At We Are Pink, we know just how important influencer relations can be as part of an overall brand campaign. We established our very own Influencer Network back in 2018, and since then, have continued to work with influences on a huge range of projects across a number of clients and sectors.
Today, we’ll be looking into the top three trends for Influencer Marketing in 2021 – from what content and networks to look out for to reviewing the types of influencers we’ll be working with this year.
- The rise of the micro-influencer
A ‘micro influencer’ is a social media figure with under 25,000 followers, and what sets them apart from their counterparts with hundreds of thousands of followers is their engagement rate. Put simply, an engagement rate is interaction by followers from the content created by the influencer. To calculate this, we divide total engagement (likes and comments) by total followers, and then multipy by 100 to give us an engagement rate percentage.
Micro influencers tend to have an impressive engagement rate of around 7% – this may sound small, however with engagement rates continually decreasing, this is an optimum figure for organic brand collaborations.
What’s more, working with more micro-influencers (in comparison to working with one or two mega influencers) means that budget can be better utilised and more overall content created.
- Introducing… new content styles
2019 was the year of Instagram, but more recently, we’re seeing new platforms such as TikTok emerge. Early in 2020, the video sharing app was predominantly used by Gen Z but in 2021 is used by 689 million people – with 32.5% of users aged 10-19, 29.5% of users aged 20-29 and 16.4% of users aged 30-39.
These short-video sharing platforms (TikTok, Snapchat, Instagram Stories) are now more widely used watched than longer-form video content (for example, YouTube videos) so for 2021, we’ll be working with influencers to create quick, effective video marketing outputs that showcase products and services creatively, and capture the imagination of the viewer.
- A focus on ongoing relationships
This year, we’ll be focusing on more long-term and ongoing projects alongside one-off sponsored posts. As part of our partnerships, we’ll be looking for brand ambassadors to represent the businesses we work with as we understand that it takes time to convert customers.
Whether you’re a brand or an influencer who’s interested in working with us, give us a call on 0151 909 2231 to find out more about our services.