《CreatorIQ:2021-2025年及未来影响者营销趋势报告(英文版)(21页).pdf》由会员分享,可在线阅读,更多相关《CreatorIQ:2021-2025年及未来影响者营销趋势报告(英文版)(21页).pdf(21页珍藏版)》请在三个皮匠报告上搜索。
1、The Future of Marketing Will Be Shaped By CreatorsThe journey toward elevating the Customer Experience for and by influencersTrends Report:2021-2025 and BeyondIn Partnership WithContentsIntroduction2020 Retrospective:Key Influencer Marketing Trends And LearningsStrengthening Influencer Relationships
2、Gen Z Driving More Authentic ContentPerformance Metrics and Paid Media2021:Predictions And Tactical RecommendationsData-driven Influencer MarketingShoppable Feeds and First-party SalesBrand Ambassadors and Content Creators2022-2025 and Beyond:PredictionsPost-COVID World and the Return of IRL Experie
3、ncesThe Blurring of the Lines Among InfluencersNew Regulations and Industry UncertaintyAge Of Maturity And The Convergence Of Influencer Marketing And Customer Experience(CX)The Takeaway23491319The year 2020,while tumultuous for many industries,actually accelerated the role of influencer marketing i
4、n the larger marketing mix.Pandemic restrictions led to major shifts in how people work,live,and travel,resulting in changes in consumer behavior.These shifts in communication made digital and social media the cornerstones of marketing strategy.In a world paused by COVID-19,digital marketing has bec
5、ome the reigning monarch of the marketing mix-and influencer marketing is now the viable heir apparent.The Drum reported that 73%of marketers allocated more resources to influencer marketing in 2020.Data compiled by Statista shows a sharp rise in sponsored influencer content,which has consistently d
6、oubled every year since 2016,culminating in more than six million sponsored influencer posts in 2020.To explore these developments and help marketers conceptualize their long-term influencer marketing strategies,CreatorIQ sourced expert insights from marketers and agency executives,asking them to re
7、flect on 2020 and the trends that emerged.We compiled those trends,along with projections for 2021 and more long-term predictions for the next several years,to help marketers stay ahead of the curve and develop strategies that will empower them to succeed for many years to come.The influencer market
8、ing industry is reaching its next phase of maturity and,as life returns to a more familiar state,its time to start thinking long-term.33Introduction2020Retrospective Key Influencer Marketing Trends And Learnings“Both brands and influencers have shifted their focus to long-term partnerships,building
9、true brand advocacy and deepening the relationship between brands and influencer partners,with additional income stability for the influencer community.”Cait Weingartner,Sr.Director-Strategy-Collectively Inc.As marketing and budgeting strategies had to shift in response to the changes many industrie
10、s experienced as a pandemic swept the globe,brands learned the value of the influencer relationships that they had nurtured in recent years.The brands that had invested in long-standing partnerships with influencers had an advantage in a world where the previously ubiquitous model of one-off collabo
11、rations was no longer sustainable.“Since COVID,weve really started to understand the power of authentic brand ambassadors at scale.Weve always encouraged our clients to work with long-term partners rather than one-offs and those partnerships really paid off during COVID.The creators that have an exi
12、sting,positive relationship with a brand posted on their behalf gratis and highlighted their corporate good deeds.”Brandon Perlman,CEO and Founder-Social StudiesStrengthening Influencer RelationshipsBrands that are still renting influencers time instead of investing in relationships will be playing
13、catch-up in 2021 and for years to come,as the collaborations between brands and influencers continue to expand and marketers lean into tried-and-true brand ambassadorships.In-demand influencers choose who they want to work with,and the companies that invest in their elevated experience will benefit
14、greatly.5“We had started to see a shift pre-COVID to content moving away from perfectly curated to more real and in the moment,and COVID accelerated the shift.Brands have also become less afraid to partner with talent who are outspoken or political.”Reesa Lake,Partner EVP-Digital Brand Architects“Ge
15、n Z is very much sought after and TikTok is a force to be reckoned with.The industry has matured more rapidly than ever before,with brands finally giving in and experimenting for the first time.”She adds:“Brands doubled down on creators who were entertaining,inspiring,and educating the audience.“6Ge
16、n Z Driving More Authentic ContentGary Orellana,Head of Brand Partnerships-Gleam FuturesThe emergence of TikTok as the fastest growing social media platform,paired with new limitations on travel and collaborations due to COVID restrictions,gave rise to more authentic short-form content.While some ma
17、rketers started this shift pre-COVID,the events of 2020 have accelerated this trend.As sending influencers all over the world to tell brand stories globally became impossible due to these restrictions,and consumers showed less interest in perfectly manicured aspirational content,marketers also focus
18、ed more on partnering with local influencers to tell local stories with authenticity.The global pandemic,and the resulting economic,political,and social challenges,invigorated social media activism and fuelled political conversations online.Many brands didnt shy away from getting political and tried
