Influence marketing – is one of the effective promotion tools in marketing. Promotion of goods and services occurs through influencers. Such persons include bloggers, celebrities, experts with a personal brand, etc. In this article, we will talk about advertising trends in 2024, and what challenges of this strategy you may encounter with.
TOP 5 trends in influence marketing
So, having worked with trendy influence marketing tools, our team was able to highlight the most effective of them.
Live content is back in style
Online streams are a resurgent trend in e-commerce. There is no place for pretense in a live stream, because the speaker talks about a product to the audience as if they were their friend. The essence of this marketing idea is that a stream can be used to demonstrate a product, conduct Q&A sessions, and even perform direct sales.
Cross-platform
The old saying goes “no work, no money.” Opinion leaders know that one of the ways to promote a business is to adapt content to the features of each platform. Therefore, by simply re-uploading content from one social media to another, you deceive both yourself and your client.
Interactivity
Keep in mind that a digital influencer is an authority and even an idol for many people. The audience can take part in quizzes, surveys, and competitions with real prizes, etc. Of course, it is more difficult to develop and coordinate such a project than just simply mentioning the brand, but there will definitely be a response from the audience.
Collaborations and long-term projects
Collaboration with bloggers is a great way to gain trust from the audience. Integration with bloggers not only strengthens brand loyalty, but also increases its recognition.
By the way, this way of cooperation, as many people think, is affordable not only for large businesses. For example, new online stores or novice experts promoting their services can consider the possibility of cooperation with micro-influencers – the authors with a small number of subscribers, but with high activity and audience loyalty.
Labeling of native integrations
Native integration is a form of advertising that fits organically into the influencer’s content. Clear labeling allows you not to mislead a user about whether this is advertising content or the blogger itself decided to talk about the experience of using a product.
Let’s not forget what influence is. This is, first of all, a source of income. Currently, the labeling of native integrations in our country is regulated by the Law of Ukraine dated 30.05.2023 No. 3136-IX. There is no need to be afraid of the sponsorship notification – all this looks quite organic and does not distract attention from the main content.
Challenges of the influencer marketing
Unfortunately, this wonderful tool also has some challenges. They are most often associated with the following aspects:
- Unpredictable results – there will be no results from cooperation if you have addressed the wrong audience. The target audience will not believe a bodybuilder who eats fast food.
- An unscrupulous partner – there are also people on the web who pretend to be popular. Boosting bots is not an indicator of success.
- Content distortion – most likely, you have heard many times about scandals between celebrities and companies that ordered advertising from them. The most often mistake here is that the client does not initially provide a clear assignment.
This is what marketing involving cooperation with influencers can be. In fact, if you apply a professional approach, you can adapt the strategy to any business area.