The Future of Influencer Marketing
Influencers came in first place over celebrities as the most popular choice for endorsements in 2017 according to research conducted by Celebrity Intelligence. Last year, brands were reported to pay £75,000 for a single Facebook post from an influencer, suggesting influencer marketing was not only here to stay but its scale was going to erupt.
However, a shift in how brands source influencers is changing. A more sophisticated approach is being taken with 45% of respondents from the Celebrity Intelligence research recognising the importance of specialist engagement tools, an increase from the third of respondents from last year’s survey.
Whilst the term ‘Millennials’ has been tediously used in just about every article to describe the generation of our time, it’s not the one we should be fixating on. Generation Z – born between 1998 and 2016 – are the future of branded content. This social conscious generation are influencers in their own right, with the eldest just 19-years old they’ve already built a community of followers and are content creators on their own social channels.
Gen Z – a more ethnically diverse, brand wary individuals are used to being marketed to, but forced collaboration is easily sighted, making an increased need for niche brand collaborations.
Chatbots have had their fair share of the limelight the last couple of years, with Domino’s famously taking orders through their bot and Skyscanner’s travel savvy bot making it easy to find your next trip. However, their lack of human conversation can often let them down. Introducing… Influencer Bots
Last year two tech firms came together to work on the first ever influencer chatbot for US makeup brand Covergirl. The Chatbots was modelled on the personality of Dance Moms star and influencer Kalani Hilliker, the AI bot was hosted on messaging app Kik and simulated the celebrity’s personality to drive Covergirl coupon downloads. The creation was hugely successful, ranking 91% positive sentiment among users and generated 14-times more conversation than Kalani’s average social media posts.
With influencer marketing’s ever-changing scope KalaniBot could just be the beginning of merging influencer marketing with innovations in the tech space. This time next year we could be seeing thousands more Influencer Chatbots like this as a way for brands close the gap between content and commerce.