Let's be honest: the people that are mostly interested in influencer marketing are brands. But should it really be that way? We do believe that as influencers you should know what to expect from 2018, and be able to draft a strategy around that.
Get your pen at the ready, as we share with you our 5 top trends.
The lines are blurring between celebrities and online influencers
Generation Z consider many of their online influencers to be the celebrities of their generation. They are the go-to people when it comes to advice, inspiration and ideas. This also means more collateral opportunities such as events, public speaking will be open to experts with an influence.
Influencers do not rely on pay-per-post solutions anymore.
Influencers are looking at smarter ways to make money via our brands (and no, we are not just talking about books).
Just think about the phenomenal incomes generated by top influencers, such as PewDiePie and Zoella - it's really a matter of creating your own brand being able to find a way to create or co-create products around their brand (a great example is Superdrug and Zoella's long-standing partnership, for example).
Pro tip: Plan how to expand your personal brand further, maybe even using a vision board.
Now that influencer marketing is established businesses are looking long-term
Basically, influencer relationships are less like Tinder, and more like Match.com
Once a brand has found somebody who is a good fit they are likely to want to work more with that person, rather than experimenting with a wide range of untested influencers.
The influencer likes the product and is willing to go out of his way to help the brand. The influencer can see how the product works with his fan base and is happy to keep on promoting the product's uses.
Some of the best brand- influencer relationships last long after the end of a campaign.
This is because the influencer demonstrates a genuine belief in the product, even when he is no longer being paid for it.
Pro tip: Encourage brands to longer-terms relationships.
Brands Will Place Further Emphasis on Genuine Performance Metrics
One of the initial problems with influencer marketing was that it could be confusing to measure success. With the increase in spending on influencer marketing, particularly by brands who have been reluctant to travel this path in the past, possible partners will keep an even closer eye on the most relevant stats.
Basically, you have to become stat-savvy.
Goals will be clearer, more ambitious, and brands will really focus on how successfully their influencers meet their campaign goals.
Pro tip: make sure you have a spreadsheet with updated stats.
Instagram Stories increased in popularity at a phenomenal rate, tripling from 100 million users in October 2016 to 300 million users in October 2017.
Instagram, itself, is going through a rapid growth burst at the moment, and this makes Instagram Stories a logical extension for regular users.
Most people even skip the scrolling just look at a person's stories. Instagram Stories is easy to use, and brands are learning how effectively influencers can use the stories to tell the brand’s tale.
Pro tip: it's time to look at a way to add Instagram Stories to your strategy.