Marketing with influencers has grown significantly in recent years, ceasing to be an emerging trend to become an element of marketing strategy and a recurring one. Those responsible for marketing liked that influencers can overcome the limitations imposed by social networks and their algorithms, also to make the message resonate more or to be seen as reference sources.
But as they have become regular and common currency, what marked the agenda with them in the past has also begun to become a regular element and stop being new. In fact, the growth of the market has meant that things not only normalize very quickly but also that new problems begin to appear, such as the negative impact of the freeloader influencers.
Where is the influencers’ future going? What will change things in this field again? An analysis by ChiefMarketer points to three trends that will modify the market.
The new non-real influencers
This summer, Lil Miquela was simply an emerging and surprising trend. The influencer had been created with artificial intelligence, although at first its followers were not clear that it was not exactly real. The influencer – who ended up confessing to being a robot – has a lot of followers and has participated in campaigns of big brands. Now, Lil Miquela is seen as a kind of advance of what could be and how things could change.
Surprisingly, using non-real characters could help maintain some integrity that humans can not maintain in the same way. That is, non-real influencers are never going to take false steps and will not go out on tangents that their followers do not want them to use. Although, as you remember in the analysis, it is almost paradoxical that the big tendency is to create influencers that are not real when what has marked the marketing agenda in recent times has been to show ‘real’ people and assume that no one is perfect .
The influence leaves the products
Or what is the same: the way that brands and companies can enter into consumer conversations does not have as much to do with their products, their characteristics and their advantages as with other elements and their power in other areas. The case of the latest Nike campaign, starring Colin Kaepernick, is an example. Nike has entered into all the conversations not only because in their campaign they talk about sportswear, but because of everything that surrounds those sportswear. It was a controversial movement, true, but that within its niche audience has given revenues. Another clear case is Patagonia, which encourages conversations about elements such as worker protection laws or the need for protected areas in nature.
This is important because, as they recall in the analysis, consumers are beginning to be inspired by brands and to look for them as a source of inspiration and not only with influencers. Therefore, the tendency will be – in the marketing with influencers – to go beyond the influencers and to become themselves in a certain way in influencers.
More diversity in the influencers
On the other hand, brands and companies will have to be able to adjust their strategy with influencers to make them more authentic. Therefore, they need to be much more diverse and varied. Influencers have to be like the consumers they are trying to reach, which means they are as varied as their audience.