Acorn Influence has published a study revealing that 84% of marketing agencies plan on executing at least one influencer marketing campaign over the next 12 months.
This trend represents a huge reshuffling of the market as influencer marketing becomes an essential part of agency strategy. The chart below shows how general interest in influencer marketing has ascended over the past two years.
Influencer marketing is a form of marketing in which focus is placed on specific key individuals (usually a celebrity, entertainer, online star or athlete) rather than the target market as a whole. Forbes refers to it as the grey territory between an official testimonial and subtle product mention.
Along with the rise of influencer marketing comes the rise of micro-influencer marketing or influencer marketing campaigns that revolve around individuals who hold the most influence in niche groups, industries or communities. The logic being one doesn't have to be Taylor Swift to hold influence, if they are the brightest star within their given field.
Anderson Cooper might not be the right person for any sort of marketing campaign, but if you're launching a news product or app, and need a credible voice to endorse it, he might be your best bet. These micro-influencers represent a sort of long-tail of influencer that any brand or agency can leverage to improve their marketing efforts. Every industry has stars, thought-leaders and key voices that can be engaged in this way.
Will 2017 be 'the year of the influencer marketing'?