2019 is approaching and marketers are already in full swing with planning their influencer marketing strategy for the upcoming year. Berlin’s INREACH team has spotted 5 big influencer marketing trends for 2019 that will massively shape next year’s influencer marketing strategies and open new doors for brand-influencer collaborations.
#1: From influencers to entrepreneurs
Influencers will turn their personal brand into a business to harness their reach.
Social media personalities like YouTuber Zoe Sugg, German fitness ambassador Pamela Reif and cooking enthusiast Ella Mills have already proved that turning your social media success into a full-fledged, real-life venture can be a successful and lucrative business model.
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#2: #sponsoredcontent will be disclosed – once and for all!
The proper disclosure of sponsored content will become a standard and will play a major part in contributing to the professionalization of the influencer marketing industry.
In 2018, German influencers started labeling all of their content as advertisement posts, regardless of whether sponsored or organic, out of fear of legal steps against them.
Although this strategy keeps them on the save side from a legal perspective, it misses the point and works against the idea of disclosure regulations: Guaranteeing transparency for users if content originated from a brand-influencer collaboration vs. organic content.
In 2019, clear-cut regulations are needed on a national and international level.
One regulatory expert who stands up for clear regulations and provides legal and regulatory guidance to influencer marketers is Rupa Shah. Rupa will join us for our live webinar in October and share her insights into recent rulings and the most common disclosure mistakes made by the biggest brands.
#3: Influencer podcasts will be the next big thing
More and more influencers start to tap into the potential of podcasts. The medium not only guarantees reach but is also a great way for influencers to share more intimate and profound thoughts, opinions and advice with their audience on a personal level.
Podcasts work just as good for the B2B industry as for B2C. Recode’s Kara Swisher and marketing enthusiast Scott Galloway started their podcast Pivot just a few days ago and OMR’s podcast with co-founder Philipp Westermeyer is one of Germany’s most popular podcasts focused on Online Marketing.
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#4: Taking the fight against fake followers to the next level
Instagram fake and fraudulent influencers are a serious issue for advertisers and a major threat to their marketing budgets!
In 2018, this issue received major attention after statements of Unilever CEO Keith Weed in June and more companies are willing to put a stop to collaborating with influencers that artificially enhance their follower reach or engagement rates.
With the help of scientific data, influencer marketing software like InfluencerDB helps brands to detect influencers with invaluable audiences and bot followers. Taking the right steps for spotting fake influencers, fewer companies will waste their marketing budgets in 2019 by collaborating with fraudulent accounts.
#5: The Rise of Gaming Influencers
E-sports got a major uplift in 2018 and the live-streaming video platform Twitch became a greater focus of attention in the influencer marketing sphere.
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While the platform stood in the shadow of Instagram, Facebook and YouTube for a long time, marketers finally tap the full potential of Twitch’s reach and Twitch influencers’ popularity.