19、 to show their commitment to the causes and stories that people care about.“We created hyper local campaigns to support local businesses and local talents in generating collaborations that matter.”Shanice Engel,Associate Partner-oonaGen Z Driving More Authentic ContentPro-Tips 7Lean on influencers-e
20、specially Gen Z influencers-to guide your content and creative strategy.They live and breathe social,and they are in the drivers seat of digital trends.Begin to think about influencers as consultants,give them more creative freedom,and let them educate you on how to reach the audiences that theyve w
21、orked to cultivate.Performance Metrics and Paid Media2020 presented many opportunities for the influencer marketing industry to mature,as revenue streams from tried-and-true marketing strategies became more uncertain.Measuring content performance beyond engagement and reach and focusing on full-funn
22、el impact has been a conversation that has been a part of influencer marketing discourse since the industrys inception.Still,last year,we finally reached the point where this became a non-negotiable part of influencer strategy.Marketers agree that combining paid media strategies with influencer mark
23、eting is an excellent way to optimize both targeting and performance analytics.Make sure you include whitelisting(access to influencer content to create paid ads using their identities)into your influencer contracts.This will allow you to create sponsored ads out of both live(published)and dark(unpu
24、blished)influencer posts through Facebook Branded Content Manager and allow you to target influencer content and optimize your CTAs based on performance.Be sure to check out Top 8 FAQs:Amplifying Influencer Marketing with Paid Media on our blog to learn more.“Focus on full-funnel impact:Paid amplifi
25、cation of influencer content has become the norm,allowing for greater reach with sophisticated audience targeting and ability to track traffic and conversion performance with pixel integration,”says Cait WeingartnerGary Orellana agrees:“Partnering with content creators results in better-performing c
26、reative assets that can drive revenue when paired with a paid media budget.”Brandon Perlman adds:“Double down on paid media for 75%or more of influencer content.All geared towards hitting lower-funnel KPIs.”Pro-Tips 82021 Predictions And Tactical RecommendationsData-driven Influencer MarketingOnce y
27、ou compile your performance metrics,especially if you paired influencer content with a paid media budget,give your influencers access to the reports and share your data.This helps you and your influencer partners to identify the best performing content and helps to strengthen your relationships for
28、future collaborations.“Influencer performance is more measurable than ever,and more brands will begin to crack the sales-driver code by developing formulas that forecast viewership to sales conversion,”says Gary Orellana.Experts expect sales conversion and performance metrics to dominate influencer
29、marketing strategies in 2021,as these capabilities have finally matured and become accessible not just to influencer marketers,but also up the corporate stakeholder ladder.As a result,stakeholders and CMOs will expect influencer marketing ROI to be substantiated with advanced methods moving forward.
30、Pro-Tips 10“Our ability to measure and fine-tune our targeting through influencer marketing is beginning to approach laser-like precision.Tools like CreatorIQ are critical to allowing agencies like ours to blend the art of influencer marketing(the storytelling)with the science(the data analytics),”s
31、ays founder Danica KombolShoppable Feeds and First-Party Sales“New social commerce features(i.e.,YouTubes e-commerce push)will drive new shopping behaviors and related marketing opportunities for brand sponsorships.”Danielle Wiley,CEO-Sway Group“Influencers will continue to humanize brand messages w
32、hile working as undeniable sales agents with online commerce,shoppable links,livestream shopping experiences,etc.,”says Gary Orellana.She adds:“Brands doubled down on creators who were entertaining,inspiring and educating the audience.“Making influencer content shoppable hits two goals:it provides a
33、udiences with the opportunity to shop or book your products directly from a trusted source,and it allows you to more directly measure last-click sales resulting from influencer content.As traditional advertising budgets declined and online shopping increased,digital and social platforms became an es
34、sential tool in driving e-commerce in 2020.Google announced its plans to turn YouTube into an e-commerce platform through its integration with Shopify,and Facebook introduced a new Shop Tab,which it placed prominently in Instagrams UI.The new shopping features will likely change consumer behavior on
35、 these platforms,and marketers are gearing up to make use of these direct-sales by amplifying their potential with influencer content.In short,the major players are going all-in on adapting their platforms to drive first-party sales,and influencer marketers are well positioned to take advantage of t
36、hese new conversion tools.Pro-Tips 11Brand Ambassadors and Content Creators“We see brands with ambassadorship programs flourish during these difficult times,as they are supported by true brand lovers and believers,“shares Shanice Engel.Reesa Lake agrees:“There will be a shift to deeper relationships
37、,long-term ambassadors.”Danielle Wiley adds:“The term content creators will continue to gain traction in lieu of influencers,as more value is placed on the content itself and influence is seen as centering around the quality and relevance of the media being shared.”Invest in influencers whose conten
