Influencer Marketing Over the Decade: A Transformational Journey
Over the past ten years, influencer marketing has undergone a fascinating metamorphosis, evolving from an emerging phenomenon to an essential element in brand marketing strategies. Ultimately, we’ve come to understand that the best approach is to make every impact count, guiding the evolution of education on influencer marketing in parallel with platforms and audiences.
From Creators to Storytellers
In its early stages, influencers were primarily seen as creators of visually appealing content. However, the last decade has witnessed a profound transformation, with influencers becoming true storytellers. According to data from a GlobalWebIndex survey, 68% of consumers consider an influencer’s authenticity crucial when making purchasing decisions.
As influencer marketing matured, challenges emerged in measuring real impact. Beyond superficial metrics like “likes” and followers, brands found the need to assess genuine engagement and brand perception. A Nielsen report indicates that 84% of global marketing specialists consider ROI measurement one of the significant challenges in influencer marketing.
Due to these metrics, justifying the investment in influencers became a central theme. As brands sought to compare influencers with other strategies, it became evident that the emotional connection and personalization offered by influencers generated not only direct revenue but also loyalty. Data from a Linqia study reveal that 57% of marketers believe influencer marketing outperforms other forms of advertising in terms of generating loyal customers.
This is based on two key elements: authenticity and transparency. At SamyRoad, always striving for the best possible match between influencer briefs and client expectations, coherence between the two is critical in collaborations. Consumer trust, essential for long-term success, is built on the foundation of authenticity. With stricter regulations, such as those established by the Federal Trade Commission (FTC), brands have had to prioritize transparency in their collaborations.
In recent years, we’ve witnessed a significant evolution in regulations regarding influencer advertising. The FTC, for example, has intensified its efforts to ensure that collaborations are clearly labeled as advertising. This evolution has led to increased awareness of ethical practices in influencer marketing and strengthened the trust relationship between brands and consumers.
The Future of Influencer Marketing
Looking ahead, collaborations between brands and influencers are heading towards greater regulation and transparency. Additionally, the integration of new technologies like artificial intelligence promises even deeper personalization in identifying and collaborating with influencers. Brands that embrace these trends and adapt to emerging regulations will be better positioned to maximize the effectiveness of their influencer marketing strategies.
Every post, every collaboration, every shared story matters. They are bridges that build trust, create communities, and impact not only metrics but also hearts and minds. Ultimately, influencer marketing is not just about products or services; it’s about people, experiences, and the magic of connecting in a digital world.
As we all know to this point, TikTok has settled as a cultural phenomenon and a powerhouse in the world of social media. The platform’s influence on Gen-Z’s behaviour is remarkable, and has affected the way entertainment is perceived. Even for something as big as the music industry it has become increasingly evident, with many artists and content creators adapting themselves to cater to the tastes of “TikTok Generation”. As indicated for both artist and listeners, TikTok is now the preferred for discovering everything, even music and this is making content creators reshape themselves and, at the same time, the industry, to the algorithm. The music is “built” differently, now the chorus is adapted to the “trend-setting” filter and the marketing strategy involves influencers who play it on loops and memes, and that has priority over PR or interviews.
TikTok: A Music Discovery Hub
According to TikTok’s studies, 80% of those surveyed have identified TikTok as their preferred platform for discovering new music. This statistic places TikTok ahead of other digital platforms, streaming services, and even recommendations from friends. The most remarkable aspect of this trend is that over half (56%) of these musical discoveries happen organically through the “For You” feed, a testament to the platform’s ability to connect users with new, fresh, exciting music effortlessly.
One of the key drivers behind TikTok’s success in transforming the music industry lies in the support it has received from celebrities and influencers. Figures like María Pombo have thrown their weight behind songs and artists, propelling them to stardom and even securing spots on popular Spotify playlists – a practice known as “playlisting.” This phenomenon highlights the symbiotic relationship between TikTok and the broader music ecosystem, where artists, influencers, and the platform itself collaborate to create chart-topping hits.
The Role of SEO and SEM
TikTok’s impact on the music industry is not limited to its own platform. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies on other platforms, like Spotify, have proven to be essential for positioning songs. These strategies also involve partnerships with influencers and content creators who play a pivotal role in boosting the visibility of music content and therefore impulsing people to look for terms related to the song or the artist. Many times, the tunes are viral because of a remix or a trend, even before the whole song is out. However, content creators are finding alternative ways to stimulate platform algorithms.
