2018 was the year when influencer marketing went from being a flying car, to becoming a self-driving car.
It was the year when it went from being something that was cool to try and to talk about, to something that brands now wholeheartedly invest in.
As Amy Webb, professor in strategic foresight at NYU, brilliantly explained: Flying cars have been trendy since beginning of the 20th century. In 1917 Glenn Curtiss presented the Curtiss Aeroplane, as shown in the picture above. Since then we’ve seen hundreds of examples of flying cars. But still today, factors like regulations, technological limitations and demand holds it back.
Self-driving vehicles are also something that has been around for almost a century. But it is now much closer to becoming a trend. The technology is there, the regulations and legal policies are being put in place and humans are starting to become comfortable with the idea of self-driving vehicles.
How does this relate to influencer marketing?
For several years, the influencer marketing industry hasn’t seen tools intelligent enough to find the right influencer for the right brand. The market hasn’t had enough information to understand who’s behind the follower numbers, or what makes a post successful or not. There’s been confusion on how to follow the legal guidelines, and how to maximise the use of the content which influencers produce. All in all, this made it too risky for sensible brands to fully commit to influencer marketing and make it an integral part of their marketing plan and strategy. Consequentially, influencer marketing has stayed in the trendy stage for a number of years, similar to flying cars.
In 2018 however, we’ve reached a stage where some of the influencer-brand matching tools (read: Tailify) are more intelligent than ever before. The influencer platforms, such as Tailify’s, are easier to use. The ways of measuring the results and ROI have become more sophisticated, with the help of new technological tools, more data from the social media platforms and econometric models that will allow you to compare it with your other marketing channels. This, together with clearer legal guidelines, more creative campaign strategies and influencers becoming better at creating inspiring content, has led to the industry become more professional and transparent.
This is why influencer marketing is now a medium that brands take seriously. 84% claim that it’s critical to their future success. In 2018, brands went from dipping their toes into the influencer marketing industry, to making long-term influencer marketing strategies.
This is why 2018 was the year influencer marketing went from being trendy, to becoming an actual trend. If you want us to help you do influencer marketing right, get in touch.
Fredrik Martini Andersson - Head of Campaigns.