By Sahil Chopra
Influencer marketing does not look like it did a year ago, with both influencers and brands changing their roles and tactics. As marketers navigate this shift, it is crucial to acknowledge the sudden rise in the growth of influencers, the factors leading to these changes, and how brands can keep pace.
Reaching out to select audiences through influencer marketing is clichéd. AI is gradually becoming an indispensable tool in speeding up the entire process of content creation – from studying an influencer’s follower base to measuring the engagement rate of a campaign. Tailor-made personalized campaigns are the way forward and technology will continue to be a strong aid.
From a global perspective, TikTok has become quite popular, overshadowing Instagram and YouTube. Influencers are getting really good at making short, fun videos, just right for watching on the go and engaging more and more people.
What’s bringing about this change? Well, content is the main reason, offering influencers new, inviting ways to bond with their fans. Also, people are shouting louder for inclusion and fairness. Influence marketing is heading towards recognizing voices from every corner of society, leading to the rise of niche categories.
There’s one more flip to consider: the influencer-brand connection. Influencers aren’t just product promoters anymore. They’re becoming a mainstay of the promotion story. This translates into deeper, more impactful conversations down the line.
Brands must revaluate their influencer marketing approach. Signing long-term influencer partnerships can yield more sincere and impactful content. Additionally, diversifying your influencer community is a must—resonating with the widespread movement for inclusiveness.
The emergence of new platforms, content formats, and the inclination of audiences towards short video content are transforming the influencer marketing landscape. Bringing content creators at the core of your marketing strategy is the way forward since it’s the content quality that goes a long way in engaging the crowd.
Creativity, inclusivity and authenticity are the pillars of any effective influencer marketing strategy. For brands to rise above the clutter, they must balance a mix of technology, content, and influencers.
The author is founder and CEO of iCubesWire