The Top Trends to Think About when Creating Your Influencer Strategy

Social media seemingly moves at the speed of light, and influencer marketing is no different. With constant changes to social media algorithms, new platforms popping up, and consumers changing the way they search and interact online, here are the three trends to consider for next year.

Influencer Content is the New SEO 

Social media has already changed how many find products or even book their next trip. But with Meta reportedly working on its own AI-powered search engine, social content will be further refined. It’s not a far leap to imagine typing “what is the best hairdryer” into TikTok or Meta’s search bar and instantly seeing trending videos, influencer Reels testing different hairdryers, and authentic product recommendations from creators. It’s time to start thinking about how search operates on your preferred channels, and whether your influencer strategy is using the right keywords, testimonials, and trusted creators to ensure your content is front and center. 

Retail Store Influencers Gain in Popularity

More Consumer Packaged Goods (CPG) startups are turning to retail store influencers to drive in-store sales. These creators are focused on the prices and discounts of the moment, showing their audience great deals at major retailers such as Costco, Trader Joe’s, and Target. For CPG brands, partnering with these influencers may seem like a no-brainer, but there are a few things to think about:

1. A Lower Funnel Strategy: Retail store influencers are great at familiarizing your audience with price, packaging, and testimonials, which is most effective as a lower-funnel tactic.
2. Short-Lived Content: The impact of the content will be tied to the shelf life of the deals or discounts, so plan for a limited but impactful timeline.
3. In-Store Challenges: Shooting content in-store requires different considerations. There may be other people, brands, and products in frame.

Creator Content Everywhere

Influencers have deeper connections with their followers, building trust and community over years and even decades. Their audience engages more, and values their opinions and recommendations. And this year, we’ve seen the power of influencers in everything from increasing the popularity of F1 racing to affecting the opening weekend of major films. You can expect to see creator content everywhere (if you’re not already) from CTV ads to Digital Out of Home (DOOH). If you’re not already, begin strategizing your own content utility.

How does your best performing influencer ads affect your broadcast commercials? How does your influencer content translate to multiple platforms? How can that content be used across display ads or your own brand social or all the above? A well-executed influencer strategy pays off in dividends.

So there you have it. Three big trends we’re expecting to see gain in traction for next year. As always, we’re here to help. Just reach out at hello@linqia.com!

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