Enter Playlisting
Iñigo Quintero, an Spanish artist in the music industry, has found his own unique approach to success, maybe by accident. His song “Si no estás”, launched in 2022, was featured on playlists created by small users and started to escalate the “trend” ladder, such as “Novedades Viernes” or “Éxitos España.” This allowed Quintero to reach broader audiences and gain recognition through TikTok’s impact on music consumption and discovery.
Soon, Iñigo became the #1 in the Global Top by Spotify, topping artists like Miley Cyrus. All he needed to do was hit the spot on TikTok, and the users did the rest. They connected to the lyrics, created a trend and the rest is story.
“Generation TikTok” and the Future of Music
TikTok has undoubtedly ushered in a paradigm shift in the way we consume and discover music. Unlike platforms like Instagram, where the creator’s identity is paramount, TikTok places more emphasis on the content itself. As Fabiola Guerrero Ros, Head of Brand & Campaign Strategy Europe, aptly puts it, “TikTok is pure entertainment.” It’s not about who you are; it’s about the content you create. This shift in focus has allowed for a more democratic and inclusive approach to music discovery, where talent can shine regardless of the creator’s background or fame.
This study released by TikTok identifies the three main factors driving the music experience on the platform: discovering, being discovered and rediscovering. People using TikTok possess a highly exploratory “discovery mindset” that drives their behaviour, but it also shows how TikTok is inspiring people to break out of their existing music bubbles. After hearing new music, nearly half of people on TikTok add the song to their favourites (47%), view the artist’s profile (46%), and even follow the artist on TikTok (43%), and this in turn has triggered a massive wave of discovery of new artists.
Artists targeting young audiences are compelled to incorporate this app as part of their song release strategy. Hootsuite’s July 2022 Digital Report reveals that TikTok also captures that more than a third of its advertising audience is between 18 and 24 years old.
TikTok’s type of hits: the old and the news
For example, we have seen many old tunes came back to life by creators; from Luis Miguel to Elvis and everything in between; actually, after TikTok creator Nathan Apodaca posted a viral video of Fleetwood Mac’s song “Dreams,” the piece, which was released more than 43 years ago, shot to No. 2 on Rolling Stone’s Top 100 songs list. This is a clear sign that one of the keys to success is that nostalgia is one of the main drivers of trends on TikTok.
The influencer Addison Rae is another example of how TikTok can relaunch your career or even open you up to new professions. The American went from being an influencer more than recognised by everyone to being a singer, and even Lady Gaga herself has given her songs that she has never published, such as Nothing On (But The Radio). Her most famous track, Obsessed, has 27 million plays on YouTube and almost 53 million on Spotify.
Also, the three-time Grammy Award-winning rapper Doja Cat debuted in 2016 with a mixtape, but it wasn’t until 2020 that she achieved worldwide fame for her virality on TikTok, but was not globally recognised until 2020, when her track Say So went hugely viral, earning her the number 1 spot on the Billboard Hot 100 chart for her remix with Nicki Minaj.
Although it was worked to launch many careers in the concept of niche users, not all of artists are thrilled; US singer Halsey complained via her own TikTok account that her label, Astralwerks-Capitol, would not let her release a single if it failed to go viral on the platform: “I’ve been in this industry for eight years and I’ve sold over 165 million records, and my label says I can’t release a new song if they can’t force some viral video on TikTok. It’s all marketing and they’re doing the same thing with all the artists today”.
British singer-songwriter Lewis Capaldi, known for his humour, has also embraced TikTok. He often uses humour to engage with his audience and promote his music on the platform, making memes of how hard it is to have “good numbers” despite having such amazing talent. His playful and light-hearted approach demonstrates how artists can utilise TikTok not only for their music but also to connect with fans on a more personal level, making people empathise with him, and even being more understanding when the artist announced a break due to health reasons.
If there is something we all, even celebrities, are learning from the hit content of TikTok is that the profound impact on the music industry is evident, and the users are craving that human touch. If we all think about it, the trends are trends because they set a common place for many people, most of the time unknown among each other, and give them the sense of belonging to this “small but welcoming group” all through humour and memes, making it easier and less of a advertising space, and more like a place to connect with the artist behind the songs.
Are streaming platforms using influencer’s content to leverage their presence in media?
That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations?
