Hello Optimist People!
We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.
[2020: Content Marketing Era]
Have you seen that endorsement or paid ads brand promotion by social media influencers massively in your feeds?
Well, it’s not a surprising fact, noticing that Influencer collaborations had 57% more reach and impact in 2020 compared to 2019, which is a significant increase in engagement between businesses and influencers according to Klear’s State of Influencer Marketing 2021.
However, they also reveal that influencers are moving away from full posts to quick content on TikTok and Instagram Stories, reflecting alterations in consumer behavior on social media platforms. While the number of #ad posts on Instagram decreased, the value of influencers rose this year due to jumps in reach and effect that suggest creator partnerships are still a profitable part of the marketing mix, according to Klear. The significance of influencers’ collaboration towards brands is indicated through ad budgets, as 73% of marketers in the U.S., U.K., and Germany said they put more allocation into influencer marketing in the past year.
The Klear report also conveyed that Gen Z is a major power of growth for influencer marketing. Their demographic grows in purchasing power and they have kicked off the popularity and advancement of influencer marketing as the cohort’s share of the industry rose from 31% in 2019 to 34% in 2020.
Meanwhile, TikTok’s development as an influencer platform comes as the viral video app creates its advertiser abilities, which surprisingly can attract consumers from different parts of the world at different age ranges.
In September, TikTok have introduced a program to showcase upheld providers for ads services on its app and later declared openly a partnership with e-commerce platforms such as Shopee and Lazada to help brands and retailers advertise their products through shop-worthy videos.
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