The Changing World of Influencer Marketing

Today, influencers – both micro and macro – have a significant influence on consumer behaviour and social trends with an estimated 80% of consumers revealing that social media posts impact their buying decisions. Consumers are interested in influencers that create honest content with frank opinions based on genuine passion. Often, this fits the description of micro influencers as opposed to macro influencers who tend to be famous and paid a significant sum.

Moving away from traditional methods of advertising, micro influencers share inspiring and exciting ideas and present themselves with charisma by putting together videos or articles that amuse, entertain and inform.

A Shift in Marketing

With the world of marketing constantly shifting, influencer marketing is now what SEO was ten years ago, and in another ten years’ time, this will have no doubt shifted again. With an estimated 92% of social media users trusting micro influencers over traditional methods of advertising, influencer marketing should be a staple part of any marketing plan.

Since its inception around seven years ago, influencer marketing has seen rapid changes and continues to do so. We’ve seen bigger budgets, higher demand for unique creative, and growth in authenticity. All these aspects and more make influencer marketing a vital advertising tool.

Social Media Advertising

In the coming years, organic posts won’t be enough. There will be a significant rise in paid media to promote influencer campaigns which will come from both the brand as well as the influencer.

The reason there will be a rise in spending is because of the instability associated with social media news feed algorithms. Relying on organic engagement is too risky given the ebbs and flows of how Facebook and Instagram prioritise their content. Paid boosts allow brands to take ownership and control of results, engagement, and sales which will be necessary as influencer budgets start to reach a level where ROI becomes increasingly imperative.

3 Ways Influencer Marketing Has Influenced

1. The format of influencer marketing has changed

Once upon a time, influencer marketing used to be most common on celebrity social media profiles. Over the past five years, this has changed massively. Now we’re seeing a rise in micro influencers as they come across more organic and dominant.

2. Micro influencers helped get the world fit

Fitness micro influencers have taken the social media world by storm and inspired millions of people to buy a range of fitness products and services across the globe. Some huge brands such as Reebok and Adidas have been using micro influencing for years, and it’s really paid off. Equally so, many small and independent businesses have done the same and seen engagement and sales skyrocket.

3. The beauty of micro influencers

No other industry has benefited more from the rise of influencer marketing than fashion and beauty; t’s a match made in Heaven. People take photos of their new looks or styles and share them with the world. When images of products are shared by those who have come to be regarded as influencers, sales tend to grow considerably. While celebrities still have a role in influential advertising, it’s the micro influencers who lead the way in this industry.

Legitimate Relationships Only

When you work alongside a micro influencer agency such as One Cirqle, you’re removing the risk of paying money to an ‘influencer’ with fake followers. Agency connections is becoming an increasingly popular option, especially with the uncertainty around follower legitimacy. Professionals like us are matching brands to the right, genuine micro influencer. If micro influencing is a step you’ve been planning to take, then now is the time – it’s only set to grow more.