Influencer marketing is rapidly evolving. What can we expect over the next 12-18 months?
Influencer marketing has been a major trend in the marketing world for several years now, and it doesn't show any signs of slowing down. In fact, the industry is projected to be worth $22.3 billion by 2024. That's a lot of sponsored posts! So what does the future hold for influencer marketing? Let's take a look at some of the trends and data to find out.
First off, we can expect to see influencer marketing become even more data-driven. A survey by Linqia found that 57% of marketers currently use data and analytics to measure the influence or influencers, as well as the success of their influencer campaigns. In the future, we can expect that number to increase as brands seek to optimise their influencer partnerships and investments.
Secondly, we can expect to see a rise in the use of micro-influencers. These are influencers with smaller followings, typically between 10,000 and 25,000 followers. A survey by Influencer Marketing Hub found that 61% of marketers plan to work with micro-influencers in the future. That's good news for all of us non-celebrities who dream of becoming influencers someday!
Another trend we can expect to see is the rise of virtual influencers. These are computer-generated characters who can be customised to fit a brand's image. Virtual influencers have already gained a following on social media, with some of the most popular ones having hundreds of thousands of followers. And according to a report by Business Insider, the virtual influencer industry is projected to be worth $15 billion by 2028. That's a lot of virtual clout.
In addition, we can expect to see more brands forming long-term partnerships with influencers rather than just one-off campaigns. A survey by Influencer.co found that 64% of marketers believe long-term partnerships are more effective than one-off campaigns. That's because long-term partnerships allow influencers to create more authentic, and tested, sponsored content that resonates with their audience.
Finally, we can expect to see influencer marketing continue to evolve with new social media platforms. For example, TikTok has exploded in popularity over the past few years, and brands are already partnering with creators on the platform to create viral videos. In fact, a survey by Influencer Marketing Hub found that 67% of marketers plan to incorporate TikTok into their influencer marketing strategy in the future.
The future of influencer marketing is bright and full of possibilities. By staying up-to-date on trends and data, brands can continue to connect with consumers in authentic, meaningful ways through influencer partnerships. Who knows? Maybe one day we'll all be virtual influencers living our best digital lives :)
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