Expert tasks influencer marketers on latest trends, practices
By Abimbola Mohammed
Sarah Penny, Content & Research Director at lnfluencer Intelligence, has said that Influencer Marketing is a rapidly evolving sector, and called on its core practitioners to stay abreast of the latest trends and practices in order to deliver effective campaigns that are relevant to the industry.
Penny made this call during the episode of WorkCast webinar with the theme: “Influencer Marketing Quarterly: Q1 Snapshot”, organized by Influencer Intelligence, an influencer marketing platform. The firm uses data, research and expert insight to enable brands to discover the right influencers for effective campaigns.
She said influencer marketing provides huge opportunities for brands because 86% of companies said they have been working with influencers for the past one year, while 43% of the above figure disclosed that they have been working with them for five years. This is to demonstrate how established the discipline is now and how successfully driven the continuation practice.
Citing the growth of influencer marketing in the last three years, Penny said: “ln terms of value offer, Influencer marketing is now projected to worth $34 billion between last 2023 and 2027, 21.5% in 2022 to 29.14 billion worldwide and estimated growth in number is 17.6% in 2022.
“This shows clearly that although growth is stabilizing, the sharp peak of growth is not happening so clearly yet brands still continue to increase investment so even in the current economic climate when budgets are cut, spend is a little difficult, lots of people recognise the value chain and improvements in ROI brands are experiencing.
“Our recent report shows that 69%of influencer marketers feel that keeping up with content trends will be vital for success in 2024. So to achieve these, brands need to work differently on some influencer campaigns they adopt. They need to be much more reactive, identify trends to reap the benefits.”
She added that some of the trends that brands need to watch out for are AI and Influencer marketing, and B2B Influencer marketing.
On how to find an influencer that will deliver what brands actually want, the expert said that, for any brand or company which wants to engage an influencer should first talk about the objectives of the campaign and who they want to deliver it to. She added that from that they will be able to determine what platform to use to reach the right audience, the right messaging and from there find an influencer that speaks directly to the audience.
“When you have the identification to know the influencer to work with, then you need to think about what the campaign is about in terms of format and the mechanism, like is it going to be a TikTok video or Instagram stories, or other short video content. Also consider the influencer you want to work with as a brand so you don’t work with someone who conflicts with your brand,” she advised.
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