Quick Look for Sellers: How Influencer Marketing Will Develop in 2021

Reaching younger consumers is difficult through traditional media channels such as television , which makes digital channels , including influencer marketing , even more important for reaching the target audience.

The growing spending power of Generation Z will have a greater influence on the content created by influencers , according to a new forecast, creating a growing need for marketers to build long-term relationships with influencers who can become effective brand advocates .

According to CreatorIQ, authentic , short-form content has become more popular among Generation Z as social media usage has surged due to the pandemic . Brands can work with Gen Z influencers to learn more about the audience they hope to attract.

Many young consumers aspire to become professional influencers . Research firm Morning Consult found in a survey that 86% of Gen Z and millennials said they would post sponsored content to make money, and 54% would be willing to become an influencer if given the opportunity .

Like many aspects of marketing, the influencer marketing space is becoming increasingly data-driven , providing brands with additional measurement capabilities to evaluate ROI and other business outcomes.

E-commerce sales tied to content have become a key benchmark as platforms popular with influencers, such as YouTube and Facebook, have given marketers tools to measure influencers’ efforts through data such as online ordering and payments .

CreatorIQ's report also predicts that brands will support their influencers through paid media to expand their influence. By expanding to paid media, marketers can target similar audiences that may not be fans of the influencer but have similar psychological and demographic profiles. In this way, brands can drive more people to take action, such as selling more products, getting more downloads, etc.

CreatorIQ also foresees the potential for customers to become effective influencers, with the fusion of influencer marketing and customer experience able to expand reach and increase long-term loyalty.

In summary, in 2021, influencer marketing may usher in the following development trends: Generation Z will play a greater role in influencer marketing; social media influencers may develop into long-term brand ambassadors; the influence of customers will increase, etc.

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Influencer Marketing

Generation Z

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