Digital marketing is an ever-evolving landscape. To cater to the diverse needs of customers, influencer marketing has tremendously grown to become a very powerful marketing strategy. As the industry grows we are seeing a shift in how influencing is done – Influencer marketing 2.0. In this article, we will explore the evolution of influencer marketing and the driving force behind influencer marketing 2.0
Evolution of influencer marketing.
In the early 2000s, Influencer marketing was a peripheral marketing strategy, a preserve of a few progressive brands. With the rise of social media ( Mainly blogging), influencers built communities around their niche content. This led to influencers exerting significant influence over consumer behavior.
Brands realized they could reach and engage targeted audiences in a more intimate way than traditional media.
From 2010, the rise of Instagram and YouTube led to an explosion of visual content. This gave rise to influencer stars in niche areas like tech, fashion, travel, etc.
As the industry grew, the landscape started to diversify. Not only were there more influencers covering many niche topics, but the approach became more sophisticated. Brands started to focus on more meaningful metrics like Engagement rates, conversion rates, and authenticity.
Authenticity – The Gold standard of trust.
The industry has grown so much that there are millions of influencers. That said, the customer today is more discerning and can easily detect insincerity. This is amplified by the fact that they are constantly bombarded by advertising messages from many brands daily.
A genuine connection separates those who are truly influencers from noise makers. Authenticity goes beyond aesthetics: It’s about sharing real stories, real beliefs and real experiences.
The ability to detect insincerity not only erodes trust in the influencer but also destroys the brand’s reputation. This underscores the need for authentic influencers who not only resonate with their audience but also become an extension of the brand’s Identity.
Influencers who stay true to themselves become beacons of trust in a sea of promotional content.
Influencer marketing 2.0
Micro & Nano Influencers
These are the driving forces behind marketing 2.0. They have smaller audiences that are highly niched. They have a very vibrant and engaged following. Brands are realizing how valuable these smaller influencers are compared to the big stars. They are genuine and have the ability to establish personal connections with their followers.
Content Co-Creation
Influencer marketing 2.0 puts an emphasis on collaborations that involve influencers in the creative process not merely delivering a message. This collaborative process produces authentic content and strengthens the bond between the influencers and the brands they are working with.
The shared creativity of both parties results in a marketing message with depth and that resonates with the audience. It’s a shift from the conventional transactional method, introducing an era where influencers and brands collaborate as co-authors of captivating stories.
Long-Term Partnerships
In digital marketing, consistency is crucial. Long-term collaborations with influencers prioritize uniform brand messaging. As influencers engage in extended partnerships, they internalize and authentically convey the brand’s values. This approach crafts a cohesive narrative that unfolds over time, reinforcing the brand image in the minds of the audience.
It’s not about sporadic bursts of promotion; it’s about crafting a sustained and harmonious brand story. This approach fosters a more enduring connection with the audience, who can rely on the influencer to consistently deliver messages that align with the brand’s values.
Future Trends in Influencer Marketing 2.0
With the rise of AI and Machine learning, expect an increase in virtual influencers. Hell, we already have several operating. There is controversy surrounding it but you can’t argue with the benefits. Virtual influencers give brands a chance to be creative and reach their target audience in new exciting(albeit controversial) ways.
Conclusion
Influencer marketing 2.0 is the next big frontier. It’s about telling authentic stories that resonate with the target audience. It’s about establishing trust and relationships that last. Now more than ever brands need to build strong relationships and create content that is valuable.
