As brands continue to realize the power of influencer marketing, the industry is expected to evolve in the upcoming year. Here are some ways we predict influencer marketing will change in the coming year.

💻 More Emphasis on Micro-Influencers 💻

As influencer marketing becomes more mainstream, brands are beginning to see the benefit of focusing on micro-influencers. These individuals typically have smaller followings, but are more engaged with their audience and have a specific niche or area of expertise. These factors can lead to a more targeted and effective marketing campaign.

A female micro-influencer talking on the phone.

📱 Increased Use of Instagram Stories 📱

With over 500 million daily active users, Instagram Stories has become a crucial tool in influencer marketing. Brands can leverage the reach and engagement of their influencer partners to showcase products and services in a more authentic and engaging way. We anticipate the use of Instagram Stories in influencer campaigns to continue to grow in the coming year.

An influencer holding a phone and taking an Instagram story

🔍 Greater Emphasis on Authenticity 🔍

As influencer marketing has grown in popularity, so too has the issue of authenticity. Consumers are becoming savvier when it comes to influencer marketing and are less likely to trust paid endorsements that feel inauthentic. We predict that in coming year there will be even more pressure on influencers and brands to create content that feels genuine and valuable to their audience.

An influencer taking a picture of herself at home.

📈 Use of Analytics to Measure ROI 📈

As influencer marketing continues to mature, there will be more emphasis on measuring the ROI of campaigns. Brands and influencers will rely more heavily on analytics to make informed decisions about which campaigns are most effective and how to improve future campaigns. This data-driven approach will lead to more efficient and targeted influencer campaigns.

A person looking at their computer screen and analyzing data.

💬 Emphasis on Engagement Metrics 💬

While the number of followers an influencer has traditionally been seen as a key metric, we predict the emphasis to shift to engagement in the coming year. Brands and influencers will focus on engagement factors like likes, comments, and shares to evaluate the success of a campaign. This shift in emphasis will lead to more targeted and effective influencer campaigns.

An influencer interacting with her followers on social media.

In conclusion, as the influencer marketing industry continues to evolve there will be more emphasis on targeted campaigns with an emphasis on authenticity, engagement, and ROI. By partnering with the right influencers and employing the right strategies, brands can create effective and impactful campaigns in the coming year.

A group of people sitting at a table, discussing marketing strategies.