Top 5 Ways Influencers Have Changed Marketing Strategy

Updated: Oct 18


Creative Marketing Demand

There has been a steady increase in demand for creating marketing strategies. Influencers aren't there to copy and paste a marketing campaign into their Twitter or Instagram posts. They need to be able to draft up original content that is relevant to their sponsor instead. For consumers, this personal style of writing helps differentiate between an honest or passionate post and a sponsored post.


Budget Increases

As influencer marketing becomes bigger and bigger, so does the demand for larger budgets.


The global influencer marketing market size has more than doubled since 2019. In 2022, the market was valued at a record 16.4 billion U.S. dollars.


More and more marketing agencies will begin to spend greater amounts of money for boosts on social media and more involvement on particular platforms. The cause of this budget increase is the simple fact that influencer marketing works. With a major increase in media attention, the budgets for influencers will continue to rise.

Influencer Marketing = Advertising

Long gone are the days of organic posts. The demand is on the rise for paid media platforms to promote marketing campaigns from influencers. These advertising posts can come from both the influencer and the brand. This extinction of organic posts comes from ever-changing news feed algorithms. Organic engagement is a risky game while paid marketing provides brands and influencers with more control over who sees it. This additional control tends to attract more engagement and sales.

A Spike In Authenticity

One of the greatest forms of influencer marketing is using organic and authentic content. Consumers are smarter nowadays when it comes to advertising. The desire for true authenticity is present. We have found that one of the best ways to create authentic content is to allow users to see behind-the-scenes. Behind-the-scenes content provides the audience with a window into the brand, in turn, developing a sense of trust.

Accountability

Influencers are expected to be accountable, as fake followers have had a major impact on social media and advertising. There are plenty of tools brands can find online to detect the percentage of an influencer's following that is real or fake. The demand for this type of accountability comes from government agencies, including the FTC, that are looking to create stricter regulations around a fairly unregulated market. Having accountability tools helps to enforce better sponsorships and enhance communication between brands, influencers, and consumers. If you are looking into whether or not influencer marketing might be a good choice for your brand and its future marketing campaigns, make sure to get in touch with us here at Gold Level Marketing. We look forward to hearing from you!

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