There are still companies and marketers who do not believe in the value of having a collaboration with an influencer for their brand, however, these are very few, since most companies in the United States bet on influencer marketing as one of their strongest strategies for this 2021.
The forecast indicates that 67.9% of the marketing specialists of companies with 100 or more employees in the United States affirm that influencer marketing is within their plans to incorporate their brands, 5.6% more compared to last year, thus indicated the report Influencing Monetization 2021.
The growth of this trend is mainly due to the coronavirus pandemic, as noted by the author of the report Jasmine Enberg, however, this is here to stay, which is why it is expected that funds for this tactic will also increase, and that by 2022 the percentage of companies that use this strategy is 72.5%.
“After an initial pause in spending in the first half of 2020, marketers quickly resumed and even increased spending as budget constraints and studio closures reduced traditional ad output,” Enberg said.
Social commerce is the culprit
Despite the fact that between April and June 2020 there was a reduction in the average of sponsored publications by 42.9% year-on-year, according to an analysis by Later and Fohr, two companies specializing in visual and influencer marketing, for December of the same the figure was had recovered and even grew by 20% year-on-year.
Why did this happened? With the arrival of the pandemic, many trends within social networks began to change, accelerating changes in social commerce, live broadcasts, videos in short formats and one of the most recent initiatives, audio.
“Then there are the new platforms, like Clubhouse or TikTok. They haven’t figured out their advertising strategy yet, so brands are realizing that influencers are their best conduits to reach those audiences, “said Stacy DeBroff, founder and CEO of influencer marketing platform Influence Central.
TikTok and Twich have the best reception
According to a survey by the influencer marketing platform Linquia, 68% of marketers say they will use this strategy on TikTok, growing by 50% compared to February of the same year. Becoming the third most required platform, behind Instagram and Instagram Stories. For its part, the popular lives social network Twitch also had an impressive increase in the same period, one month, from 5% to 13%.
This confirms that more and more companies are joining the wave of influencer marketing to attract their consumers in an “organic” way, but this choice to collaborate must be made with prior knowledge of the influencer’s profile and the quality of their engagement, in order to avoid that what could be an excellent strategy, turns into a scam.
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