the future of influencer marketing holds

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Before we get into the nitty-gritty, you should know what influencer marketing actually is and what it entails. Influencer marketing is used to identify influential people who can potentially influence customers. It's a type of marketing where you target influential people instead of focusing entirely on your social media platforms. Working with influencers offers every brand many benefits from a content marketing perspective. From increased sales to brand awareness and better SEO rankings, anything is possible. An influencer can be seen as a kind of "content machine" that produces and publishes several pieces of content every week. Of course, not all influencers are born with wisdom; some have managed to make a name for themselves through attractive appearances, dubious stunts, or extreme views.

Once celebrated as a new channel in the marketing industry, the discovery phase of influencer marketing is long over. The future of the industry is particularly exciting, given the retirement of the first generation of influencers and what will come next. Influencer marketing has become mainstream, and influencers must increasingly embrace new technologies and innovations to stand out from the crowd. Given the many new technological innovations and the upcoming generations, it's difficult to predict where we will find the future of influencer marketing.


#1 Video content and podcasts as the new main information channel
An Argentinian proverb says, "He who speaks sows, and he who listens reaps." This aptly describes the symbiosis between influencers and their audiences. Influencers are creating more and more video and audio content to reach even larger audiences. Through "content snacking" (content served in bite-sized portions) and constant exposure to screens, video content will prove increasingly important and encourage storytelling—even among younger generations. Collaborations will evolve from images to videos and from videos to live videos in the coming years.

There are several studies that show that social media users prefer videos to static content. Podcasts are also gaining ground and have already established themselves in the marketing mix. Podcasts and videos offer several advantages in influencer marketing, such as the opportunity for interaction between the influencer and the audience. Thanks to the personal connection to the community, both platforms are ideal for product reviews and product launches.

Podcasts have been around since at least 2004, but their golden age is only just beginning, thanks to increased listeners, more content, and technological advancements. Podcasts offer an incredible reach for an advertising channel.

Influencer Podcasts
However, it is still not being used by many marketers. A marketing channel that has been proven to deliver great results, such as increasing brand awareness and boosting sales. According to studies, more than half of podcast listeners say they are more likely to buy a product advertised in a podcast they have listened to. One of the main reasons why podcast advertising is so effective is that listeners are generally loyal and therefore trust the hosts and their recommendations. Authenticity and not superficiality are important; then a hungry audience of millions awaits. Podcasts are a medium whose rules are still being defined, but are ripe for innovation and have enormous potential for brands. The mix of podcasts, video contributions and photos will define the future.


#2 The future of influencer marketing is augmented reality
Technology makes it possible. Augmented reality (AR), the extension of reality, has already established itself in the ranks of influencer marketing and will play a major role in shaping and improving the future of influencer marketing. Looking at the younger generations, such as Millennials and Gen Z, it's clear that they've already taken a liking to these new technological possibilities. Interest is high, and these two generations rely more on authoritative sources, such as influencers, than other generations. The YouTube channel has taken advantage of this and combined augmented reality with influencer marketing.

Makeup tutorials are among the most popular YouTube content from influencers. With the new AR Beauty Try-On ad format, YouTube is taking this influencer experience to the next level. The new AR feature allows audiences to virtually try on makeup through the YouTube app.

Augmented Reality
The whole thing works thanks to a split screen. This allows the audience to simultaneously watch the influencer's tutorial and try it out for themselves. The AR format is currently still in beta and will only be available through Google's in-house content program FameBit. The advantages of such interactive ad formats include dwell time and audience involvement, which makes the connection between influencer and follower even more personal and interactive.

MAC Cosmetics was one of the first brands to test the virtual try-on on YouTube. Viewers of the campaign were able to test the same lipstick as the influencer in real time and then purchase it in the online shop.

With the right influencer, this tool is very promising and offers great potential. It's a very lithuania phone number data exciting format that shows that YouTube can do more than just traditional influencer campaigns and display ads.


#3 The world of virtual influencers (CGI influencers)
Virtual characters have gained popularity since the film Avatar, at the latest. There are many names for the "robots" of the digital age, which suggests that no one really knows how to deal with this new phenomenon and, above all, what to name them. From virtual influencers, cyber models, CGI influencers to AI accounts, all terms have already been used in the industry. Virtual influencers are a phenomenon that has gained considerable momentum and will continue to establish themselves in the coming years. George Bernard Shaw once said, "But you see and say, 'Why?' But I dream and say, 'Why not?'" Virtual influencers seem to be breaking all boundaries and overshadowing real influencers. For example, "Lil Miquela," who has generated over 1.5 million followers in three years and is dressed by the world's best brands, is now worth over $125 million. The fashion and beauty industries, in particular, are increasingly collaborating with CGI influencers, and brands such as Dior, Balmain, and Prada are already running successful campaigns. The advantage that many brands clearly see is the ability to work with CGI influencers. Difficulties with communication, hassles over briefings, settings, and clothing choices are a thing of the past. Another advantage these influencers bring is certainly the cost savings compared to real influencers. CGI influencers bring a very clear structure, and brands enjoy this. Amidst all the magic, however, there are also downsides. When real people have to compete with perfectly animated and good-looking avatars in this world, it can certainly pose problems for self-perception and self-confidence. Most of us also have a natural aversion to robots that appear human. Negative comments can also be found among the posts of CGI influencers. The topic remains exciting, and it remains to be seen what will happen in the coming years. Whether this development is positive or negative for the future is also up for debate.