The Era of Billboard Influencers Draws To An End - #Trends2019

In 2019, the human factor will become more and more important in the relations between brands and creators.

• Focus is on real people who have real affinities with the brands with which they collaborate.
• Focus is on collaborations that generate a creative input that is measured beyond reach and engagement.
• Focus is on co-creative partnerships that bring brands closer to their communities and customers.

Whether as part of a co-creation program, a brand storytelling initiative or affiliate programs, influencer marketing will further evolve in 2019 to real partnerships rather than paid publications relying solely on the reach they provide.

A co-creation program is a content production program that recruits and remunerates content creators, part of a brand’s existing community, to use the content for editorial purposes on social media. _

It will bring brands closer to members of their communities with fewer followers, but more representative of the brand’s values.

These creators are not necessarily used to collaborating with brands; they are just really good at social media and understand the brand’s DNA very well.

This trend echoes the many articles in 2018 reporting influencers with false followers, as well as numerous studies showing that influencers with fewer followers generate better engagement.

Influencer marketing is in a transitional period.

After a few years when everything was allowed, there is a certain refinement coming from brands that require more transparency from their influencers — and vice versa! — and above all, who realize the full potential of influential collaborations with creators and customers who understand how their product is consumed and are willing to share their experience openly.

If you believe that influencer marketing was a thing of the past, be aware: it's a changing discipline that we will be hearing about for years to come.

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? This is an excerpt from the complete article "7 content & influencer marketing trends for 2019".

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