0 upvotes 0 discussions

Patrick Whatman is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

We'll see continued growth

Influencer marketing is certainly not going away. More and more businesses recognize the need to reach prospects and customers with the help of people they actually care about. DVR, Netflix and AdBlock have all made influencers that much more valuable.


Advertising slogans and slick marketing will begin to stand out like a sore thumb. Consumers don't want to be lied to, and they're on high alert for anything phoney.

Micro-influencers will continue to flourish

Not just any old endorsement cuts it these days. There needs to be an affinity between the brand and the influencer. Again, consumers can sniff out unnatural promotions, and when a celebrity endorses a product they'd never use, it's obvious.

To combat this, brands have already started turning to smaller-scale influencers that match their niche perfectly. These micro-influencers may not have millions of followers, but their audiences are passionate and listen closely to what they say. Profiles like these will become the go-to for companies wishing to reach their target buyers.

Analytics will take over

CMOs have a closer eye on their budgets than in the past. It's no longer acceptable to throw large sums at famous faces in the hopes that a campaign will work. Marketers and advertisers need to be confident about their ROI.

I think we're very close to seeing marketers handle influencer campaigns the same as AdWords or Facebook. They'll run hundreds of campaigns at once, for relatively small sums per influencer. When certain influencers perform well (to drive traffic, for example), their budget will increase. Those who underperform will be dropped immediately.

This will be especially relevant to micro-influencers, as above. They'll be working for large numbers of brands at once, while also trying to maintain an authentic brand image.

Of course, this is already possible. But platform improvements will work to make this easy - almost automatic. That could mean third party influencer marketing platforms. It may also mean that Facebook, Instagram, and the rest will build their own influencer marketplaces with incredibly precise demographic information.

What's Next?