Can you imagine what is the future of influencer marketing? With influencer marketing no longer being a bet for the future and becoming a part of the routine of companies, we are in a moment of transition to the next evolution in this market, now established by brands who work the influence since the beginning, in a correct way, and that are now producing surprising results.
These companies substantially amplified their reach, interacting with new potential audiences through influencers who shared the brand’s story. The success of such approach is the result of the creation of content much better planned by the influencer, directed with a potential for their strategic audience, with authenticity as a main attribute.
In order to understand what influencer marketing promises in its next evolution, it is important to retrace the steps that marked its onset and why the method is so effective. This is one of the most discussed topics nowadays, but instead of what one may think, it is not something new. Ever since publicity was focused on big celebrities, much of it was already thought of under the perspective of influencer marketing.
First stage of influencer marketing
According to website Business 2 Community, which closely followed this market and work with highly qualified influencers and brands, this proximity showed how the industry can learn from its mistakes and adjust their actions in search of success, adjusting according to time and demands.
The website points out that the first stage of influencer marketing began in 2010, with the strengthening of social networks monitoring software through which brands could identify strategic audiences, as well as understand their patterns of behavior and consumption. Focused on social networks, which were at the time starting to gain momentum, the goal was to promote interactions in the platform and spontaneous response.
In this context, the advantage for the brand was to be able to prioritize the audience to which it would talk to, but even if the interactions were positive, they didn’t seem effective and expandable enough, pointing out the need for less anecdotal alternatives. In the meantime, they would promote their presence in networks such as Instagram and Twitter in parallel.
Evolution of influence and new business models
With brands seeking other alternatives and with some regular users gaining relevance and popularity on networks, the next big change in the market happened.
In this new influencer marketing stage, around 2013, two business models appeared.
The first of them would act as an influencer’s agency, with direct service offers through lists, where people were focused on specific industries or segments. The second was an evolution of social network monitoring platforms, now promising the maximum in scalability and efficiency.
In this model, it was possible to search for influent people on a specific segment and contact them for projects. Despite the promise of being of what brands were looking for, the model wasn’t very successful, exhibiting the same issues as its predecessor. Both models were still facing difficulties, and due to focusing on the ease of contact with the influencer, they promote a negative association with the area.
According to Business 2 Community, the “human” element was lost in that format, a key success factor for influencer marketing. Besides, it would place goals in contradiction, because while brands wanted to structure their image through influencers, they were also focused on developing their own reputation and increasing their reach.
This process got established once great brands started to interact more closely with influencers, promoting ways of proximity such as trips and events. Even with current trend slanderers, both brands and users see the potential that can be explored on the channels.
This is why it is important to point out once again that both the brand and the influencer want to gain reputation and social presence. This is where we understand what the future of influencer marketing is, when the brand begins to acknowledge the significance that the influencer’s creation to be committed to the brand, but remains authentic.
Next evolution of the relationship with influencers
The influencer works with thousands or millions of followers, they demand their authenticity even when an action is done on behalf of a brand. In traditional publicity, the celebrity was only part of the process in the final stage, with the entire project and campaign already developed, just to execute it.
In influencer marketing, the influencer must be involved in all stages of the process, with well-defined guidelines of brand content and schedule, but enabling a creative contribution that will add a lot of authenticity to what was produced, increasing the audience’s affinity and reach.
The future of good influencer marketing will depend on the brands’ ability to create campaigns that are authentic and honest, in true partnership with the influencer, taking into consideration the spontaneity and authenticity that made the technique so effective.
The current moment of influencer marketing
Influencer marketing should be more and more used by brands as a business strategy. On an interview for Influency.me, consultant Armindo Ferreira, who helps companies and influencers to connect with the digital world, gave a view on the current moment of influencer marketing.
“I think we are at a cutting edge moment. I think there will be a natural selection of brands and creators. I think this bustling of creators who work with brands in a professional way will fade, not everyone will stay, there will be a natural filter, like there was in other communication medias. And some brands won’t be able to talk to influencers either. It is a good moment, it should get better, but it will go through a filter”, says Armindo, who was recently considered one of the top 30 most influent people by YouPix.
Bia Granja, cofounder of YouPix and a specialist on the topic, commented on the trend of influencer market out there.
“Marketing we see off-line is intrusive, it doesn’t work, and it will work less each time. How do you reach that audience? You either invest in content marketing, in something more real, with purpose and identity, or you will have to use other people to reach that consumer. The ideal is to unite both, influencer marketing with content marketing, because that is exactly what the influencer does. I don’t think influencer marketing is just a buzzword. We are in a bubble moment, yes, because it’s trending now, and everyone wants to make a little money. The industry is big, there are several niches, I think only the most prepared ones are going to stay”.
What is the future of influencer marketing?
A study conducted recently by Influencer Marketing Hub 2017, together with a few other recent and relevant statistics, resulted in the infographic below. The online research helps us understand how companies see the current influencer marketing state. The results are definitely optimistic, pointing out that such strategy is dominant in the market, on an upward path.