Influencer Marketing in 2020
Looking back over the last decade, one of the things that stand out to marketers around the globe is the advent and meteoric rise of influencer marketing. There is no doubt that the wider marketing industry has generally seen major advancements and changes; from finding new forms of marketing to utilising different media in unprecedented ways, it is safe to say that the industry is as versatile as it ever has been. Influencer-driven content developed early on in the decade as a niche concept to currently being one of the most promising and advantageous forms of marketing, forecast to thrive further throughout the next decade.
According to Statista, the average amount of time people are spending on digital media has been rapidly increasing, year by year, since the beginning of the decade whereas traditional media, that was prevalent throughout most of the 20th Century and early 2000's, is drastically plummeting. In only 2011, the average amount of time spent on traditional media per day was 453 minutes, more than double the average time spent on digital media, which was only 214 minutes. In 2018, the time people spend on digital media finally surpassed that of traditional media, with 395 minutes spent on the former and 315 minutes on the latter. With these figures continuing on their steady trajectories, there is no doubt that the coming decade will fixate heavily on social media.
With the ever-growing popularity of social media, the 20's are expected to open new doors and opportunities for marketers, influencers, and social media users. Some of the most likely predictions are:
Long-term partnerships between brands and content creators
Consumers are becoming increasingly conscious of conventional brand marketing tactics. This has resulted in a growing distrust between social media users and mega-influencers who endorse products or services that are not aligned with their public persona. Ad content is becoming increasingly ubiquitous across all social media platforms and consumers are starting to take notice.
To tackle this problem, brands are starting to establish long-term partnerships with influencers whose personalities align with their ethos and hence ensuring their promotional content will resonate effectively with their audiences. Brands will start create more genuine and effective campaigns.
Advances in influencer marketing data and technology
As influencer marketing continues to gain more recognition in the marketing industry, the flow of investment into it will surely increase in 2020 and thereby allowing influencer marketing platforms to enhance their analytical tools and the technology by which they connect influencers with brands.
Such advancements in technology will surely encourage more brands to utilise influencer marketing and also influencers to create more engaging content. The efficiency that such technology will afford is bound to make influencer marketing a more attractive tool for marketers in the near future.
Video content will thrive
Video content is increasingly becoming the medium of choice for marketers and content creators across all social media platforms, with some platforms emerging with a sole focus on short videos, such as Vine and TikTok. A recent Google study suggests that 6 out of 10 people would rather watch online videos than television. It is no secret that the people's attention spans are shorter now than they possibly ever were. Considering the astronomical amount of content people are presented with on a daily basis, it is only natural content should be made in a succinctly and effectively to capture a viewer's attention.
There is little doubt that video content will become an integral part of influencer marketing campaigns in 2020, as brands will seek charismatic influencers to review their product or service in creative, eye-catching videos.
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