How Influencer Marketing has Changed over the Past Few Years
Influencer marketing has changed leaps and bound over the past few years. The reason being the deflation of the price bubble, which marked the early days of influencer marketing, and changes on Facebook and Instagram where the majority of money is spent by firms. A study was conducted by the Association of National Advertisers who surveyed 158 brands and found 75% of participants use influencer marketing. Out of this, half are planning to increase their budget next year. If you are wondering why there has been a sudden increase in the popularity of Instagram influencer marketing, you will find the answer in this article. Value fit over followers: In the past, only celebrities with millions of followers were considered influencers. Now the focus is on relevance rather than follower count. Customers look for people whose perspectives, tone of voice and interests match their own. Authenticity: Firms prefer to partner with influencers who are excited about a product and a campaign. Legitimate influencers are loved by brands and customers. Storytelling: Influencers now use storytelling to entice customers to buy a firm’s product or services. Storytelling is at the heart of inbound marketing.
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