Key 2018 Influencer Marketing Trends

6 Dec

As we have noted: A popular new concept is “influencer marketing.” What is it? And how should it be used? This post deals with 2018 influencer marketing trends.


What Is Influencer Marketing”

According to Evans on Marketing: “Influencer marketing is a BIG deal. With it, we target well-known individuals. Their effect on the purchase decision is high for some consumers (followers).”

Consider these remarks from the CEO of TopRank Marketing:

What does ‘influencer marketing’ mean you? Do you think of celebrities with product photos on Instagram? Or having a famous YouTuber run a contest? Why not send products to bloggers? And hope they do a nice review? Surely that’s not all marketers want from influencer relationships.”

“Think of brands working with or paying influential people to create content. And how that lifts brand credibility and reach.”

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Key 2018 Influencer Marketing Trends

Now, we review 2018 influencer marketing trends.

As Vivian Michaels observes for TNW:

“The popularity of influencer marketing rose 90x from 2013 to 2016. And it doubled the first nine months of 2017. Reasons range from their versatility (for all businesses) to their noninvasive nature. Because of this, we need to study trends.”

Thus, Michaels identities seven key 2018 trends:

  1. Value of services to increase. Influencers are sought-after on social media. Witness the rise of accounts with thousands of followers. At the same time, more firms will use influencer marketing. Thus, demand for social media personalities increases the their service value.”
  2. KPI and ROI measuring vital. With high demands on influencer campaigns, we want to measure key performance indicators (KPI) and return on investment (ROI). Thus, we expect new software and marketing platforms.”
  3. The year of integration. 2018 will see brands combine different influencer types. Each group reaches a specific target. And that reaches more people.”
  4. Video marketing critical for online audience. Video reduces me-too messages. And it is engaging.”
  5. Lawsuits against brands and influencers. Influencers and brands are careful. Yet, in 2018 we expect lawsuits to grow.”
  6. ‘Fake’ influencers with bought followers. “For little cost, a social media user gets thousands of followers. They have a big fan base. But, they buy them.”
  7. Instagram to surpass one billion users. Instagram is popular. in 2018, its influencer marketing will rise.”


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Key 2018 Influencer Marketing Trends. Seven to Consider.

11 Responses to “Key 2018 Influencer Marketing Trends”

  1. Elizabeth Delfin December 6, 2017 at 5:22 pm #

    As I am reading these seven predictions as to what will happen in the influencer market in 2018, they seem to make sense to me. For instance, #5 discusses the rise in law suits against influencers; this correlates with the FTC’s new rules. With the recent integration of these new rules, it’s a no brainer that there will be an increase in legal issues concerning influence marketing. Influencing marketing is becoming such a large trend that it positively and negatively affects the market. I see it almost everyday now just scrolling through various social media feeds. I would expect to see on my feeds next year, all of these predictions to come true.

  2. lauragiannotti December 6, 2017 at 7:46 pm #

    Influencer marketing trends are very prevalent on social media. I find this trend a lot on Instagram and Facebook. I know that the Kardashian’s/Jenners and people that they are affiliated with are apart this new trend. I personally think that it is a great way to market a product. For some reason, everyone wants to be able to own, wear and do the same thing as famous people. Marketers definitely have the right idea!

  3. Xiaoyan Wu December 7, 2017 at 9:55 am #

    As it mentioned, in 2018, there will be more than 1 billion users on Instagram. When company tried to promote their products, media like Instagram will be more competitive and brings more influnce power the potential customers and followers. Obviously, the success of Instagram also push the growth of advertisment industry.

  4. Andrew Feng December 7, 2017 at 3:57 pm #

    It seems that influencer marketing trends seem to be on the rise, but I wonder how effective some of these influencers end up being. With the vast numbers of Instagram posts, would there be too much clutter? Compared to Instagram, are there other sites which may be more effective and reduce advertising waste?

  5. Andrea Capobianco December 9, 2017 at 6:10 pm #

    Influencer marketing is very effective and really helps companies generate more sales by providing a greater reach. The most popular method of influencer marketing at the moment is with social media celebrities. By seeking out social media celebrities with millions of followers, companies can gain new buyers that they never had before. Additionally, most companies allow the Youtubers and Instagramers to give out coupon codes for the products. This really brings in more people, especially since everyone loves a good sale.

  6. Charles. L. Chen December 9, 2017 at 6:44 pm #

    Influencer is a really hot topic these days, especially in the beauty industry. Nowadays, almost all the brands in beauty industry send out the PR packages to those major influencers to let them promote their product so that they can gain more sales.

  7. Milin Huang December 10, 2017 at 12:18 pm #

    A great app which would be a complement to influencer marketing would be an app that can analyze a photo and produce marketing details from it. In particular, the app could be used to analyze instagram photos to extract links to buy the products which are depicted in the photos.

  8. Nicholas Pappas December 10, 2017 at 2:12 pm #

    The huge popularity of social media increases the power of influencer marketing. Giving products to people for review purposes that have large fanbases (youtube) allows for more people to learn about products and potentially sway them to purchase products. Simply using celebrity endorsements may work for some consumers, but not the more savvy shoppers that rely on more than just a photograph of a celebrity using the product.

  9. Jing Sun December 10, 2017 at 5:13 pm #

    With influencer marketing strategy. Brands or new products can reach lots of consumers in a short time. However, as the industry grows, the competition between influencers is more intense. Lots of influencers fail late, so a brand should carefully select promotion channels.

  10. Brian Rosenberger December 10, 2017 at 7:08 pm #

    In our social media age, Influencer marketing seems understandable. As young people are moving away from television, companies need to rely on more than just television commercials. As mentioned in the blog post, Youtuber and video marketing seems more and more common, especially for companies that are less heralded, with a new product. Most big youtubers now reference and use products that are sent to them via these companies. This is just the biggest example of a trend that I do believe will further increase in 2018 and beyond.

  11. Max Strauss December 10, 2017 at 8:48 pm #

    When doing my term project on GMC and Tesla, I came across an article where Cadillac worked with a fashion and art publication to launch a café and car showroom all in one. I thought it was a good idea to work with an influential magazine to create a unique experience for customers while promoting the vehicle brand.

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