Influencer Marketing is exploding and expected to be a $5B to $10B industry in the next 5 years. Influencer marketing is now a serious media buy for many brands, and according to Tomson, 59% of marketers are planning to increase their influencer budget in 2016. The reason for this is that influencer marketing campaigns get results – the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014, based on data from RhythmOne.
Value of Micro vs Macro Influencers compared to other Digital Media.
1. Increased Focus on Employee Advocacy
31% of high-growth firms now have a formal employee advocacy program in place, according to a recent report conducted by Hinge and Social Media Today. More than ever, the future will see brands using employees as advocates in order to seek the trust and loyalty of their customers. Employees will be encouraged to share owned content, promote brand messages and target key accounts. These employees will become brand ambassadors and will also link to influential subject matter experts, helping to deliver and amplify your messages to the right people.
2. The Rise of Micro Influencers
Lower ranked influencers – also called Micro Influencers – can be very effective for any campaign, and are often easier to engage with. These influencers are helpful in discovering rich sub-communities and can enable rapid scaling of influencer marketing campaigns. New influencer marketing software allows users to manage these influencers in a scalable way, the critical mass of which can exert great influence on a market.
We’ll see these influencers play a significant role in future influencer marketing campaigns. By effectively combining Macro and Micro influencers who can amplify messaging along with experts, the strategy becomes scalable and will reach more people with the right message.
3. Increased Demand for Authentic Influencers
With the rapid increase of professional and paid influencers, there’ll also be an increase in demand for authentic influencers who are experts in their fields. We’ll see a collaboration of both organic and paid influencer outreach. Targeting non-paid influencers will become an increasing challenge and will require more focus for the most successful outreach strategies, as subject matter experts and passionate individuals will be harder to engage because of demand.
4. Increase in Cross-Channel Measurement
The most effective influencers will be delivering their content across multiple channels. Therefore it follows that we must be calculating influence on all social media channels in order to capture a true, multi-faceted measure of amplification. In order to make up for the fact that not all channels will be of equal significance to certain campaigns, and some channels will spread messages further due to the number of active users, a weighting system such as the MavenScore will be needed to accurately measure an individuals cross-channel influencer score, engagement and ROI: