Influencer marketing is growing bigger and bigger with time. Many businesses now use this form of marketing for brand promotion. This modern method of marketing involves endorsements and product placement from social media influencers. These influencers can be people and organizations who have a purported expert level of knowledge or social influence in their field. If you are considering influencer marketing for your business, this article is for you. Read on to find out 10 influencer marketing trends to use in 2021.

Influencer Marketing Trends

There are many benefits of influencer marketing. To list some of them:

#Increased credibility and trust

#Helps provide value for target market

#Quicker consumer acquisition

#Cost effective marketing strategy

#Aids social media marketing

#Adds to content marketing

…and there can be many more benefits.

Hence, if you are planning to tap into this market this year, go right up!

However, understanding the trends in this market is very important. Trends play a huge role in influencer marketing. That being said, let’s find out…

10 Influencer Marketing Trends to use in 2021

#1. Influencer marketing continues to grow bigger

I have already said this in the beginning of this article. Influencer marketing is continually getting bigger. For all the marketing benefits it provides, more and more businesses are moving towards it. 89% of the marketers find it effective and 42% consider it top ROI generating marketing strategy. Therefore, if you are planning to make it a part of your marketing strategy, now is the best time.

#2. Short video content steals the spotlight

Video content marketing is a big part of influencer marketing. Video content has ruled this market from past few years. And it continues to be so.

However, with the rise of video platforms like TikTok, Instagram Reels, YouTube Shorts and the likes, short video content is stealing the spotlight. Therefore, it’s best to produce short video content for maximum engagement. And in case there is a need for longer video, influencers/marketers can rather divide it into shorter video clips.

#3. More live content

Live content has gained so much popularity since the last year. In the 2020 lockdown, many influencers went live to connect with their audience. Although now we are in almost the post-lockdown period, this trend still continues.

Followers love to see and connect with their influencers in real-time. Therefore, make sure that your influencer marketing strategy for 2021 gives due focus to live content.

#4. Greater emphasis on authenticity

There is a greater emphasis on authenticity now. Social media users are more interested in seeing the authentic selves of their influencers. They want un-edited peek into their lives. This also explains why subtly edited visual media is becoming more popular. Hence, authenticity is defining the new aesthetics in the influencer market.

Hence, for those using this medium of marketing: make sure to give your content an authentic feel. And the best way to do this is to truly keep it authentic!

#5. Micro and nano influencers will be more relevant

It’s been found that micro and nano influencers yield great marketing results for businesses. Their audiences tend to take their product suggestions more seriously than those of influencers with larger following. Such influencers characteristically have less than 100k followers and marketing through them is very cost effective.

Looking at the pattern, this trend is going to continue in 2021 as well. Hence, this is the right time to invest in micro and nano influencer marketing.

#6. Instagram is the top choice

Talking about the best virtual spot for social media influencers, it is Instagram. Moreover, with its recent feature updates—especially Reels—it is becoming more and more potent.

For about 96% of the marketers, Instagram is the most preferred platform for influencer partnerships. Hence, it is worth investing in Instagram influencer marketing.

#7. Businesses are increasingly outsourcing influencer marketing

Unfortunately, there is also one sad trend. With the influencer market growing bigger and more profitable, many cheats have entered the industry. Hence, there’s been an increase in influencer frauds. If you fail to identify whether an influencer is genuine or not—which can generally be quite hard—you may end up losing your money.

Hence, over 54% of marketers prefer to outsource influencer marketing from digital marketing agencies. A top-shelf agency would have genuine influencer links that you can leverage. Moreover, they can take away your whole worry and efficiently manage your influencer marketing campaign. So, if you want to save time and efforts while earning great ROI, outsourcing influencer marketing would be the best idea.

#8. Increase in performance-based deals

Both brand and influencers are increasingly seeking long-term partnerships. Hence, 2021 is also seeing an increase in the performance based deals. This implies that the client will be expected to fulfil his end of deal only when the influencer has delivered on her/his promise as defined in the contract.

Such on-going partnerships are beneficial for both influencers and the businesses. Hence, it is best advised to go for performance-based influencer marketing deals in 2021.

#9. Increased emphasis on diversity and inclusivity

For all the good reasons, there has been a rise in the social activism. This has also influenced the trends in the influencer market. Now, there is an increased emphasis on diversity and inclusivity.

In fact, many brands have been accused for tokenism or unfair pay. Therefore, when strategizing for influencer marketing, make sure to be more inclusive.

#10. In-app shopping

This is another very important influencer marketing trend that brands need to take a notice of. There has been an increase in the ‘shoppable posts’ on Instagram. Such posts allow users to shop right there without having to leave the platform.

This makes online shopping through social media very convenient. Moreover, such posts are more likely to cause conversions. Therefore, make sure to tap into this trend for your influencer marketing campaign in 2021.

Bottom line

The influencer marketing industry is getting bigger. And that’s the biggest trend. More and more businesses are investing in this form of digital marketing. For successful influencer marketing in 2021, there are certain trends you need to know. And the above list can help you with just that! It all boils down to just a few things. Authenticity and brevity will rule this market. There will be a greater emphasis on diversity and inclusivity. Moreover, nano/micro influencers will be more preferred. And for the better results, it is best to outsource influencer marketing services.

What else do you think will define the 2021 influencer market? Drop a comment—we will love to hear!

Somya Sharma : Regardless of being a Delhi University graduate with a major in English Literature, Somya's interests are not limited to poetry and drama. As a person who loves researching, discussing and writing about topics rooted in various disciplines, the list of subjects that tickle her fancy is ever-growing. She finds the power of psychology in marketing particularly intriguing and has set out writing blogs with the aim of helping budding marketers polish-up.