Changing Trends in Influencer Marketing & Instagram.
In influencer marketing, trends are set to change. Instagram hoped that in future, people would be more interested in quality context of the content.
Instagram hopes to veer away from the pursuit of Likes. They hope to encourage influencers to become more authentic and more creatively competitive. As such, the new changes probably would weed out profiles with fake or irrelevant followers.
Likes & Loves Irrelevant for Influencer Marketing
Like and Loves “vanity” metrics on Instagram, does not truly reflect to brand KPIs. This is what most true marketers dealing in influencer marketing already knew. Number of Likes does not reflect real returns for a brand in terms of emotive engagement and conversions.
In most cases, most Instagram users simply just tap the Like button. While there were no further engagements through authentic comments or sharing. Such usage behaviours are not good for Instagram’s business nor users, which could create low self-esteem for users.
Instagram had already started to take steps to test and remove Likes count. Hopefully to improve quality content posting, this could ultimately lead to rise of more micro-influencers whom are more engaging and creative.
Stories Format in Influencer Marketing
The unhealthy chase for number of Likes was one of the reason why Instagram had launched Instagram stories in 2016. Instagram Stories are where ephemeral photo and video slideshows would disappear in 24 hours.
Instagram Stories allows advertisers to increase brand visibility at a lower cost. As such, this helps to refrain spamming content their audience on their main feed.
More Micro-Influencers in Influencer Marketing
The micro-influencer numbers is set to grow. For advertisers, this is good news and it could make hiring micro-influencer’s costs even lower.
More niche brands are hiring micro-influencers. Micro-influencers typically have a higher engagement with their followers and gave better conversions. They are more cost-effective for marketers and advertisers.
Better Results and Focus
The reason for micro-influencers’ better metrics performance is that they have a better quality of followers. This makes them ideal for effective engagement with the relevant audiences.
Micro-influencers manage fewer brands. Compared with other influencer groups with more brand sponsorships. With such dedicated attention bandwidth, advertisers love it that their micro-influencers does not have to share attention with other brands.
This provides more opportunities to work with these micro-influencers on-the-ground brand activation events.
Managing Your Influencer Marketing
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