Shaping Influencer Marketing in 2020

Influencer marketing has grown from strength to strength over the last few years although it has suffered a few hiccups such as fake followers, a lack of transparency in some influencer posts, and a few clueless “influencers” without influence, but its effectiveness must surely now be beyond dispute.

But despite the challenges, influencer marketing continues to be the king in Digital Content diffusion. Influencers such as Natalie Tewa, Rono, Yummy Mummy have continued to build brands on social media.

Natalie Tewa, a social media influencer based in Nairobi Kenya.

In 2020 we are anticipating for several growth and consistency in Influencer Marketing.

Influencer Values must align with Brand Values

Brands will no longer just pick any influencer to run their campaigns, they will be very keen with who they pick and how they are vetted. In fact, many brands will cease from using celebrities as influencers because of the known reasons; scandals, inconsistency, you name them.

Firms will pick influencers with values that align with their values. An area that has tarnished influencer marketing over recent times has been when brands have become ashamed of their relationship with influencers because of poor or controversial behavior.  

Businesses now realize that there needs to be a better match between their intrinsic values and those of the influencers with whom they work.

This has happened several times with Nairobi influencers. Most of them are too careless and forget they oversee big brands and end up tarnishing the brand’s image. Therefore, brands will be selective when it comes to picking influencers who align with their values.


Lasting Relationships

In the early years of influencer marketing, most brands selected influencers on a campaign by campaign basis. The nature of this meant that relationships tended to be short-term and fleeting; although brands would sometimes return to those people whom they had built a successful relationship with in the past.

However, as the influencer marketing industry grows, brands are discovering the benefits of building longer-term relationships with their influencers.

This makes sense – and even mirrors many of the old-style celebrity marketing campaigns of the past. Influencers gain their mantle because of their authenticity and ability to build trusting relationships with their followers. Logically, it makes sense for them to also build longer relationships with brands too.

Fate of Celebrities in Influencer Marketing

Lastly, celebrities will become less relevant for influencer marketing. People always ask me who an influencer is and most of the people think a celebrity automatically qualifies to be an influencer. Well, this is true and not true at the same time because, some celebrities are celebrities because they are influencers while some influencers are influencers because they are celebrities.

As we enter 2020, it is likely that firms will better understand this. The best value for money in influencer marketing comes when you find a genuine enthusiast in your niche who has an audience that aligns perfectly with your target market. 

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