Brand safety is a chief concern among marketers, and mitigating any potential adverse circumstances is a priority. So much diversity! This means they’re better at spotting red flags. Finally, probably the most interesting thing happening is the shift in 'traditional' entertainers becoming YouTubers.”, Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! The growth of streaming has meant bigger audiences than ever before, and non-gaming brands are now comfortable with sponsorships in a previously niche landscape. This makes the barrier to entry harder for all parties but it also makes everyone better. Influencer marketing is here to stay. Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. The industry has seen numerous slip-ups over the last few years that it’d be difficult to count. Other influencers have turned to crowdfunding and other means in order to earn revenue—whether its fitness programs or cookbooks, they’re finding ways to monetize content more extensively than ever. Opinions expressed by Forbes Contributors are their own. One of the most significant influencer marketing trends in 2020 will involve influencers that aren't even human. It could be fans feeling ripped off or influencers violating FTC guidelines the industry isn’t a stranger to an error or two. Marketers should be taking a particular interest in this influencer marketing trend, as it’s pertinent to how brands will work with influencers. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly. All expenses paid so long as they upload a post or two to promote the brand. The personal nature of the long-form caption format lends credibility to the influencer, and if brands can convincingly position themselves in the midst of these posts, it comes pretty close to what marketers would consider the highest potential that influencer marketing can bring. Instagram has also introduced IGTV, a competitor in the long-form video market, meaning there are three outlets from which brands can advertise on. That’s a huge vote of confidence for an industry that was only on the periphery of many marketers goals just a few years ago. From Bangkok to Hawaii, social media stars are being flown around the world for these events. In addition to the dominance that the main platform provides, Stories has swept aside Snapchat to become the leading short-form video social network in the world. Digital media is no longer seen as the “ugly step-sister” to traditional media and now everyone wants in. But don’t discount smaller brands—they’ll find the budget and resources to throw influencer events, as well. This alone is indicative of how vital influencers are to the platform, as well as how important it is for the platform to work for influencers. Facebook followed at 85%, then YouTube at 67%. I’m not a huge gift person, but I do believe in investing in things that enable you to chase your best moments #GOATworthy #sponsored, A post shared by Chelsea Y.✨ Hawaii + Travel (@chelseakauai) on Dec 19, 2018 at 9:00am PST. 5 days a week in #MyCCLook ❤️ comment below with your favorite look! YouTube videos came third with 56% of marketers calling it effective. What Are The Top Influencer Marketing Trends In 2020? Gamers command huge, loyal followings. Thanks to improved ways of measuring ROI, brands have started optimizing their strategies. In 2019, 90 percent … The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share. Influencer marketing platforms, for instance, are now highly adept at detailing the success or lack thereof of a campaign, allowing marketers to monitor performance in real-time and report metrics like cost-per-engagement and cost-per-impression. There is also the additional benefit that endorsing their own product is a much easier sell. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. Phew. I've even hopped on! As we mentioned earlier, trust and authenticity are important aspects of an influencer marketing campaign. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. Indeed one L.A. ice cream man c… Similarly, TikTok shows no signs of slowing down and will also present new marketing avenues for brands. Second, I'm seeing brands focus less on traditional ads and instead they are allocating budgets, from traditional advertising, to sponsoring influencers. Admiring last light over the serene Blyde River Canyon during my road trip through Mpumalanga, South Africa with @jacques_crafford . Second, the COPPA compliance will effect YouTube for the best. We’re seeing an increase in these mutually-beneficial relationships whereby the influencer gets to own and endorse their own product and the brand gets to sell it and tap into their all-important fanbase. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. Brands are spending more and more on marketing strategies that utilize influencers and we estimate that the industry as a whole will be worth between $5-10 billion by 2020. By Infographic B2B on October 1, 2020. Instead, they’re identifying new ways of establishing working relationships with brands. Let’s not ignore the added benefit that the prominence of smaller-tiered influencers brings, however. This is great news for marketers. You may opt-out by. Influencer marketing has produced a great revenue stream for social media stars, and platforms realize the significance of continually improving creator monetization options. I predict that this will continue in 2020. This demographic represents nearly a third of YouTube gaming audiences and top female gaming YouTubers have a collective subscriber count of well over 20 million. Lastly, influencers are more likely to engage in and produce high-quality content if they are invested in the partnership. I also think that influencers will find more ways to connect directly to fans. Marketing wizards are learning how to target audiences much more specifically. 20 Influencer Marketing Trends in 2020 Influencer marketing has proven itself to be a highly effective marketing strategy, and it shows no signs of slowing down in 2020. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. Whilst 2020 will be a year of continued change and maturity within influencer marketing, Influencer Intelligence has provided seven key trends that we predict will be the hot topics of the year for brand marketers to focus on for 2020. It shows no signs of slowing down in 2020. The cost of endorsing a nano-influencer is still typically low, and often a product exchange or nominal fee will be sufficient. As the stock of influencers has increased, so have demands. We’ve seen marketers tentatively approach the network—Gymshark ran a successful campaign earlier this year with some of TIkTok’s top fitness influencers. That is why TikTok is taking over. Celebrities are not that engaging on social media–There, I said it! ZINE’s annual influencer marketing report surveyed 1000 influencers and 100 brands to understand the true state of the influencer marketing industry in 2020. Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. On the flip side, I believe brands will find their "perfect partners," through market research and case studies, so their campaign is most effective. Expect this inventive method to become a prominent influencer marketing trend, mostly with big brands that have the financial firepower to pull them off. Overall, creators are diversifying their monetization avenues in a quest to stay abreast of the ever-changing social media landscape. Along with other ubiquitous trends, videos still work best when it comes to reaching and engaging an audience. In addition, successful influencers are becoming more confident and selective in which brands they partner with. Influencers can be unpredictable—they are human, after all. There’s also free two day shipping on any order over $50! Brands want to be involved with personalities who can form genuine bonds with their audience. This has forced the hand of marketers somewhat, with only the top corporations willing to shell out that much cash for a single post. While marketers and influencers are wising up about this practice, it will remain top-of-mind. 7% of companies plan to invest over a … As more funds pour into this now-vital industry, brands simply cannot afford to be hoodwinked and sacrifice precious ad dollars. Finally, I think that there will be more high-profile ad campaigns, featuring influencers. In this ebook you will find: Find out How Companies will approach Content Marketing. For many years, mascots, cartoons and animated film characters have held … Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. Revolve, the online clothing retailer, has been employing influencer-centric strategies for several years. Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. Everyone is capable of doing their own thing and they are realizing that they’re being ripped off by merch companies and MCNs.”, Lisa Filipelli — Partner Select Management Group: "Perhaps it was that awkward Emmy's moment but Hollywood started to take a closer look at TikTok this year, which is proving itself to be a fascinating place to find some great new creators! Brands want the personalities who represent them to be the best possible match available, giving rise to complex platforms that use data and automation techniques to complement the more familiar human review for influencer vetting. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. Influencers have become an industry unto themselves. I did that with my recent album. Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. I’m excited to see what’s in store for IGTV as well! This has become such a pressing issue that spotting fake followers and inauthentic engagement was the number one priority for marketers in our 2019 industry survey. Big money was spent on top celebrities for one-off campaigns, and the resulting ROI was not always positive. Niche Communities & Micro-influencers. 4 influencer marketing trends to know in 2020 [Infographic] Next Article Shandia Drummond-Butt. This is a vital aspect of influencer marketing, allowing the brand to build credibility and a natural loyalty among the audience. With its top performers collectively commanding a following of nearly half-a-billion users, we can expect brands to take a more vested interest as the platform continues to grow its user base. This is just one of many trends that has made a huge impact on the industry. With many brands being held accountable for tokenism … While traditional advertising is unlikely to disappear anytime soon, the effectiveness of influencer marketing and the willingness of brands to engage and invest in influencer strategies suggest that it will continue on its path of disrupting traditional and paid marketing channels. The success of influencer marketing … With the balance between males and females in the gaming world becoming more even, the potential for marketers to engage in strategies that appeal to both male and female demographics in the same industry has increased. Influencer marketing shows no signs of slowing down in 2020, having evolved into a core marketing strategy that is practiced by over 93% of marketers. TikTok, the short-form video network that has become a worldwide sensation over the last year, has become a go-to platform for Gen Z audiences. Influencer marketing can be a tricky business. To maximize the ROI of their influencer marketing campaigns, they … Instagram Influencer Marketing: 2020 Trends and Stats. Let’s discuss some rising influencer marketing trends in 2020 Increased investment in influencer marketing Brands are now more focused on influencer marketing for the high conversion … This is why brands are putting more effort than ever into collaborations with influencers who are a good fit for the brand and the audience they are trying to engage. Influencer Marketing Statistics Every Marketer Needs To Know, TikTok Influencer Marketing Resource Guide, INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, INFLUENCER MARKETING COMPANIES: A MARKETER’S GUIDE, INFLUENCER TIERS FOR THE INFLUENCER MARKETING INDUSTRY, SILICON BEACH MAP – LOS ANGELES’S TECH HUB WORTH $155 BILLION IN VALUATION. Below is a breakdown of the influencer tiers: Mega-influencers tend to be the ideal social media personality to work with as they command massive followings. They can be reflective or motivational and often form part of a narrative which is important to the influencer’s image. Influencer Marketing Trends In 2020: Influencer Marketing is Expected to Grow to $9.7 Billion This Year! Not to mention, they offer amazing ROI at very little cost. They are moving beyond merch to drive revenue. User and Influencer Generated Content in 2020. the Future of Regulation in Influencer Marketing… As a result, we’ve seen brands opt more frequently for campaigns that involve a fleet of nano-influencers (see here), as well as campaigns that utilize a variety of influencer tiers (see here). The greatest power of influencer marketing is the ability of social media stars to have a strong bond with their fans that a traditional ad could never hope to achieve. With streaming of games like Fortnite being the mainstream, we expect Twitch to continue to be a viable option for marketers. All in all, influencer marketing in 2020 is likely to be better than ever before. There has long been confusion about what makes an influencer. This demonstrates the improvement of the gaming industry in its mainstream appeal. We ran an experiment that revealed just how easy it is to buy fake followers and for fake influencers to secure brand endorsements from major companies. In 2019, 65% of marketers planned to put more dollars behind influencer marketing. I believe creators will begin to take their prank and challenge videos elsewhere. With improved processes for finding the right influencers, brands are better positioned to manage brand safety and guarantee high quality content. If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. Brands are spending more and more on marketing strategies … Held accountable for tokenism … 2020 influencer marketing will begin to take their and. 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