In the same way that Halloween candy takes over store shelves in August so too do agencies and brands not just put a big bow on their holiday campaign planning but also wrap up their 2019 plans before back-to-school season is even back in session. But before pressing send on your proposals, consider checking your activations against our predictions for the hottest influencer marketing trends for 2019.
Based on past experiences and current conversations with brands, instead of simply stating “video is going to be big” (thanks, captain obvious), we’re sharing the following 10 influencer marketing trends for 2019 that will help your brand make a huge splash next year. Additionally, we are giving you ideas on how to implement them into your campaign plans.
Amazon Alexa, Apple HomePod, or Google Home are all the rage, am I right? Everywhere I go, I either see ads for these devices or see the devices in homes. Why? It’s an easy way to have a smart home while having awesome music. What’s not to love?
Based on this trend, mark my word: Voice in influencer marketing is going to be the next big thing.
I mean, have you heard the commercials that speak to a home’s smart speaker device? Brands are trying to think of creative ways to get consumers’ attention. And, you can do the same. But, not with commercials. Instead, think about using Influencer Marketing to drive brand awareness thanks to the help of smart speakers.
How can you hone in on the Smart Speaker Trend with the help of influencers? Focus your efforts on voice and sound instead of images. Here are some ideas:
Thanks to public versus private APIs, metrics tracking platforms, and engagement (to name a few), stats are changing. In terms of influencer marketing trends for 2019, measuring ROI is going to be huge. So, understanding the changes and knowing how to track a campaign’s success is key.
According to Pew Research, as of 2018, approximately 7 out of 10 Americans use social media to connect with one another, engage with news content, share information, and entertain themselves. As a result, your social media campaigns have the potential to reach a lot of people.
Talking metrics at a campaign’s outset and tracking them at completion helps you know which platform best suits your audience and what technique improves your ROI.
In 2019, it will be more important than ever to:
You might be thinking, “Live video has been hot for years now. Didn’t you see the Chewbacca Mom Facebook Live video?” You’re right! Live video wasn’t developed just yesterday, but let’s a play a game called “Did you know?”
So, how can you make video work for you and your brand’s influencer marketing campaigns?By integrating live videos and stories into them. Followers want to feel like they are with their favorite influencers. And, live stories and videos does just that.
Here are some campaign ideas on how to make live video work for your brand:
With all of those ideas, how can your brand maximize live video to get the most bang for the buck? Cut, share, and cross-post. Repurpose the content and get it out in myriad places across the interwebs. People are loving video and will continue to do so next year which is why video made our list of influencer marketing trends for 2019. So, why not give them what they want while driving huge ROI … across all of social media channels?
The year 2019 will help us take a good hard look at who we chose for influencer marketing campaigns and make us shift to work with people who remind us of our family, friends, neighbors, etc.
To be clear, I’m not saying that big-time influencers are not authentic. We work with a ton of heavy-hitters that create amazing authentic content that their readers and followers absolutely love. All I’m saying is that 2019 will shine a bright, beautiful light on micro-influencers and their amazing authentic content.
Why work with micro-influencers instead of celebrity influencers? Here are just a few of the reasons:
Don’t get me wrong. We love a good celebrity campaign. But, 2019 will be the year of the micro-influencers.
Fashion styles (like bell bottoms) seem to move in cycles throughout the years. Walk into any Target right now and you’ll feel some 80s vibes, am I right? So, let’s go retro-ish with social media when talking influencer marketing trends for 2019, shall we?
What was huge back when this whole thing started? Twitter parties (Twitter chats or socials as some brands call them). Years ago, Twitter parties were everywhere. But, if you think Twitter parties are a thing of the past, think again. Twitter parties are not going anywhere in 2019. Why? With so many people on Twitter nowadays, brands are able to hit an incredible amount of impressions and reach within even just a short 1-hour Twitter party. Brands can get panelists to join, hit the goals they need to achieve (and/or exceed), share their hashtag and messages, and get new followers. What’s not to love about a good ‘ole fashioned Twitter party?
Not loving a good old fashioned Twitter Chat? Find other ways to use this platform. Promoting your blog posts and other content on Twitter helps boost its SEO. Or, have you heard of Twitter threads? This 63-tweet Twitter thread went viral just last week.
What else was also going by the wayside, but should still be on your radar? We’re looking at you, Google+. Although the platform is not very popular for social connection, social media marketers love it because like Twitter, it helps increase search engine results rankings. Promote your content there as just one way to get greater views.
The moral of the story is: If it ain’t broke, don’t fix it. Twitter parties still work. Google+ still works. So, don’t ditch them in 2019.
