Influencer Marketing Trends To Watch

2020-02-24 by Ronn Torossian

The influencer marketing industry looks like it is here to stay: according to Adweek, the value of Instagram influencer marketing is on track to reach $10 billion this year. Influencers on other platforms, like Snapchat, YouTube, and TikTok, are also finding a foothold with lucrative markets of their own. Meanwhile, the industry seems to reach a new stage of evolution every other day. Less than ten years ago, the arena was open only to celebrities and a few hardcore bloggers. Now, the number of influencers has increased so much so as to have already saturated the market, and increase the risk of fraud via so-called “fake influencers.”

As the influencer market grows from strength to strength, and continues to seek out its sweet spot, here are some top industry trends to keep an eye out for in 2020:

  1. Nano-influencers and micro-influencers

The growth of the influencer industry has led to the formation of new categories with which to understand the various benefits that different influencers can offer a business. Two such categories are those of nano-influencers (influencers with between 1,000 and 10,000 followers) and micro-influencers (users with between 2,000 and 50,000 followers). Nano- and micro-influencers are often every-day influencers who just so happen to have cultivated a highly-engaged following while simultaneously partnering with brands. They tend to share common, and often niche, interests with their audiences.

Compared to their larger counterparts, nano- and micro-influencers tend to appeal to very specific audiences, but herein lies their power: when a brand works with a nano- or micro-influencer, they can be certain of the type of audience they are reaching. That’s what makes the rise of nano- and micro-influencers a trend to watch in 2020.

  • Alternative Platforms

It is vital that brands have a keen awareness of the platforms on which target audiences are interacting. In other words, there is little point in partnering with an Instagram influencer if most of a brand’s target audience is moving over to TikTok for their daily social media kick.

At the moment, the core platforms that marketers are focusing on include Instagram, Twitter, Facebook and YouTube. TikTok, however, is growing rapidly, with more than 1.65 billion downloads to date.

As social media users diversify into niches and platforms that best suit their needs, marketers will have to stay up to date with where audiences are heading. Instagram may still be king, but alternative platforms are nothing to be sniffed at.

  • Video Content

While images have always formed the backbone of posts and sharing on social media, the rise of video content has been meteoric. Videos consistently return maximum engagement rates across all major platforms, and live videos of influencers engaging with products are on the rise.

Meanwhile, motion content like gifs, stop motion and cinemagraphs are all emerging as tools with which influencers can stand out from the flood of online content by competitors. The rise of alternative platforms, like TikTok, is sure to only exacerbate this shift.

As the influencer industry continues to grow and change, brands and marketers cannot afford to stick to old patterns out of habit.

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities