2019 Marketing Trends Guaranteed to Shake Up Social Media

2019 Marketing Trends Guaranteed to Shake Up Social Media

The group of micro-influencers we expect to trend this year are social sellers. This would also change how influencers get paid, where affiliate-like sales commissions will favour flat payments currently calculated on the basis of the number of followers.” – Anna Rehermann, Growth at jumper.ai “Influencer marketing is going to shift away from macro influencers to favor more niche micro or even nano influencers with high engagement and more targeted communities. I believe 2019 will showcase the following trends in influencer marketing: Long-format content creators will be in demand Long-term partnerships will be more common Niche communities will be on the rise Employee advocates will become the new micro-influencer Advisory boards and FTC oversight will become more commonplace” – Gio Palatucci, Director of Social Media Services at Sparkloft Media “ People tend to trust nano influencers more than they trust the message that big brands or even web superstars are trying to convey. By utilizing strategies such as Live video, influencer marketing, and Facebook Groups (and avoiding over-the-top self-promotion), brands can build trust with users and ultimately restore their audience’s confidence in social media as a whole.” – Jill Messinger, social media specialist at Page 1 Solutions Social engagement = authenticity “In the wake of 2018 where social media lost the trust of consumers, brands will engage in more social causes and increase their activations with influencers in 2019 in an attempt to regain that trust.” – Kevin Kelly, The Tangent Agency “Through social there’s an incredible opportunity to not only involve your brand in the day’s social and political conversations, but take a stand on them. When a brand has more social capital, its community members are more likely to act on the brand’s behalf—think expressions of brand loyalty and communications that promote brand awareness.” – – Katherine Calvert, CMO at Spredfast + Lithium “While Facebook groups are not a new thing, I see more brands taking advantage of this incredible way to interact with current and new customers. Agency Trend #4: Video, video, video! Everyone’s talking about the rise of video content across all social channels – and new channels that are emerging around video content. Social media platforms are always keen to push new features further to encourage adoption, so get familiar with IGTV and make use of the fact few are effectively using… yet!” – Henry McIntosh, Director of Twenty One Twelve Marketing Live interactions + video is the upcoming trend “Video is merging with social media, and live interaction around watching our favorite shows will converge with the media itself. People are finding local businesses and things to do tonight via Facebook.” – Matthew Alexander, Digital Marketing & Photography Trend #7: Real-time communication becomes a must-have (not just for customer support) Customer expectations for immediate response from brands have risen – and it’s safe to say they’re not going back. These aren’t just trends in social media marketing.

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When you ask hundreds of marketers what’s coming around the bend for social media marketing in 2019, you might expect hundreds of different answers. But when hundreds of marketers keep repeating the same 6 themes… you know you’ve hit on trends that are influencing the entire marketing landscape.

I’ve curated a list of the most thoughtful and revealing responses that illuminate where we’re going, where we’ve been, and why these trends aren’t flashes in the proverbial pan – they’re reaching towards larger truths about sustainable, ethical marketing.

For scannability, I’ve put key ideas in bold.

Trend #1: Micro-Influencers are the new big thing

Are macro-influencers played out? Should influencers look for another job? Maybe not quite yet, at least for the biggest brands. But there is a definite trend towards smaller, niche audiences. But, there’s also a backlash against micro-influencers who fudge their numbers, opening opportunities for nano-influencers.

Macro’s out, Nano’s in

“The Age of Niche Influencers — In 2019, we will see a major shift in how we view the term “influencer.” We will see a significant increase the use of hyper-focused influencers across niche, vertical industries, especially in the business-to-business (B2B) market.” – Julie Murphy, Senior Vice President of Sage Communications

“Micro-influencers will continue to trend and rise. The group of micro-influencers we expect to trend this year are social sellers. Brands have started to engage with large groups of micro-influencers who can directly reach consumers on social media. This would also change how influencers get paid, where affiliate-like sales commissions will favour flat payments currently calculated on the basis of the number of followers.” – Anna Rehermann, Growth at jumper.ai

“Influencer marketing is going to shift away from macro influencers to favor more niche micro or even nano influencers with high engagement and more targeted communities. Influencers will be chosen based on data-driven performance rather than sheer number of followers, and authenticity will remain a priority. Consumers are becoming wary of influencers whose feeds are packed with sponsored content, and smaller influencers who embody more of a friend persona will breathe some fresh air into the industry.” – Carolyn Schlensky, Copywriter & Social Media Community Manager at Pelicon

