Now, let’s explore the final three trends we expect to affect brands and consumers alike this year.
10. Trending up: Micro influencers
Given the lack of performance and authenticity of macro influencers, we have every reason to believe that micro and nano influencers will continue to be utilized by brands to reach consumers with more trusted content.
- Many types of influencers are no longer trusted by consumers.
Big influencers are not only expensive for brands, they no longer have the impact that they used to because they are seen as disingenuous. In fact, 65% of consumers will trust the recommendations of friends and family over influencer endorsements because they are more likely to be honest, according to SurveyMonkey.
- Engagement rates are higher for micro and nano influencers.
Instagram influencers with at least 10,000 followers have a steady engagement rate of 3.6% worldwide. Yet, the engagement rates of influencers with 5,000 to 10,000 followers and those with 1,000 to 5,000 followers are 6.3% and 8.8% respectively, per influencerDB.
- Smaller influencers tend to have better relationships with their followers.
These people are likely to be part of your communities, which means they benefit from a higher level of trust. This can lead to more engagement at a lower cost, as well as increased trust in a brand that is more likely to culminate in conversion.
Influencer campaign makes sales and followers soar
Outdoor workwear apparel retailer DRI DUCK decided to launch its products directly to consumers and wanted to expand its brand awareness to key audiences. DEG helped DRI DUCK partner with 16 trusted outdoor apparel influencers to successfully grow the brand’s Instagram following by 466 percent and generate 2.2 million impressions. Read the case study.
11. Trending up: Ephemeral content
The rise of ephemeral content, defined as temporary content that goes away after a specific amount of time, is set to continue over the next few years. The ability to create ephemeral content is now widely available on a variety of platforms, including Instagram, WhatsApp, TikTok, and Facebook.
Marketers should consider creating content like stories more frequently for the following reasons:
- Followers want live updates and are spending more time watching stories than feed posts.
- Brands can drive followers to longer-form IGTV posts from Instagram Stories.
- Marketers can engage one-on-one with followers in direct messages from stories.
- Marketers can tease new offerings, poll followers, and share UGC without having to be overly polished.
At the beginning of 2019, TechCrunch reported there were 500 million daily active users of Instagram’s Stories features.
12. Trending up: Employee advocacy
It should come as no surprise to hear that consumers trust people more than they trust brands. Getting your employees on board with amplifying brand content to their own networks is pivotal in building brand trust and awareness.
- Your employees are your best ambassadors. Leveraging their influence in an advocacy program is key.
- Creating content your employees want to distribute helps solidify adoption and engagement in an advocacy program.
- Employee-generated content works by tapping into subject-matter experts who want to share their expertise via speaking engagements or writing blog posts.
It’s a challenging time for brands in social media, but there are definitely opportunities to be had if you know where to look, and which strategies to employ. We hope our full report provides you with insights into some of the more promising areas to explore within the current social landscape so that you are ready to tackle a 2020 social media strategy for your brand.
DEG believes social media lives at the center of customer engagement, so we use our full-service skills to inform, nurture, and maximize these engagements for businesses. Our award-winning team combines strategy, creativity, and technology to help you connect the dots—making sure social media is woven into the fabric of the customer experience with your brand.