Did you know that 1 in 4 marketers are currently leveraging social influencers to promote their businesses?

With more customers turning to social media platforms like Instagram and TikTok for product reviews, health and beauty tips, fashion, and lifestyle advice, influencer marketing offers brands, especially e-commerce brands, opportunities to expand their digital outreach and increase sales.   

But more than that, influencer marketing can be an effective way to build trust and engage with your customers.  

Influencer Marketing Is Changing

Wondering how you can leverage influencer relationships to boost brand awareness and engagement? Stay ahead of the learning curve with these five emerging trends that are changing the way brands work with influencers.

More Emphasis on Micro vs. Macro Influencers

Micro influencers (those with between 10K-100K followers) and nano influencers (1K-10K followers) continue to rise in popularity. In fact, many of these social influencers generate higher engagement rates due to having specialized niches, and therefore, stronger connections with their followers.

Further, because they are not at the macro influencer level (over 100K followers), they are often more affordable. By utilizing micro and nano influencers, businesses can partner with individuals who are leaders in their specific niche but are less expensive and interested in fostering an ongoing working relationship.

This type of authenticity is recognized by their followers, resulting in higher conversions.

Authenticity Makes All the Difference

Speaking of authenticity, it’s important to recognize that audiences expect one thing from social influencers: honesty. 

Remember that even you, as a customer, can easily recognize inauthentic brands and influencers, so staying true to your brand message and personality is essential when working with an influencer.

It’s also essential to only collaborate with influencers who genuinely love using your products or services. After all, if it makes their life easier or enriches it in some way, they’re more likely to share their personal experiences with those who trust them for recommendations. 

We also see this trend happening with podcast advertising. Listeners are more likely to “tune out” when they hear pre-recorded advertisements from businesses that interrupt the streaming of an episode. However, listeners are more inclined to “tune in” to ads read aloud by the show’s host who shares a personal experience of using the product. 

With Age Comes Wisdom

An opportunistic trend taking over social media is the rise of influencers in their 60s and 70s and even 90s. Sometimes referred to as “granfluencers”, older generations are stepping into the virtual spotlight to share their stories, passions, and life advice with Gen Z and Millennial followers. 

These influencers are gaining popularity quickly, from topics on beauty and fitness to cooking and sharing things “your mother never told you.” A common thread among these influencers is that they’re all embracing the aging process and showing just how fabulous life can be in your golden years!

This is one of the best examples of how authenticity will play a fundamental role in your influencer outreach, as older influencers have a unique perspective on the world gained from their life experiences.  

“Granfluencer” in Action

Candace Cima, a businesswoman, artist, and former model who resides in Ithaca, NY, is an excellent example of this emerging influencer marketing trend. Her Instagram, “@LifeinMy70s,” shows audiences how to make their golden years the best years yet. She also offers tips on how to reinvent yourself and pursue a healthier lifestyle through food and fitness. Her goal is to encourage her audience to embrace aging and foster a healthy mindset. For fashion and lifestyle tips, you can also find her on Facebook, YouTube, and TikTok. 

Clearly, there’s audience appeal, as Candace is gaining thousands of followers across different age groups; many of whom are younger and interested in her advice and insights. 

At East Shore Marketing, we have the privilege of working with Candace on her strategic content development and are excited to see her continue to gain followers and extend her influencer outreach to a multi-generational audience.

Long-Term Partnerships Replace One-Off Campaigns

Short-term partnerships (or one-off campaigns) were a popular business model during the early years of influencer marketing. These partnerships would typically end following the completion of a specific promotion, and the brand and influencer would part ways afterward.

However, businesses are quickly discovering the benefits of working with a long-time influencer. After all, it takes time to build trust. And even the most trusted influencer with the most engaged audiences will need time to run an effective campaign that sparks interest and gets users familiar with your brand. 

Therefore, working with the same influencers for a longer period of time can not only help you foster stronger relationships with their followers, it can also offer an opportunity for the influencer to become more of a brand advocate. 

TikTok vs. Instagram? 

To date, Instagram has been the preferred social media channel for brands and influencers. However, TikTok continues its meteoric rise in popularity and offers unique features to support brands and drive more user engagement. Last year, for example, over 45% of marketers used TikTok for influencer marketing campaigns, and this number is expected to increase by at least 4% this year.

Additionally, TikTok offers influencers the creative tools they need to create compelling videos with stunning visuals that are entertaining and personalized. And those who can differentiate themselves from other influencers by creating the best short-video content with eye-catching visuals will make the most impact. 

It's projected that TikTok will continue to trend upwards, both in time of usage and for influencers who will utilize this platform more frequently.

How can Influencer Marketing be Effective?

Simply put, influencers give audiences the authenticity and relatability they desire. So pairing it with traditional marketing, where more carefully crafted messaging represents a brand's ideal image, fosters a more authentic relationship for the brand with its audience.  Influencer marketing is all about real people sharing personal stories with real audiences about real products that really make a difference.

Furthermore, influencer marketing permits a two-way communication channel where followers can engage and connect with other influencers. This approach differs from celebrity endorsers, who are often scripted and only offer one-way communication vs. opportunities for more engagement. 

In fact, 50% of Millennials say they trust products influencers recommend whereas only 38% say they trust celebrity endorsements. And because most influencer followers (approximately 72%) fall into the Gen Z and Millennial age groups, it would seem that demand for authenticity will only increase.

By harnessing the relationships and reach of influencers in your industry, you can boost brand visibility, reach potential customers, and increase engagement. 

Need Help with an Influencer Marketing Strategy?

Influencer marketing is a rapidly changing industry. To ensure your campaigns deliver the best returns possible, it's important to refine and adjust your strategy as needed.

If you’re interested in leveraging influencer marketing to promote your business as part of your overall marketing strategy, we invite you to contact us for a consultation. 

We’ll help you connect with the right influencers and create a comprehensive campaign strategy that factors in new technologies, emerging trends, and changing audience preferences, so you always stay ahead of the competition.

To get started, contact us today!