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How Influencers Are Changing the Marketing World in 2020

A girl holding an Iphone with an instagram profile open to an influencer.

Celebrities who?… Celebrities are no longer taking the lead in influencing young audiences. In fact, 70% of teens trust influencers more than traditional celebrities. This alarming statistic makes you want to take a seat and re-evaluate your marketing plan. So what makes influencers so strong? How are they changing the marketing world in 2020? Let’s check it out.

Influencers vs Professional Marketers

If you haven’t already read our blog on TikTok, then here’s the gist. TikTok is another rising social media platform, and as with all social media platforms, influencers are born. This one, in particular, is similar to Vine, where users record themselves lip-syncing to music or voice-clips. The more TikTok has developed, the more professional marketers are scrambling to put their paid advertisements on the platform. But is it working?
If anything, paid advertisements are probably driving a slight bit more traffic than if they weren’t there in the first place. However, it’s just lazy marketing. Instead of brands developing their content and outputting organic videos, they’re wanting to pay influencers to sponsor their products in paid advertisements.
Luckily they got one thing going for them. Using Influencers. But alas, Gen Z’ers and Millennials are quick to swipe past paid ads and are more inclined to listen to an influencer who endorses a product organically instead. The power of being authentic on TikTok is becoming more prevalent and I’m liking it. Professional marketers are having to abandon their Instagram ad ways and think a bit more creatively if they want their brand to be respected among younger generations.
So where does this put influencers on the spectrum of marketing?

The Power of Individual Influencers

Ready for another statistic? 92% of consumers trust the recommendations of people they follow on social media rather than advertising from brands. That doesn’t mean advertisements are all bad. In fact, they’re still a great way to gain visibility. Take PPC for example. Using pay per click advertising on Google can help increase awareness for companies where the market is more competitive. But how do advertisements fare in the social media world?
It feels good to know that influencers are being a little bit more picky about what they promote. In any circumstance, they may be paid some amount of money, but the growth of promoting brands they just believe in is rising, paid or not. What’s great about it all is that no matter how silly or serious an influencer is, they’re still an important figure groups of people look up to and trust. Start doing that with your own company and stop with the cheap marketing tactics.

Companies as Influencers

In 2020 I will gladly watch the marketing world shift into a more honest and raw form of content creation. Instead of relying on paying individual influencers, brands should be building an audience around their own image and philosophies. This means taking the extra step of doing some in-depth audience research and formulating a brand message that is consistent and unforgettable. After building an audience that trusts your brand, get in the habit of communicating with them consistently. It’s the same as a business relationship. You’ll get back what you put out.

2020 Influencer Marketing

It’s predicted that in 2020, Influencer marketing is going to become a $5-$10 billion dollar industry, and why shouldn’t it be? It’s no surprise that businesses are jumping on the micro-influencer train. It’s a great way to save money and focus specifically on a niche area that aligns with the company’s brand. To stay in the know, you need to be ready for influencers making heavy use of podcasts and videos in 2020. This opportunity is huge for brands wanting to build a business relationship with influencers.

Video Production & Branding

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TikTok vs. Instagram Reels: The Competition Heats Up

A yellow background and a black iPhone with the TikTok logo on it and earbuds plugged in.

Move Aside TikTok, Here Comes Reels

Instagram has been on an upward climb since it’s launch in 2010. Facebook quickly caught on and purchased Instagram just 18 months after its launch. Now, there is a new competitor in the social media world. TikTok. As you may already know, ByteDance decided to merge Musical.ly and TikTok making it one single app called TikTok. Now TikTok claims that they have 500 million active users, and over a billion downloads. With its rise in popularity, it wasn’t long until Instagram hopped aboard the social media trend train.

TikToks Rise

TikTok allows users to create short videos usually 15-30 seconds long. There isn’t anything particularly outstanding about these videos, they can be about anything. The most common videos you will find on TikTok are of people dancing, singing, or lip-syncing to songs. These songs change almost weekly depending upon what is trending. It is a very fast-paced app, with a new trend catching fire within 3 days. TikTok also allows users to follow others and receive updates on when they post a new video. Popular creators can be found posting up to 3 TikTok videos a day.

TikTok Tutorial Video Below:

TikToks Appeal

It comes as no surprise that the early adopters of the app fall in the age range of 16-24 years old. Since it has become so popular among this age group, users are making an effort to become “TikTok famous” among their peers at school. People like Charli D’Amelio and Loren Gray have gained millions of followers in the blink of an eye. Their rise to fame happened so quickly that others are now trying to compete or “make fun” of the instantaneous “clout” they receive from using TikTok.

Do you think there’s the possibility of people becoming Instagram “Reel famous”?

While there were some early TikTok adopters older than 24, its popularity among that demographic didn’t become well known until a little while later. Nowadays, you will notice older users on the app more frequently. As time goes on, users can expect to see more diverse age groups in videos.

Instagram Notices

Really? It didn’t take long for another competitor to want a slice of the pie. Instagram announced its new Reels feature with hopes that it will compete with the already popular TikTok. Reels are pretty much the same idea where users can take short videos of themselves or of other things in 15 seconds. You can then share these videos on your story and potentially land on the “Top Reels” page.

Check Out This Demo by Techcrunch:

Look familiar?

Will You Use Both?

With Instagram already being an industry leader in the social media world, do you think they should step aside and let TikTok have its moment? Instagram has been known to adapt to user needs with the integration of “Instagram Stories” as a response to Snapchat. Now they are finding a new area they can grow in with through the introduction of Reels.
Instagram has already changed the way businesses market to consumers. Digital marketing companies are constantly adapting and looking for new ways to reach audiences. It’s predicted that over 75% of businesses will use Instagram in 2020.

You’ve probably already noticed the ads on TikTok. It will be interesting to see if those will grow more prevalent or if businesses will find a new way to market themselves through the app.

Conclusion

If anything, TikTok is still a very relevant and growing social media app. It’s not surprising that Instagram feels a little threatened. Come 2020 it will be interesting to see where the pendulum swings, if users will continue to use TikTok, or if they will move over to Instagram Reels.

What’s appealing about Instagram Reels is that it is a feature within the Instagram app. Therefore, you can post photos and TikTok-like videos using one app. You won’t have to download a bunch of social media apps if Instagram will just combine them all.

Businesses are slower to adapt, and ads can really drive away users. Marketing on TikTok will have to be very clever and well-executed so that it looks more natural to the everyday user. As a Digital Marketing Company in Boise, we are always looking for new opportunities and ways to market to the masses through social media. As expected, we will be keeping a close eye on Instagram Reels and how TikTok evolves to combat it.

Social Media Marketing

Social Eyes is a Boise marketing company that offers a variety of services like web design, web development, social media marketing, and video production. If you’re curious about reaching a target audience through the use of social media give us a call!