To understand this match and how it could be made in heaven, we need to establish some ground:
The number of subscriptions to online video streaming services worldwide reached 1.1 billion in 2020
The most popular type of digital subscriptions are streaming services, which 90% of consumers subscribe to, according to a survey ran by Forbes.
Consumer interest in video game streaming is growing rapidly among users and is a $9.3 billion per year industry.
Americans spend an average of 13 hours and 11 minutes a day using digital media.
Total video streaming time by users increased by 18% from 2021 to 2022
Now, if we cross the evident data that we have about the interest of current generations on streaming platforms with their love and admiration for influencers, we have a great opportunity for the streaming brand that is beyond any direct marketing they could do.
How to attract customers? They have billboards, marketing campaigns, social media presence… How else can they stand out among each other? The answer is, of course, with influencers. And not in a traditional way.
By partnering with influencers, brands can access their established communities and leverage their authentic influence and fanbase to indirectly promote the streaming brand. As in today, brands need to start leveraging all connection points they have, and reaching media outlets and social media is kind of hard if you’re not the center of attention… But you can be.
That’s what they have learned so far. They don’t need to make it about themselves, but to give users a reason to talk about them without them even focusing on the brand, but their original and proprietary content, and this means: creating content around influencers
Authenticity and genuine connections are key elements of influencers; they make audiences need to see themselves as close to them, so streaming platforms are an ideal place to offer users meeting points, building trust and increasing engagement by transferring influencer sentiment to the brand.
THE CASES: NETFLIX AND AMAZON PRIME
To prove our theory, we ran a social listening exercise to understand the impact some docuseries have had on their production brand. In this specific case we are talking about Georgina by Netflix, and The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video.
Georgina by NETFLIX
The Ferragnez by Amazon Prime Video.
Dulceida Al Desnudo by Amazon Prime Video.
General NewsShare of voice 53%
General NewsShare of voice 60 %
General NewsShare of voice 40%
TwitterShare of voice 22%
TwitterShare of voice 25%
TwitterShare of voice 39%
Youtube Share of voice 13%
Blogs Share of voice 7%
Youtube Share of voice 10%
We looked for the share of comments or mentions that the platforms had in relation to the influencers name and content, and as we can see, most of the share belongs to media outlets. Without needing to launch a campaign, both Netflix and Prime achieved to dominate the media space by leveraging the relevance that influencers have for audiences.
THE CASE 2: LIVE STREAMING, TWITCH AND IBAI’S KINGDOM
Aside from the benefits of creating proprietary content around influencers to attract attention not only by the fans but also by media channels, platforms such as Twitch also offer advertisers unique opportunities to create immersive experiences that go beyond traditional advertising formats. Features such as live chats and exclusive promotions allow brands to foster direct interactions with viewers, leading to increased engagement and a sense of community around the brand.
By 2022, Twitch had 140 million unique monthly visitors, with 107,800 live Twitch broadcasts going on at any given time.
According to our surveys, 6% of Gen-Z are already discovering new products or services on Twitch
We need to remember that younger generations are looking for places to connect and feel free of sharing their interests and needs, and that’s why these spaces are so sacred and relevant for them. This is the reason why the recent law regarding the content restriction imposed by the European Camera could represent a huge pain for brands, streamers and audiences; if they feel they’re being controlled, this could affect the whole dynamic established, and most likely would imply that they’ll go find that connection elsewhere.
But, as long as the platform is still a safe-place for the niche communities, it can become a paradise for users (and, therefore, for brands). Such was the case of “La Velada del Año 3”, an event hosted by the Spanish streamer Ibai Llanos, where he showed a live boxing event that already gathered over 65 thousand people in the stadium Cívitas Metropolitano in Madrid, Spain, with guests such as Quevedo, Feid, Ozuna, Duki, Nicki Nicole.
3.4 millions of users connected for +8 hours on a livestream.
Viewers’ peak: 3.449.999M
Average number of live users: 2,893,443M
Unique viewers: 15,197,859M
Broadcasting time: 8h and 13m
Live views: 100,435,114M
This has become, officially, the stream with the most views in history.
But why is this happening? Because of the power of influencing. Public figures like Ibai Llanos represent the new idols, people that are already an expert on some matter and that leverage platforms to connect to the audiences in a different and constant way. We all daydream about meeting our idols, but the streamers connect with their communities on a daily basis, making them engage more with the content and feeling like they are, basically, the closest people to them; promoting support, empathy and affection.
