Over the past few years, brands have continuously increased
their marketing budgets to
compensate digital influencers to promote their products and
services. With 2019 just around the corner, budgets for influencer
marketing will likely hit an all-time high. As an ever-changing
landscape though, we’ve outlined the latest influencer marketing
trends to plan for in the new year.
Expect More Long-Term Partnerships
One of the biggest complaints that companies have about
influencer marketing is that they do not see an immediate boost in
sales. However, just like with other forms of marketing, potential
customers typically need to see an item promoted at least 7 times
prior to making a purchase. Partnering with influencers for 6
months or more will allow them to generate multiple posts for their
audiences in an authentic manner and will help to drive sales over
time. We expect more brands to trade in the “one and done”
posting approach with influencers and instead focus on finding the
right long-term partners.
Proper Disclosure Will be More Important Than Ever
The Federal Trade Commission (FTC) began cracking down on
influencers that failed to disclose paid collaborations back in
Other federal agencies have started taking note of suspicious
influencer marketing practices as well. Recently
DJ Khaled settled with the SEC over his promotion of a
cryptocurrency on social media. With the increased risk of legal
fees and fines, we expect more brands, influencers, and agencies
will closely follow the guidelines for disclosure provided by the
Influencer Podcasts Will Really Take Off
Podcasts have gained significant
popularity, and 50% of all US homes are now considered podcast
fans! Influencers have taken note and many of them have launched
their own shows. From reality television recaps hosted by past cast
members to healthy lifestyle advice from fitness influencers,
podcasts allow for variety. Stay ahead of the trend and look to
partner with digital talent in 2019 that can promote your business
through a podcast as well as on social media.
The Cost of Instagram Stories Will Rise
Instagram Stories have become a truly effective tool for any
influencer campaign. With over
400 million daily active users, Instagram Stories provide
viewers with a daily inside look at influencers’ real lives.
Thanks to the Swipe Up feature, Instagram Stories are also more
successful at driving website traffic than static posts.
Influencers are aware of the value of their stories and prices are
slowly on the rise for each frame. However, Instagram Stories are
still typically cheaper than purchasing a permanent Instagram post.
With the rising prices though, you can also expect more planned out
and professional Instagram Story content from influencers.
Brands Will Continue to Seek Video Content from Influencers
Influencer produced video content will remain popular in 2019.
Currently “video marketing represents for more than
three-quarters of all internet traffic.” People continue to
learn from video tutorials across multiple sectors, and find video
content to be fun and engaging. Partnering with influencers to
generate short and long video clips for their fans will remain
effective in the new year.
Need help executing your influencer marketing campaigns in
2019? We would love to help! Please send us a note at
Source: FS – Social Media Blogs 1
What to Expect for Influencer Marketing in 2019