In 2017, influencer marketing successfully made the transition from being considered a passing fad to being allotted a well-deserved place in the modern marketing mix.
Interest in the topic increased 90-fold from 2013.
The success of influencer marketing lies in being able to break through the noise and content saturation in today's digital environments by harnessing the voices of trusted opinion leaders to spread a brand's message to the intended audience in the most authentic and natural way possible.
As we enter 2018, influencer marketing will continue to rapidly evolve both as the brands already using it look for ways to maximize the impact of their collaborations and as other brands give in to "peer pressure" and try it for the first time.
Here are five influencer marketing trends to look for in the new year.
1. A Sizable Shift to Influencer Marketing
In 2018, ad spending for brands will continue to shift from print and broadcast to digital and social media, and a considerable portion of marketing budgets will be allocated to influencers.
Influencer marketing will no longer revolve around one-off campaigns; it will instead become an always-on strategy. Those brands that tried it for the first time in 2017 and confirmed its value will be coming back with bigger budgets and more ambitious projects during 2018.
Ismael El-Qudsi is CEO and co-founder of influencer marketplace SocialPubli.com and employee advocacy tool SocialReacher. His digital marketing experience includes roles as head of SEO and social media at Havas and project manager for Microsoft Bing in his native Spain.
LinkedIn: Ismael El-Qudsi Saugar