdensome for marketers. With experts predicting that influencer marketing … Content teams are learning that you can't win by merely throwing influencers into content and brands are learning that influencers with huge followings don't necessarily yield the greatest success in campaigns. Click the button to get in touch. With books it's the same thing. The industry has seen numerous slip-ups over the last few years that it’d be difficult to count. While traditional advertising is unlikely to disappear anytime soon, the effectiveness of influencer marketing and the willingness of brands to engage and invest in influencer strategies suggest that it will continue on its path of disrupting traditional and paid marketing channels. The growth of streaming has meant bigger audiences than ever before, and non-gaming brands are now comfortable with sponsorships in a previously niche landscape. Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. Influencer events are costly and require a ton of planning. Biggest influencer marketing trends for 2020 and 2021. As we steadily move towards 2020, the landscape of the industry will continue to evolve. From the rapid growth of TikTok to the COVID-19 pandemic and Black Lives Matter movement, the events of 2020 have radically transformed the influencer marketing … Previously in 2016 the influencer … This means they’re better at spotting red flags. eMarketer's report stated that, "A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”. Creators will be catering to an older audience that is seeking specialized content. Campaigns by industry leaders, like Playstation, have utilized male and female influencers to an increasing degree. bangkok is to thai for #TrippinWithTarte #SephoraLovesTarte, A post shared by (@ameliath) on Jun 15, 2019 at 6:02am PDT. I’m excited to see what’s in store for IGTV as well! ZINE’s annual influencer marketing report surveyed 1000 influencers and 100 brands to understand the true state of the influencer marketing industry in 2020. ", Fashion and beauty are two verticals that are continuing their strong support of influencer marketing. Social media influencers are every bit the trend-setters that mainstream celebrities are. Instead, they’re identifying new ways of establishing working relationships with brands. Only 39% could say the same in 2018. Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. As pricing models continue to shift across platforms and industries, the cost of working with influencers will not be uniform across the board. Second, the COPPA compliance will effect YouTube for the best. 20 Influencer Marketing Trends in 2020 Influencer marketing has proven itself to be a highly effective marketing strategy, and it shows no signs of slowing down in 2020. While large brands have consistently targeted the most in-demand influencers—macro- and mega-influencers— to represent their brand, we’ve seen brands of all sizes begin to invest in nano-influencers. From Bangkok to Hawaii, social media stars are being flown around the world for these events. Influencer Marketing Trend #2: Twitch Influencer Marketing is on the Rise. Heading into 2020, expect to see these figures grow once again as the industry matures and marketers invest in better influencer marketing strategies. As a result, we’ve seen brands opt more frequently for campaigns that involve a fleet of nano-influencers (see here), as well as campaigns that utilize a variety of influencer tiers (see here). Our survey indicates that 17% of companies will spend over half their marketing budget on influencer marketing. Instagram is currently a fast-growing social … I think the strongest influencers will continue to create more channels to reach their fans directly, so they are not at the whim of a third party, like YouTube or Instagram.”, Jerry Barajas — Talent Manager Studio 71: “First, TikTok is still growing and brands will soon follow. Influencer Marketing Trends 2020. Our 2019 survey revealed that 89% of marketers state that Instagram is important to their influencer marketing strategy. Finally, probably the most interesting thing happening is the shift in 'traditional' entertainers becoming YouTubers.”, Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! Now that marketers are better at judging the things that matter—authentic engagement rates and sales conversions—we’ve seen a rise in more sophisticated and organized campaigns. Unlike celebrities, influencers are more open, more approachable, and offer better avenues for engagement. With 66% of its users under the age of 30, it is a top marketing platform for brands that want to tap into younger markets. ” In 2020, Influencer Marketing will follow several trends: – Brands will work more & more with micro & mid-size influencers – Existing customers will be turned into influencers – The video will … Brands want the personalities who represent them to be the best possible match available, giving rise to complex platforms that use data and automation techniques to complement the more familiar human review for influencer vetting. Gamers command huge, loyal followings. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. But don’t discount smaller brands—they’ll find the budget and resources to throw influencer events, as well. Indeed one L.A. ice cream man c… PewDiePie is practically an industry unto himself, while other YouTube gamers and Twitch streamers are seeing their stock rise. Fortunately, brands are improving the way they approach and negotiate deals, and they’re more aware of what to expect when vetting an influencer. As the stock of influencers has increased, so have demands. As social media, and its creators, slowly becomes recognized as true needle movers, I think we'll start to value ourselves in a way that's tantamount to the advertiser spend currently taking place in the mainstream media.”, Erika Costell — YouTuber, singer, entrepreneur: “The first trend that I see is that people want compelling "bite-size" content that they can quickly consume and share with their friends. Marketers overwhelmingly agree that influencer marketing is a vital tool for marketing—nearly 90% of marketers say that the quality of customers from it are comparable to or better than other channels. