Influencer marketing is growing rapidly. Everywhere you look on social media, a new influencer is cropping up and making brand deals. There is a lot to be gained from working with influencers if you do it the right way.
A new study of social media users found that over 50% of users prefer getting product information from influencers and other users rather than straight from brands or advertising. And 34% of users have found a brand solely because of an influencer post.
In 2020, we’re going to look at what’s new in social media influencer marketing, including updates to Facebook and Instagram, and guidelines for influencer marketing in the new decade.
The 2020 Influencer Marketing Updates You Need to Know
In response to the rise of influencers, Facebook and Instagram are making it easier for users to create and share content.
Their latest updates focus on helping influencers and content creators rather than traditional advertisers.
Influencer Marketing on Facebook: What’s new
Facebook has traditionally been less popular than Instagram for influencer marketing, but they’re rolling out some updates to encourage creators and support influencers.
Facebook Live, for example, now lets users broadcast live video on multiple platforms at once and is also now available on Facebook Lite (the new Android version designed for 2G networks and areas with slow or unstable internet connections); so Live streams can be seen by more audiences around the world.
If you work with an influencer and use Facebook Live, both updates mean a huge increase in the potential reach of your video.
Users hosting Watch Parties can now tag branded content partners, and both partners can access metrics from the Watch Party. If you host a Watch Party with an influencer, both of you will be able to see, for example, how many people watched for at least 60 seconds.
Facebook’s latest updates make it easier for influencers to extend their reach and for brands to collaborate with influencers via live video and Watch Parties.
Influencer Marketing on Instagram: What’s New
With Instagram TV (IGTV), users can now create videos up to 60 minutes long, depending on the size of the account. This opens up a lot of opportunities for influencer marketing.
On, IGTV The influencer could host full tutorials of your products, run a ‘how-to’ series, or do in-depth product reviews.
Users can also now schedule posts for Instagram and IGTV up to six months in advance. This feature means brands and influencers could plan a publishing schedule to release regular collaborative content.
IGTV and post scheduling both open up new possibilities for your influencer marketing strategy. You can now work together to create new types of content and plan ahead to release content on a consistent basis.
5 Guidelines for Working with Influencers in 2020
With these new updates, it’s time to rethink how your brand is working with influencers.
Here are 5 guidelines to help you plan your 2020 influencer marketing strategy.
1. Choose Your Influencer Wisely
Not every influencer will be a good fit for your brand. You need to choose someone who is related to your brand or product in a clear way. If you sell makeup, for example, a travel influencer is not your best bet, even if they have a high number of followers you will waste your budget.
The influencer should also be someone who your target customer respects. It doesn’t matter how many followers someone has. If those followers aren’t likely to be interested in your company, then the influencer’s support won’t lead to much engagement or conversions.
This platform is specifically designed to help partner influencers with related businesses.
Within the tool, you can define your intended audience and it will search for influencers with a similar audience.
2. Use the Latest Collaboration Features
The Quiz sticker allows you to ask multiple-choice questions on your story, which users can tap to answer. The ‘chat’ sticker makes your story a vehicle for a live chat, which users can join by tapping the sticker.
Encourage influencers to use the Quiz sticker to get feedback on types of content or which products their viewers prefer. Then you and your influencer could use this info to guide future post creation.
You could use the Join Chat sticker to hold a sponsored Q&A with the influencer.
These new features allow for more interaction with followers, which benefits both you and your influencer partner.
3. Make Influencer Interests Work for You
Since the rise of Glossier, influencers have started trying to release their own brands (influencer-to-consumer, or ITC). But just because influencers are now launching their own businesses doesn’t mean collaboration is off-limits.
You have two main options, depending on where the influencer is in their personal brand development.
If the influencer has started creating products, you could connect your brand with theirs. A collection is when an influencer creates a limited edition line of products under their own brand name and sells it through your store.
Even once an influencer creates a complete ITC brand, you can still collaborate. You can sell their product in your stores as an official partner, the way Nordstrom did with Ankari Floruss.
If your partnership with an influencer helps them get their product off the ground, there’s a good chance they’ll be happy to continue promoting your products.
Just be wary of influencers whose products are in direct competition with yours.
4. Listen (and Talk) to Your Influencer
Collaboration is a key part of a winning influencer marketing strategy. You are the expert on your brand, and they are the expert on the audience you’re trying to reach.
If you strategize with your influencer, you can figure out how to best represent your products to their followers.
Give them brand guidelines to follow so their content stays true to the image and voice you’ve created for your company. For example, are they allowed to swear when they make branded content? If not, the influencer needs to know.
At the same time, ask about what works with their audience.
Find out what kind of content performs best with their followers, and whether they think one line of your products might work better than another. The influencer knows their audience best, so your partnership will be more successful if you give them some creative freedom.
5. Follow the Federal Trade Commission (FTC) Guidelines
The American Federal Trade Commission recently released an update to its guidelines for social media influencers. It is aimed directly at influencers, emphasizing that:
Influencers have to disclose any time they are endorsing a product because of a paid partnership or personal affiliation with the brand.
That includes family relationships and free products, as well as paid sponsorships.
Most of the FTC guidelines are requirements that influencers need to follow when creating their content, but it’s good for you as well, as the sponsor, to be aware of them and to check that your influencer partner is following the rules.
Make 2020 Influencer Marketing Trends Work for Your Business
Influencer marketing is even bigger moving into 2020 than it has been in the past.
Social media platforms like Facebook and Instagram are focusing more and more on creators and content instead of traditional advertising, and their new updates reflect this change in focus.
These five guidelines will help you navigate the changing world of influencer marketing and make the most out of working with influencers.(Source)
Use our tips to create mutually beneficial relationships with influencers in your field and increase the reach of your brand.