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Refresh your Influencer Marketing strategy with these updated 2021 Trends

Guest Author, Elise Obat

02 Aug 2021 · 2 min read

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As social media platforms update and consumer markets shift, different influencer marketing strategies become more relevant. The opposite is true as well; with changing trends, strategies that may have worked in previous years (or even just months ago!) become less effective.

Wondering what trends to adopt in the second half of 2021 to give your influencer marketing strategy a boost? Read on;

Save Cash By Teaming up With Micro Or Nano Influencers

The number of followers doesn't have as much impact as the rate of engagement. An influencer can have millions of general followers that will not convert. That is why brands continue to increase their investment in micro-influencers. Although the overall audience reach will be much smaller, such audiences will be highly targeted, ultimately creating higher value awareness about your brand and increased conversion rates.

According to a 2019 report, micro-influencers with less than 25,000 followers have the highest engagement rates at an average of 7%. Given the recent decline of engagement rates on Instagram, micro-influencers are securing more contracts from brands than ever before. It's also a win for brands since they can hit their marketing goals without overstretching their budgets.

More brands will be using video to engage their audience

The rise of videos in TikTok, Instagram live, Instagram reels in influencer marketing is undeniable. Tiktok now harbours 800 million users, 75% of whom are daily active users. In the recent year with the adoption of the creator fund, most influencers are choosing Tiktok as their favorite platform.

Tiktok is not slowing down anytime soon; there is a likelihood they will surpass 75% daily active users in 2021. If you want to target Gen Z, then Tiktok is the place to dominate. Videos are raw, and the audience is likely to connect with the influencer, building trust faster than clicking through a written post or a static photo.

Performance-based Influencer Marketing is the Future

In recent years, influencer marketing has become a much more common tool for driving brand awareness. In the early years, brands would compensate Influencers irrespective of the conversion rates. Since then, a lot has changed, and one notable trend in 2021 is brands require a certain number of clicks, sales or other forms of conversion before compensating an influencer.

As brands and influencer relationships shifts to the long term, performance-based contracts will be on the rise. Influencers now choose brands they believe in to easily connect with the audience, hit their targets and maintain a win-win relationship with the brands.

Brands Will Look For Long-Term Partnerships

According to Nielsen, influencer marketing is one of the best strategies for increasing ROI, thus creating long-term relationships. Consumers never want to be sold to, and there is no better turn off to your audience than a single post of an influencer urging them to buy a product they have never seen, let alone used before. In addition, the long–term, ongoing projects mean an influencer can integrate the product as they go about life, ultimately gaining trust with the audience. Furthermore, it takes time to establish trust with the audience, leading to sales and high ROI.

Inclusion and Diversity Will Rule The Marketing World

Brands are now partnering with influencers to play their part in promoting inclusivity and diversity. For example, significant cosmetics brands now include POC in their campaigns. Likewise, the fashion industry has embraced this trend as influential clothing brands like Torrid and River Island promote body positivity by having plus-size models in their campaigns.

The Bottom Line

Influencer marketing is not all about making a quick sale. Instead, it should focus on creating a better world for all parties involved. Trends like inclusion and diversity, more extended partnerships and performance-based partnerships ensure brands` and influencers are connecting with the audience and establishing trust, the essence of any marketing strategy.

Guest Author Elsie Obat is a B2B Freelance writer with specialization in digital marketing, branding and B2B topics. She provides engaging content that converts viewers into customers. You can connect with her on LinkedIn.

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