Social media has diversified from being a sharing and networking tool into one that takes these features and uses them for advertising purposes as well. Its ability to influence the behaviors, attitudes, and purchases of consumers has made it a useful tool that businesses and influencers alike should educate themselves on, and continue to evolve with. Mediakix data reveals that brands are expected to spend up to $15 billion on influencer marketing by 2022 – this is now seen as standard practice. With influencer marketing set to be the preferred form of marketing, it’s good to review the trends that have made this work.

Here were some of the biggest influencer platforms of 2019:

Target audience transition

Being an influencer entails constantly thinking about which platforms are the most popular and specific for your target audience. HP’s article on ‘Where Should You Put Your Marketing $$?’ sheds light on the term “generational marketing,” which is the concept of understanding the social media tendencies each age group possess. It’s an integral part of any social media campaign to address their audience and speak their language. Despite their frequent conflation, Bloomberg reported that Gen Zers will outnumber millennials this year as the largest generation. In this regard, marketers have to shift their messages to ones that resonate with Gen Z’s desire for personalized experiences, shorter attention spans, and desire for privacy.

Messaging apps

A report on Statista shows that 2.52 billion people used messaging apps to communicate in 2019. This figure is only set to grow, with a projected 3 billion users in the next three years. Platforms like Pinngle offer Public Channels that influencers and brands can use to draw large followings and cement their customer base and customer service. This likewise addresses the audience’s desire for more personalized user experiences. It not only drives sales but also builds more intimate relationships with loyal and potential customers through greater engagement.

Video content

Messages presented through video format are so impactful that a study by WebpageFX found that people retain 95% of information if it’s consumed via video as opposed to reading it through text. Whether this is through YouTube videos, IGTV, Facebook live, temporal-yet-effective Instagram stories, or the newly favored TikTok, these are effective forms of communication in spreading brand awareness and messages. Now, algorithm-based tech and AI have made the channels for broadcasting videos more accurate in the audiences that they reach because of the monitoring and analysis of consumer behavior.

As a marketer, brand, or influencer working to grow your following and boost your success ratings, following trends and listening to the pulse of your market is an absolute must. While you have the creative license to do what you wish later on, you should still try to measure up your goals with these trends to ensure that your message will still have a meaningful impact. While there are several choices of platforms out there, you can find the one that works best for you, or even dabble with a few channels to have a wider reach. Ultimately, it’s best to strike a balance between your brand’s goals and your audience’s needs. This could mean a recipe for success.

Rebecca Lane

Rebecca Lane is a freelance marketing consultant. When she's not helping brands with their content, she's an active participant of her neighborhood book club.

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