3 Changes that Will Shift Influencer Marketing
Inmar Intelligence, a leading data platform company, teamed up with Social Media Today to survey over 300 marketing executives about the shifts in influencer marketing. According to the survey, there are 3 major changes on the influencer horizon you need to know.
- Social Commerce: Social commerce is growing fast. During the pandemic in 2020, social commerce grew rapidly and is projected to increase by 24.9% in 2022. It’s no surprise that 61% of the survey’s respondents are planning to increase influencer marketing over the next 12 to 18 months. If you’re subscribed to our TikTok newsletter, you’ve seen our breakdowns of sponsored hashtags and details about the integration of direct shopping links. The number of campaigns that have used this functionality across various platforms increased by 74% in 2020 and continues to grow. Many of the new platform updates in recent months have been tied to social commerce.
- Measuring ROI: The second shift is that there will be better ways to measure ROI coming out in the future. There are limitations on data accessibility for measurements, such as knowing how many views and direct clicks an influencer is getting. Some of these limitations are attributed to the social platforms themselves. 54% of responders felt that improved tools to track KPIs and ROI data would have the biggest impact on influencer marketing
- Short-Form Video: A 2020 survey by the video agency Wyzowl found that 84% of respondents were convinced to make a purchase from a brand based on a video and that people are sharing videos twice as much as any other form of content. So it makes sense that 51% of marketers plan to increase their investment in short-form videos (HubSpot), with most marketers focusing their budget on Instagram (71%) and TikTok (61%).
Influencer marketing will continue to grow and become a vital part of digital marketing. If you’re not sure where to start, we offer 30-minute free consultations for enterprise-level companies. Developing a strong social media strategy and using data analytics to find the right influencers for your brand are just some of the services we specialize in.
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