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@maxxdesignblog
Towards the end of 2018, there were announcements of new proposed laws that, if passed, would massively impact the way we all use the internet. In January, EU negotiators had three consecutive days of closed-door talks and have provided further clarity and direction of the new rules.
The future of influencer marketing
The rise of social media influencers is something that is still relatively new. In the last two years, more brands have utilized this marketing channel and we have seen the impact of this on our social media feeds. At the core of influencer marketing is a personal recommendation. According to findings by CIM, 83% of consumers report that they are more likely to trust the recommendation of a friend over and above traditional advertising. To their followers, influencers are like friends. Followers engage with them through social media, following their day-to-day lives, more so than with real-life friends in some cases.
With the reach of influencer marketing continuing to grow, it begs the question, where will it go from here? The current offering typically consists of a post that features #ad in the caption. This allows the audience to identify the post as being sponsored, and that the influencer has been paid to post that particular piece of content. Going forward it is expected that brands will track audience psychographics, which includes analysis of consumer lifestyles to create a detailed customer profile. This will ensure marketers can use influencers that reflect the brand requirements in a much more specific and emotional way. The channel has moved beyond celebrity endorsement, into exploiting a relationship that an influencer has already established with their followers.
Influencers can charge a premium to brands for this collaboration. A prominent example of this is vlogger Zoella, who charges thousands of pounds for a sponsored post or video. She has millions of followers all over the world and has the power to make products sell out if she recommends them. Brands are willing to pay a huge amount of money for this kind of exposure.
Not every influencer post is sponsored by a brand. But the ratio of sponsored vs. not sponsored content is increasing. Instagram now has the option for influencers to declare paid partnership posts in the top line, directly under their username. This makes it clear to followers that the content has been paid for. Recently, there has been a backlash to the increase in the volume of sponsored content. According to the Influencer Intelligence 2020 Report, 90% of marketers say authenticity is critical to the future of influencer marketing. This applies to both the influencers the brands select, and the way in which they promote the product or service to their followers. This applies particularly to the millennial audience, who are the largest segment of social media users. According to Mats Stigzelius, founder of Takumi, “they get their inspiration through their friends and like to receive recommendations from people they’ve chosen to follow, people they trust or aspire to. It’s a softer nudge towards a product.” How the millennial generation perceives influencers and their sales tactics will ultimately determine the sustainability of this marketing channel going forward.
It is not just famous influencers with a large following who are being targeted by brands, but lower level influencers, or ‘micro-influencers’ too. Micro influencers often have a more interactive relationship with their followers and can be more approachable and relatable to their audience. For brands, there are issues to contend with such as the rise of fake followers and the quality of those followers, as well as the quality of the influencer’s creative concepts. If the influencer cannot work with the brand to create a unique and engaging concept behind their posts then it is likely the partnership will not be successful.
Influencer marketing is still relatively new, and consumers are still discovering what they like and don’t like about this marketing channel. It is something that can be hugely helpful to brands but has to be delivered in the right way. With more influencers than ever before, and more brands wanting to use them, it is clear this channel is set to grow even further. We can be sure, however, that there will be new challenges as consumers become more immune and disinterested by the invasion of #ad.
MAXX has a wealth of experience in delivering effective and engaging social media and marketing campaigns. If you think that your marketing could benefit from influencer endorsement, get in touch with us to start the conversation. As this channel grows, so do the opportunities. We would love to help you reach your goals and grow your business through influencer marketing.
https://www.maxx-design.co.uk/blog/future-influencer-marketing
Happy New Year Everyone!
Back to work!
It looks like 2019 is set to be more vibrant and a little bit more tropical!Or at least that’s the tone that’s come from Pantone’s colour of the year.For the past 20 years Pantone has released their chosen colour to represent the year ahead. It influences product development and purchasing decisions made in a number of industries including fashion, home, graphic design and packaging.
With advanced mobile apps, snazzy websites and social media marketing available, are traditional printed materials really still a necessity for schools? We say yes!
Check out the latest musings from the MAXX blog: You Can’t Have Your Cake and Eat It: why we shouldn’t be so quick to judge Facebook amidst GDPR.
Despite being universally used and loved, Facebook is coping a fair bit of stick right now. First Cambridge Analytica, now news of a fine on the launch day for GDPR. But I can’t help but feel this is a little bit harsh...
Did you hear about the recent KFC chicken crisis? Due to logistical issues with delivery firm DHL; nearly all of the chain’s 870 outlets in the UK were forced to temporarily cease trading.
Since the beginning of the digital age, the marketing industry has evolved at an astonishing pace. Significant advances in the world of digital technology have meant that consumers have higher expectations of brands and are more demanding than ever before.
Back to work!
Christmas is Catherine’s favourite time of year. She met her husband on holiday in Kandersteg, Switzerland and this image brings back memories of Lebkuchen, building snowmen, sleigh rides, tobogganing and that life-changing meeting.
Check out the latest musings from the MAXX blog: Ultra Violet and the power of colour - 2018’s Pantone colour of the year .
The power and influence of colour on the human brain should not be underestimated. Scientists have established that, when exposed to certain colours both psychological and physiological changes take place in us!
Jen previously worked in Hamburg and often had to stay there for extended periods of time. This image makes her think of her return journey, because it was seeing this view of London that let her know she was home.
Check out the latest musings from the MAXX blog: Harnessing nostalgia in marketing and design .
By Holly Snowdon
Nostalgia, as I’m sure you know, is an affectionate feeling or sentimental yearning for a time or place in the past, especially for a particularly happy time. Whether it was those summers spent building sandcastles with your siblings on the beach or the smell of a particularly tasty cake your grandma used to bake, remembering these types of fond memories will always conjure up a sentimental feeling of nostalgia.
Check out the latest musings from the MAXX blog: Drowning in data: Technology for Marketing 2017 .
By Jackie Blaker
I managed to escape the office at the end of September to visit the Technology for Marketing exhibition at Kensington Olympia, with the sole aim of immersing myself in what’s new and what’s hot and I can confidently say the answer is DATA.
By Gemma Goss What customers or potential customers want from brands isn’t always what you think, they may tell you they want the best service, best price, user involvement or reward programs; although all apply to some degree, there’s more to it than that.
Check out the latest musings from the MAXX blog: More room required? Twitter trials extended character limit.