The phenomenon of Influencer Marketing is set to increase for 2019, with budgets growing higher and the contemn growth of competition strongly established on a global scale. Influencer marketing grew by 198% in 2017 alone, so with more brands establishing this link within their digital marketing strategy for 2019, the demand for true talent and organic content is forever increasing, with brands and consumers desiring a consistent wave of reliable, relatable marketing material. Continue reading to discover our 9 predictions for Influencer Marketing, as we forecast the inevitable changes for the new year, allowing your brand to stay intact with the market.
1. INFLUENCER PODCASTS WILL BE THE NEXT BIG THING
As influencers aim to become more narrative and engaging with their followers, podcasts will quickly become the next popular medium in 2019. Brands will also quickly adopt this strategy, sponsoring influencers to report on their favourite products and experiences through podcasts, as a means of developing a more personal relationship with a larger audience. Influencers will also be interviewed through podcasts as media companies will publish the podcasts alongside their blog pieces, increasing interactivity and maximising media engagement.
2. INSTAGRAM WILL INTRODUCE NEW, CUSTOMISED PROFILE OPTIONS
With the growing number of accounts now on Instagram, users have a growing demand to ensure their feed and content stands-out, especially influencers and high-profile talent. So as a result, we believe that in 2019, Instagram will release bespoke tools which will allow you to design your profile more distinctively. For example, after uploading stories, you will be able to change the update colour which circulates around your profile image, allowing your content to stand out amongst the classic colour scheme currently available.
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Photo illustration by @escapingyouth At 18, Natalia Seth (@escapingyouth) has embraced a lesson that many artists take a lifetime to learn. “I try to give my imagination free rein, and not filter myself,” she says. “I think that’s the only way to create.” Inspired in part by her mother, a painter with a surrealist sensibility, Natalia uses photo-editing software to craft whimsical scenarios that feel like they’ve been lifted straight from her subconscious. And, in a way, they have: “When I’m falling asleep,” she says, “I force myself to think of ideas. A lot of my creativity comes from that moment between waking and dreaming.” She hopes to inspire others to dive fearlessly into their own imaginations. “Early on, because I wasn’t posting typical selfies, I was self-conscious about what my peers might think of my pictures. But once I let myself create without restraints, my work improved so much — because it was a true reflection of who I am.” See more of Natalia’s dreamy portraits today on our story. 🌈✨
3. INSTAGRAM WILL INTRODUCE A NEW STANDALONE FEATURE SIMILAR TO IGTV
After unveiling its new IGTV app earlier this summer, Instagram’s next standalone application is said to be centred on shopping. According to a report from The Verge, Instagram is planning a new app potentially called “IG Shopping.” Essentially, IG Shopping, or whatever the name maybe called, would allow users to browse collections of goods from influencers they follow and make purchases from directly within the application. This would consequently allow influencers to promote sponsored products directly through IG shopping, creating their own personalised channel which would simultaneously benefit brands and their exposure.
4. IGTV WILL BECOME MORE INTERACTIVE
Since launching in June, IGTV has quickly become the new video platform dedicated exclusively to mobile users. Unlike YouTube and other video-streaming platforms, IGTV is dedicated to vertical video playback and, therefore, suitable for both marketers and influencers. Brands are upon the first to release quality content on IGTV, reacting to the inevitable infatuation from viewers, especially since 80% of whom would rather watch a video than read a blog post from a brand. As a result of this ongoing trend, we believe that IGTV will become more interactive, with instant shopping options and other call-to-action tools made available for 2019. We also believe that IGTV videos will also have a swipe up link, allowing users to further engage with content and products which influencers promote through their videos.
