What can brands and marketers expect when considering 2018 Influencer Marketing predictions and trends?
The impact of influencer marketing campaigns reached an all-time high in 2017 and shows no signs of slowing down 2018. With significant advances in technology, targeting, and reach across all social media platforms and the proven effectiveness of influencer campaigns in driving sales, it’s not surprising that most B2C marketers plan to increase or maintain their budgets for influencer campaigns in 2018.
Top Three 2018 Influencer Marketing Predictions
How can businesses leverage new content strategies and evolving social media channels? These top three trends give you a great place to start:
1. A Continued Shift Towards Video Content
One of the biggest 2018 influencer marketing predictions will be the continued rise in video content across all social channels. A study from Influicity projects that video consumption will hit 80% of global online traffic by 2020. In addition, multiple studies have proven that video is the most effective driver of sales when compared to text-based or static content in influencer campaigns.
This year, influencers must become more skilled in video production across a wide range of social platforms. In turn, video creators should learn more about integrating brand deals, sponsorships, and other influencer marketing opportunities into their content.
Whether it’s on Facebook Live, Instagram Stories, Snapchat, or augmented reality, finding the right video personalities will not be difficult.
2. The Rise of Ephemeral Content
Instagram stories dethroned Snapchat as the king of ephemeral content. Within 1 year of launching, Instagram Stories accrued more than 250 million daily users. That’s astonishing when compared to the 173 million daily active users it took Snapchat years to build.
With the stories features expanding even further into Facebook, WhatsApp, and other platforms, 2018 will see a spike in the prevalence of ephemeral content on social media.
The fleeting and spontaneous nature of this type of content adds to its novelty and appeal among audiences, especially younger ones. In other words, it is more authentic than sponsored posts and raises the potential of “FOMO” (fear of missing out). As a result, viewers tend to act fast and purchase now.
Influencers and marketers can capitalize on the high engagement and ROI ephemeral content sparks while it is still fairly unique and relatively uncharted territory for brands.
3. Shoppable Content and E-Commerce Opportunities
The Influicity study also predicts a landscape in which influencers create their own products that complement their online brand. Per the study,
“With their reach and authority growing at an accelerated rate, influencers will start to explore new avenues of revenue generation, primarily e-commerce.”
New features like Shopping on Instagram, Buyable Pins on Pinterest, and Collections ads on Facebook make it possible for influencers and brands to drive purchases directly from a social media post. In 2017, Amazon rolled out a new program called Amazon Spark that enables customers to follow influencers and, with one tap, purchase the item that they saw on the app.
The growth and expansion of e-commerce tools in 2018 allows brands to leverage more calls-to-action. Specifically, customers can directly purchase products shown in influencer content. This allows brands to determine campaign success through KPIs like foot traffic, e-commerce sales, and subscriptions.