Considering Influencer Marketing but wallowing yourself in self-doubt and lack of knowledge of the industry trends?
Clear all your doubts about influencer marketing campaigns and it’s time to reset you on the latest workings and insights of Influencer Marketing Agencies. The Influencer Marketing Industry is expanding at an all level high with no signs of a slowdown. Note down the latest trends in the Influencer Marketing Companies in India and stay on top of these trends!
So here go the latest and most important trends in Influencer Marketing Industry in 2020:
1. Engaging Video Content
One of the leading trends in the Influencer Marketing Companies in India is the shift in focus to create highly engaging audio and video content.
According to research by an Influencer Marketing Agency, about 72% of the audience are more likely to choose video content over text when learning about a new product or a service. With consumers’ increasing need to engage with the content; creating video demonstrations, interviews, or product reviews as a part of the influencer marketing campaign will be a great way to gather attention of a highly focused audience.
Influencer Marketing Agencies promotes video storytelling, as it evokes emotions, helps in holding audiences’ attention and influence their purchasing decision by making them believe in the product.
Brands can also use influencers in their video ads and ask for product mentions in influencer vlogs and live streams. Influencers can use video to promote events sponsored by brands.
2. Partnering with Micro-Influencers
Influencer Marketing Agencies believe celebrities are not that engaging on social media; while micro-influencers may not have massive follower count of the big players in the field, but have high engagement rates.
They prove to be much more cost-effective and brands can find influencer marketers who already have niche audiences aligning with their target consumer.
The principle of influencer marketing works on the strength of the influencer’s dedicated following and their power of persuasion. That’s why more and more brands are teaming up with nano and micro-influencers; as they tend to have a more personal and deeper relationship with their followers and can be highly effective in influencer marketing.
Brands tend to benefit from collaborating with Nano and Micro-Influencers in terms of higher engagement rates, level of trust and authenticity developed with the audience, less competition and more cost-effective.
3. Artificial Intelligence
Advances in Artificial Intelligence is increasing the prospects of growth in Influencer Marketing companies in India; and also making it easier for brands to find the right marketing influencers to partner with.
Geolocation will enable brands to track customers through the purchasing process and retarget their message to the target audience. It is also easier to weed out fake followers and find influencers who have the highest engagement rates.
Natural Language Processing analyses human language and is used by marketers to analyse the results of posts uploaded by an influencer to check their relevance for a particular brand. It ensures less wastage of time and resources in finding the right marketing influencers.
4. Being Real and Authentic
The next in-trend is “Being Authentic”.
Influencers are striving to stay true to themselves, their identity and are now choosing to partner with brands that align with their content, their message and personality, rather than the ones with deep pockets.
According to a survey by a top-notch Influencer Marketing Agency, there is a 72% correlation between content that impacts a person’s well-being and its effectiveness. That’s why influencers and Influencer Marketing Agencies marketing a brand, are primarily focusing on creating meaningful content for their customers rather than on monetization.
Also, Influencer Marketing companies in India realizes that 79 % of consumers expect a brand to prove it cares and understands their needs before they consider a purchasing decision.
That’s why, Influencers nowadays have started writing longer and more personal captions for marketing as long captions will allow them to prompt the audience to respond and can also include a call-to-action. This will increase audience’s engagement and will lend greater credibility to the influencer, translating into a stronger connection with the brand as well.
5. Long-Term Partnerships
From contracts on campaign-by-campaign basis, the focus of influencer marketing companies in India has now shifted towards developing longer-lasting relationships. Longer partnerships are more persuasive as while one-off campaigns come across blatantly as ads, regular and longer collaborations will make it easier to believe in the influencer’s endorsement.
Brands now have started to capitalize on the stronger partnership built on trust and mutual interests with the influencers, keeping in mind their target markets. With high-quality content posted consistently, consumers will be able to identify with the influencer more strongly; translating into repeated sales.
A long-term relationship benefits both as influencers are sure of a stable and reliable income. Brands can also rely on the influencers for their creative insights; forming a strong partnership between both the parties, which will fortunately lead to a successful influencer marketing campaign.
6. Influencer Events
One of the popular influencer marketing trends is to host influencer events, adding boost to the existing campaigns as well.
Influencers are invited to exclusive gatherings and mainstream events to market and promote the brands’ products and services; allowing influencers to know the brand better and what it stands for. In turn, influencers will build brand awareness, introduce new products and will help in establishing a genuine and real connection with the community.
The hosting surely requires a lot of planning and leads to considerable expenditure, but hosting of such exclusive events can add a lot of value to a brand, mostly big brands.
7. Integrating Influencer Marketing Strategies
Influencer Marketing Companies in India have devised strategies integrating influencers and their marketing processes. Some ways are:
• Affiliate Marketing:
Influencers can add an affiliate link on their social media handles on which they will be receiving a commission from each click-through that results in a sale. Influencers will be encouraged to actively support the product so as to drive more sales.
• Competitions and Giveaways:
Influencer can host competitions and giveaways on their social media account or can promote the one that’s on the brand’s website. These campaigns will be effective in promoting brand awareness, increasing followers, gathering consumer data and growing an e-mail marketing list.
• Influencer Takeover:
If an influencer will take over the content of a brand’s social media account temporarily, it will lead to massive increase in brand exposure, gaining new followers and building trust in the brand.
8. No More vanity Metrics
Influencer Marketing Agencies all across the world have identified that Vanity metrics (likes and followers) are no more the major qualifiers for a successful influencer marketing campaign. Brand goals for influencer marketing companies in India have shifted their focus from awareness to sales.
As influencer marketing is developing at a never-ending pace, marketers have gotten better at understanding the factors influencing ROI and addressing the most common measure of influencer’s marketing campaign performance-conversions.
No more does paying a huge sum of money to a mega-influencer will certainly bring a comparable monetary return. This has led to a shift from vanity metrics and is one of the reasons for focus of Influencer Marketing Agencies on collaborating with nano and micro-influencers, who typically enjoys higher engagement rates.
