Over the past year, the trajectory of influencer marketing experienced a slight shift, where transparency is concerned. This came after the Advertising Regulatory Board’s (ARB) announced a new rule which stated that influencers are required to mark paid social media ads, as such. The board recommended that influencer marketers make use of three identifying hashtags; #ad, #advertisement and #sponsored.
By doing so, they’ll be complying with the standards of the Code of Advertising, Clause 10 Section II. The ARB explained that this rule is aimed at protecting consumers, and to promote ethical conduct by brands and the marketers with whom they’re affiliated.
It’s a well-known fact that transparency builds trust and credibility. And that’s why brands are connecting with micro-influencers and nano-influencers more than ever before. The difference between the two is that a nano-influencer typically has less than 5,000 followers, while a micro-influencer has between 10,000 to 100,000 followers. These influencer groups are perceived to be more transparent and authentic when compared to their macro-counterparts. Their messaging is deemed more relatable and therefore brings more engagement, which can lead to follower buy-in and conversion.
Micro and nano-influencer marketing are one of the few growing trends that are gaining momentum all over the globe. And, although trends come and go, they play a significant impact on returns during the moment in which they are active. This puts pressure on every content marketing agency to review and re-organise each and every influencer marketing strategy to make it reflect the new trends.
So, which new trends in influencer marketing should your brand adapt today to stay on top of this marketing game? Read on to learn more and check our guide on how to choose the right influencers to avoid an influencer scandal, which could potentially ruin your brand.
The rise of micro and nano-influencer marketing
As mentioned above, brands are learning to leverage micro and nano-influencer marketing because of the return on investment (ROI), these types of marketing efforts bring. Earlier this year, Globe Newswire reported that as influencer marketing continues to grow, brands prefer to work with micro and nano-influencers. The brands explain that this move is due to micro and nano-influencers’ ability to create “quality content on channels like Instagram, while also experimenting with new channels such as TikTok.”
Stricter marketer guidelines
More strict guidelines are projected ahead. As we’ve already seen with the new ARB rules, marketers will have to adapt as formats and policies are updated. In a world filled with fake news, fake influencer followings, distribution of disinformation, marketing, and advertising leaders are finding ways to regulate social media marketing. It’s important that influencers create a distinction between organic and paid posts. Any PPC marketing agency will tell you how important distinguishing the difference is.
And while nano-influencers are becoming big, it's in your company’s best interest to avoid working with an influencer who is still learning how to become an influencer. The lack of knowledge and understanding of these guidelines could land you in hot water, which could cost your business more than a financial knock.
Values compatibility
What we’ve seen in recent times is the rise of controversial content from both brands and influencers. This is an indication that it’s become more urgent for the core values of all parties involved to be reviewed and matched accordingly. The compatibility will become central to influencer marketing briefs, and take priority over the number of followers. The last thing you want is for your brand to be embroiled in is a legal battle. So, do thorough research on the influencers you choose to work with.
Long-term brand-influencer relationships
Influencers are typically booked on a campaign to campaign basis. This is a trend that’s on a decline as brands are now recognising the importance of long-term relationships with influencers. Doing this makes sense for the purpose of maintaining strong authenticity and credibility with customers. Additionally, measuring ROI over a long-term period can potentially prove to be more worthwhile.
Short-video content on the rise
The reception of Instagram Reels (similar to TikTok videos) is an indication that the short-video content format is on the rise. This is one of the major creative marketing trends which influencers are showing success in. More so during this pandemic period, where we continue to witness all types of challenges. For instance, the makeup challenges and the dance challenges that shot up on trends lists across the globe. So, in addition to live streaming, your brand needs to work with content creators who are up-to-date with the short-video format.
Final thoughts
Digital marketing in South Africa is ever-evolving, and growing with it is social media marketing. No matter how tempted you may be to avoid influencer marketing, which is a huge part of social media marketing, it’s impossible to do so. Moreover, there are various elements that your company can take advantage of when it comes to influencer marketing trends. To get the best results, you need to work with the right advertising agency in Cape Town like us here at Rogerwilco. Contact us today to learn more about how you can leverage influencer marketing trends to take your company to greater heights.
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