Influencer marketing can be a tricky field to navigate without guidance; and as influencers become the new media it’s important to know how to approach advertising through social media stars.
The Sermo Influencer Index 2018 was compiled by global communications agency Sermo and social management firm Traackr; and is an analysis of the digital influencers specialising in luxury, fashion and lifestyle.
In the index, the firms revealed eight global influencer trends to watch out for this year:
1. Audience first
The index notes that while brands are traditionally focusing on engagement metrics, geolocation data and audience demographics should take priority. For example, the highly-followed boyfriend of a famous beauty influencer may not post beauty, but his following is likely to be ‘teenage beauty-obsessed girls’.
It’s also important to note that while someone may have a large following, their audience could be local. The index noted that in China, India, the Middle East and Poland, a high percentage of top influencers following are concentrated locally than in other markets.
2. Micro-influencers
It may seem logical to approach top-tier influencers for campaigns, but micro-influencers are providing brands with a cheaper and more relatable alternative.
3. But don’t forget the top-tier
While micro-influencers are rising in popularity and brands are realising their importance, the index makes sure to mention that businesses shouldn’t be leaving top-tier influencers behind. The likes of event appearances, book deals and product lines still work to reach consumers outside of an influencer’s social network.
4. Influence in China
Influencers in China have developed their own e-commerce platforms to create sales via WeChat content. For example, WeChat “key opinion leader” Gogoboi has a following comparable to Gwyneth Paltrow’s Goop, and a mobile store on WeChat where he curates and sells lifestyle products like gucci fragrances.
5. Use Instagram stories
Data from Instagram revealed that the under-25 demographic spend 32 minutes a day viewing this content and more than half of Instagram’s 500 million daily users are now watching stories.
6. Focus less on blogging
As more influencers focus on their social channels blogging has become old news, the index claims.
7. Focus on beauty professionals
With the likes of Pat McGrath and Charlotte Tilbury sharing behind the scenes secrets and brand news on their personal channels, more brands should be looking at brand founders and staff to promote products and reach consumers.
8. Don’t forget the boys
While women still outnumber men in the fields of grooming and fashion influencing, male influencers are on the rise and now make up 20 per cent of all social influencers.