5. INSTAGRAM FRAUD WILL BE UNDER STRICT CONTROL
This year, Instagram began cracking down on users who pursue inauthentic activity to boost an account’s popularity, and in 2019 we believe that they will only continue to police content. Likes, comments and followers are the currency of Instagram, and so in a rebuttal against fake accounts, Instagram ensures that their metrics which determine a profile’s worth or popularity, are kept in line with organic growth. However, despite this wealth of identifying information, SMM panels continue to be popular among users. Instagram’s crackdown on inauthenticity doesn’t appear to have hit every fake account just yet, but we are sure this will be an inevitable move for the social media giant. This new policy will mainly focus on automated amplification services, which allow non-organic accounts to buy engagement. This is because almost all of these apps require a user to pay a subscription fee and turn over their Instagram login credentials, a direct violation of the platform’s terms of service and a clear security risk.
6. THE DEMAND FOR AUTHENTIC CONTENT WILL ONLY INCREASE
With influencer marketing becoming more formalised within the digital sphere, consumers becoming more familiar with the trend can now easily identify promoted posts. As a result, brands now rely on the authenticity of an influencer more than ever. Over 43% of British consumers believed that influencers were often working with brands they didn’t believe in, while 52% assumed that influencers were paid in most cases. This results in the growing demand for organic promotion, with platforms connecting brands with true talent whom they trust and know, as they understand the market together and how to best distinguish their content against the cloud of poorly promoted marketing material on Instagram.
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You guys have been complimenting me a lot on my skin this year and are often asking my recommendations for perfect skin. Well, my tried and tested true love has to be @LaMer , with my favourite new product being the ‘cooling gel creme’. Its so delicioussss. The one time my skin needs a bit more TLC is when i travel, with planes, air con & change in temperature often giving me dry skin and redness. When i use my La Mer products i never have to worry as my skin stays SO nourished and hydrated 😍. I used the products in the run up to my wedding also… now that’s trust! Would you guys like to see a video of the products i use? I may do one this week!✨ @LaMer #travelbeauty #arrivehydrated #ad
7. STORY ADS WILL BE THE NEXT WAVE OF SPONSORED
Instagram Stories has become one of the most important parts of the platform since its launch. It’s great for day to day users and perfect for advertisers that need to communicate directly with their customers. As both marketers and influencers monetise new story tools such as the swipe-up option instantly upon their release, we believe that there will be undeniable improvements from an advertising perspective made for stories, including new filming options for both vertical and horizontal content, new filters and new effects.
Studies predict that video will account for 81 percent of all internet traffic by 2021, which seems as no surprise with the success of stories and live video across platforms like Instagram.
8. FACEBOOK AND INSTAGRAM WILL INCREASE THEIR PRIVACY SETTINGS
Following from the security breach in September, known as the Cambridge analytical scandal, we believe that both platforms will continue to increase their privacy settings for 2019. With over 50 million accounts affected, Facebook clarified that Instagram, nor any other third-party services who utilised the Facebook login where effected. However, the integrity of the app was still vandalised, comprising the trust users have for both platforms, especially since Facebook bought Instagram in 2012. So, as Instagram encourages it’s users to battle against the bots in 2019, in return users will expect increased security, ensuring their personal and business information is not at risk.
9. LUXURY FASHION WILL BLOSSOM THEIR INFLUENCER MARKETING BUDGETS IN 2019
Large luxury brands and those focused on value are expected to see the largest growth next year, while the middle class of the fashion world will begin to feel the effect from a consumer and financial interest perspective. Sales of British luxury goods, from Burberry Group Plc trench-coats to Rolls Royce Holdings Plc cars, could nearly double to as much as 57 billion pounds ($88 billion) by 2019. A recent report found that the top 20 companies saw $25 billion in profit in 2017 — that’s 97 percent of the total industry value created. In 2010, the same group accounted for 70 percent. These top 20 include Nike, Hermes and LVMH – which owns Louis Vuitton, Marc Jacobs, Dior, Givenchy and others. Achim Berg, senior partner and industry expert at McKinsey & Company, told the Business of Fashion: « Looking at segments, only value and luxury will perform very well in 2019, growing by 5.0 to 6.0 and to 5.5 percent.Value will be primarily driven by competitors having very strong propositions that edge out the mid-market players. Luxury, on the other hand, will be fuelled by fast-growing Asia-Pacific economies and the continuing boom in global travel.”