The business of influencer marketing is estimated to reach $10 billion by 2020, and more marketers than ever seem ready to jump on board. In fact, a recent survey from the ANA (Association of National Advertisers) revealed that 75% of advertisers are currently using influencer marketing, with 43% planning to increase their spend on it in the next 12 months.
Content is king for a reason. Standing out from the crowd and building a brand is a challenge in today’s saturated market. What people experience when they encounter your brand for the first time not only needs to be attention-getting, but also what they should expect to find going forward. When it works well, marketing content can drive consumers to seek out more information about your company by heading to your website.
The marketing landscape is ever-changing, and it can be difficult to keep up. Even if you’ve been in the industry for years, there are always new trends emerging and methods evolving. Those who continue learning and growing will never fall too far behind, but that doesn’t mean they won’t face obstacles along the way.
Some of the biggest sports events of the year are already upon us, with families and friends eagerly donning their jerseys, setting up snacks and getting ready to watch the games and ads. In fact, particularly on Super Bowl Sunday, some people tune in just to see the special, spectacular ads.
As we enter 2019, it’s a natural time to evaluate current business strategies while looking to the months ahead. In my role as CEO of an influencer marketing agency, I’ve observed some shifts in the industry that could affect the way you plan your next influencer campaign. And I also have some thoughts about the trends we’ll be seeing in the coming year.
To stay ahead and keep your business thriving in the new year, it is important to set new goals, chart a trajectory for growth, and integrate new technologies and best practices. The same can be said of business leaders. In order to maintain industry leader status, you need to stay ahead of the pack by constantly learning and mastering new skills.
It’s not news that brands are devoting an increasing percentage of their marketing budgets to influencer marketing. What is new is how companies and influencers themselves are adapting their processes and creating new best practices to truly evolve in this rapidly growing space.
Podcasts are rapidly growing, with businesses across several industries leveraging the format. According to research, consumers are more receptive to ads on podcasts than on any other medium. As the likelihood of ad spend on podcasts continues to rise, more brands will be looking to differentiate themselves through podcast advertising.
With marketing technology advancing at a rapid pace, it can sometimes be difficult for a company to keep up. Some businesses are still stuck in the old ways of advertising and using practices like pop-up ads that are now frowned upon by marketers and consumers alike.
More than possibly ever before, social media is all about being in the moment. It’s no wonder then that live video capabilities have been adopted by multiple social platforms as of late. Going live is an excellent way to engage with audiences and can open up a business to new opportunities. Due to its immediate nature, going live allows people to experience what your business is doing and react in real time.
While influencer marketing was once primarily a blog-based industry, there are now multiple platforms available, and many sponsored programs don’t include blog posts at all. As the CEO of an influencer marketing agency, I am often asked which platform I recommend most, and I have the same response every time: It depends on your goals.
Influencer marketing is a force to be reckoned with, and the industry is showing no signs of slowing down. We’ve all seen the data that supports this powerful form of marketing and the studies that show how today’s consumers are much more influenced by their peers than traditional advertisements. In fact, according to Nielsen’s Global Trust in Advertising report, 82% of those in the U.S. trust recommendations from people they know.