Digital pundit Tom Ward has looked into his crystal ball and observed four fundamental trends set to transform the future of influencer marketing.
What’s on the table? Longer relationships, micro-influencer import, authentic connections and respect for influencers.
Ward reckons influencers are going to start signing longer-term deals with brands. This will transition them from perpetual free-agents into contracted talent, providing an element of stability on both sides of the equation.
It may be more efficient to advertise via multiple influencers with smaller followings rather than a single influencer with a huge following. Ward observes that this strategy is already taking hold.
Ward notes that inauthentic connections between influencers and the products they spruik are more likely to be recognised as phony. Savvy linkage of product and personality may be the only way forward.
Most influencers work very hard for the pay or product they bring in, Ward says those battlers are going to climb in esteem within the industry.
Their content is key to the future of online marketing, so successful brands will be the ones that show them respect.
Are Ward’s predictions on the ball, or does he need to give his crystal a polish?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.