In fact, NOBOX’s strategy for Emperador® Xtra Power® as a sponsor got millions of people to see the iconic characters, “THE EMPERADOR® GUARDIANS”, accompany Rivers in her epic entrance to the ring, being one of the most mentioned of the event. This simple but powerful action allowed them to be on everyone’s lips, including those of other brands, media and influencers, without them even realising it, positioning the brand as the ideal ally of the biggest streaming representative in Latin America.
So, instead of spending all the budget on billboards or campaigns to tell the communities that a brand care about them and their interest, some of them are already getting involved with their passions, such was the case of ElPozo King Upp, Mahou, Grefusa, Alsa, iGraal, Spotify, PlayStation, Coca-Cola and Revolut, sponsors of La Velada del Año, knowing that being connected to streamers and Twitch means being connected to the Gen-Z and Alpha.
In this advertising world there is space for everyone, but activism and influencers are getting closer than ever
Social media allowed us, as a society, to do things that we have never done before. From connecting with people all over the world to having a space to express ourselves, concerns, likes and dislikes of everything around us and even, sometimes, changing the social landscape. And that might be where the activism and influencers came together.
Users have become more conscious and compromised with their values and beliefs with the passing of the years, especially Gen-Zers, who have a huge access to information and are very aware of their impact in terms of consumption; what may have stayed on the streets in 1950 as a fight for social causes, now have found a digital platform to maximise and enhance the message. Then, any person who has something to fight for, can do it online too. And fighting can have many meanings, since we do not need to go violent to make a change.
And that’s where activism and influencers came together. Many of the most influential people these days are people who defend a social cause and stand for it, and they have a large base of supporters because, thanks to social media, they can reach a vast number of people who have the same pain or worry, the same core values and love to be inspired to actually become part of the change they want to see in the world. Somehow, they see influencers as leaders, and are more than happy to be part of the community.
Activism and influencers… Are they real?
Absolutely yes. These are influencers who do not sell any product, do partnership for payment nor “sell themselves”. The reason for their success in social media is due to the way they communicate their social causes: they truly work for what they believe in, and use social media to expand their reach or even getting help to achieve some specific goal.
They don’t even wait for brands to reach out to them to help, they will go and find a way even by themselves; they just think what’s the activity they need to do to help their cause and go for it, and people follow and support them; of course, if a brand or any company support them in terms of logistics, reach, production or finance, it’s a perfect match. Partnering with these kinds of influencers can be a huge goal in terms of credibility and gaining trust, but it cannot be done only because of their reach or as a marketing strategy.
“People like to see brands commit to a cause (…) I’m not interested in promoting a product that I know is not going to be good. And besides, people notice.” – Connie Isla, argentinian influencer, to The Clarín. – “It’s quite a dangerous role (to be an influencer), because there are no rules on how to communicate. It is unfair to follow someone you like, but who constantly uploads content with subliminal messages because they are paid. You choose to follow the person, not the number of brands that finance your life. If you have followers, you have a responsibility.”
Most of the time, these are regular citizens who advocate for a specific issue they care about, but they can be professionals as well, celebrities or even content creators. The only requirement is that you actually care what you stand for and live by it.
In terms of specific areas, there are as many causes as human spectrums: LGBTQI+ rights, veganism or special diets, feminism, environmental crisis (ecoinfluencers or greenfluencers), social equal rights, racial inclusion, sexual and gender diversity, mental health, body positivity, illnesses and diseases, particular needs… These are only a small number of categories, if there is such a name.
It is a consequence of your “what for”. In other words, influencers become referents by the way they convey their cause. – Lino Hassan, social and environmental causes influencer.
Lino Hassan, social and environmental causes influencer.
Brand’s role in activism and influencers campaigns
If a brand wants to get involved, they need to get involved for real. As explained by Isla, people will tell and reject if they sense the collaboration is not for the cause itself but to “wash” the brand’s image.
A key to make sure a brand is connecting the right way with the influencer and the cause works by two ways:
The value and morals of the brands coincide with this influencer
The brand takes the initiative and contact with the influencer to work together to have better results (that will impact directly in the effectiveness of the campaign for the cause)
Incorporating an influencer into an advertising campaign can enhance the brand’s credibility as the influencer is seen as an authority figure within their respective community. The public trusts that the influencer would only share products or services that align with their values, thereby improving the brand’s reputation. Also, the influencer’s endorsement can generate a positive impact on society and increase the brand’s reach through viral publications.
As we are constantly bombarded with countless messages and information, people will connect better through the content they actually feel related to, and activism and influencers are two powerful meeting points for them.
