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What are the Changing Dynamics of Influencer Marketing


Influencer marketing is all about creating the buzz on a brand and the impact should reach out to millions. As the whole digital marketing trends have shifted to the front gear, influencer marketing has emerged as a significant game-changer. Influencer marketing is also considered effective when it comes to boosting a brand’s digital space. Influencers are gaining adequate attention from social platforms, especially on Meta (Facebook), YouTube, and Instagram. Brand awareness is being built through long-format videos, IGTV, blog posts, and reels. Even putting a story on the influencer’s profile could impact the market behavior. The latest study by the experts has shown that influencer marketing can gain 11 times the ROI of traditional advertising. But creating and sustaining influence will take more effort than just posting selfies and shots. Brands look for influencers who could facilitate maximum brand exposure, reach, and engagement. Brands strive to maintain a relationship of trust with the audience. When a brand approaches an influencer, marketers expect nothing less than brand visibility.

As social media platforms continue to evolve, more people are becoming influencers. Let's say social media influencer marketing has begun with written blog posts. As social media changed, the kind of content influencers was making also changed. Video content has become the most popular content for influencers.  Be it Facebook, TikTok, IGTV, or YouTube, all have shown the real power of video content. At the same time, influencers will also take advantage of new and innovative platforms. Very recently the audio-only app ClubHouse was trending, and influencers were using it for growing popularity. On the other hand, the way contents have been created has also changed. Influencers started sharing more of their personal life through social media. They have shown the importance of losing for future success. The vulnerability has been celebrated and the impact is significant. Influencers are more trusted by their followers. People love authenticity and that has been the biggest success of influencers of this generation. Influencers showing their reality have made their profiles more authentic and trustworthy. This makes the profile more strong and more engaging. These characteristics are suitable for micro-influencers and other levels of influencers that come after micro-influencers. They won’t necessarily be having a huge social following. Their audience is limited but they will be having a niche community. The number of followers could be lesser but the engagement rate is higher. In short, bloggers, niche-market personalities, and industry experts are the new game-changers in the arena of influencer marketing. 

Finding the right influencer for a brand could be complicated. It is even more difficult to connect with them as you don’t know which profile is legit and fits the brand. The involvement of an agency has existed for the last couple of years. An influencer marketing agency is responsible for connecting brands with relevant influencers. An agency bridges the gap between an influencer and the brand and both the parties are benefitted from an agency. An inevitable trend of choosing influencer marketing agencies has lessened the burden on marketers.

The publishing frequency of content creation is on the rise and video becomes the medium of choice for many influencers. They are leveling up their video posts and finding new ways to connect with the audience.