Influencer marketing saw a lot of changes and growth in 2016 as marketers and brands began to recognize the power of social influence as it relates to purchase power. In the first Weekly Bias of 2017, we take a look back on 2016 trends and look ahead with 2017 influencer marketing predictions.
Our own Holly Pavlika, SVP of Content and Marketing, shared her 2017 predictions for influencer marketing in an article on Mobile Marketing Magazine. Influencer marketing has traditionally been a consumer-based business, but Pavilka expects to see a rise in B2B influencer campaigns this year. In addition, with the advent of several live streaming apps like Snapchat, Instagram Stories, and Facebook Live, more influencers will use live streaming as a new way to work with brands and reach their audience. And while there is a continued debate over the benefit of celebrity influencers over non-celebrity, the bottom line is the strategy behind the influencer campaigns themselves. Click here to read all of Pavlika’s predictions for influencer marketing in 2017.
Bloglovin’ polled 22,000 women to find out how influencer content affects their shopping habits and revealed that influencers who post too much sponsored content, or post sponsored content outside of their normal niche, is off-putting. In fact, 59% of women surveyed said they will unfollow an influencer if their sponsored content feels fake. To find out more of what makes women engage with sponsored content, including their favorite social platforms, read the full article on eMarketer.
With a rise in chatbots and messenger apps, brands will be looking to revolutionize how they communicate with consumers, opening the door for 1:1 conversations through these messenger apps. In addition, immersive experiences like virtual reality will become more mainstream, which ushers in a whole new era of influencer content. To read more about digital trends that will impact marketers in 2017, read the full article on AdWeek.
While the world of influencer marketing continues to grow, the value of relationships will become more important than ever. Brands working with influencers will benefit most when establishing a long-term relationship with them, rather than a one-and-done experience. In his article on Forbes, John Hall even goes so far as to suggest that brands would benefit from establishing influencer relationship teams to manage these long-term relationships.
As social media and digital marketing evolve and introduce new technology, and consumers embrace these changes, influencer marketing must work to keep up. Stay tuned to The Weekly Bias to stay up to date on all of the latest in influencer marketing throughout the year.