CinebodySocial Production What Influencer MarketingWill Look Like in 2020
State of Influencer Marketing 2020

What Influencer MarketingWill Look Like in 2020

For Social Production

Has the Influencer Bubble Burst?

What Influencer
MarketingWill Look
Like in 2020

February 4, 2020
Influencer Marketing 2020
For Social Production

Has the Influencer Bubble Burst?

What Influencer Marketing
Will Look Like in 2020

February 4, 2020
The past few years have seen influencer marketing explode. Every industry, from tourism and travel, to fashion, consumer packaged goods, food, and even politics, has been tapping influencers to get the word out about their products and services.

But like any explosion, there are consequences. Bubbles burst. Trends change. Saturation leads to burnout and consumer rejection of the very thing they were psyched about a year earlier (remember fidget spinners?).
State of Influencer Marketing 2020
In the case of influencer marketing, the problem is a trident of fake followers, inauthentic content, and prices that are through the roof. When someone like Kylie Jenner can command $1 million for an Instagram post, you have to wonder...do her followers really care anymore?

They know she’s only doing it for a pay day. They all are. “All these paid posts make you question whether influencers are genuine or just doing it for the money,” said JaLynn Evans, a 19-year-old student at Virginia Commonwealth University, in a recent Wall Street Journal article.

So, has influencer marketing had its day? NO. But it does need to be rethought.
State of Influencer Marketing 2020
The past few years have seen influencer marketing explode. Every industry, from tourism and travel, to fashion, consumer packaged goods, food, and even politics, has been tapping influencers to get the word out about their products and services.

But like any explosion, there are consequences. Bubbles burst. Trends change. Saturation leads to burnout and consumer rejection of the very thing they were psyched about a year earlier (remember fidget spinners?).
State of Influencer Marketing 2020
In the case of influencer marketing, the problem is a trident of fake followers, inauthentic content, and prices that are through the roof. When someone like Kylie Jenner can command $1 million for an Instagram post, you have to wonder...do her followers really care anymore?

They know she’s only doing it for a pay day. They all are. “All these paid posts make you question whether influencers are genuine or just doing it for the money,” said JaLynn Evans, a 19-year-old student at Virginia Commonwealth University, in a recent Wall Street Journal article.

So, has influencer marketing had its day? NO. But it does need to be rethought.
State of Influencer Marketing 2020

The Future of Influencer Marketing is With Real Fans

Consumers are still craving content. It just has to be the right kind. The key word here is “authenticity,” and you’ll never get that from influencers who demand serious money.

No, you need real fans who are genuinely engaged with your brand, and are seriously excited to get involved. These are the people who drive hundreds of miles for concerts or tattoo your logo on their back. And it’s why User Generated Content (UGC) and crowdsourcing tools like Cinebody are changing the way advertisers are thinking about influencer marketing.

The benefits of UGC, when combined with the interface and features of Cinebody, make it the ideal solution to that trident mentioned earlier.

The Future of Influencer Marketing is With Real Fans:

Consumers are still craving content. It just has to be the right kind. The key word here is “authenticity,” and you’ll never get that from influencers who demand serious money.

No, you need real fans who are genuinely engaged with your brand, and are seriously excited to get involved. These are the people who drive hundreds of miles for concerts or tattoo your logo on their back. And it’s why User Generated Content (UGC) and crowdsourcing tools like Cinebody are changing the way advertisers are thinking about influencer marketing.

The benefits of UGC, when combined with the interface and features of Cinebody, make it the ideal solution to that trident mentioned earlier.
State of Influencer Marketing 2020
First, the fake followers are gone.
Anyone tapping into these kinds of microinfluencer and nanoinfluencer fans are all-in for the content. The numbers may not be as huge, but every follower is real and wants to engage.
State of Influencer Marketing 2020
First, the fake followers are gone.
Anyone tapping into these kinds of microinfluencer and nanoinfluencer fans are all-in for the content. The numbers may not be as huge, but every follower is real and wants to engage.
State of Influencer Marketing 2020
Second, authenticity is guaranteed.
Fans can sniff out half-hearted content a mile away. When you have fans filming themselves, whether it’s a Slash concert or a yoga retreat, it’s 100% genuine and a pleasure to watch. And because of this, it gets shared.
State of Influencer Marketing 2020
Second, authenticity is guaranteed.
Fans can sniff out half-hearted content a mile away. When you have fans filming themselves, whether it’s a Slash concert or a yoga retreat, it’s 100% genuine and a pleasure to watch. And because of this, it gets shared.
And finally, costs.
While you should entice these fans with swag and other treats, they’re just happy to be involved. Their phone is the equipment. The location is wherever the event is happening. And the speed of production is usually same-day turnaround.
And finally, costs.
While you should entice these fans with swag and other treats, they’re just happy to be involved. Their phone is the equipment. The location is wherever the event is happening. And the speed of production is usually same-day turnaround.
A huge indication that the tide has started to turn comes from Ipsy, a pioneer of influencer marketing that is now pulling back on the very content it used to build a following. As the Wall Street Journal reports, Ipsy is moving away from that traditional “pay for play” content and is instead looking to real people with genuine excitement for their products. That’s huge.

In a nutshell, this next generation of UGC is creating the next iteration of influencer marketing. And this one is going to be more powerful and more effective than its predecessor.
State of Influencer Marketing 2020
A huge indication that the tide has started to turn comes from Ipsy, a pioneer of influencer marketing that is now pulling back on the very content it used to build a following. As the Wall Street Journal reports, Ipsy is moving away from that traditional “pay for play” content and is instead looking to real people with genuine excitement for their products. That’s huge.

In a nutshell, this next generation of UGC is creating the next iteration of influencer marketing. And this one is going to be more powerful and more effective than its predecessor.
State of Influencer Marketing 2020