Nothing stays the same… don’t expect your marketing plan to either.
As consumer trends constantly shift on the digital plain, so must our marketing strategies shift. This article takes a look into how Influencer Marketing will is changing in 2019 and how you can stay ahead in the game with your campaign strategy.
What’s the real issue with Influencer Marketing?
The primary struggle with influencer marketing is due to the over-flooding of fake followers, ghost accounts, traffic scamming via bots, and audiences that engage less than they used to. After interviews with several major influencers on Instagram, they shared that sometimes over 25 percent of their follower base was actually purchased, and were not really true followers of their account. These “purchased followers” are called “Ghost Accounts” and are created overseas and then sold in large batches to anyone that want’s to look like they have a massive follower base.
This presents an issue to brands that want to promote their product or service through partnership with online influencers, because the numbers may not really be as good as they seem, leading to poor returns on their marketing investment.
How will things change in 2019 for Influencer Marketing?
Instagram has made strides towards deleting fake accounts, and in 2018 it even caused major struggles for many users, resulting in algorithm issues which some say pushed their account popularity down. Even with these efforts, swaths of ghost accounts still remain, and business is booming on follower buying websites.
The key to getting around this is to work in mass with “micro-influencers” and less with “macro-influencers”. Less is more when it comes to effective Influencer Marketing Campaigns. Bigger Influencer accounts tend to have a less overall engaged audience, while smaller accounts tend to have much more social engagement which drives brand awareness forward.
Instead of working with one influencer with 1M followers, partner with 20 influencers that have 50K followers – the results from small accounts have been proven to exceed the larger accounts results. The other advantage is that micro influencers are cheaper to work with and will often promote your company merely in exchange for product and are less likely to require as much, if any, monetary compensation.
Brand awareness pays off dividends, start investing early.
There’s no question about it — the more you can effectively push brand awareness, the better. Influencer Marketing is still possibly the most powerful strategy you can use for leveraging rapid market share expansion, especially on the digital front. Businesses that want to succeed in the coming years have to come to terms with the fact that old ways of marketing will become less and less effective, and should consider Influencer Marketing to be a large piece of their modern growth strategy.
The Association of National Advertisers surveyed 158 brands and discovered that 75% of them use Influencer Marketing, and 43% plan to increase their influencer budgets within the next year.
Don’t wait until it’s too late
As the market becomes more and more saturated, long term relationships between brands and influencers will become more solidified — leaving less opportunities for new brands to jump in and play the game.
Since long term relationships with smaller micro influencers is more beneficial than “one-off” deals with macro influencers, it’s crucial to start building your influencer community base now and strike while the iron is hot.
In this age where digital marketing has such a high return, we must not take it for granted. Get started on your Influencer Marketing Strategy today with a free 30 minute consultation with our team. We are the #1 Digital Marketing Agency in Orange County by Clutch and UpCity, and we work with brands large and small to drive high ROI results.