Let’s have a look at the influencer marketing trends we’ve seen in 2020. Because influencer marketing has been highly effective, it’s become even more widely appreciated by brands.
With more users getting into the world of social, the influencer marketing trends change and evolve each passing year passing. These were the influencer marketing trends of 2020.
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Higher Engagement Rates with Nano and Micro Influencers
Micro influencer collaborations have been on the rise in 2020. While the follower count of micro influencers is lower, they have audiences with high engagement rates. In addition, they are more cost-effective than other influencers when it comes to influencer marketing.
You can find micro influencers who have niche audiences that can fit into your target consumer. Their engagement level is mostly very high, and they tend to create their own unique contents. Higher engagement means nano influencers have more than %5 percent engagement rates while macro influencers typically have around 3% or lower.
Micro and nano influencers benefit greatly from the fact that they can form a genuine connection with their more intimate audiences. After all, digital consumers are after genuine connections. Their audiences tend to see them as friends, and it creates a relationship of trust between them.
Swedish company Daniel Wellington has been using micro influencers for two years to promote their watches. They’ve promoted their products by giving influencers account-specific discount codes, and reached more consumers than they did with macro influencers.
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Building Long-Term Influencer Relationships
In the past, brands used to collaborate with influencers on a campaign basis. Now, it is more favorable in influencer marketing to form long-term relationships with influencers. As the relationships between influencers and brands get longer, the trust of the audience increases greatly.
Choosing a brand ambassador for your brand can also help the brand save time and effort to find a new influencer for each campaign.
Using Alternative Platforms
Although Instagram is the most popular platform for influencer marketing, there are many other platforms to utilize according to your target audience. To build your strategy, it is crucial to understand that each social media platform has its own unique audience. The style of engagement changes with each different medium.
@elfyeahY’all better lather up 🧼 Keep your eyes, lips, face safe! 👀👄🤩 ##eyeslipsface ##elfyeah @illwayno @hollafyesixwun♬ Eyes. Lips. Face. Safe. e.l.f. Cosmetics – elfyeah
The Rise of TikTok in Influencer Marketing
In 2020, we saw many influencer marketing campaigns carried out on TikTok. TikTok helps influencers be more creative, which in turn leads to campaigns that receive more attention. Since its algorithm is designed to show many videos in its “For You” section, it’s possible to reach broad audiences.
It is important to keep in mind that the main audience of TikTok is GenZ. If your campaign aims to draw their attention, TikTok seems like the perfect place to promote it. TikTok users are mostly not impressed by traditional marketing.
It’s certain now that TikTok is here to stay and it will be more and more useful in influencer marketing in the upcoming days.
To utilize the unique benefits of TikTok, Elf Cosmetics created a song called “Eyes Lips Face Safe”, which has become a widely used sound in many TikTok videos.
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Highlighting Diversity and Inclusion
In 2020 we’ve seen many activism posts against inequality and discrimination, which affected influencer marketing to a great extent.
People from diverse groups are in need of more representation in influencer marketing. As the importance of their visibility increased, brands began to make more inclusive campaigns. Representation is now important in a way that it changes how diverse audiences see your brand.
Daniel (@followmygut) is an influencer who has collaborated with many food and drink companies to promote their products to date. The brands and products she promoted mostly have a diverse and inclusive strategy in marketing. She says “Working with Black creatives is easy; society is the one who makes it seem hard.”
What do you think was the biggest influencer marketing trend in 2020? Do you have any predictions about the coming trends in 2021? Let us know by commenting below or reaching us through our social media accounts.
