The era of the infomercial — and in some ways, traditional advertising — is over. Gen Z and Millennials don't want to be talked to and pitched at by a corporation. Instead, they look to their favorite celebrities, athletes, or streamers — the influencers — for recommendations on products and services.
In 2019, the top influencers by authentic engagement included Kylie Jenner, Selena Gomez, and Cristiano Ronaldo. A single endorsement from one of these influencers can mean millions of dollars for the company that partners with them. So it's critical for brands to be able to identify the factors that make someone influential.
Business Insider Intelligence lays out the key components to this increasingly important industry for 2020 with The Influencer Marketing Report, which:
- Forecasts the growth of brand spend on influencer marketing as influencers have become more plentiful and effective
- Discusses how social platform shifts impact the influencer market, and how platforms are embracing (or estranging) influencers and creators
- Outlines how the industry categorizes and values influencers according to follower count (reach) and area of expertise (niche), and the benefits and pitfalls of each type for brands
- Investigates how brands should approach three key emergent types of influencer, including kidfluencers, gaming influencers, and virtual influencers
Interested in more digital media research? Buy our Ultimate Digital Media Reports Bundle and get all the reports you'll need to stay ahead of emerging trends in the industry. You'll get immediate access to this report and 71 others on some of the most important topics impacting payments. | |
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