With the rise of ad blockers and a decline in traditional media consumption, influencer marketing isn’t going anywhere anytime soon. Influencer marketing was the “buzz” word of 2017 as marketers took note of the power yielded by influencers to advocate on their behalf.
Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers and orients marketing activities around these influencers.
Weight Watchers welcomed in 2018 by announcing superstar entertainer DJ Khaled as a new brand ambassador— with over four million followers on Twitter, almost nine million on Instagram — he is definitely one of the biggest influencers around. But influencers can also be used wrongly and as we enter 2018, how will brands be using them and what trends will dominate?
We foresee influencer marketing becoming an integral part of all brand’s marketing mission. Influencer marketing will change to become more of an intrinsic part of the marketing strategy. This could mean taking quotes from an influencer and using it in advertising or using their photos and videos in some form of paid media.
Authenticity and relevancy are becoming fundamental topics surrounding influencers, with people questioning whether they are really using the product. Is everything that they are talking about based on an experience they’ve had with the product? It’s about building a continuous, long-term engagement with a particular individual.