MARKETING TRENDS

Ways to utilise your influencer strategy to maximum effect in 2023

By our News Team | 2023

A proposed deal to spend almost US$52-million with English Premier League team Tottenham Hotspur is highly unlikely to go ahead.

As brands, businesses and consumers continue to evolve and adapt in a world where markets are undergoing rapid change and speedy innovation, it’s not enough to simply do influencer marketing. Rather, it’s imperative to be smart about it and to keep abreast of the trends within influencer marketing that can help assure a positive ROI. 

This is according to Albert Makoeng, Head of Sales at TheSALT, a digital platform that specialises in connecting brands with appropriate influencers. He lists the following as being among the key influencer marketing trends worth noting this year:

Marketing Trends

Image by Gerd Altmann from Pixabay

Video content is king

Video content has been on the list of almost every ‘best practice’ digital and influencer marketing piece for the past several years – and there’s good reason for it. As 5G and fibre increase their foothold, people are consuming more video and audio content daily. This has helped increase the level of influence that content creators have on video-streaming platforms like YouTube, Twitch and TikTok. When drafting an influencer campaign, it’s important to place an emphasis on the creation of video content alongside static assets, because short- and long-form video content is dominating across all industry and influencer levels.

Build a relationship – and build it to last

When it comes to the duration of your influencer campaign, it should be about building a relationship that lasts. According to Nael Schaffer, who was named a Forbes Top 50 Social Media Power Influencer for two years in a row, we’re increasingly going to see brands and influencers partnering together for the long-term. Among the many reasons he lists for this, it comes down to the reality that it can take time to make a sale. This means running a long-term campaign with an influencer will likely be more impactful than short marketing campaigns consisting of a couple of posts here and there. 

Micro- and nano-influencers lead on engagement

An influencer marketing benchmark report for 2022 found that while engagement rates in general have dropped across social media channels, this isn’t the case for most nano- and micro-influencers, who continue to show impressive engagement rates that also drive better conversion rates. This makes micro- and nano-influencer campaigns a must for brands and business across all industries, not just because it allows them to stretch their marketing budget a little further, but because it empowers them to tap into established target audiences that are deeply connected to the real human being they’re already following. 

The link between influencer and affiliate marketing

Many marketers consider influencer and affiliate marketing to be separate activities. But both involve an ‘outsider’ advocating for a business or brand, and the products or services it sells. Affiliate marketing is an arrangement in which a business pays a percentage commission to the person or organisation marketing their products or services for the traffic or sales generated from their activity. Understanding this makes it clear how the line between the two has become blurred, making it necessary to move beyond using influencer campaigns to simply raise awareness and enabling influencers to drive sales, from which they’re able to make a small profit as well.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.