By collaborating with committed influencers who use their voice to support social causes and create impactful and persuasive speeches, they can differentiate themselves and communicate their message in a clear and effective manner, with the ultimate goal of being part of the solution for a society pain (or, at least, doing their share of help). With the support of committed influencers, brands can make a positive impact on society and enhance their reputation by aligning themselves with meaningful causes.
We must all do our part
Some of them aren’t dedicated entirely to their social cause, but include it as a part of their social media content, and since this is the honest and real part of them it’s perfectly fine, since the opinion, interest and passions are part of their life and not their job. Either way, we believe it would be better if we just show you some influencers who matches their activism with their social media work:
It’s clear that influencer campaigns are a highly effective strategy, as evidenced by the fact that 8 out of 10 marketers plan to allocate 10-20% of their budget towards it in 2022-2023. Actually, the market size of influencer marketing is projected to reach $21.1 billion, according to Viralyft.
What all these numbers reveal? That brands and businesses recognise the value of influencer marketing, not just for increasing awareness, but also for driving sales. In fact, our study, State of the Influencer Marketing, shows that 36% of marketers consider driving sales to be the most important conversion metric for their IM strategy.
The rise of influencers has created a booming “creator economy,” revolutionising the way businesses and brands engage with consumers
Truth be told, influencer marketing is a profitable business. Various media outlets and studies have highlighted the key elements of an effective marketing strategy, including setting clear goals, selecting the right influencer, considering their reach and expertise, ensuring brand values align, developing a content strategy, and measuring results. The question, now, is how to achieve these goals.
In the Influencer world, there is room for all sizes and territories
Regarding the “size” or “reach” of influencers, it is outdated to believe that the largest influencer is always the best choice just because of that. Several factors must be taken into consideration, including the niche we are trying to reach as a brand, whether it’s our established target audience or a new business opportunity.
However, the main question remains: how do we filter, select, and develop a strategy with the right influencer? Many CMOs and CEOs are concerned with this issue. Fortunately, through innovation in technology and solutions, we have discovered a way to achieve these goals.
The role of AI in Influencer Marketing Campaigns
In today’s influencer marketing industry, artificial intelligence (AI) is revolutionising the way brands identify and collaborate with influencers. By analysing key data such as engagement rates, audience demographics, and content quality, AI-powered systems can help brands efficiently and effectively select the right influencers for their campaigns, saving valuable time and resources.
We have taken our 10 years of experience in the field to develop our own AI tools that enable us to plan, strategize, create, execute, and evaluate influencer marketing campaigns with unparalleled precision and customization. Our AI-based approach ensures that each campaign is tailored to the unique needs of our clients, delivering optimal results every time.
Influencer campaigns tools: we take the high Road
We offer a range of tools and services to help brands optimise their digital marketing strategies. We start with our digital strategy audit, which measures brand reputation and compares it to competitors, giving us valuable insights into a brand’s current position and potential opportunities.
This way we can analyse the latest consumer trends and social media content, using social listening to identify the topics that generate the most traction among audiences. Our ShineBuzz AI technology helps us identify the best match among over 120 million Key Opinion Leaders (KOL) for successful social media campaigns.
In addition, we use advanced analytics tools to identify niche influencers and non-influential characters who are driving conversations on social media in specific territories. We also analyse the affinity between influencers and brand profiles to create awareness among target audiences.
Our technology provides optimal benchmark prices for each influencer, taking into account performance KPIs, demographics, platforms, and formats. We also monitor campaign success and analyse KPIs of each publication comparatively, to determine the effectiveness of each influencer and compare strategies with competitors.
With this suite of tools and services, we help brands predict, plan, and report on their influencer marketing campaigns, providing valuable insights into market benchmarks and performance metrics.
Influencer marketing is here to stay as a powerful tool for brands to reach potential customers throughout various stages of their decision-making process. With the help of AI technology, brands can now identify the right influencers to collaborate with more efficiently and, combining the human expertise, develop hyper-personalised campaigns that resonate with their target audience and achieve their business goals of digital strategy, unlocking the full potential of influencers.
