influencer marketing future

Today, as marketing continues to shift to include more targeted digital elements, supplementing or replacing traditional mass media marketing, influencer marketing is becoming a more important component. It’s popular, because it works. But, as we all know, markets aren’t stagnant. Consumer habits and tastes will shift, and, when they do, what happens to what’s hot today? What is the future of influencer marketing?

While no one has a crystal ball to predict the future, it’s highly likely that influencer marketing will continue on an upward trend. The method will continue to be effective, both in bringing attention to a brand, as well as increasing sales and consumer brand loyalty. This is due to several factors, but three of the most important are that influencer marketing creates natural engagement, it’s inherently connective, and it’s easily measurable.

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Influencer marketing creates natural engagement, because it takes advantage of all the best aspects of social media. It’s easy to join up, simple to become part of something, and strangers quickly meet a lot of people who share at least some of their interests. These common interests create immediate affinity. Combine that with the back-and-forth with the influencer, and the motive to stay engaged is amplified.

Influencer marketing is also connective, because, as these strangers get to know each other, they want to share their interactions with people who share their interests but are outside the group. Thus, they build deeper relationships with people they meet online away from that platform, or the platform that brought them together becomes a nominal factor in what’s keeping them connected.

Effective influencers also deepen the connection between the brand and their followers. They put a personal, recognizable face on the brand, giving consumers a personal, emotional reason to give that brand more attention.

One of the primary complaints about mobile or digital marketing, is that people think it’s difficult to measure. It’s hard to know how effective campaign elements are, which makes it difficult to know when, where, and how to course correct. That’s becoming less the case just about every day, and it’s certainly not the case with influencer marketing.

Influencers can be measured by the number of fans or followers, the number of times they post, and the responses to those interactions – but how are fans and followers responding? Are brands noticing an uptick in sales, searches, or touches that corresponds with mentions by the influencer? If so, there’s likely a connection. Brands can also look at how engaged the fans are. Are they commenting on or sharing the content offered by the influencer? If so, how often? What kind of content is being shared more? Why? All of these important questions can create a detailed picture of how effective the influencer is.

As it becomes easier to attain accurate metrics to gauge and rate influencer marketing efforts, it’s likely that this method of digital marketing will continue to grow, both in popularity and effectiveness.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.