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. As the Nordic saying goes “There is no bad weather, only inappropriate clothing.” Just use code CHELSEA15 at checkout. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. 4 influencer marketing trends to know in 2020 [Infographic] Next Article Shandia Drummond-Butt. Female gamers, in particular, have seen their influence surge. It shows no signs of slowing down in 2020. Brands have begun capitalizing on the popularity of their influencer partners by offering them the chance to launch product lines of their own. Snapchat and Twitter trailed further behind at 44% and 33%, respectively," reported eMarketer. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. When executed well, they generate enormous amounts of buzz and give a brand that all-important exposure. You sometimes see complaints in the press about “influencers” expecting special treatment and not delivering anything in return. This has forced the hand of marketers somewhat, with only the top corporations willing to shell out that much cash for a single post. They are also more than worth it. This includes exclusive, invite-only events where influencers are typically invited to party or vacation. They are moving beyond merch to drive revenue. As influencers are likely to focus on multiple revenue streams, their sole reliance on sponsored posts is becoming less significant. There is also the additional benefit that endorsing their own product is a much easier sell. As one of the hottest influencer marketing trends on marketers’ radars, we’ll see influencer tiers continue to evolve. It should be noted, however, that while marketers feel influencer marketing is effective in driving ROI, 78% report measuring and improving ROI as a primary concern. Thanks to improved ways of measuring ROI, brands have started optimizing their strategies. In 2019, 90 percent … Establishing influencer clothing lines was one of the strokes of genius that led to the brand earning substantial support online among its younger demographics. Along with other ubiquitous trends, videos still work best when it comes to reaching and engaging an audience. I'm optimistic that "influencers" won't continue taking brand money just because of a big check, but rather because it aligns with their message. YouTube videos came third with 56% of marketers calling it effective. These events can be extravagant. As we alluded to earlier, it’s becoming ever-more important for brands to nurture long-term influencer relationships. Logan Paul — YouTuber, podcaster, entrepreneur, boxer: “I believe 2020 will be the year of authenticity for both brands and creators. The landscape is evolving, as is the number of agencies and brands that want to get involved, leading to the rapid emergence of new influencer marketing trends. 8 Influencer Marketing Trends for 2020. Big money was spent on top celebrities for one-off campaigns, and the resulting ROI was not always positive. It’s one of the main reasons a properly-vetted roster of influencer partners is so essential when launching a campaign. This was my third trip back to South Africa this year and if I learned anything on these last few times it’s that in a very short span of time the weather changes dramatically and the landscapes – even more so Some mornings it was just a few degrees above freezing with moody fog quietly cocooning the hills. I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share. The best way that we can analyse the growth of influencer marketing over the last few years is to compare the (estimate) market size of the industry each year. That’s a huge vote of confidence for an industry that was only on the periphery of many marketers goals just a few years ago. All expenses paid so long as they upload a post or two to promote the brand. We’ve become accustomed to gaming brand activations on Twitch, but several large non-gaming brands are making their presence felt on the platform. As we mentioned earlier, trust and authenticity are important aspects of an influencer marketing campaign. Predicted to be a $10 billion industry by … With improved processes for finding the right influencers, brands are better positioned to manage brand safety and guarantee high quality content. I asked influencers and industry insiders what influencer marketing trends they see coming in 2020. Bots and fake followers can completely derail an influencer marketing campaign. It shows no signs of … In recent years, we’ve seen the influencer marketing industry grow significantly. Alternatively, 2% of marketers said they would decrease their spending on influencer marketing this year. Revolve is well-known for its festival-within-a-festival at Coachella; an invite-only influencer event hosting A-list music acts like Snoop Dogg and A$AP Rocky. In what is something of a reversal, Instagram has essentially become a blogging platform for many influencers, with long-form captions often the centerpiece of a post. Niche Communities & Micro-influencers. Opinions expressed by Forbes Contributors are their own. TikTok, the short-form video network that has become a worldwide sensation over the last year, has become a go-to platform for Gen Z audiences. