The future of influencer marketing 🔎

Sep 6

Miquela is a 19-year-old from LA with 3 million followers on Instagram.

You heard us right – 3 million!

That’s pretty impressive for anyone, let alone a teenager. But Miquela isn’t just a teenage influencer.

She’s also an AI.

That’s right – Miquela is a virtual influencer. 🤯

This begs the question... with the online landscape of social media constantly changing…are virtual influencers the future of influencer marketing?

But the real question is: what is the future of influencer marketing?

We’ve already shared how influencer marketing can skyrocket your brand, but in order to learn what the future of influencing can look like, we need to analyse why it works in the first place.

So, why does influencer marketing work, and how will it work in the future?

Let’s find out!

Why does influencer marketing work?

Integration of products

Influencer marketing has become hugely successful in a relatively short space of time due to its unique ability to sell products.

Potential consumers are used to seeing typically paid ads in their feeds- but when those ads are delivered by a familiar, trusted face, they no longer feel like ads. They feel like a recommendation from a friend.

One hugely beneficial factor of influencer marketing is that it allows brands to seamlessly slide into user feeds in a way that feels organic and authentic.

Storytelling and relatability

From gaming to books to fashion, there are influencers operating in almost every niche imaginable.

But the one thing they all have in common is that they are storytellers.

Influencers make a living by establishing and growing a following within their niche. To do this, what they really sell is themselves and their content.

Their content tells a story to position themselves as the go-to figure for audiences in their niche.

By acting as photographers, videographers, editors and PR experts, influencers present themselves as relatable to their audience.

Influencer marketing works because users feel a kinship with the influencers they follow. This brings us to...

Trust

Without a doubt, the biggest benefit that influencer marketing brings is consumer trust.

Influencer marketing works because it allows brands to share in the trust that influencers have earned from their followers.

Using influencer marketing, brands have direct access to target audiences and the perfect chance to impress! So, that's why influencer marketing works so well. But what does the future look like?

The future of influencer marketing

Scores of marketers believe that AI could be the future of influencer marketing, and to be honest, we see where they're coming from.

Virtual influencers are completely controlled. This means that there is no risk of a PR-mishap, and ads can be completely controlled.

But this trend has an endpoint. Virtual influencers cannot provide the same benefit for brands as real-life influencers.

The benefit? Authenticity.

You see, virtual influencers cannot create the same human connection with followers and therefore can never establish the same level of trust.

After all, who woulda skincare brand's audience take skincare advice from?

A computer-generated AI, or an actual person?
The future of influencer marketing isn't AI. It's product gifting.

By gifting products to influencers that operate in your niche, you allow your product to speak for itself. And for an influencer to speak for it.

This tried-and-true method will stand the test of time as it is completely authentic. Consumers know that their trusted influencers of choice have their interests at heart and are much more receptive to their recommendations.

Product gifting is a completely scalable and affordable option and comes with tonnes of benefits as listed above.

This makes it the perfect, no risk tool to add to your marketing arsenal.

To us, it's a no-brainer.