The COVID-19 pandemic has changed the lives of millions around the world, wreaking havoc across industries for more than two and a half years. According to eMarketer, influencer marketing was not spared the effects of the pandemic, and numerous changes either began or were greatly accelerated during the global healthcare crisis.
Not only are new social media platforms like TikTok carving their share of the market, but people around the world have turned to more authentic, “unfiltered” content. While micro and nano-influencers have seen a surge in popularity during the pandemic, some of the big names in the industry have been less fortunate.
With the pandemic now becoming a thing of the past, and several other problems rearing their heads, marketers and influencers around the world are wondering what the future will bring. Moreover, important shopping events—such as Black Friday and Cyber Monday—are rapidly approaching, and marketers already know they will have to compete with thousands of brands to cut prices and to create the best advertising campaigns. Here are five important facts and predictions US marketers should know about influencer marketing.
Authenticity Is the Most Important Value Now
According to a recent study, it has become important for influencers to focus on authenticity. People seem to favor endorsements by influencers who prove that they are motivated by their work and in full creative control of their content. These influencers are seen as being more credible and more authentic than their peers—which boosts people’s enthusiasm for buying endorsed products. Marketers should focus on finding influencers who are authentic and perceived accordingly by their audiences, as well as influencers who are not afraid to manage their own content.
Change Is an Important Part of Influencer Marketing
Although COVID-19 acted as a catalyst when it comes to disruption, change is an important part of influencer marketing. This is due to the fact that it is so closely connected to technological advancements, the rise and fall of different social media platforms, and various other innovations. According to the Influencer Marketing Hub, these past two years have brought changes linked to social activism. Influencers around the world took a stand for diversity and equality during this time. Brands will have to follow soon.
Rapidly Growing Social Media Platforms Matter
According to recent studies, even though most social media platforms have grown during the pandemic, some have managed to do far better than others. TikTok is the fastest growing social media platform this year, and 40% of people who took part in the State of Social 2022 study stated that they will use TikTok as part of their social media plans this year. Short video content remains an important trend in 2022, and more brands are looking for TikTok influencers to promote their brands and products.
Influencers Can Trigger Emotional Responses From Their Audiences
Marketers already know that emotion is a big part of marketing and that it can play an important role in persuading consumers to buy a specific product or service. However, recent research has shown that influencers can trigger emotional responses from their audience by simply creating good content. While the power of emotion has already been demonstrated by previous studies, research shows that famous influencers like YouTubers Shane Dawson and Jeffree Star have the potential to gain “the attention of individuals with varying emotional capacities.” Marketers can use big names in the industry to establish emotional connections between their brands and millions of different people around the world.
Finding the Right Influencer Is Crucial
According to the Influencer Marketing Hub, finding the right creator is extremely important when creating a digital marketing campaign, and even more so before big shopping events like Black Friday and Cyber Monday.
Choosing a trusted voice from marketers’ target audience is vital. They also have to launch their campaigns early, create different campaigns for Cyber Monday, Black Friday and Thanksgiving, and collaborate with multiple influencers to ensure that their messages reach broader audiences.
Although the effects of the pandemic are still disrupting influencer marketing and other industries around the world, marketers have a lot of options when it comes to promoting their brands, products, and services through social media. However, with values like authenticity, willingness to accept change, and empathy now becoming increasingly important for people in the US and abroad, marketers need to choose the right influencers.