I’ve talked a lot about influencer marketing over the past several years, both on this podcast and in my book, “The Age of Influence.”

The practice of influencer marketing has changed since 2019 and 2020, when I wrote that book. For that reason, we need to look at the current influencer marketing trends if our campaigns and techniques are to remain successful. Let’s take a look at why influencer marketing is effective and what trends we can expect to develop over the next year.

Key Highlights

[08:01] True Long-Term Influencer Partnerships

[09:27] Authenticity Over Perfection

[11:10] Think Video First

[11:47] Emergence of Live Shopping

[12:43] Nano Micro-Influencers As Forefront

[14:10] The Growth of Influencer Marketplace

[15:50] The Concept of Frist Party Data

[18:54] Affiliate Marketing As A Critical Part of Influencer Marketing

[20:38] Employees As New Influencers

Notable Quotes

• The more you hear people talking about the Creator economy, the more that you should understand influencer marketing is relevant. Because the more we value creators, the more we value influencers, because at the heart of it, most creators either are or become influencers. 
• For something like collaborating with influencers and content creators, there should not be an on off switch, it should be long term. 
• You should try to understand the way the influencer feels it would be best done it would be most authentic, because invariably that is going to get you the best results. 
• It's not about how many followers you have necessarily, it's about how good your content is. And the algorithm is pushing the content. 
• If you plan on investing 5, 10% of your marketing there, you want to acquire a lot of first party data. Only way to do that is to do more and more work with influencers and properly measure it right and then reflect on that measurement and optimize over time. 

Links Mentioned

• My Digital Course
• Episode 251
• Episode 241
• Episode 289
• Episode 265
• Nano Influencers Blog

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