2020 saw a lot of new influencers rising and making content from their home. Many existing influencers soared skies and did a pretty good job as working from home was the main rule of the year filled with a pandemic. Due to this, influencer marketing was a big hit in the last year.
Influencers are currently trending all over social media and it seems like you can expect to see more #sponsored posts on your feeds.
2021 is the year where influencer marketing will be seen as its own media channel instead of just a ‘nice to have content’.
Ready to learn what the future has in store?
Here are a few predictions of the top influencer marketing trends in 2021:
#1: Video content will continue exploding
The rise of video content is always an on-going trend in the influencer marketing space. But, with the growing popularity of Instagram Reels, it seems that this year is going to be more collaboration and creativity for the influencers.
Video always keeps the users more engaged and it’s more authentic.
People feel like they are actually a part of the action and they feel more connected while watching video content.
Influencers are advised to create their niche and make videos related to that. It’s always better to stick to your pattern.
With IGTV and Instagram Reels doing so great, it’s more appropriate to create content there.
#2: A focus on inclusion and diversity
2020 saw a growth in social activism which led to a lack of diversity in influencer marketing.
A lot of creators were vocal about the representation required in influencer marketing as many brands were being held accountable for unfair pay.
Representation is essential as it can change the way people see themselves and the way they see your brand and also inspires a lot of people.
In a very creative industry, representation is important but is mainly required in content creation and influencer marketing because it can change the way people think.
In 2021, maybe a lot of brands will create better influencer marketing campaigns that are also diverse in nature. Diversity and inclusion should be built into the fabric of the brand.
#3: The authenticity factor will evolve
The most effective way to build a digital community is to have authenticity on social media. This also includes Instagram aesthetic trends.
While focusing on authenticity, in 2021, we may see a lot of bloggers using the #nofilter trend. This trend was quite famous in 2020 as well where people were all about embracing their natural beauty. However, using a subtle filter to make your picture pop doesn’t hurt anyone.
A lot of bloggers may happily embrace the #nofilter trend, but a lot may also choose to keep their feed aesthetic and polished. It all depends on people’s choices.
While Instagram is the world’s largest visual platform, pretty looking pictures aren’t enough, people need to post quality and meaningful content with engaging captions to stand out as an influencer.
#4: Value-driven content
In 2020, influencers ditched their perfectly curated feeds for a more #realme feed. This made them connect with their followers. A lot of followers appreciate it when their favorite influencers share their real life stories and experiences with them.
Influencers have started to create a lot of value-driven content in order to form deeper connections with their followers. This helps them in giving a real glimpse into their lives. These days, with a lot of countries still in lockdown, many people want to see your authentic self.
It’s always good to have a heart to heart conversation with your followers. This also includes have a Q&A session, sharing silly memes, or showing of the not so glamorous side. These days people are understanding the value of natural beauty and know that not everything is perfect.
Comments are a great way to connect with your audience. Reply to their comments and engage with them on your posts or videos.
#5: More ongoing partnerships
In 2021, influencers will become true brand partners as brands will invest in ongoing relationships for an extended period of time. Many times, one-off influencer posts or stories are good enough to bring great results. It usually takes a longer period of time to make a sale.
It’s essential that influencers look for a long-term campaign where they can create something more unique instead of posting sponsored stories and posts. This will help both parties as it will help the content feel more specific as the influencer is only promoting a certain product. Building trust and commitment are essential in such situations.
A lot of brands will start looking for a more integrated and longer partnership.
#6: Micro-influencers will continue to rise
Influencer marketing is the key to promote your business on social media. With micro-influencers on a rise, this yields great results for the business. According to many reports, micro-influencers have the highest engagement rates on their posts regardless o the genre, topic or etc.
As engagement rates on Instagram continue to decrease, a lot of businesses are considering partnering with Instagram influencers who have a highly-engaged following.
With the pandemic affecting a lot of businesses and their budgets, they may be more inclined towards working with influencers in 2021. The biggest advantage of working with micro-influencers is that they retain higher levels of engagement than other big influencers.
#7: New social platforms and creator tools
This year, new Instagram tools have flooded social media which is giving the influencers a lot of creative expansion. The most growing creator tool this year is going to be Instagram Reels. The way it has almost replaced TikTok in so many ways is impeccable. Brands have started investing money with popular creators in this platform.
The natural virality their interface affords is going to allow brands to multiply their marketing efforts in a lot of ways. Instagram influencers have already started exploring with new platforms. Instagram says that Reels will “make it easier for creators and brands to create, share, and amplify branded content.”
#8: New kinds of influencer media
This year, influencers and brands will try and explore new kinds of media and use creative ways to attract their audience. We may also see more infographics and data-driven analyses shared by consumers and brand ambassadors. This will also give a rise to AI-driven influencer marketing platforms.
The past year was a roller coaster of trends rising and disappearing. When it comes to influencer marketing, expecting a change and growth is something that won’t hurt. Whether there is a demand from brands, followers, or new technologies, influencers never fail to impress us with their new trends.