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Influencer marketing has been evolving over the years with the rapid shift from relying on celebrities to collaborating with micro-influencers. This is because successful brands are interested in working with lifestyle influencers that share similar values.
Such individuals can leverage organic content to keep customers engaged. They also tend to have a deeper connection with their audience, so it’s easy for consumers to find them relatable.
A typical example is Mindy Parisi that runs a lifestyle blog where she shares ideas about passionate living. What started as an idea to keep her loved ones informed has blossomed into a full-fledged career.
One thing that makes her stand out of the pack is that she works with brands whose values resonate with her audience.
A robust influencer marketing strategy is a win-win for both the brand and influencers at the end of the day because a higher ROI is guaranteed.
The impact of COVID-19 on the influencer marketing landscape
The COVID-19 pandemic affected lots of businesses last year, and many brands had no option than to slash off marketing budgets to stay afloat. The fashion, traveling, and event-based brands were among the worst-hit sectors.
Consequently, several lifestyle influencers delved into other ventures like coaching or consulting, which helped them remain relevant and earn money from the comfort of their homes.
Fortunately, some businesses revamped their marketing strategies in mid-2020 and started bouncing back gradually.
According to a recent report from GlobeNewswire, around 1.3 million new users joined social media platforms daily in 2020. It’s safe to say that the percentage of social media users skyrocketed during the COVID-19 crisis.
Brands that didn’t recognize the potentials of influencer marketing before the pandemic started taking it seriously.
Top influencer marketing trends for the post-pandemic era
The pandemic birthed a new wave of influencers across different platforms. This is because they had to find new ways to fit the brands’ message into the current context while promoting them. Those who could maximize innovation without losing touch with reality became overnight sensations.
Genuinfluencing is set to become a big deal in this decade. This new trend will involve creating posts that offer actionable insights for a particular audience.
Here are the top influencer marketing trends that will transform the industry in the next few years.
Authenticity
Many people prioritized their mental health as they kept adjusting to the new normal last year. Some had to handle personal issues such as losing their jobs or even loved ones.
Asides from that, serious political and social issues surfaced right in the heat of the pandemic, with people looking up to brands to share their voices.
Brands couldn’t afford to be tone-deaf in their campaigns, so most of them approached lifestyle influencers. This trend will continue to dominate this year and beyond.
Influencers can help brands to share their message without appearing insensitive. This will, in turn, assist them to establish a solid relationship, which is essential for building a vibrant community.
Emergence of micro-influencers
Brands of different sizes collaborated with celebrities in the last decade. However, the pandemic revealed the lapses in this approach. There wasn’t any real connection because many celebrities couldn’t relate to the struggles of the common people.
Without mincing words, influencer marketing goes beyond having a huge following. It’s ideal for brands to work with micro or macro influencers as they often have a higher user engagement. More so, there is a better chance of having a successful and creative campaign.
An explosion of short-form video
Social video is changing the world of influencer marketing like never before. Thousands of influencers participated in challenges that revolved around hashtags last year. The good thing is that users can create video content directly on platforms such as Instagram and Tik Tok.
It should be noted that short videos will go hand in hand with live streaming. Millennials tend to spend more time watching videos on social media compared to the past. Brands that want to increase engagement should include videos in their social media marketing strategy.
Interactive content
Consumers can have a glimpse of how to use a product or determine whether it’s the best fit with augmented reality. There is a growing demand for interactive content, and users prefer brands that offer personalized services or products. This can encourage consumers to make buying decisions faster.
Embracing diversity
An inclusive ad has the power to pique the audiences’ interest. Consumers want brands they can relate with, and lifestyle influencers are helping them to bridge the gap.
Several influencers wore the badge of social activism with pride last year. These individuals understand the importance of being a voice to groups that are not well-represented and keep making a difference.
The influencer marketing industry is expected to reach a staggering $15 billion by 2022. Nevertheless, lifestyle influencers need to be proactive and stay up to date with advertising regulations to remain an authority in their niches.