Influencer marketing remains a stable and almost indispensable element of any online marketing strategy. However, like any emerging discipline, influencer marketing faces new challenges. Learn about the new challenges of influencer marketing to improve your strategies for 2018.
According to a study by Collective Bias, 30% of consumers are more likely to buy a product endorsed by a blogger than a product promoted by a celebrity. One of the main reasons is the proximity and accessibility of these types of influencers.
Many companies have discovered that working with influencers is a very powerful tool for spreading a message and giving visibility to the brand.
But as this technique takes shape and evolves, new challenges of influencer marketing appear that must be addressed to create a perfect strategy. These are some of the emerging trends and challenges that are being generated to make this strategy a necessity.
Influencer marketing challenges for this year
A recent Linqia survey of 181 marketers and their agencies found that nearly 40% of marketers plan to increase their influencer marketing spend in 2018. And only 5% plan to reduce their influencer marketing budget.
According to this survey, 86% of marketers used influencers in their strategies in 2017 and 92% found it effective. The widespread adoption of influencer marketing indicates that the channel is becoming an integral part of the overall marketing strategy.
Hence, it is necessary to respond to new challenges of influencer marketing that have emerged as this strategy has evolved.
1.- Higher budgets budget statistics
This year, overall digital marketing budgets will largely be allocated to influencer marketing. In fact, 39% of advertisers intend to increase their influencer marketing budget this year.
Influencers are the perfect influencers to create and build long-lasting relationships with users. The collaboration agreement must involve both parties. Co-creating content with an influencer will help you give a different vision and will help you find the perfect key to connect with followers. Leave the creative part to the influencer.
2.-Invest more in micro-influencers
micro influencer
Micro-influencers are active social media users who have between uganda number screening 1,000 and 100,000 followers and who, due to the closeness and relationship they have with them, can influence and involve their audience.
The relationship bond established between this influencer and their followers is stronger than with influencers with thousands or millions of followers . And they have been shown to offer 60% higher campaign engagement rates .
Micro-influencers or nano-influencers are perfect users to create collaborations with, these are some of the benefits you can get:
They have higher interaction rates.
They are specialized in a specific niche.
They are perceived as more authentic.
They also look for business opportunities.
Their hiring cost is lower than that of an influencer.
3.- Change of algorithms in social networks
sponsorship
According to the same survey this post is based on, marketers are concerned that changing social algorithms will make organic influencer content less visible. 42% of respondents cite this as one of the biggest influencer marketing challenges of 2018.
The change in Facebook's algorithm that pushes friends' content over publishers' posts. This can be a powerful point for influencers. Hence, the challenge of managing the obligation to label all sponsored content published on their social networks by influencers.
Facebook and Instagram already have tools designed to help manage brand tagging . With these tools, brands will have a transparent view. It will be mandatory to demonstrate their organic posts, including actual reach, impressions, and engagement metrics. Every influencer will have to show this data to brands.
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