Top 10 Influencer Marketing Trends to Pay Attention to

From the upsurge of nano and micro-influencers to AI’s rising role in maintaining brand safety and providing data-oriented insights, multiple influencer marketing trends keep emerging yearly. While delving into the ins and outs of influencer marketing in Asia, we noticed the top 10 trends critical in 2021. These trends will guide you as a brand and help you create strategic approaches to your campaigns, ultimately generating the target ROI.  

Top 10 influencer marketing trends to pay attention to in 2021 

1. Quantum leap of micro and nano influencers 

Nano and micro-influencers have a more dedicated niche following. Hence, they are steadily and will keep engaging more audiences compared to celebrities and top-influencers. In 2021, you’ll notice an emerging trend of campaigns with macro, micro, and nano influencers, offering the best of both worlds. 

2. Rise in influencer’s integration into various marketing plans. 

Audiences believe influencers are authentic; thus, they trust their judgment, at least within their niche. So, it is only reasonable to include them in marketing campaigns. In 2021, more brands will leverage influencers to amplify their campaigns and boosting their content, as they’ve been doing before now. 

3. Tighter regulations 

There had been issues about fake followers and engagements in the influencing space. For that reason, social media platforms are stepping up with several regulations with which influencers must comply to. This trend will surely test the authenticity and strength of influencers: separating the shaft from the grain.  

4. Longer and deeper influencer partnership 

Just as it is today, no brand wants just a single post or story; it is close to ineffective. This trend will extend through 2021, and maybe beyond, more brands will settle for long-term influencers via ambassadorial programs and contracts. 

5. A leap forward in the CGI influencing space

With data from ION, CGI influencers have roughly 3x engagement rates compared to human influencers. And evidently, more brands will become fascinated with its effectiveness and the perfect blend of reality and fantasy. 

6. eSport influencers  

As per CNBC, the eSport industry has a projection to attain over 1.62 billion marks this year. With this figure, evidently, this space has a promising future. Therefore, brands and advertisers should leverage eSport influencers in their marketing plans. 

7. Advancement of audio-centric contents

The popularity of audio content, podcasts specifically, has risen significantly over the years. Audio contents have proven to hold the audience’s attention for a more extended period than texts, allowing the easy integration of adverts. A report by Forbes showed that only the podcast market accounted for over $800 million in revenue. So, as this industry is booming, brands should also consider interesting audio-based content in their strategies. 

8. Emergence of new platforms

The Millenials and zoomers want authentic, engaging and content that is rapidly consumable. As technology advances, more and more platforms will keep emerging to cater to those needs. 

9. Artificial Intelligence

The integration of AI provides practical insights – such as video views, reach, exact impression – into marketing performances. With this technology, when working with an influencer, brands can monitor progress, flag inappropriate content, and select the best influencers.

10. Transition of employees and customers to influencers

Employees advocacy and customer referrals by word-of-mouth will become a trend to watch out for in 2021. This will amplify your marketing efforts and raise brand awareness.