Influencer marketing has drastically shifted throughout the last few months, as the pandemic has made businesses rapidly change their campaigns and expectations. These days, plenty of marketers are heavily leaning into content creators, who were already working from home to create high-quality, engaging content for the public.
That’s what’s made influencer marketing an especially popular tool this year, with many businesses putting their faith into influencer campaigns and reaping plenty of the benefits they provide.
As the influencer marketing industry is still growing and diversifying, marketing budgets are largely redirected towards online campaigns while still developing creative efforts in the right direction.
This year, we saw plenty of consumers take a lot of interest in brands who took a stand on different social or diversity issues in their brand marketing campaigns. That’s why businesses should look over any blind spots, redirect their marketing strategies to make up for any past mistakes or issues, and go further than having a handful of token people of color who promote the company.
Brands have increasingly started looking into influencers who offer personalization in their interactions with audiences in recent times. It’s now more important than ever for businesses to make sure they’re reaching the right target audiences and delivering targeted and personalized messages at the right time, instead of sending out a single generic brand message to every potential viewer. The best way to go about this is to work with different influencers who are very authentic with their audiences and incorporate their efforts into marketing campaigns.
In the past couple of years, podcasts have been on the rise, and now, more than ever, brands should be capitalizing on that popularity and investing in podcast advertising. The hosts of podcasts have a strong connection with their audience and easily build large communities of invested listeners. These audiences will only grow in the future, which makes them an ideal way for brands to market to them.
The biggest social media platforms have already started introducing smart tools for influencers to drive sales, and those tools are only getting smarter. With retail stores around the world remaining closed, businesses have had to shift to digital platforms to make sure they’re reaching their target audiences in authentic ways and get sales. This means that influencers will be turned towards social selling even more, with social media platforms like Instagram introducing in-app purchases and other tools that have blurred the lines between shopping and scrolling.
In the past few months, social media platforms have released about 100 new features to their users, all to improve their e-commerce functionality, and social media influencers have been taking advantage of all those features. Brands should be following suit and embracing both these platforms and their features, such as short TikTok videos or Instagram Reels, who are getting more and more attention from the public and target audiences across many industries.