The big brands and agencies are already doing this work, and in general terms many of them point to the influencer marketing remains an important variant for the achievement of objectives.
According to the study carried out by The Creative Group, in which 400 advertising and marketing managers were surveyed, Social Messaging, video and influencer marketing are the trends that will have the greatest impact on digital marketing strategies by 2019. In addition, at the European congress on digital economy highlighted topics such as creativity, data, the face to face and again spoke about the Influencer Marketing (more information in this post).
The videos are consolidated and they are good news for all those youtubers that had already seen the reef in this format. Social messaging is positioned as the main trend being bots and chats the main tools to implement this type of strategy. And for its good results, the influencer marketing remains stable as an effective strategy.
But, what are the trends in influencer marketing? Which actions are the most promising for 2019? Below, we present the most relevant strategies in influencer marketing to put in place in 2019.
Micro-influencers gain credibility
It is not necessary that you leave the entire budget in a single action with a celebrity because with the micro-influencers you can reach a real digital audience. That is to say, a fashion blogger, although not overflowing in millions of followers, can cause more impact than Justin Bieber.
So one of the trends for next year will be to move the focus away from big influencers and focus efforts on compact campaigns with micro-influencers. Several benefits you will find with this group: they are more natural, they are more concrete niches, they have the confidence of their followers and the degree of commitment to a brand is greater.
Physical world and virtual world
The gap between the two worlds becomes thinner and the customer has a much more complex shopping route. Not only is it worth to have a perfect online presence and do all the digital duties. By 2019 you will have to be very clear that you can not leave any loose ends and all your channels must be complemented.
Influencers are no longer just a profile on a social network with a stream of followers. They are real people and they live in our same physical world. What we're going for is that brands not only have to consider purely online campaigns, but they have to go down to earth and step on strong complementing campaigns with events.
Consolidation of videos: Explanatory videos
It is expected that by 2019 the trend of video marketing will continue to increase, representing 84% of Internet traffic (Pure Marketing). In addition, the consolidation of technologies such as 360º videos for social networks and virtual reality experiences is added. Streaming continues to grow but to a lesser extent for the influencer marketing.
According to Huffingtonpost, one of the most relevant trends is the creation of short explanatory videos. This type of videos work to explain a type of product as a review, a tutorial or the highlights of a company. They have been quite common among influencers in 2018, so they are absorbed by brands to promote products.
Micro-Moments
One of the main challenges according to Think with Google, will be micro-moments. They are short moments, of about 7 to 15 seconds, in which the brands must maximize the value to capture the consumers. It is the immediacy and speed demanded by consumers, with innovative content and fast reading.
Google proposes four categories with which to work these micro-moments:
I want to know
I wanna go
I want to buy
I want to do
Each of them raises a search trend and respond to the dependence that exists on having the mobile phone around all day. Currently, we do small searches in google and networks between 10 seconds to 1 minute. On the other hand, the incursion of Instagram Stories in the game or the no longer used networks such as Vimeo or Snapchat make the micromomentos are empowered.
The passion of the influencers is to create a trend and keep up to date with the latest news in their area. Whether it is fashion or lifestyle, when working with them it is very important that they feel part of the brand so that they can create real experiences.
Consumers demand valuable information, so they resort to trusted profiles and social profiles. Once consumers begin to see that a brand "seizes" the essence of the influencer, it loses credibility. To avoid falling into this, brands must cultivate real relationships from unique, authentic and attractive experiential moments.
As Sanjay Nazerali, Chief Strategy Officer of Carat Global, says, Influencer Marketing is not the same as Celebrity Marketing. If we want our audience to understand our product, our company or the value we bring, then we need to start collaborations with influencers.
How to achieve it?
It is not enough to send them a product sample and hire them a photo session. Brands will have to bet on creativity and real experiences for their influencers. For example, the official tourism channel of the Canary Islands, with the help of BrandManic, carried out the Sibaritas campaign together with 7 influencers from 3 different markets. They were invited to the islands and lived 5 exclusive experiences to share on social networks, a video making off and unique material for the new portal under the hashtag #TheOtherMap.
From a cross promotion strategy, the brand and the influencers shared the message of the campaign, amplifying the impact.
Be cautious and start your planning for next year. With these five tendencies in influencer marketing you will overtake your competition.
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