Influencer marketing has become an essential tool for brands to connect with their target audience, and that’s already said and set, embraced by companies of all sizes. As the industry continues to grow and evolve, it is crucial for brands to keep up with the latest trends in influencer marketing to stay ahead of their competitors, and the way to go on this is by understanding the shape of influencer marketing strategy for these upcoming years
“Brands are increasingly recognising influencers as professional publishers with valuable audiences (…) Even behemoth social media companies recognise the pull influencers have in connecting people and keeping them engaged on their platforms—so much so that they’re actually designing some of their new features specifically to support creators’ business efforts ”
Authenticity has become a buzzword in the influencer marketing world. Both brands and consumers are becoming more aware of fake followers and fake stats on social media, and users resent that. They are not looking for perfect idols anymore, but authenticity and realness. Brands that collaborate with influencers need to ensure that the influencers they work with have an actual and genuine connection with their audience, and have a place among them as equals.
In 2023, we can expect to see brands focusing more on authenticity and collaborating with influencers and niche influencers who have an honest connection with their audience, based on interests and talents.
Consumers are more likely to trust an influencer who they perceive as an expert in their field, this means that brands need to work with influencers who have a solid understanding of the industry they are promoting, but also rely on their knowledge and expertise; no one understands the target as they do.
Partnering with influencers who have an intimate knowledge of their niche will enable brands to establish a deeper level of trust with their target audience, thus significantly improving their likelihood of success in influencer marketing campaigns. To achieve this, choosing the right influencer is key.
Exploring the Metaverse
The Metaverse needs no explanation at this point, and it has become an exciting platform for brands to connect with their target audience, offering new spaces, goods, and experiences worldwide – all from the comfort of each individual’s home.
One of the most interesting aspects of the Metaverse is the possibility of having virtual ambassadors, also known as digital influencers. These are characters developed by brands or individuals that can represent them in the virtual world and, getting ahead of the upcoming Fashion Week, beauty and fashion brands are the ones rocking these virtual ambassadors, showing how amazingly effective they can be in promoting products and the brand itself in the Metaverse.The use of virtual ambassadors is just one example of the many opportunities that the Metaverse offers to brands. As more and more people spend time in this virtual world, brands have the chance to engage with their target audience in new and innovative ways. By building a presence in the Metaverse, brands can create a unique experience for users and establish a strong connection with their audience that can translate into increased brand awareness and loyalty.
Live Shopping
Live shopping is becoming increasingly popular in the influencer marketing world. It allows consumers to interact with influencers in real-time and purchase products directly from the live stream, a whole entertaining and unique experience.
The game changer here is to build confidence: people want to be sure about what they are buying, as well as excited to see their favourite influencer talk about it.
According to Statista, the primary benefits of livestream shopping globally are the ability to access exclusive discounts and use it as a source of inspiration and ideas. Additionally, 31% of respondents stated that this purchasing channel enabled them to shop smarter and make more informed buying decisions.
Therefore, we can assure that collaborating with influencers to host live shopping events will represent a great strategy in the upcoming years, and it will result in a highly engaging and interactive shopping experience that will significantly increase the possibilities of consumers making a purchase.
Niche Influencers
As stated in our report “The rise of niche communities”, with this action involved in a strategy brands will have direct access to the target audience, meaning they can talk and communicate with them directly. Not only will they increase loyalty towards the brand, but also will get first-hand insights, challenges, goals and feedback.
Either way, users are extremely jealous and protective with their close spaces, therefore the best way to access to them is through niche influencers; who’s that might not seem as shiny, but have the strongest bond in the community, and understanding why they are there is the base to give proper information that will result into buying decisions for them.
Why are communities looking for decentralised spaces?
Discover new things
77%
Connect with people who have similar interests
66%
Find funny/entertaining content
62%
Keep up with the news/current events
60%
Ask a question to people knowledgeable about a topic
60%
To seek honest advice
55%
Get a recommendation for a product/service to buy
54%
To have a safe space to share ideas, thoughts, etc.
49%
To have genuine conversations with other people
44%
To share advice
38%
As we can see, it’s not only about showing off a product in these spaces, it’s about offering a solution based on the interests of people who belong there. And that’s why we, as brands, need an insider.
Best Platforms to be IN
In today’s ever-changing digital landscape, influencer marketing has become a crucial tool for brands to connect with their target audience. As the popularity of social media continues to grow, so does the number of platforms available for influencer marketing. While Instagram, TikTok, and YouTube are currently the most popular platforms for influencer marketing, it is important to note that the best platform for your brand may differ based on your industry and target audience. For instance, a brand that caters to young people may find TikTok to be the best platform, while a brand targeting professionals may find LinkedIn to be more effective.