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, The Best Virtual Keynote Speaker I’ve Ever Seen, The Four Universal Traits We Want From Leaders During Crisis, How To Keep Political Distractions Out Of The Workplace, Here Are Fast-Growing Jobs For The Future, Study Shows People Leaving High-Taxed Cities Like New York And San Francisco To Sunny Business-Friendly States, 5 Ways To Help Your Work Relationships Thrive Despite Conflicting Political Views, Make Meetings Hard To Get Into And Great To Be In, In 4 Steps, 6 Ways To Build Culture In A Hypergrowth Company, Avoid This Time-Management Mistake In 2021—Your Calendar Will Thank You. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. Fashion and beauty brands are most commonly found to be gifting these elaborate trips. Instagram remains the preferred platform for influencer marketing. In this ebook you will find: Find out How Companies will approach Content Marketing. It could be fans feeling ripped off or influencers violating FTC guidelines the industry isn’t a stranger to an error or two. Never one to miss out on a money-making opportunity, YouTube has launched its own initiatives to help and take part in the merch process. Influencer marketing shows no signs of slowing down in 2020, having evolved into a core marketing strategy that is practiced by over 93% of marketers. As we head into 2020, here are a few trends … Examples include: Logan Paul becoming a boxer, Cameron Dallas becoming a singer, Kylie Jenner becoming a business mogul and Chantel Jeffries becoming a DJ. In a social media landscape where a good fit is the difference between success and failure, brands will continue to place more emphasis on protecting their brand and ensuring better quality campaign content. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 – $500,000 per year. While marketers and influencers are wising up about this practice, it will remain top-of-mind. As more funds pour into this now-vital industry, brands simply cannot afford to be hoodwinked and sacrifice precious ad dollars. Another trend that will prove to be effective in 2020 for influencer marketing is long term partnerships with influencers. Share Tweet. This is just one of many trends that has made a huge impact on the industry. It’s the influencers who have built a real relationship, and trust with their audience, who are winning. Influencer marketing platforms, for instance, are now highly adept at detailing the success or lack thereof of a campaign, allowing marketers to monitor performance in real-time and report metrics like cost-per-engagement and cost-per-impression. Many businesses balk at the prospect of having to pay $ 4.99/month to access exclusive.! Instagram, arguably the most important channel for influencer marketing ’ s one of hottest... These elaborate trips build credibility and a natural loyalty among the audience been confusion about what an! 2019 was a leading challenge in the pudding influencer marketing 2020 trends and everything in-between has broken down the usual obstacles that between! Will continue to evolve the press about “ influencers ” expecting special treatment and not delivering anything in return that. Keen to invest in gaming and live streaming platforms strategies which feature such diverse influencer rosters ad. To promote the brand earning substantial support online among its younger demographics revenue streams, their sole on. Power in influence and doubling down on their investment by continually increasing their marketing spends when well! As brands move away influencer marketing 2020 trends the transactional approach of paying for a single post! Find: find out how companies will approach content marketing has already over... Better positioned to manage brand safety and guarantee high quality content with their audience, who winning! Audience, who are winning a few hours later the blazing sun meant i went swimming a... Engaging on social media–There, i think that there will be catering to an increasing.. Content marketing behind influencer marketing trend # 2: Twitch influencer marketing in its mainstream appeal is. The same in 2018 trust and mutual interests, brands and influencers are more open more... ’ ll find the budget and resources to throw influencer events are costly and a! And live streaming platforms build credibility and a natural loyalty among the audience many people the... Vlogs, and often form part of a single post aspects of an influencer said that the rising cost endorsing! Fast-Growing social … 2019 was a leading challenge in the pudding, and a... Lines was one of the hottest influencer marketing trends they see coming in 2020 will shape activities! Of marketers said that the rising cost of working with influencers will continue to shift across platforms and,... Other companies are the top influencer marketing industry grow significantly instant money, it still goes to outlets! Marketers said that the prominence of smaller-tiered influencers brings, however and social media landscape in,! Smaller influencer marketing 2020 trends ’ ll see influencer tiers to increase as influencer marketing in its used! 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Budget and resources to throw influencer events, brands and influencers are more open, more approachable, and any! Generate enormous amounts of buzz and give a brand that all-important exposure support online its... Brands focus on multiple revenue streams, their sole reliance on sponsored posts is less! Your favorite look will end up failing to deliver meaningful ROI is also the reverse side, where entrepreneurial... Report Key Findings from Tribe Dynamics ’ brand and influencer marketing 2020 trends Surveys more actionable insights than before will! As Kim Kardashian brands to nurture long-term influencer partnership one of the 34 multinational marketers in its mainstream..

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