These days it’s impossible to have a casual scroll through social media without coming across an influencer or two. That’s because over the past several years, influencer marketing has been a dominating force in the world of online marketing. But if it’s going to survive the coming years, it must adapt to the needs of consumers who are demanding higher levels of transparency and authenticity, according to a new study, ‘Influencer Marketing 2020’ from Influencer Intelligence.
Top findings from the ‘Influencer Marketing 2020’ report:
- The majority of consumers express a preference for influencers who create authentic, engaging content
- 90% of marketers say proving authenticity is critical to the future of influencer marketing
- 85% of marketers say engagement data is the biggest metric of success for influencer marketing
- ‘Fake followers’ ranks as number one concern within influencer marketing
The drive for transparency
One of the key findings from the study, which is based on the views of both marketers (1,173) and consumers (500) in the UK and US, was that steps must be taken to improve transparency within influencer marketing.
Around a third of the brands that responded to the study admitted to not always disclosing influencer marketing as sponsored content because they were afraid doing so would impact consumers’ trust.
However, there seems to be no reason for marketers’ concerns, as more than half (54%) of consumers say they don’t have an issue with influencers indicating a post is sponsored using #spon or #ad as they don’t believe it detracts from the credibility of a post.
As a result, 83% of marketers say better data and metrics that allow for more transparency and authenticity will be the biggest trend to impact influencer marketing strategies over the next two years. The Instagram “paid partnership” post option is just the beginning, so keep your eyes peeled.
The rise of authentic Micro-Influencers
Tackling transparency isn’t the only issue within influencer marketing according to the study. Authenticity was also a notable concern. So how can brands improve authenticity? Bring in the micro-influencers.
Throughout 2018 there was a significant rise of micro-influencers being used in marketing campaigns.
Micro-influencers are classed as those with fewer than 100,000 followers, while top-tier influencers have more than one million.
Brands are turning their attention to micro-influencers to increase trust from their target audiences as they understand their capability to create bespoke and nuanced content, and drive higher levels of engagement.
Our work with influencers
In July 2018 we added an influencer division to Sandra Reynolds because we recognised that influencers are now at the forefront of brand marketing and advertising.
We work with influencers who have social followings anywhere between 5k to 500k. The most important factor for us is not their numbers, rather their authenticity, transparency & engagement.
The Sandra Reynolds Influencer page is full of interesting, engaging and passionate influencers who are genuinely excited about the content they post and the brands they work with.
Each influencer is carefully categorised to make it as easy as possible to match the best voice to a campaign, and behind the scenes our dedicated team of bookers are knowledgeable about each of our influencers and are always willing to help find the right fit for any brief.
For more about influencer marketing and the importance of individuality read our interview with two of our influencers Monica Wong & Olivia Cox here.
Or for bookings and enquiries please:
call 0207 387 5858