I wonder what's big Influencer Marketing Trends coming in 2021?
Influencers continue to be a hot topic on social media, and apparently you can expect more and more # sponsored posts to flood your feeds.
Ready to find out what the future has in store? According to social media experts, we've rounded up forecasts and top influencer marketing trends in 2021:
Influencer marketing will be bigger than ever in 2021
Influencer marketing is well on its way to being one $ 15 billion industry by 2022 and it shows no signs of slowing down.
Actually, 63% of marketers intend to increase their influencer marketing budget over the next year.
"2021 will be the year we believe influencer marketing will be seen as a separate media channel outside of the tactical 'problem solving' or 'nice to have'," predicts Brandon Perlman, founder and CEO of Social Studies, Inc.
With influencer marketing growing in popularity, demand, and corporate spending, we can safely say that we can expect new and exciting things to come in the New Year.
Are you ready to develop your influencer marketing strategy? Watch ours 30 minutes free Influencer Marketing 101 course with Gretta van Riel.
Influencer Marketing Trends in 2021
- Video content remains king
- A focus on diversity and inclusion
- The "No-Edit Edit" will evolve
- Value-oriented content
- Other ongoing partnerships
- A focus on micro and nano influencers
- New social platforms and creator tools
- New forms of influencer media
# 1: Video content will (continue to) be king
“The rise of video” continues to be an ongoing trend in influencer marketing. With the popularity of TikTok growing and the introduction of the Instagram rolesIt is expected to be more collaborative and creative than ever.
Instagram influencer Elizabeth Gilmore agrees and comments: “Video first, always! At the moment I found it all the better, the more authentic and less "curated". It keeps viewers more engaged, and greater authenticity makes people feel more human and be part of the action. "
Social media strategist and content creator Christina Galbato told us that she plans to add more videos to her Instagram strategy and is encouraging other influencers to do the same.
She also advised brands and influencers to focus on your niche and create related video content on IGTV and Instagram roles. This is a great way to get your community involved on a deeper level and deliver a ton of value.
# 2: A focus on diversity and inclusion
The rise in social activism in 2020 drew attention to the lack of diversity in influencer marketing and the inequality among black content creators.
With many brands being held accountable for tokenism or unfair payment, many content creators have been vocal about how there must be more Representation in influencer marketing.
"Representation is important because it inspires and changes the way people see themselves and the way they see your brand," says the entrepreneur and content creator Sashagai Ruddock.
Instagram influencer Dorringon Reid Agrees: "Representation is critical in any creative industry, but especially in content creation and influencer marketing, as it can change preconceived ideas."
We expect brands to step up their efforts in 2021 to create more comprehensive marketing campaigns for influencers. However, it is not enough just to work with different influencers.
As a Gen Z expert and PRZM co-founder Larry Milsteinsays: “It is not enough to convey diversity and inclusion. It must be built into the fabric of the brand. "
The goal for 2021 should be to promote diversity and inclusion in all aspects of your business – including influencer marketing – to bring about effective change and illustrate your brand's values.
# 3: The "No-Edit Edit" aesthetic will continue to evolve
Authenticity in social media is one of the most effective ways to build a digital community and it carries over into Instagram aesthetic trends too!
In 2021, we forecast an increase in bloggers and influencers based on the #nofilter trend. With a focus on authenticity, they will make subtle changes to their photos to create an "in the moment" and unedited look into their life.
Instagram influencer Rohini Maukwho has mastered the snapshot predicts that "the days of perfectly manicured forage are slowly dying out".
"While they are beautiful to look at and they definitely have their place, I don't think it's necessary to grow," added Mauk.
Nichole Ciotti, Co-founder of the popular Instagram design app, Storyluxe believes the trend will find its own balance.
“In the beginning everyone was forced to be super polished. Now, after a while, people are finding their true voices in the social arena, ”said Nichole.
Nichole believes the marketing trend for no-edit-edit influencers will continue to develop, but adds, “There will still be a lot of accounts that appreciate aesthetics and stay more sophisticated. It depends on what type of message and emotion you want to convey. "
While Instagram is primarily a visual platform, pretty pictures are nowhere near enough to be successful on the platform – strong call-to-actions (CTA), engagement in the community and engaging subtitles help influencers stand out .
# 4: Deeper Connections and Value-Based Content
In 2020 influencers and brands took a step back from perfectly curated feeds in order to become a little more "real" with their followers.
With an ongoing quest to foster deeper connections and relationships – from users and Instagram itself –- Influencers have started creating more value-driven content and are giving their audience a real insight into their lives.
“People want to see your authentic self more than ever! I think providing content that shows your personality in real life is key to growing online these days, ”said Rohini.
She suggests Q&A, making YouTube videos, sharing silly memes, or even showing off the "not-so-glamorous" sides of your life.
"People are starting to see through the perfection found online," said Rohini.
Christina Galbato recommends companies also consider authenticity when looking for influencer partners – "don't just focus on the numbers," she warns.
Instead, Christina suggests looking at the comments the influencer gets on their posts and the way they connect with their audience on Instagram Stories.
