2020 was about so many things. We can go rambling about it on and on, but we won’t. You know what went down. You had your eyes and ears open, hoping for the good news that the whole world was hoping for. That didn’t happen. But no worries. Things are getting better. 

While you must have been in the most self-aware state in 2020, you might have missed something that has been right in front of you the whole time. Last year, there was a huge spike in the internet consumption. Not surprising actually. What else were we supposed to do staying in a voluntary house arrest? With extreme boredom and intense fear of COVID-19 came the rise of influencer marketing and influencers. 

Almost every day there was a new trend on social media and with every new trend, we saw a glimpse of the future of influencer marketing. Many influencers who were just mere Instagram users or were using their platform to create content for entertainment, reached from thousands to lakhs to millions of followers in the span of a few months. We all know one such creator who saw a great hike in their number of followers. 

Speaking of trends, how can we not talk about reels? They were the highlight of the second half of 2020. Instagram again went crazy with its algorithm, many creators found their call and excelled in their careers as influencers. There was also a great impact of influencer marketing on consumers. With people working remotely from home, they somehow learned the magic trick of fixing 5 hours of mindless scrolling on social media in between zoom meetings. We consumed lots of content, we bought a lot of stuff hoping to use it soon, and as soon as the lockdown was relieved, we all went nuts and made up for all the purchases that we missed at the beginning of 2020. 

So does it mean that influencer marketing will be different in 2021? Are there any new influencer marketing strategies in 2021 that you should be looking out for? Have things changed a lot? Well, we would not say that things have changed, but they sure have upgraded. Before we get into that, let’s take a look at what is influencer marketing and what to expect from it in 2021. 

What is influencer marketing?

There have been too many additions in influencer marketing but the fundamentals still remain the same. Influencer marketing is about individuals with a strong online presence promoting different brands, in exchange for different reimbursements. 

Understanding influencer marketing has never been so hard. But as you dig deeper you will understand the technicalities of it and how it differs from individual to individual. For many brands, influencer marketing will be the same as it was in 2020. Whereas for others, that might also be the upcoming small businesses who are all set to reap the benefits of influencer marketing for business, influencer marketing could be different in 2021. 

So then what to expect from influencer marketing in 2021?

• A lot of new faces

There has been a rise in the number of influencers on every top social media platform for influencer marketing. Every platform and niche has seen new influencers coming in or has seen a growth of the existing ones. At the beginning of the lockdown, a lot of businesses faced problems to sustain, and some even shut down. But that also taught many businesses the art of achieving more from influencer marketing with less budget. 

You might have already started seeing a lot of new faces popping up in the explore feed, sponsored ads of a lot of new brands. If you take a good look at your Instagram, you will notice it and you will also notice that in the span of a year, it’s not only Instagram’s algorithm that has changed but your preferences, people you follow, brands you like, have changed too. And in 2021, you can expect more of that. 

• More candidness

People have now gotten used to the act of sharing almost everything they do, every experience they have on social media. Some do it amongst their private circle while others do it publicly. This gave rise to a separate way of living on social media where people are as candid as they can get. And brands fancy this. This is one of the things that brands look for on an influencer’s Instagram feed. Candidness is what gets influencers and brands closer to their audience. The more transparent the activity of brands, the better it is to convince the audience that they are all about being genuine and providing value to their customers. 

The relationship between the buyer and seller is about to get tighter in many ways. You can witness a lot of that in 2021, both from brands and influencers. 

• Rise of influencer marketing agencies and platforms

With the rise of influencer marketing platforms, we have come full circle here. People often wonder if they can easily figure out how to use an influencer marketing platform. The answer is, yes! But you have to be careful to choose the right one. Influencer marketing platforms are extremely helpful for brands and small businesses especially. They are not only economical but also very efficient

If you are looking for an influencer marketing platform that you can rely on and still have the control to make your own decisions, then WORD Marketplace is the right choice for you. It’s a platform that allows you to choose any influencer you wish to work with. From all the different types of influencers, you can handpick the ones that suit you the best.

 You can discuss your strategies, plans, campaign briefs without any interruption from a third party. You can also check the progress of your live influencer marketing campaigns on the WORD Marketplace dashboard. 

All of this and more can be availed by just signing up. There’s no worry about spending anything more than you deserved.  You pay only for the final product that you receive from your chosen influencers. Just create a killer campaign idea and post it on WORD Marketplace. Being part of an influencer marketing platform is important. That’s one way for small businesses to start using influencer marketing. Influencer marketing platforms and agencies are your most reliable prospects to help you to find social media influencers for your marketing campaigns. 

You can also work with influencer marketing agencies. They can help you with 

Now that you know what’s coming your way, here are some influencer marketing strategies that you incorporate into your campaigns in 2021. 

1. Focus on video content

Video content has been rising for a while now. This still remains the top strategy and the most recommended tip to create a successful influencer marketing campaign. Video content has been so loved by businesses because they are able to hold the consumer’s attention. A picture sure speaks a thousand words, but in the world of influencer marketing where brands are trying to make it to the top, video content can be your reliable partner. 

2. Be inclusive and diversified

This is a good thing that brands are realizing, acknowledging, and also incorporating the idea of inclusivity diversity. Gone are the days when brands only preferred a particular checklist with respect to people’s appearances, race, gender, and culture. And if you are ready to take 2021 head-on, then drop the stereotypes and be inclusive in all aspects possible. 

3. Include micro and nano influencers

Micro-influencers are killing it! Most influencers that rose to great fame in 2020, were micro or nano influencers to begin with. Now, imagine if you would have been in a collaboration with them since the beginning. You too would have seen a great deal of success for your brands. Keep an eye on these budding influencers. They have a lot of untapped potentials. 

4. Have long-term collaborations 

Speaking of having collaborations from the beginning, 2021 will see more long-term collaborations. The more a user sees you on their feed through their favorite influencers’ page, the more likely they are to become your audience as well. That’s the psychology behind the influencing industry. The frequency of your appearance on an influencer’s page is directly linked to the amount of trust it builds in your target audience. 

5. Be value-driven

Influencer marketing is about speaking through stories and experiences. But it works when those stories and experiences come from a reliable source. It matters how to tell your story. The aim should not be to just promote your brand but to talk about the value and satisfaction that it can bring to your buyers. 

2021 has a lot in store for businesses. These strategies are a glimpse of the potential of influencer marketing in 2021. There’s no particular way to do it. You can get innovative with your ideas. People are always looking for something different to get attached to. Some new trends to hop on to. With so many possibilities in 2021 for influencer marketing, there’s also a bigger and wider scope for your business.