5 Critical Influencer Marketing Trends Marketers Should Explore Immediately


Influencer marketing campaigns have grown steadily and show no signs of slowing down. In his State of influence in Asia 2021, Anymind Group has discovered five emerging trends that marketers and influencers need to consider. The report covers 11 markets across Asia, namely Hong Kong, Singapore, Malaysia, Taiwan, and Indonesia. He says that over the past year, Instagram, Facebook and Twitter have seen an increase in proportion to other social media platforms, while YouTube still ranks first among the most used social media platforms by influencers, per compared to Instagram, Facebook and Twitter.

Before highlighting influencer marketing trends, it should be noted that every market is different. For example, in Hong Kong, around 45.67% of influencers used Instagram to run campaigns and 30.25% used Facebook. About 21.83% of influencers in Hong Kong chose YouTube and only 2.25% chose Twitter. In Singapore, Instagram saw 34.9% of influencers and not far behind, YouTube took 37.18% of the pie as the most popular platforms used by influencers. Facebook was chosen by only 19.52% of influencers.

Twitter had the lowest proportion of just 8.4%. Malaysian influencers are also very numerous on Instagram at 28.17% of users, followed closely by YouTube at 33.06% and Facebook at 21.56% and Twitter at 7.21%. In Indonesia, YouTube won much of the creators’ hearts and time with 35.74% preferring YouTube and 29.16% for Instagram. Facebook was at 26.76% and Twitter at 8.34%.

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Here are the five influencer marketing trends that have started to emerge over the past year and will see sustained momentum in the coming year.

1. Influencers creating and launching their own brands
Across the region, influencers and content creators are launching their own brands and products powered by their expertise. For example, Japanese model and certified sleep consultant Mirai Saito launched her sleep care brand SLEEE, which consists of a wide range of products such as sleepwear, aromatic Epsom salts, pillow and pillows for the eyes.

Anymind Group said that with influencers connecting more closely with their audience, subscribers are able to better understand the true quality of the products influencers advocate compared to just looking at a product through their devices. Additionally, there is more data on an influencer ability to drive follower action, including influencing buying decisions. Influencers need to combine content from their own brands with that of the brands they champion. because subscribers will notice unusual changes in content or inauthenticity.

For marketers, they need to find ways to get this data and information, either by tapping into influencer marketing platforms that have it, or by building closer relationships with influencers.

2. Direct sales to consumers and e-commerce
The report says the changes in consumer behavior brought on by the pandemic have accelerated trends towards direct-to-consumer (D2C) and e-commerce business models. Marketers have an even greater number of touchpoints to manage and obtain data, and therefore influencer marketing must also adapt to include these touchpoints online by measuring clicks and conversions, versus tracking the number of likes, comments and shares. .

With influencers also creating their own brands and reaching out directly to consumers, marketers have plenty of opportunities not only to gain insight into purchases, but also to understand what influencers are doing to drive online sales of their own products. AnyMind Group has also advised marketers to work with influencers to find new ways to generate conversations and clicks through innovative content.

For influencers, there will be more campaign briefs in the future on KPIs such as conversions, installs, clicks, purchases, and signups, which will effectively change the way campaigns run and content. is delivered.

3. The rise of social commerce
According to the report, with social commerce, brands and influencers have a commerce channel already present. The entire process of product discovery, review referral, and purchase can be done without leaving a social media platform. Additionally, in social commerce, conversational commerce is another channel where users can ask questions and make purchases directly from a merchant through chat apps.

Marketers are advised to identify the goals and objectives, as well as the social commerce channels on which their target customers are located, which will undoubtedly influence the planning and execution of marketing campaigns. ‘affecting. On the other hand, influencers can drive users to a brand’s social commerce channel or even offer the same through their own profiles, depending on the channels selected. Currently, platforms such as Facebook, Instagram, YouTube, and Twitter have already made such features available in some parts of the world, and TikTok is one of the newer platforms to join in on the fun. Chinese platforms have already made such features available for years.

4. Subscribe to an expertise
Many influencers have made themselves known by creating content around their area of ​​expertise. Increasingly, influencers are also packaging content that their followers can consume through subscriptions or on a one-time fee basis with topics like behind-the-scenes videos, eBooks, recipes, and online courses.

However, additional monetization streams with a paid audience can be seen as a threat to marketers and brand collaborations. The report suggests that marketers can co-author content and subsidize access fees to reach a highly engaged audience. On the other hand, the public will know that the brand that an influencer collaborates with is a brand that they can truly trust. Currently, platforms such as Patreon and Twitch provide influencers with subscription services. WeChat, Twitter, and YouTube also offer similar services.

5. The influx of data
With the use of technology in influencer marketing, data directly related to an influencer campaign is now available to marketers, along with more in-depth influencer marketing data, such as impact of the campaign on business results. In addition, data on an influencer ability to drive purchases and user action will also be available to marketers.

Marketers now have access to the impact of an influencer marketing campaign on business results. Additionally, marketers can use an influencer campaign performance data to drive recommendations and bring in similar influencers for future campaigns. By leveraging first-party purchasing and logistics data, marketers can use it to guide influencer selection and inform campaign strategies by identifying influencers with followers in specific cities and regions to lead campaigns. campaigns and even how the content should be created for a specific region.

As for influencers, being able to understand data will become a core skill set in the future. It’s not just about understanding how influencer marketing campaigns are performing and planning for improvements, but also about better understanding what motivates followers and subscribers.

Additionally, understanding this data will also help influencers plan any side business, including launching their own brands or other means of monetization.

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