38、t and ethoses best resonate with your brand instead of focusing on their follower numbers.The one-off transactional nature of influencer marketing aimed at reaching the widest possible audiences is a thing of the past.Investing in relationships with the influencers who will become your brand advocat
39、es now will set up your strategy for more sustainable success in the future.Since life in 2021 is still expected to be shaped by pandemic restrictions,we can expect marketers and influencers to get more creative and continue to deliver content that speaks to their audiences in a relatable way.Over t
40、he last few years,weve observed that audience size will continue to take a back seat to content quality as influencers become ambassadors and true brand lovers,reinforcing the value of strengthening relationships with influencers.Pro-Tips 12And Beyond:Predictions20222025 Post-COVID World and the Ret
41、urn of IRL Experiences“By 2022,I think theres hope that well be on the road to recovery and seeing things open back up.People moving,traveling,and spending more freely again.With that in mind,people will begin craving IRL experiences.”Claire Collins,Gleam FuturesBrandon Perlman adds:“Post-COVID,ther
42、e will be a complete transformation of what it means to be a travel influencer;its already happening now as theyve been forced to evolve.”With Gen Z becoming one of the most important target audiences for brands,the content will become more and more real and less edited.Gen Z wants to see brands act
43、 as humans,and social media influencers can play a vital role in buffering that need,”predicts Shanice Engel.14Experts predict that the hunger for authentic,short-form content driven by Gen Z is here to stay,joined by a re-emergence of experiential activations.Younger audiences want to see brands hu
44、manize themselves and their messages no matter what form that takes.Influencers will be hungry to travel again.As you allocate budget to influencer marketing for 2022 and beyond,make travel and global content a priority and a selling point for the best possible partnerships.A key component to elevat
45、ing your influencer partners personalized experiences will be to embrace and invest in their passions such as a desire to travel.Specifically,ask your influencer partners if they can continue working remotely post-pandemic,and if so,how your brand can use their desired destinations to your creative
46、and content advantage.If an influencer who had been quarantining in NYC would love to work remotely from Hawaii,for example,how can the Hawaiian landscape benefit your brand?Pro-Tips Plan how your brand can partner with influencers to navigate sensitive topics and perhaps become a part of meaningful
47、 conversations happening on social media.Digital natives will continue to expect brands to take a stance and produce content that speaks to the issues they care about authentically,beyond manicured ads.Consider developing influencer-specific brand and brand safety guidelines,as influencers will stru
48、ggle to check every box of strict guidelines.Additionally,consider the future of your master brand guidelines if your brand plans to repurpose a larger breadth of influencer-generated content across all channels.Following the success of young politicians in delivering their messages on social media
49、in recent years,we can expect a genuinely influence-driven 2022 midterm and 2024 presidential election as Gen Z comes of voting age and digital natives continue to drive content.Politicians will not just lean on influencers to spread their messages;they will also become influencers themselves.Think
50、back to Alexandria Ocasio-Cortez(AOC),who used her social media savvy to connect to her base and spread her message by streaming on Twitch or talking politics while doing her makeup live on Instagram.Jon Ossoff from Georgia can credit much of his success in a highly contested senate race to his embr
51、ace of TikTok,SnapChat,and Instagram,where he mobilized younger voters(or when he charmed Millennial Twitter with his knowledge of anime and Star Wars).He and fellow Democratic candidate,Rev.Raphael Warnock,were similarly successful in mobilizing large swathes of the Georgia electorate by utilizing
52、social media,suggesting the growing political importance of these channels.Cait Weingartner shares her vision of what the 2024 election cycle will look like:“Campaigns will look entirely different as politicians look to connect with voters in new ways and reach digitally native young voters-social m
53、edia will continue to be a cornerstone of campaign efforts with a rise in vocalization of political beliefs from influencers and politicians showing up in unexpected ways to build relevance and connection with audiences.”Election Cycles&the Blurring of Lines Among InfluencersPro-Tips 15Influencers w
54、ill be first-movers on emerging media like new forms of Augmented Reality(AR),so partner closely to understand how they are succeeding with emerging media.Dont just observe how creators use emerging platforms;begin to perceive them as consultants and experts,and rethink your contracts when engaging
55、them in the future to reflect this.New Regulations and Industry UncertaintyPro-Tips In recent years we have seen growing government scrutiny of social and digital platforms.Its expected that a shake-down is inevitable and governments around the world will regulate the industry.New regulations of how
