Influencer Marketing is a relatively new segment of online marketing, and it’s on its way to imposing itself over the long term. This doesn’t mean that it won’t undergo any transformations, on the contrary. Let’s dig into the future of Influencer Marketing, with, on the menu: diversification, nano-infuencers and blockchain.
A world of influence
Let’s be realistic: Today, Influencer Marketing still largely boils down to product placement by Instastars, the major influencers who broke through on the Instagram photo social network. In 2018, 87% of web marketers mentioned Instagram as their platform of choice for Influencer Marketing (source). The only possible exception, the innovative sector of video games, where Youtube is still dominant for obvious reasons.
Influence is however a very fluid reality and which can’t just be limited to Instagram. Vloggers, specialized bloggers, twitter users, and even journalists are also influencers whose legitimacy is often higher than that of Instagrammers. Clearly, the definition of an influencer is destined to broaden.
Influencer Marketing is therefore intended to encompass not only Influencer Strategy, but also potentially external relations or partnerships with other media or brands. Professions related to Influencer Marketing are increasingly blending with those of Press Relations Manager, Partnership Manager, or even Business Development Manager, and the boundaries between these segments are diminishing.
In this respect, getfluence.com is a forerunner: the platform connects brands with influential media and blogs. A way to break the shackles of social networks and develop ones influence with qualified audiences.
The emergence of nano-influencers
It all started with mega-influencers, social networking stars with more than a million subscribers. But in 2017, brands realized that micro-influencers enjoyed even higher engagement rates, and turned to these more discreet profiles. 2018 has since been expected to be the year of micro-Influencer Marketing (see our article the major trends in 2018).
The vice will tighten even more. Give way to nano-influencers, that is to say, almost everyone, with a 100 to a few thousand followers on social networks. Here are their strengths:
An incomparable commitment rate. A small follower base means they maintain their reach. The difference is huge: according to a Digiday study, nano-influencers have a commitment rate five times higher (8.7% versus a miniscule 1.7% for mega-influencers).
Their follower’s attention . Since they don’t bombard their network with untimely product placements, like some instastars , their base is much more receptive to a new recommendation. Even better, a part of their follower base is made up of real relationships, even friends, much more sensitive to their publications.
Access to all niches, without exception. For some ultra-specialized sectors, it can be difficult or impossible to find mega, macro or even micro-influencers. On the other hand, any niche necessarily has its nano-influencers.
An incomparable ROI . The use of nano-influencers represents an infinitely lower cost than that of mega-influencers. Of course, to reach the same volume, it’s necessary to deal with more than one nano-influencer… But brands will automate these relationships, especially via Brand Advocacy platforms or services based on the blockchain (see below).
Eventually, social networks could become the backdrop for social marketplaces, where any brand publication, by whomever, can be remunerated, in line with its author’s influence. This is for example the goal claimed by SocialMedia.Market, a decentralized marketplace that will allow anyone to monetize their influence.
Blockchain to the rescue
Blockchain is not just Bitcoin or its direct competitors. The technology is poised to invade all areas of the digital economy, from logistics to the stock market and loyalty systems. Its advantage is of course to facilitate the contractual relations between the different players, their monetary transactions, and the credibility of the data, as well as their incorruptibility. The blockchain is in fact a public database permanently certified by its “miners”.
The technology therefore applies ideally to the field of Influencer Marketing, allowing brands to find credible profiles (as they are certified by other players in the chain), enter into contractual relationship with them easily, and ensure the payment in a fluid, safe and immediate manner.
The Mavin platform , currently in the phase of ICO (a type of public fundraising), promises to revolutionize Influencer Marketing by developing a dedicated blockchain. The system should facilitate relations between brands and an infinity of influencers, especially nano-influencers, therefore completing the circle!
Since most branches of online marketing are mature (display, SEO, video, etc.), Influencer Marketing is probably the area in which the developments are the most exciting. Continue to follow getfluence.com blog and Twitter account @bylinkjuice to follow them with us!