One of the biggest things that set influencers apart from other marketing types is the connection between the content creator and the target audience. Relevant influencers have built a relationship with their followers and know which types of content will garner the highest engagement rates.
Micro-Influencers show their upside.
As ROI takes an even larger role in marketers’ plans, micro-influencers with their niche followings have the potential to become in high demand. Engagement rates are much higher for micro-influencers and a recent study stated that 70% of millennials are influenced by social content from their peers. Their low cost per engagement makes them a good fit for brands looking to try out influencer marketing on a budget.
A decrease in social media usage.
One of the prevailing reasons for the recent surge in social media consumption has of course been the rise in unemployment coupled with the self-quarantine measures imposed in many countries. Expectations that influencer marketing campaigns six months to a year from now will still garner the same types of engagement are optimistic and probably misguided.
Industry comebacks are inevitable.
Of all the industries to be hit hardest by COVID, travel and tourism are at the top of the list. A recent IZEA Worldwide report showed the industry saw a 66% drop in content volume for travel and tourism, two of the biggest markets for influencers. Once restrictions begin to relax and traveling becomes common again, we expect to see the types of influencers that specialize in these topics to be highly sought after by marketing agencies.
The rise of B2B influencers.
On average, B2B marketers have to create campaigns for four different target audiences. The ability to easily repurpose influencer-generated content not only saves time but also money. B2B marketing generally requires more time to take effect because B2B purchase decisions are more long-term and comprehensive. Influencer-generated content can have a significant long-lasting effect on B2B campaigns because it continues to be picked up by organic SEO searches.