“Micro-influencers are starting to be prioritized over major influencers, who have raised prices for their services. This has led small businesses to look for cheaper alternatives, like micro-influencers (who have followings of fewer than 10,000 people). You can find one for every specific niche and they usually have a stronger and more engaged audience, though you may be giving up some reach.” – Tim Absalikov, co-founder and CEO of Lasting Trend – Digital Marketing Agency

“In 2019, brands will use the strength of their communities to turn their superfans into micro-influencers. By building and promoting places for superfans to create content, share stories and shout brand love, companies will secure brand loyalty from the ground floor.” – Katherine Calvert, CMO at Spredfast + Lithium

“If there’s any hope to reclaim authenticity in influencer marketing, it’s with influencers who are true creators with something to say and the skills to deliver that message. Finding partners with a like-minded mission statement, and a captivated audience is the key to success. I believe 2019 will showcase the following trends in influencer marketing:

  1. Long-format content creators will be in demand
  2. Long-term partnerships will be more common
  3. Niche communities will be on the rise
  4. Employee advocates will become the new micro-influencer
  5. Advisory boards and FTC oversight will become more commonplace” – Gio Palatucci, Director of Social Media Services at Sparkloft Media

“ People tend to trust nano influencers more than they trust the message that big brands or even web superstars are trying to convey. That’s because these nano influencers look like everyday people. There is something very genuine about what they say, and a closer proximity to their audience. I believe businesses should try to establish partnerships with these influencer who have a small, but highly targeted and responsive audience.” – Gregory Golinski, Head of Digital Marketing at YourParkingSpace.co.uk

“I believe influencer marketing will continue to rise in prominence during 2019 but we will see brands approach it with a lot more caution. The number of fake influencers (those who game their follower and engagement numbers) has stung brands too many times and they will look to new tools such as Social Chain’s Likewise to advise them on which influencers are legitimate.

We will also see a move away from a one size fits all approach, with brands focusing on influencers who are highly relevant to their niche. This may see a continued move towards using micro influencers.” – Henry McIntosh, Director of Twenty One Twelve Marketing

“There’s a huge saturation in the social ads market now; brands started off using huge influencers like the Kardashians to promote their products, but soon began recruiting armies of micro-influencers, too. Now, brands are turning to use nano-influencers (those with >10k followers).

Before we know it, everyone with a social handle will have a promo code for some kind of product or service, massively reducing the value in that kind of advertisement.

Brands need to start being a little more creative in the way they advertise themselves in 2019, then, if they want to stand out from the promo-code crowd.

I think that as our feeds become more and more overcrowded with promotions, returning to a more genuine way of promotion is key for any brand that wants to build loyalty without coming across as desperate for attention.

By simply being present in the lives of the right influencers, brands can have great success on social without the unclassy self-promotion that’s been present in recent years.” – Ollie Roddy, Business Development Manager at Catalyst Marketing Agency

Trend #2: Regaining consumer trust on social

In Hootsuite’s 2019 Social Trends article, the first trend they noted was “Rebuilding Trust” on social media, suggesting brands strategize more relevant, authentic, and genuine ways to relate to their customers. It’s a theme I heard repeated again and again: Trust, transparency, authenticity.

Transparency on social

“Transparency will become increasingly important as more consumers adapt the ‘farm-to-table’ desire to know who made their clothes, who grew the crops they eat, what are the people like who own the company they’re buying from and how are the workers treated? In order to successfully be seen as a transparent company, social posts will need to mirror the ‘about us’ page on the client’s site. Social posts will need to showcase what the people behind the product are like via PR links citing the brand’s owner, podcasts, interview snippets, live video, friendly photos, and things that make the company more relatable to the people who will be investing in it by voting with their wallets.” – Jason Myers, Senior Account Executive for The Content Factory, a digital marketing firm

“In 2019, the name of the game will be transparency. Following Facebook’s data breach scandal last year, brands will be looking to regain social media users’ trust by generating more transparent, genuine content across all social platforms. By utilizing strategies such as Live video, influencer marketing, and Facebook Groups (and avoiding over-the-top self-promotion), brands can build trust with users and ultimately restore their audience’s confidence in social media as a whole.” – Jill Messinger, social media specialist at Page 1 Solutions

Social engagement = authenticity

“In the wake of 2018 where social media lost the trust of consumers, brands will engage in more social causes and increase their activations with influencers in 2019 in an attempt to regain that trust.” – Kevin Kelly, The Tangent Agency

“Through social there’s an incredible opportunity to not only involve your brand in the day’s social and political conversations, but take a stand on them.

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