Here’s some of my thoughts on the best ways to leverage YouTube, Instagram, TikTok, LinkedIn, and Twitch for your influencer campaigns in 2021! Influencer Marketing Will Be Bigger Than Ever in 2021
Influencer marketing is on track to become a $15 billion dollar industry by 2022 and it shows no sign of slowing down.
In fact, 63% of marketers intend to increase their influencer marketing budget in the next year.
“2021 is the year we believe influencer marketing will be seen as its own media channel outside of tactical ‘problem solving’ or ‘nice to have content’”, predicts Brandon Perlman, Founder and CEO of Social Studies, Inc. #1: Video Content Will (Continue To) Be King
“The rise of video” continues to be an ongoing trend in the influencer marketing space. However, with the growing popularity of TikTok and the introduction of Instagram Reels, it’s expected to be more collaborative and creative than ever.
Instagram influencer Elizabeth Gilmore agrees, commenting: “Video first, always! I’ve found the more authentic, in the moment, and less ‘curated’ the better. It keeps viewers more engaged and a stronger authenticity makes people feel more human and part of the action.” #2: A Focus on Diversity and Inclusion
2020’s increase in social activism spotlighted a lack of diversity in influencer marketing and inequality faced by Black content creators.
With many brands being held accountable for tokenism or unfair pay, a lot of content creators were vocal about how there needs to be more representation in influencer marketing.
“Representation matters because it inspires and can change the way people see themselves, and how they see your brand,” says entrepreneur and content creator Sashagai Ruddock. In 2021, we predict increased effort by brands to create more inclusive influencer marketing campaigns, but it won’t be enough to simply work with diverse influencers.
As Gen Z expert and PRZM co-founder, Larry Milstein, says: “It’s not enough to cast diversity and inclusion. It needs to be built into the fabric of the brand.”
The goal for 2021 should be to build diversity and inclusion into all aspects of your business — including influencer marketing — to create effective change and illustrate your brand’s values.
#3: The “No-Edit Edit” Aesthetic Will Evolve
Authenticity on social media is one of the most effective ways to build a digital community, and it’s translated over to Instagram aesthetic trends too!
In 2021, we predict an increase in bloggers and influencers using the #nofilter trend. With a focus on authenticity, they’ll apply subtle edits to their photos to create an “in-the-moment” and unedited look into their lives. Instagram influencer Rohini Mauk, who has mastered the in-the-moment shot, predicts that “the days of a perfectly manicured feed are slowly dying out.”
“Although they are beautiful to look at and definitely have their place, I don’t think it’s necessary in order to grow,” added Mauk. #4: Deeper Connections and Value-Driven Content
In 2020, influencers and brands took a step back from perfectly curated feeds to get a little more “real” with their followers.
With a continued push toward driving deeper connections and relationships –- coming from users and Instagram themselves –- influencers have begun creating more value-driven content and are giving their audience a real glimpse into their lives.
“Now more than ever, people want to see your authentic self! I think providing some type of content that shows your real life personality is key to growing online these days,” shared Rohini.
