The 8 global influencer marketing trends to watch in 2018

Social media and digital influencer analysts have revealed which are the trends to expect to see on Instagram

Global communications agency Sermo and social management firm Traackr have revealed the eight global influencer trends to watch out for this year.

According to The Sermo Influencer Index 2018, influencers are becoming the new global media as they do not have the same commercial and structural barriers as traditional publications.

The index reveals that audiences overall are getting younger – 94% of the top influencers’ followers are aged under 25 years old and 74% are aged between 18-20.

Sermo’s founder Talk PR has previously partnered with Traackr to reveal the eight indie brands that dominated social media in 2017.

So what can you expect from influencers in 2018?

1. Audience first

Brands have traditionally focused on influencer follower and engagement metrics, but now geolocation data and audience demographics are taking priority.

For example, 82% of UK-based style influencers Jim Chapman’s 9.1 million audience are ‘teenage beauty-obsessed girls’. This is largely due to the fact he’s married to beauty vlogger Tanya Burr (pictured).

The index noted that in China, India, the Middle East and Poland, a high percentage of top influencers following are concentrated locally than in other markets.

Therefore, international brands need to have a global and local approach to their influencer marketing strategy.

2. A micro must-have

Top-tier social stars' (a following of more than 500,000) engagement rates are dwindling, as consumers are noticing that feeds are becoming saturated by ads and brand endorsements.

However, micro-influencers (with 10,000 to 100,000 followers) are providing brands with a cheaper and more relatable alternative.

3. But don’t ditch the diva, yet

Despite mega influencers' engagement rates dropping, the report notes that it is important to create campaigns across all tiers.

Brands are able to reach consumers outside of an influencer's social network by cashing in on event appearances, book deals and product lines.

4. Chinese influence

Influencers in the China are developing their own e-commerce platforms to create sales via WeChat content.

In particular, local influencer Yu XiaoGe is driving US$1.5m in sales using this method.

However, Instagram and other Western social media firms are yet to catch up.

5. Success story

Brands seeking to reach the under-25 demographic should focus on Instagram’s Stories, claims the report.

Data from the social media giant revealed that young consumers spend 32 minutes a day viewing this content and more than half of Instagram’s 500 million daily users are now watching Stories.

6. Downhill blog

As more and more influencers are now focusing on social, blogging has become old hat.

However, in Germany and Ireland long-form content is still important for spreading brand messages.

7. Make-up artist’s social secrets

As mega make-up artists Pat McGrath and Charlotte Tilbury now run international brands, more beauty professionals are turning to Instagram to recreate their success.

This type of influencer is useful for brands interested in sharing ‘how-tos’ and their tricks of the trade.

8. Here come the boys

While the number of female influencers still outrank their male counterparts, in grooming and fashion men are on the rise.

There are now double the number of men in Sermo’s global Top 18 compared to 2017; they now make up 20% of all social media influencers.

© as published by CB