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

Here's the complete contribution:

In the next three to five years, we’ll see influencer marketing continuing to drive towards commoditization. Both the content itself, as well as the people behind it, will become seemingly interchangeable.

What does that mean for the market?

On the one hand, this is good news for small-to-medium sized brands who want to fully integrate influencer marketing into their marketing tool stacks without breaking the bank - they will be able to engage the “low-cost” solutions. A good indication of this trend is the explosion of opt-in platforms for influencers, which is similar to the proliferation of flight aggregators. The airline industry is an industry that has truly been commoditized. Like on flight aggregators, on these types of influencer marketing platforms, brands search for influencers in their price point, without much consideration to actual reach or long-term relationships.

However, commoditization means something different for larger brands, and influencers with real reach, engagement and influence. They will need to focus on differentiation and innovation. Brands will have an interest in ensuring that their influencers stay authentic and relevant to their audiences, which will mean more creativity and maturity in the brand-influencer partnership.

Influencers will need to adapt to the needs of their “customers” - the brands - and their pricing will become more competitive - we will no longer see these crazy numbers for single influencer posts. Additionally, actual influencers who continue to connect with and grow their audiences will also become more savvy in advertising their authentic follower engagement and reach.


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