The future of Influence Marketing
Influence Marketing is a relatively new segment of online marketing, and it is on track to win over time. This does not mean that it will not undergo transformations, on the contrary.
Dive into the future of Influence Marketing, with the menu: diversification, nano-infuencers and blockchain.
A world of influence
Let’s be realistic: Today, Influence Marketing still comes down largely to the placement produced by Instastars, the big influencers who broke into the social network of Instagram photos.
In 2018, 87% of web marketers mentioned Instagram as their number one choice platform for Influencer Marketing (source).
Only exception to the limit, the precursor sector of video games, where it is YouTube that remains dominant for obvious reasons.
Influence is a very fluid reality, which can not be limited to Instagram. The vloggers, the specialized bloggers, the twitters, and even the journalists are as many influencers whose legitimacy is often higher than that of the followers of Instagram. Clearly, the definition of an influencer is brought to widen.
Influence Marketing is therefore intended to encompass not only Influencer Strategy, but also potentially external relations or partnerships with other media or brands. Influence Marketing related professions will increasingly merge with those of Press Relations Officer, Partnership Manager, and even Business Development Manager, and the boundaries will be reduced between all these segments.
The emergence of nano-influencers
It all started with mega-influencers, social networking stars with typically more than a million subscribers. But in 2017, brands realized that micro-influencers enjoyed even higher engagement rates, and they turned to these more confidential profiles.
2018 is since expected as the year of micro-Influencer Marketing.
The vise will tighten again. Give way to nano-influencers, that is to say, almost everyone, with 100 to thousands of contacts or subscribers on social networks. Here are their strengths:
- An incomparable commitment rate. Low subscriber base requires, they enjoy a preserved reach. The gap makes us dizzy: according to a Digiday study, the nano-influencers have a commitment rate five times higher (8.7% versusa ridiculous 1.7% for mega-influencers).
- The ear of their subscribers. Since they do not assemble their network of untimely product investments like some instastars, their base is much more receptive to a new recommendation. Better, a part of their subscribers is composed 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 tedious 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 a cost infinitely lower than that of mega. Of course, to reach the same volume, it is 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 block chain (cf. below).
In the end, social networks could become the backdrop for social marketplaces, where any brand publication by anyone can be paid, up to the influence of its author. This is for example the goal claimed by SocialMedia.Market, a decentralized marketplace that will allow anyone to monetize its influence.
The blockchain to the rescue
The blockchain is not just Bitcoin or its direct competitors.
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 various actors, their monetary transactions and the credibility of the data, as well as their incorruptibility.
The blockchain is indeed a public database permanently certified by its “minors”.
The technology therefore applies ideally to the field of Influence Marketing, allowing brands to find credible profiles (because certified by other actors in the chain), enter into contractual relations with them easily, and ensure the payment of fluid, safe and immediate manner.
“According to a study by Marketly (2016), the most important element sought by a brand in an influencer is its ability to engage and not the number of subscribers.”
The Spitche platform, allows brand to invite their database of costumers, employees, partners as influencers to share content. It creates a better engagement and reinforce relationship between the bran and it’s community.
The platform also analyze the behavior of this influencers to give better insight to brands on which kind of post is better and have the most chances to go viral.
The system should facilitate relations between brands and an infinity of influencers, especially the famous nano-influencers. The circle is complete !
Since most branches of online marketing are mature (display, SEO, video, etc.), Influence Marketing is probably the area in which the developments are the most exciting.
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