As influencer marketing gathers pace as a viable option for brands, here’s the five most important trends marketers need to be aware of for 2017.
People are increasingly indifferent to regular media and now nearly 50 per cent on online shoppers use ad-blocking software. It costs the advertising industry billions every month.
Influencer marketing provides a solution to this crisis by enabling brands to connect with target customers through the online personalities and videos they love to watch.
With tech focused and data driven processes, it is now possible to carry out reliable, profitable and scalable influencer marketing.
So what’s the future?
In a nutshell, brands need to wise up to the fact that influencer marketing might still be the new kid on the block – but it’s almost a guarantee your competitors are already using it in some form, it is the fastest growing marketing channel after all.
2017 is going to be about getting ahead of your competitors still fixated on using influencers in out-dated ways, and forming more truthful partnerships with the influencers you know speak directly to your target customers.
Here are the trends you need to catch on to.
As detailed in this article, influencers are incredibly effective for improving your app store ranking.
They drive quality installs by educating your target customers about the app so they stick, fostering good reviews and, if you scale your influencer marketing efforts, help generate an exponential growth in users.
Though we are just at the beginning of 2017, it is already clear that influencers will become a bigger feature in app promotion.
As influencers become a more standard choice for app marketing if your competitors are using them and you are not, you could inadvertently fall behind in the rankings.
A challenge with influencer marketing has been predicting what return on investment (ROI) brands can expect from working with influencers.
As data collection and analysis has got better, at least at Sponsokit we are able to predict currently with 90 per cent accuracy the ROI of influencer collaborations.
It’s precise enough to enable us to guarantee results.
In addition, we have seen over 2016 that ‘reach’ is too generic. Far more important is reach specifically to your target customers (even if it is a smaller number overall, the results are much better).
Now with the data, it is possible to identify exactly which influencers would be ideal for particular brands to sponsor based on audience demographics.
Over the next year, influencer marketing will get more effective and more efficient – graduating the marketing channel from a ‘test’ to an alternative to many types of online display advertising.
Influencer marketing is word of mouth marketing for the modern age. Why does it work? Because target customers believe they are getting honest and genuine opinions.
It’s tricky though. Influencers maintain authenticity with their viewers by being transparent about when they have been paid to, for example, talk about or demonstrate an app.
Automatically, some of the audience will not give much weight to their review.
Going forward, brands need to consider forming ‘partnerships’ with influencers.
Recurring sponsorship deals – say a video a month for six months, or even keeping them on retainer to speak about your updates or latest app releases – builds much needed trust with the influencer’s audience.
It shows the viewers the influencer believes in the app or your brand enough to regularly mentions/demonstrate it on their channel.
In addition, you are building good brand awareness by supporting influencers your target customers enjoy watching and enabling them to keep making and improving their content.
The next natural step would be to sign influencers who give you the best return on your investment exclusively.
Influencers can become real brand assets, not just gateways to a sales boost.
Securing exclusivity means you’re essentially hiring an ambassador of your product or brand.
If you have done influencer marketing before, you’re already going to have a feel for which kind of influencers fit your brand ethos the best.
You need to test them, we would recommend more than once, to see if they meet your key performance indicators.
But if you’re lucky enough to hit on an influencer or two who work perfectly for you – snap them up before your competition! It’s the easiest way to get ahead.
Even today, most agencies will tell you they need eight weeks from pitching you their creative idea to getting the video live.
But technology is swooping in to help.
More tech-focused platforms, such as Sponsokit, are now able to offer the same complete service in just one or two weeks.
Through filtering software to find great growing influencers, customised search engines and standardised best practice briefings to guide brands through critical decision points, the process is much quicker.
As developments including artificial intelligence tools (coming soon to Sponsokit!) begin to make an impact, videos will soon be on plan and on budget every time.
It’s going to be an exciting year for influencer app marketing! We’re looking forward to more effective, more efficient and easier influencer sponsorships.