“High quality engagement and close-knit communities are more important for predicting ROI than the number of followers each day,” says Christina.
And Nichole Ciotti agrees. She recommends brands “think less about actual monetization and more about creating content that matters to your followers. Authenticity is the key. If you nail that, the money will come. Be patient and focus on creating quality content.”
# 5: More ongoing partnerships versus one-time
Influencers will become true brand partners in 2021, with brands investing in ongoing relationships over a longer period of time.
Manu Muraro, founder of Your social team According to one-time influencer posts or stories, most brands are not enough to produce results. "It takes 6 to 8 taps to sell."
Instead, Manu advises influencers to enter into ongoing partnerships for better results, suggesting that they "go beyond the simple sponsored post or story and create a more unique way to partner up, such as a signature line of products."
Elizabeth Gilmore believes this will help make the content feel more specific to the influencer promoting the product: “I think brands are really going to invest in long term relationships with influencers. Building trust and commitment is the key! "
Nichole Ciotti adds, “I think brands will look for longer, more integrated partnerships. I can imagine a brand hiring an influencer for 10x posts over social channels over a period of time. "
# 6: Micro and nano influencers will continue to grow
Influencer marketing is a key strategy for promoting your business and products on Instagram. Micro-influencers (with less than 100,000 followers) get great results for businesses!
After our 2019 report With Fohr, micro-influencers have the highest engagement rates (7% on average) on their feed posts!
In fact, influencers with <25,000 followers had higher engagement rates, regardless of their genre, target audience, or topics.
As engagement rates continue to drop on Instagram, more and more businesses are seeing the value of partnering with Instagram influencers who have a small (or “micro”) but very dedicated fan base.
And with that COVID-19 Due to the pandemic affecting some companies' households in 2020, they may be more open to collaborating with influencers in 2021 at lower rates.
One of the biggest benefits of working with micro-influencers? They tend to retain higher levels of engagement than top-tier influencers.
And Christina Galbato agrees.
"Brands will focus more on working with micro-influencers Often times, their connection to their communities is much stronger. "
The rise of nano and micro influencers has only just begun, and Manu predicts that "in 2021, many brands and micro or nano influencers will make their first sponsored contribution".
“For budding influencers, my advice is to start small,” advises Manu.
“Tag local businesses that you use and post information about them. If they see a little traction in your post or like your content, you may have a better chance of working together. "
# 7: New social platforms and creator tools
This year, new platforms and Instagram tools flooded the social scene, giving influencers more creative opportunities for exchange than ever before.
One of the most notable additions to the social platform offering is the ever-growing, insanely popular app. Tick tock.
Nichole Ciotti predicts that TikTok will be the platform to talk about in 2021. She also believes brands will invest more money with popular developers on the platform:
"The natural virality their user interface offers will allow brands to multiply their marketing efforts for the same cost, especially with micro-influencers producing amazing content that has high potential to be captured by the TikTok algorithm and go viral to become."
For example, Instagram influencers have already begun to take the plunge into the new platform Mik Zazon has already reached over 800,000 followers with their branded TikTok content around body positivity and self-love:
@ mikkzazon # fyp #health #healthy # healthrecipes ♬ original sound – Mik Zazon
We also expect more innovative tools that influencers can use to create branded content.
For example, Instagram recently announced a number of Brand content updates Skills.
These updates contain a branded content tag start on Instagram roles, A new build flow for branded ads and more. According to Instagram, these changes will "make it easier for developers and brands to create, share, and expand branded content".
2021 will be an exciting year for influencers to experiment with newer platforms, further monetize their content, and use different tools to tell their stories!
Influencer Marketing Trends # 8: New (Highly Shareable) Forms of Influencer Media
Ultimately, we assume that brands and influencers will explore new forms of media and experiment with creative methods in order to get their audiences' attention.
Brandon Perlman predicts we'll see more data-driven analytics and infographics shared by brand advocates, consumers and fans alike.
“A good example of this is what Spotify did with its“ Review of the Year ”. They were brilliant, informative, personal, user-oriented, individual, shared and just plain clever. The integration into the Spotify app in Instagram Stories was just flawless. "
Nichole Ciotti predicts that there will also be a surge in marketing platforms and partnerships for AI-powered influencers.
Already this year, CGI influencers are showing up on our feeds, working with brands to get the perfect # sponsored posts. The Most Notable Digital Influencer – Lil Miquela – has over 2.8 million followers on Instagram:
Regardless of whether the demand comes from followers, brands or new technological developments, influencers are professionals at adapting to the new trends.
There is no doubt that we can expect exciting new things in the influencer space in 2021!
Do you have your own influencer marketing trend predictions this year? Let us know!
Do you want to improve your influencer marketing strategy for 2021? Download our FREE Strategy Guide to learn how to increase your brand awareness, increase your follower base, and generate critical revenue with influencers!
Lexie is the Marketing Campaigner at Later. She has helped dozens of brands grow their social presence and take their content strategy to the next level. You can connect with her on Instagram @lexiecarbone.