With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus Digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).
Lindsey Soper, consultant at APEX PR shares her view on the rapidly changing influencer marketing landscape.
We’ve all seen the power of influencer marketing. It’s an incredible piece of the marketing mix that generates awareness, engagement and can ultimately drive sales.
When influencer marketing first started, there were no standards or rules in terms of what the partnership should look like. In past years, brands would use the “spray and pray” tactic of seeding out product to many different influencers and hoping they would post about it.
In more recent years, brands would often create lists of carefully selected influencers that were given the instructions to post one product, one time, in exchange for money.
There are some disadvantages to one-off influencer posts:
- A single post on an influencer’s account can get lost in their feed and can be easily missed by their followers.
- A single mention on an influencer’s account can come across as a lot less genuine than reoccurring mentions where the influencer posts regularly about a product or service that they endorse.
- There is no exclusivity, meaning the product/brand is constantly surrounded by competing brands.
Marketers now understand the value in developing long-term relationships with influencers and allowing them the creative freedom to craft content that feels true to themselves for their audiences.
Long-term relationships embody an ongoing support from both the brand and the influencer over a period of time. There is a mutual respect and both parties have a vested interest in achieving the end goal (i.e. brand awareness, sales, engagement, etc.).
What are the benefits of long-term influencer partnerships?
- Time | There is time to test how well the partnership is working and leaves the opportunity to pivot if necessary
- Top of mind | Keeping top of mind amongst the influencer’s following is key through repetition (number of posts)
- Insights | The influencer is more apt to share key consumer insights as they are connected to their audience daily
- Control | The brand has more control over the content and partnership (i.e. exclusivity rights, rights to content, etc.)
- Trust | The constant support and repetition across the influencer’s platforms is seen as proof that a product/service is great quality and that the audience can trust their recommendation
In 2019 there is no doubt in my mind that brands will partner with fewer, targeted influencers in long-term partnerships to grow their online presence and drive their goals.
Check out more of our Crystal Ball series to know what other trends to expect in 2019.