In 2017, influencer marketing emerged as a powerhouse strategy, delivering measurable bottom-line results for brands that executed it strategically. With over 70% of brands incorporating influencers into their marketing plans and 95% reporting its effectiveness, it’s no surprise that influencer marketing became one of the most sought-after advertising methods. Thought leaders praised its low cost, high engagement rates, and precise targeting capabilities. In fact, studies revealed that influencer marketing generated three times the ROI of traditional marketing at 62% lower cost.

As we move into 2018, the question isn’t whether your brand should work with influencers, but how to do it effectively. Here are the top influencer marketing trends to watch and implement in 2018:

1. Micro-Influencers Take Center Stage

While celebrity influencers still have their place, micro-influencers (those with 10,000 to 100,000 followers) are gaining traction. They often boast higher engagement rates and more niche audiences, making them ideal for brands looking to connect with specific demographics.

2. Long-Term Partnerships Over One-Off Campaigns

Brands are shifting from single campaigns to long-term collaborations with influencers. This approach builds authenticity and trust, as influencers become genuine advocates for the brand rather than one-time promoters.

3. Video Content Dominates

With the rise of platforms like Instagram Stories, YouTube, and Facebook Live, video content is becoming the preferred medium for influencer marketing. Video drives higher engagement and allows influencers to showcase products in a more dynamic and relatable way.

4. Increased Focus on ROI Measurement

As influencer marketing matures, brands are demanding better tools to measure ROI. Expect to see more sophisticated analytics platforms that track metrics like engagement, conversions, and overall campaign performance.

5. Authenticity and Transparency

Consumers are becoming more discerning, and they value authenticity. Influencers who disclose partnerships and provide honest reviews will resonate more with audiences. Brands should prioritize working with influencers who align with their values and messaging.

6. Diversification of Platforms

While Instagram remains a top platform for influencer marketing, brands are exploring other channels like LinkedIn, TikTok, and even podcasts. Diversifying platforms helps reach new audiences and keeps campaigns fresh.

7. Influencer-Generated Content

Brands are leveraging influencer-created content for their own channels, such as social media, websites, and ads. This not only saves on content creation costs but also adds a layer of authenticity to brand messaging.

8. Rise of AI and Influencer Marketing Tools

Artificial intelligence is playing a bigger role in influencer marketing, helping brands identify the right influencers, predict campaign performance, and optimize content strategies.

Conclusion

Influencer marketing is no longer a “nice-to-have” but a “must-have” in your 2018 marketing strategy. By embracing these trends—whether it’s partnering with micro-influencers, prioritizing video content, or focusing on authenticity—your brand can stay ahead of the curve and maximize ROI.

For more insights and expert advice on influencer marketing, visit Chief Marketer.