Influencer marketing is a process of reaching out to people who have a large following on social media and convincing them to promote your product or service. These people are known as influencers, and their followers trust their opinion implicitly.
Why Use Influencer Marketing?
There are several reasons why you might want to use influencer marketing:
1. Reach a new audience. By tapping into the influencers’ followers, you can reach a whole new audience that you would otherwise be unable to reach.
2. Establish credibility. When an influencer promotes your product or service, it lends you instant credibility. People trust the opinions of influencers more than they trust traditional advertising.
3. Boost sales. When done correctly, influencer marketing can boost sales significantly.
How to Get Started with Influencer Marketing
There are several steps you need to take in order to get started with influencer marketing:
1. Identify the right influencers. Not all influencers are created equal. You need to find the ones that are a good match for your product or service.
2. Reach out to them. Once you’ve identified the right influencers, you need to reach out to them and make your pitch.
3. Negotiate terms. It’s important to negotiate terms before starting any kind of partnership with an influencer. This includes things like how long the partnership will last, what kind of posts will be created, and what you expect from the influencer.
4. Measure results. If your partnership is successful, you will need to measure how much of an impact it has on sales and visits to your website. You can do this using a tool like Google Analytics or a social media management tool like Hootsuite.
Influencer Marketing Trends in 2022
Here are some of the trends we expect to see in influencer marketing by 2022:
1. Influencer fraud. The sheer size and popularity of influencer marketing mean that there will be a lot of fraud, such as fake accounts or disingenuous promotions. It’s already common for social media users to pay for followers, so this is likely to become even more prevalent when it comes to influencers.
2. Social media platforms will support influencer marketing monetization better than they currently do. Right now it can be difficult to actually make money from content that you create using an influencer platform like Hootsuite Campaigns. These platforms need to enhance their tools in order for influencers and marketers alike to succeed in earning money through influencer marketing.
3. Influencers will become more professional. Social media users who want to become influencers need to think about how they can monetize their social channels while simultaneously maintaining the trust of their audience. That means creating high-quality content, for example, or showcasing products in ways that are not overly promotional or clearly market-driven.
4. Influencer experiences will be sold as part of an upsell process This is already happening to some extent with expensive hotels and restaurants selling exclusive “VIP” experiences that include meeting an influencer like a celebrity chef or model; but this trend could expand into other fields, such as beauty care or fitness programs, where influencer experiences would help sell the service or product.
5. The use of bots will increase in order to artificially inflate an influencer’s following. As mentioned earlier, social media users are already paying for followers, so it’s not much of a stretch to imagine that this trend will continue and even increase in the next few years. This would make it more difficult for brands to identify the right influencers, as well as make it harder to gauge the true reach of an influencer campaign.
6. Brands will shift their focus from individuals to groups of micro-influencers. For smaller brands or those without a large budget, working with a group of micro-influencers may be more cost-effective to achieve results with influencer marketing. This strategy has already proven successful for a number of brands and is likely to become even more popular in the next few years.
7. The FTC will increase its scrutiny of influencer marketing. As mentioned earlier, the FTC is already keeping a close eye on influencer marketing; and in 2022, it may become even more stringent in its regulations, making it harder for brands to work with influencers without breaking any laws.
8. Influencers will become more selective about which brands they work with. As the market for influencer marketing becomes increasingly saturated, influencers will be less likely to work with just any brand that comes along. They will start to be more selective about the type of brand they want to work with, as well as the specific campaigns they want to be involved in.
9. The use of video content will increase. Video is already a popular medium for influencer marketing, and its popularity is only likely to grow in the next few years. This makes sense, given that video is an engaging format that can help tell a brand’s story in a more interesting way.
10. Influencer marketing will become more mainstream. As people become more familiar with influencer marketing and see the results it can achieve, they will be more likely to consider it as an option for their own business or marketing efforts. This means that more businesses will start to use influencers as part of their overall marketing strategy, making practice even more common and widespread.