If you haven’t traveled to the land of IGTV yet, then make plans to vacation there in 2019. Yes, the growth seems to be a bit slow, but here are a few reasons why your brand will love exposure on IGTV and why it made our influencer marketing trends for 2019 list:
Additionally, the opportunity to cross-promote between Instagram posts, Instagram Stories, and IGTV is a big reason why you should use IGTV as a tool for influencer marketing campaigns. Are you sold? If so, how can you make IGTV work for your brand in 2019? Here are some ideas:
IGTV is so new for the influencer marketing industry, but we predict good things are to come. So, why not be the brand that embraces it and sets the standard for an awesome IGTV-sponsored experience?
Is it strange to think that podcasts are the new black, I mean the new blog? They are all the rage and will become even bigger in 2019. Because of this, influencers are the perfect hosts and followers want to hear from them. Influencers are fully aware of this and many have shifted their focus, making their blogs secondary and their podcast primary to drive traffic, increase followers, and engage with fans. Why? A podcast gives their readers and followers the feeling that they are hanging out with the influencers.
Simply put: When it comes to 2019 influencer marketing trends, you’ll want to find a way to work with influencers via podcasts. However, an important thing to keep in mind is that podcasts, although they might seem like radio, should not be treated like radio. Although they are both audio channels, radio is local and broadcast so everyone hears it. Podcasts are national (and even international), but audiences are targeted and opt-in. [source] Here are some ideas:
What do we love? Engagement. When do we want it? NOW … and even more in 2019. So, how can you increase engagement on your sponsored posts and shares? First of all, you will need to find a way to optimize and maximize the content.
So, in terms of 2019 influencer marketing trends, I think we’ll see brands developing long-term relationships with influencers. What are the benefits of long-term influencer relationships? Trust, reliability, confidence, organic endorsements, authenticity … the list could go on and on. Readers/followers will see the influencer posting organically about the sponsor over a longer period of time which will only help to increase engagement. Instead of one-off sponsored content, ambassador-like partnerships will be one of the 2019 influencer marketing trends.
What are other ways you can increase engagement in 2019?
Another way you can maximize engagement is by diversifying and creating opportunities. Well, that seems broad, right? Let’s play another game of “Did you know?” Influencers are now creating their own product lines. That’s right. Influencers turned their passion into product lines that their readers and followers are LOVING. Here are a few examples:
Nutshell? Influencers are savvy, educated, and business-minded. Discover the right ones, establish those long-term relationships, and you never know how far you’ll both go together.
Now, I’m not saying that the future will be made up of artificial influencers (yikes!). Remember, we’re all about authentic and genuine content and real human beings over here at FORWARD. But, one of the benefits of AI, especially in relation to influencer marketing, is that it can create segmentations for influencer attributes based on data ranging from audience breakdown, past performance, brand affinity, and sponsorship saturation. [source]
Here’s the final game of “Did you know?”
The important thing to keep in mind is that even with all of this AI talk, there is still a need for the human element (and no, I’m not just saying that because I work for an influencer marketing network). The human element is key when it comes to managing influencer marketing campaigns due to the influencer selection process, as well as to drive innovation around content and social media strategy.
AI can certainly streamline the functionality of business and influencer marketing in 2019, but continue to use humans to ensure creativity, innovation, and quality.
Move over, Millennials. The year 2019 will shift focus to working with Gen Xers. What’s the difference between Millennials and Gen X?
During 2018, a lot of focus was put on working with Millennials due to their reach, engagement, and familiarity with the hottest trends. In terms of 2019 influencer marketing trends, the focus will remain on the Millennials, but we’ll start to see brands shifting focus back to Gen X thanks to things like the Gen Xers’ disposable income. Why will you love working with Gen X influencers? Typically, Gen X influencers (and their readers and followers) [source]:
With all that being said, one of the greatest obstacles in the marketing approach to Gen Xers is that they tend to shop more conservatively than other generations. As a result, they’re more skeptical about marketing tactics, which means they won’t be fans of flashy advertising. Instead, they want practicality and proof of performance. In other words, Gen Xers will thoroughly research and use search engines, online reviews, and social media before purchasing a product. [source] So, this mentality will fit right inline with your influencer marketing campaigns because honest explanations and product usage by the Gen X influencers will draw in their followers and readers. Hello, ROI.
In short, social media is not going away and the use of influencers in marketing is only going to continue on the upward trend in 2019. So, how can you be ahead of the trends and set apart your brand’s influencer marketing campaigns? Focus on these 2019 influencer marketing trends:
What 2019 influencer marketing trends do you see on the horizon?
This post has been modified from the originally published article on ForwardInfluence.com.