By Katy Howell | February 2, 2021
Social media trends are quite often fleeting. Some find ways to adapt and evolve and stay relevant. Others are gone with the click of the fingers. One thing that is here to stay is influencer marketing. In 2021 brands are well aware that connecting with the consumers is paramount for social success! And what better way to connect with audiences than funnelling products and services through those who are most connected – influencers! So just how effective is the influencer marketing and what should we expect from it in 2021?
Brands better believe:
As much as 89% of marketers believe that influencer marketing is effective, 42% consider influencer marketing their top ROI generating marketing strategy. This is partly down to the fact that much campaign planning was scrapped in 2020 due to covid, meaning many brands turned to influencers who were less restricted in their ability to advertise. However, this has turned out to be a positive for many. 90% of marketers have stated that influencer marketing results have been good or better than pre-covid.
It’s Nano time…
Those with millions of followers will always have big brands chucking money at them, but what about those with smaller budgets, are they losing out because they can’t afford Ronaldo’s rates? Well, the simple answer is no. Many consumers feel more connected and have more trust in those with a smaller following. They perceive their ads to be more authentic, and usually, the product/service is aligned with the influencer’s brands. The Little guys are also cheaper, and their organic reach and engagement rates are generally higher!
Standing up for what is right.
In 2020 many brands, influencers and public figures came under scrutiny regarding their views on all important social issues. If brands aren’t taking note, then expect consumers and influencers alike to demand action! Authenticity, trust and transparency will be the bare minimum expected from brands in 2021. Another reason brands will turn to macro/nano influencers.
Influencer’s testing unchartered lands.
2020 saw the explosion of TikTok as consumers thirst for social entertainment grew. The unfiltered, raw and unique style of content being produced is being rolled out across all platforms. As marketers continue to experiment with short-form content cross channel, this type’s popularity continues to rise. Those who are not on TikTok may see content that has been re-purposed on reels. As the popularity of short-form content rises, expect influencer content to potentially expand beyond social media channels. Appearing in placements across pre-roll and digital ads.