While influencer marketing boomed in 2017, it’s been on the rise for a full decade. In fact, we first posted about it in 2008 after we attended a session at SES San Jose on social media analysis and tracking. Ten years later and influencer marketing has evolved from a rising trend into a proven marketing strategy, causing more and more B2C and B2B companies to start influencer programs of their own.
As influencer marketing has gained steam, it’s earned a more dedicated spot in the digital marketing mix and become more approachable in the eyes of marketers. As our own CEO Lee Odden, a longtime advocate for influencer marketing, regularly says:
“Everyone is influential about something.”
But as marketers dive deeper into the influencer marketing waters, they wonder how the tide will change and ultimately force them in a different direction.
Having executed influencer marketing programs for both B2B and B2C brands for the past several years, we’ve had a front row seat to the evolution of influencer marketing. To give you a glimpse into where influencer marketing is already heading and help you stay on top of your influencer game, here are seven influencer marketing trends that are taking over 2018.
#1 – Full steam ahead for influencer marketing programs.
We touched on it briefly earlier, but as influencer marketing becomes more approachable with tools like Onalytica, Traackr, BuzzSumo, and others, it will also become more popular. For 2018, this means that more and more brands will come online with influencer marketing programs, including both B2C and B2B brands.
But what does this mean for your influencer marketing strategy?
It means your competition could soon be doing their own influencer marketing campaigns, making it all the more important that your campaign sets itself apart from the rest. Through unique influencer relationships, helpful insights, and new media types, you could take your influencer campaign from “first” to “best.” Or both. Both is good.
#2 – Brands are looking to be bold, loud, and different.
With more B2B and B2C brands amping up their influencer marketing, brands are thinking of new and innovative ways to differentiate their campaigns. With great content serving as the foundation for any campaign, brands are hoping to stand out by offering unique, bold, and intuitive user experiences, generating an added level of excitement and further engaging audiences.
To level up our own influencer marketing user experience, we created an interactive infographic featuring 15 quotes from digital marketing influencers to generate awareness of our agency prior to the Digital Marketing Summit in Minneapolis this past summer.
This not only helped engagement with our audience, but it also helped us create something that our influencers were proud to contribute to and share.