The Success Formula for Influencer Marketing in 2020

Did you know that the word influence is derived from the Latin word influentem which means “flowing in.”

In the old days, the word was used to describe the streaming or flowing of heavenly power that emanated from the stars and held sway over the fates of other people.

Today, influence is the digital power flowing from the social media platforms and it holds definitive control over consumer psyche and behaviour.

The list of companies turning to social media is ever-expanding and Influencers are the powerhouses in the internet age.

Therefore, if you are looking for the mantra for success in brand making and online business, it’s time you channelized the legendary power of influencer marketing.

Adapting to the New Normal

The year 2020 will go down in history due to the unprecedented crisis brought about by the COVID 19 pandemic.

A global crisis of this scale practically forced people to stay isolated under lockdown measures to follow social distancing guidelines.

The only connecting source through these tough times has been the social media platforms.

Every social media platform has experienced a spike in its active user’s statistics.

This has only been complemented with the mushrooming of influencers around the digital space.

Influencers who already had become household names within a short span of time quickly rose into higher prominence.

The new normal has made influencer marketing as one of the biggest forces to reckon with.

Especially in the year when digital marketing has clearly made a place for itself as important, if not more, as traditional marketing.

However, as it happens with most online trends, the onslaught of so many influencers have also brought a lot of scrutiny to the phenomenon.

Influencers who do not form a genuine relationship with their followers have seen a downfall in their popularity due to inauthenticity and unoriginality.

On the other hand influencers with unique voices are able to truly connect with the consumers.

These select few are the chosen ones as they will be able to add value to brands and businesses.

Influencer marketing success is dependent on these select few.

They are the ones who can keep up with the changes and evolve with changing.

A combination of gut and grit will rule the realm of influencer marketing and come out as winners!

The Influence Mantra

We all know that in the world of digital marketing when the going gets tough, the tough get going.

It is important to learn the secret formula that will help you tap into the power of Influencer Marketing. Constant vigilance is the key to keep up to date with digital trends and online conversations.

The best way to do this is through an effective influencer marketing strategy.

Here are the three essential steps that you must keep in mind while formulating your Influencer Marketing plan.

• Being relevant: Leverage the power of influencers to deliver content aimed at maximizing reach and connection. Influencers are leaders in their niche and enjoy a position of authority among their followers. Brands looking to grab the attention of their target customers need to find the right influencers to get the right results.
• Adding value: Influencers who are passionate and authentic hold the enviable power of persuasion and can easily control the buying habit of their followers. Followers depend on their favourite influencers for useful information and tips. In order to use and increase sales, utilize influencer marketing to deliver valuable content.
• Active Engagement: Influencers have become integral parts of our lives. It’s not just entertainment that they are providing; they have become cultural icons for this generation and a great source of creative output. Brands cannot ignore the massive sway they hold amongst the young and the old.

The World Needs Leaders

2020 is a transitional year, as we enter the new decade everyone is taking a lot of new experiences with them that is brought about by such a cataclysmic event.

With more time in hand, people are spending a huge chunk of their daily time online.

School and college teaching is shifting to online methods, offices are turning into cyber workspaces and family gatherings changing into familial video conferencing.

All over the world people of all ages are hooked in one way or the other into the internet.

Social media is naturally the fuel to this great digital engine. There are a number of users who are bringing their daily activities, innermost emotions and uninhibited thoughts into online spaces.

With a change in consumer behaviour, celebrity culture is in decline. On the flip side, influencer culture is on a steady rise.

As more and more people are realizing the big divide between celebrity lifestyle and the common people, the growing cult around influencers.

These influencers are emerging creators who the consumers can relate with. Anyone, literally anyone can become an influencer.

From large-budget, highly polished and edited content to raw, in-the-moment creative material, social media influencers have blurred the boundaries between creators and consumers.

They are taking up social causes and issues closest to their hearts and surrounding themselves with a community of like-minded people.
Influencers are using all the technological tools and creative resourcefulness to tackle this unprecedented situation.

With their evident success, they are definitely luring massive online popularity and success.

All this is done through dedicated hard work and providing relevant, compelling and educating content.

Marketers merging their knowledge with these talented futuristic leaders can easily dominate the digital environment.

Conclusion

Brand experts and marketers who will bring a sense of purpose to their brand story-telling can fill up the dearth of leadership roles in 2020.

Therefore, create long-term connections with your audience and you will definitely be one of the winners of the influencer marketing world.

By bringing a human element to your marketing strategy, create the possibility of coming out of this crisis stronger than ever.

Perseverance and endurance are the key features helping businesses stay afloat during the pandemic.

It is common to feel anxious, watching the entire world – along with marketing – turning upside down.

But it’s precisely in these troubled times when we need to spread the message of growth and courage.

So dig deeper to forge a loyal connection with audiences.

Brands adopting authentic voices of compassion and empathy are going to be loved and trusted by their customers.

In short, influencer marketing needs to be adaptive to the changing times.

If you remain unfocused on the connection between influencer marketing and content promotion, be prepared to suffer.

Combine creative and intelligent strategies to be on the winning side!

Written by Aditya: He is a founder of Digital Polo a unique design company that provides unlimited design work for a simple, affordable fee. He also heads a full-service digital agency called Nico Digital.