Influencer marketing is one of the most widely used advertising strategies in the digital environment. What exactly does it consist of? It is a collaboration between a brand and a person with a very large community on social networks or very focused on a specific area. We will tell you about the trends and novelties for this year.
This type of collaboration has been increasing in recent years and it is estimated that by 2024 investment in this type of campaign will grow by 13.9% worldwide. There are many reasons why brands are increasingly opting for this type of collaboration:
- They have their own personality and convey authenticity.
- They adapt their editorial line to the brand
- Can target very specific niche markets
- Some may already be brand lovers of the brand that conveys even more truth in its message
- Investments are less risky due to continuous review before launch.
- Long-term relationships can be established to give more credibility to the partnership.
What is the future of the sector in the coming months?
As we have already explained, collaborations with influencers are increasingly present in brand strategies, either with broader profiles or with nano-influencers who have a more moderate but very loyal community in relation to a specific field. If we follow the expected trends for the coming months:
- Tiktok and its growth. This platform continues to boom, leading the sector with a projection of e $1.32 billion in 2024, making it one of the most profitable spaces for brands.
- Storytelling in 60 seconds. Video continues to be the trending format and must be short and direct, so they should not exceed 60’ in length and have powerful hooks that capture the audience from the first moment.
- Seeding as collaboration. Sending free products or services in exchange for honest opinions is popular among smaller e-commerce brands. This low-cost tactic can attract customers and increase market share.
- Influencer specialisation. The sector is becoming increasingly professionalised, leading to a specialisation of the profiles sought depending on the campaign. This selection means that collaborations generate greater impact and conversions.
- Focus on B2B. The business sector is not left out of influencer marketing campaigns; this type of collaboration helps to reach new customers, build greater trust and generate leads.
- Multi-channel collaborations. Multi-channel marketing is essential to any strategy, so collaborations should be done across multiple platforms to extend reach and increase brand awareness.
- Maximise UGC content. User-generated content (UGC) offers an approach to capitalise on proven content that has generated high levels of engagement.
- Long-term relationships. As we explained earlier, long-term partnerships build trust and credibility for the brand.
- New social formats. Podcasts or video podcasts are formats that will become established during this period. They are profitable because they are an accessible format and allow for a more intimate connection with the creators.
- AI-generated influencers. These digital avatars managed by sophisticated algorithms are gaining more and more followers and popularity. Their extreme personalisation and their ability to convey consistent messages are generating good support for brands.
As we can see, the influencer marketing sector is still in its golden age, so we cannot forget about it when it comes to developing a new advertising strategy. In the meantime, we will continue to keep an eye on how it evolves and what new developments will be presented in the coming months.