56、 we collect data and process disclosures,combined with the shifts in popular content formats across existing platforms,like short-form video and green-screening,will likely give rise to new emerging platforms.16Danica Kombol shares:“I think were eventually going to see a shake-up of the largest soci
57、al platforms.Theres deep government scrutiny on practices,and eventually,we will start to see some changes in how information is spread and shared that may impact influencer marketing.”On future technologies,Danielle Wiley predicts:“Eventually,new generations will be flocking to new platforms we can
58、t even imagine yet,with new technologies of all kinds.The ongoing challenge for all marketers will be to try and keep up with endless tech and culture transformations by staying aware and informed and,of course,embracing the inevitability of change.”According to Cait Weingartner,“In the future the t
59、erm influencer could become outdated,with two new descriptors taking its place,Creators(known for their creative skills and content production chops)and High-Value Customers(known for their business impact and quantifiable influence)that lean into separate strengths of the influencer community as we
60、 know it today.“Well see a greater emphasis on customer advocacy within influencer programming,tapping influencers with existing brand affinity for partnerships,facilitating feedback loops to inform brand decision making,and integrating influencers into brand CRM activities to create lasting relatio
61、nships.”Age of Maturity and the Convergence of Influencer Marketing and Customer Experience(CX)17Start developing a next-generation influencer marketing strategy that focuses on influencers as a high-priority cohort within CX strategies.It will be critical to start with a focused data strategy that
62、enriches existing DMPs,CDPs,and CRMs with influencer-specific data.Once customer databases are fully enriched with influencer-specific data,analyze the customer attributes of your influential customer segment,specifically improving their brand perception(e.g.NPS)and identifying ways to surprise and
63、delight that yield organic advocacy.As weve watched the influencer marketing industry mature over the past few years,we have witnessed an emphasis on data-driven strategies and a shift towards more long-term,substantial relationships with influencers and content creators.Brands will be expected to c
64、ontinue to offer more creative freedom to influencers as they become consulting arms for marketing teams.In turn,brands will tailor experiences to influencers and high-value customers to encourage organic brand ambassadorship and strengthen relationships further,beyond contracted collaborations.Pro-
65、Tips Age of Maturity and the Convergence of Influencer Marketing and Customer Experience(CX)18The TakeawayWithin the next five years,we expect the influencer marketing industry to reach its age of maturity.Precise performance metrics and ROI attribution have finally become non-negotiable parts of in
66、fluencer marketing strategy.The way content is produced and consumed,as well as what top-performing content looks like,has transformed-largely due to the developments brought by 2020 and its multitude of challenges-and we expect these changes to continue to evolve as a new generation of digital nati
67、ves become a primary target audience for brands.Gen Z and Gen Alpha have become the true drivers of content,and marketers will have to pay attention to them and deliver the authenticity that they crave across both established and emerging media.Influencers will also continue to take on new roles as
68、they partner with brands.Younger influencers will have unique expertise in what kind of content performs best with a new generation of consumers-they grew up with it.Brands will need to consider a future where influencers power grows beyond content and social media-especially as influencers come of
69、age and step into leadership roles or found their own companies.20In summary,we will be entering the third generation of influencer marketing over the coming years-or what we see as the convergence of customer experience(CX)and influencer marketing.The once tactical,ad hoc discipline finds its place
70、 on the CMOs agenda as a core pillar of customer experience and digital transformation.Moreover,the social platforms themselves see the discipline as mature enough to dedicate immense resources with feature rollouts like shoppable feeds,intertwined paid social,and native campaign marketplaces.Long-t
71、erm partnerships and elevated influencer experiences are topics that seasoned influencer marketing practitioners understand well.To senior leaders in the C-suite,the idea of connecting enduring influencer partnerships to customer experience(CX)strategies will become more apparent and standard practi
72、ce.So,if you havent started integrating long-term influencer relationships into your marketing strategy,nows the time.The TakeawayCreatorIQ is the most trusted software to unify and power advanced influencer marketing for the worlds most innovative enterprises.Its Intelligence Cloud facilitates data
73、 science-enabled creator discovery,streamlines workflow,ensures brand safety,and drives meaningful measurement.AB Inbev,Airbnb,Calvin Klein,CVS,Disney,H&M,Sephora,and Unilever are just some of the brands that utilize CreatorIQs platform to drive real business results across their influencer marketing ecosystems.Founded in 2017,CreatorIQ is headquartered in Los Angeles with offices in New York,Chicago,London,and Ukraine.For more information,visit CreatorIQ.com.Proudly PoweringThe Winning Leaderper Forrester,G2,and Influencer Marketing HubProduced by CreatorIQ in February 2021