The demand of Influencer marketing has increased more than tenfold in just past 3 years. Brands are now identifying and recruiting Influencers to reach out to audiences and gain credibility to build trust amongst the followers.
1. Micro-influencers will be the new influencers.
Let’s be honest, catching and identifying Influencer is not an easy task. The majority of the Influencers will only meet you If you have something big to offer. Most of the brands currently recruit celebrities (actors/musicians etc.) when it comes to advocating their brand on the online platform. (reasons are obvious)
Of course, the brand visibility skyrockets when celebrity tweets or mentions brand on their social media profiles but when it comes to trust the consumers (brand advocates) have final say. Not only brand gets the right visibility but it also builds trust.
In fact, a recent survey of more than a million social media influencers by influencer marketing platform Markerly showed that for organic posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those between 1,000 to 10,000 followers have a like rate of 4 percent.
As followers base continues to increase like rate keeps decreasing. Instagram influencers with 10,000 to 100,000 followers see a 2 to 2.4 percent like rate, compared to 1.5- 1.8 percent for those with 1 million to 10 million followers and more.
2. Qualitative and quantitative measurements will become more vital.
A performance-driven influencer marketing campaign will allow brands to evaluate whether an influencer successfully lifts the brand or the merchandise. However, inspecting just the numbers alone isn’t the only way to determine the effectiveness of your efforts.
We need to identify both quantitative and qualitative amounts. We need to move beyond the basic metrics like traffic and views. As technology advances and we learn more about influencer marketing’s various benefits, you can measure your efforts more accurately and use it to improve your strategy
3. Building long term relationship with Influencers
Having an Influencer on board for short duration is a bad Idea. We might see some short-term success with an approach like that, but it won’t help in the long run. The world is shrinking and what we want is that these influencers to return to us, and not to our competitors, for partnerships. Treat them in a right and respectful way, and they’ll be more than happy to work with you in the future.
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