Looking ahead, we can expect to see more brands explore new and emerging platforms for influencer marketing. Clubhouse, the audio-based social media app, has already gained significant traction among certain audiences, and brands are starting to take notice. Similarly, Reddit, Twitch, and Discord are all platforms that have the potential to become popular for influencer marketing in the near future.
By staying informed on the latest trends and platforms, brands can stay ahead of the curve and effectively reach their target audience through influencer marketing.
Down to business: is it worth the Investment?
Influencer marketing has been proven to be a valuable tool for brands to reach their target audience and increase brand awareness. By connecting with their audience in a more authentic and personal way, brands can increase sales and revenue. As such, we can expect to see more brands investing in influencer marketing, since 8 out of 10 marketers intended to dedicate from 10% to 20% of the marketing budget to Influencer Marketing in 2022, given the potential for high returns on investment.
However, influencer marketing is an ever-evolving industry, and brands need to stay up-to-date with the latest trends to stay ahead of competitors. It’s, indeed, a huge effort and strategy that needs to guarantee that this ally will retrieve the investment in terms of growth and driving sales, and understanding the needs of brands and considering the over 90.000 content creators that signed up for TikTok only in 2022, we saw the need of developing specialised high-tech tools to assure effective influencer marketing campaigns.
TikTok is the most trusted source for many Gen-Z users, who choose this platform over everything, even a doctor’s appointment, because of its accessibility, affordability and approachability, reported Forbes. But, why does a huge majority of young people rely on TikTok so much?
The answer is as simple as voluminous: micro-influencers
This social media tool; TikTok is not only a platform that connects people with their favourite artists and idols, but it also allows small and medium sized content creators to grow and reach new audiences, and this audience love to see their “friends” rise.
And that’s the key of the success possibility in TikTok for micro-influencers. It is a place for them to build a strong community in a relatively short time, and of course it implies effort and constancy, but it’s indeed faster than any other platform in the market right now. This happens because the social network is managed by an algorithm that shows users selected clips based on their content preferences.
This means that content creators can talk about their expertise, show their growing business, interests, likes and dislikes, daily life, struggles, goals and projects… And they will find an audience for all that. An audience that will see them as their friends, as long distance but loved friends, and will show their affection and care by interacting and sharing their content, helping them to reach similar people. In this sense, micro-influencers don’t need to be “perfect” or have a huge career like famous idols, they just need to be real, creative and charming.
Of course, it’s a huge pool of competition, because there are many options for many people to become an influencer and grow in their stages (nano, mid, macro, mega and micro-influencers), and TikTok requires 10.000 followers y 100.000 views in the last 30 days to participate for the Creator Fund and get paid by them, even then it’s still a possibility for more than one, and that’s shown by the +90.000 of influencers that registered in the platform between 2018 and 2020.
Tiktok influencers x brands
For brands, this is game-changing, because by working with influencers, they don’t have to interrupt the audience’s content flow with a post or video advertising that results in violent and disruptive action, and could lead to a backfire reaction. By choosing the right influencer, they can introduce themselves and their brand’s product or service with ease and naturality, and they gain the confidence the influencer already has with the consumers.
As reported by the Financial Times, TikTok requires up to 62% less investment than Snapchat to reach 1,000 impressions and almost half as much as Reels; it almost triples impressions per video compared to Instagram Reels or YouTube Shorts. The results of this huge-reach dynamic are obvious, and that’s why brands increased their investment in this social network by 66% in 2022.
TikTok and the gate for new business
TikTok is so aware of the opportunity it represents for many brands, and especially many growing business or personal brands, that they launched in January 2023 TikTok Academy, a Europe-wide online education platform, meant to train all-sized brands and agencies in the corporate use and business possibilities of the app.
“The TikTok Academy is designed to educate advertisers through a gamified journey full of interactive and engaging experiences. This will help advertisers at all stages learn how to create engaging content on TikTok that captures the audience’s attention while driving desired business results,” said Trevor Johnson, marketing director, of global business solutions EUI at TikTok
It aims to turn digital advertisers into TikTok experts. The courses include topics such as creativity, advertising and community safety, and it also offers a specific course for small businesses, which will help them create content that connects with their audience and drives better business performance.
In the eye of advertising, everything is a tool and we, as marketers and experts, need to learn how to use the data of these platforms to create smart, creative and effective strategies, either working with influencers or through the brand’s own channel, understanding the possibilities allows us to think forward.