4 Trends for Influencers to Watch in 2020
Can you believe Instagram was founded at the start of this decade? 2010 saw the start of brand collaborations on Facebook, and since then we've seen influencer marketing emerge as one of the most successful streams of digital marketing.
The industry shows no inclination of slowing down either. According to Business Insider Intelligence, brands are set to spend up to 15 billion on influencer marketing by 2020.
Micro influencers are on the rise as well - read more in our article here.
The industry is constantly changing and evolving, so here at Slyletica we've outlined four things for influencers to watch in 2020 to stay ahead of the trends.
1. Instagram will be a be a facilitator between influencers and brands
For years Instagram has attempted to avoid assisting brands in identifying influencers for campaigns, despite influencer marketing being the very industry the platform helped create.
However moving into the new decade that's shifted, and Instragam just announced they will test a tool which helps brands identify influencers or 'creators' to partner with on campaigns. It's called the Brands Collabs Manager and has been used within Facebook since 2018.
Through the tool brands will be able to seek influencers who match their target audience, including searching for insights such as country, gender, age, number of followers and interests.
According to Vogue Business, "during campaigns Instagram will also share performance metrics as well as giving brands the option to promote influencer content in the feed as if it were an advertisement".
Instagram has announced the new feature as a move to help creators.
"Creators in Brand Collabs Manager can also search for like-minded brands looking to partner on content creation. They can source new deals, manage partnerships, and automatically share insights with them (before this, many creators could only send brands screenshots of their analytics)," Instagram said in their recent announcement.
Slyletica understands the importance of connecting brands with the right influencers based on demographics, engagement and reach and uses software to identify successful and authentic influencers for campaigns.
Instagram Brands Collab Manager
2. The popularity of video sharing through TikTok
In 2019 we saw the rise of video-sharing app TikTok - where users upload 15-30 second videos for others to stream, and in 2020 the app is predicted to have even larger growth.
Because TikTok is such a new platform, brands are slow to advertise and work with influencers on collaborations, meaning the barrier for influencer partnerships are low - but this is about to change in 2020.
International brands such as Superdry, Gymshark and Michael Kors have recognised the potential and power of influencers on the platform and capitalised off TikTok challenges, using leading influencers to wear their product in videos.
Similarly, realising the potential to reach new audiences, more and more Australian brands are jumping onto TikTok to create profiles and engage with potential customers. Aussie brands like HiSmile and the AFL have begun to create branded content, and it's only a matter of time before brands such as these starting running influencer marketing campaigns.
The refreshing part of the platform is the most engaging and creative videos tend to get higher reach, meaning rising influencers gain popularity for the type of content they produce, rather than their following size. This means influencers have a high chance of visibility on the platform.
Whether it's lip-syncing, dancing or comedic skits to ridiculous music - TikTok is taking us back to the beautiful, organic days where social media wasn't manufactured to get likes.
Gymshark's TikTok profile
3. The rise of 'shoppable' posts
In May 2019, Instagram announced they would allow certain influencers the ability to tag items such as clothing and makeup from brands in their posts for the consumer to shop. The feature is called 'Shopping from Creators' and was only made available to Instagram's top performing influencers at first - such as Gigi Hadid and the Kardashians.
Moving into 2020, shoppable influencer posts are set to become something seamlessly incorporated into our social feeds. According to recent statistics, around 10 million users click on Instagram shopping tags to discover more about a product, and the numbers are growing.
According to Combin, over a third of Instagram users make online purchases, begging us to ask the question, why would a brand or business decline the ability to directly track whether an influencer is generating revenue for their brand?
Users on Instagram and other social networks are increasingly wanting to access brands and products as quick and simply as possible, without having to leave the app. More and more, brands are looking to create a seamless shopping experience for the customer and there's no doubt that influencer shoppable posts provide this ability.
Moving into 2020 expect to see an increasing number of these posts on Instagram feeds, stories and even on TikTok, as the platform eventually evolves and moves toward more influencer sponsored posts.
At Slyletica, we love assisting our brands in leveraging off the power of influencer marketing and have seen the success of Instagram influencer shoppable accounts. We encourage influencers to create their own successful fashion brand so they can have creative control. Click here to inquire about starting your own brand now.
Nars was one of the first to experiment with influencer shoppable posts
4. Brands are moving away from one-off collaborations and moving towards long-term partnerships
Shoppers are getting smarter, and gone are the days where people would not question an influencer's motive for promoting multiple brands on their account.
The removal of likes earlier in 2019 meant brands were forced to get smarter when selecting influencers to work with on campaigns.
Previous to likes being hidden, influencers were more concerned about posting aesthetically pleasing content for likes, and less concerned about creating content which engaged their audience.
Brands now examine the comment section of an influencer's post when analysing them for potential partnerships, to ensure they are targeting the right audience and the influencer's followers are engaged and authentic.
Brands are increasingly valuing the transparency of influencers who promote one brand at a time, therefore are looking to partner with influencers for long-term collaborations rather than a one-off post.
This is set to be the way influencer marketing heads in 2020, creating more genuine and effective campaigns between creators and brands.
Many brands are already understanding the power of long-term partnerships with influencers and creating co-branded products by allowing the influencer some creative control in the design and development stage. White Fox Boutique, In The Style and Tarte are just some of the brands who have worked with influencers to create customised brands in 2019.
In 2020 Slyletica will be introducing industry shifting influencer collaborations. Stay tuned to find out more.
If you're a brand interested in learning more about how you can use influencer marketing for your business read more here.
Slyletica is a product development and brand management agency helping influencers, gyms and entrepreneurs start their own activewear or athleisure brand. To start yours click here.