As of 2020, the spending on social media and mobile marketing spiked up to 74% and 70% respectively. Much of the social media marketing spending done by the best of social media and marketing companies in Malaysia was spent on influencer marketing, creating better digital interfaces, optimizing websites and blogs.
The spending on influencer marketing is completely justified. Marketers understand the power of harnessing influencer marketing in increasing customer acquisition, brand awareness, and increasing sales and web traffic. It is important more than ever to understand the future trends of influencer marketing since the numbers suggest that the trend is here to rise. With that in mind, here are some of the trends that businesses should be aware of.
- Drop The Vanity Measures Of Success
Vanity measures are, just as the name suggests, all vanity. It is only a mere appearance but not an indication of engagement. In influencer marketing, vanity measures refer to the number of likes, followers, and comments of the influencer. This measure is only a means of being more appealing to brands. However, brands must remember that a high number of the following does not indicate a high engagement rate for the influencer.
An influencer with less than 10K followers, or in other words a micro-influencer tends to have more power when endorsing products and services. People consider micro-influencers to be more humble, vulnerable, and honest to their followers. A higher engagement rate is witnessed among micro-influencers and their followers.
- Aggressive Competition To Be An Influencer
Becoming an influencer is not as easy as it used to be. Needs are changing and so are the trends. Influencers have to fight for the table and attention with the high saturation of influencer content. Marketers must be careful of falling for vanity measures of success and look at the way an influencer strives to stay on top of the competition.
- Authentic Content Over Aesthetic
With the rise of Instagram, influencers were the ones who catered to us the most aesthetically pleasing content. However, the trend of pleasing pictures and perfect aesthetics is now over. People prefer genuine reactions and contents that scream authenticity. They prefer to hear the genuine opinion of influencers instead of a pretty image of a product.
- Switch To Performance Driven Marketing
Marketers again must be careful of vanity measures of success and switch to performance-driven marketing. The space of social media is now all filled with influencers. It is important and crucial to choose influencers who deliver measurable results such as sales or clicks. They must be able to show the performance and marketers must favor those who can show actual results.
With the new age of social media users now popularizing new apps, new forms of influencers are also born. Influencers are also becoming specialized and marketers must understand what new trends hold value for the business. Influencer marketing is here to stay but it is a constantly evolving game.
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