The main goal for brands and advertisers in 2021 is to connect authentically and closely with their target audience . To achieve this, they have realized that the easiest way to do so is through influencer marketing .
In line with this, how has influencer marketing, together with the right platform and technology, consolidated brands’ 360 marketing campaigns over the years?
To understand the rise and high demand for influencer marketing, let’s look at the increase in the use of social media over the years.
The rise of social media
According to We Are Social’s October 2020 Digital Snapshot, more than 4 billion people around the world (4.14 billion) already use social media every month – 53% of the world’s total population.
In contrast, there are 4.66 billion internet users , which is 88.9% of all online consumers. Internet consumers use social media every month – on average, exactly two million people register on social media on a regular basis.
The popularity of social media is much more evident when we twitter databasetake a look at the percentage difference from October 2019 to October 2020. In that time:
- Total world population grew by 1.0%, +81 million
- Unique mobile phone users increased by 2.0%, +102 million
- Internet users increased by 7.4%, +321 million
- Active social media users increased by 12.3%, +453 million
What are the keys to influencer marketing for brands?
1. Microinfluencers
Micro-influencers are not the main idea of brands, but they continue to expand at a rapid pace. Their main characteristic is that small but loyal number of followers . These influencers are not numerous today, but they are very effective.
These types of influencers tend to be more prominent than top influencers, we are now simply a technology company as their degree of interaction is greater . Many micro-influencers make their own posts and personally control their social networks. Their content has a closeness and veracity that resonates among their communities, and brands take advantage of these qualities to link to them more easily. Statistics on these profiles show that they are very effective as they provide a more organic reach, thus cancelling out the effects of fake followers or thecovert advertisingIt is already a fact that the presence of micro-influencers on social networks will increase in 2021 .
An example of the above are the statistics of this American profile. It is about@goldenours__, a niche profile dedicated to photography. A micro-influencer with 9,000 followers on Instagram, 10.5% engagement and 86.70% follower quality. If you want to see his full statistics,click here.
2. TikTok – The social network of the moment
While Instagram remains the main force and cornerstone for influencer marketing, TikTok is starting to gain ground. In an industry survey of 200 online marketing experts, more than 30% named TikTok as the platform of the moment for influencer marketing campaigns.
TikTok users enjoy watching innovative and entertaining videos, while brands love the fact that content can quickly reach a large audience. However, the number of TikTok viewers continues to grow: we currently have around 850 million active monthly users.
3. Why is TikTok growing?
This social network has seen increased use during the lockdown b2b phone list caused by the pandemic. The application allows innovative and fun videos to be created at the touch of a button, and influencers can help brands maximize the effectiveness of their campaigns as well as personalize them by adding a human touch.
First of all, TikTok is aimed at a younger demographic that sets it apart from other social networks, this group is called “generation Z”. 24.10% of women who view TikTok are between 18 and 24 years old, while 15.38% of men are between 25 and 34 years old. Both are the main age groups on this social network.
Secondly, TikTok is lifting the barriers to competition. To partner with TikTok explicitly on advertised hashtag projects, prices will start at $150,000 per day.
4. Authentic influencers
Using AI and technologies such asInfluencity, brands will be able to find and analyse influencers with quality followers. Brand reputation is very important and absolutely necessary, so they cannot risk their reputation by working with influencers who buy bots. Brands, therefore, are very careful when considering which influencers are the right fit for their projects.
These statistics show us a profile with fake followers,@haydenhayder1is a British macro influencer with 200,000 followers on Instagram, 1.57% engagement and 17.44% follower quality. If you want to see his full stats,click here.
According to the results of the industry survey, an average of 16.85% of influencers’ followers are bots and dubious accounts . Around 18.94% are classified as “mass following”, i.e. followers who follow approximately more than 1,500 accounts. Technology plays a key role here in detectingfake followers.Thanks to our metrics such as follower quality and signals such as comments on posts, companies are in a better position to detect deception immediately.