3. Influencers and brands seek stronger, long-term partnerships
Posted: Wed Jan 22, 2025 4:24 am
Influencer marketing report data shows a majority (93%) jamaica b2b leads agree they consider the quality of a brand’s existing social content when determining if they want to collaborate, followed by 63% who work with brands with shared values and 59% who work with partners with defined budgets and payment structures.
Brands using B2C and B2B influencer marketing benefit from strong, long-term influencer relationships because it enables them to nurture organic communities, reach new audiences and build brand awareness and trust.
4. Niche influencer marketing trends continue to grow
Millions of followers doesn’t equate to a successful influencer marketing campaign or record sales. Micro and nano-influencers with loyal followings have the ability to persuade and funnel consumers throughout the buyer journey.
Sprout’s data reflects this influencer marketing trend. Our Q1 2024 Influencer Marketing Survey found 40% of consumers say they prefer to interact with micro and nano-influencers. Influencers are experts in their niche or industry, making them prime partners for vertical markets like higher education or healthcare.
5. Diversity and representation are more important than ever
Brand diversity in social media is non-negotiable. Today’s top influencers are diverse, coming from a wide range of backgrounds, cultures and identities. Consumers, content creators and influencers alike take note of how brands approach diversity and representation. Younger generations take note of inclusive marketing when considering their next purchase. In a Deloitte report, respondents 18-25 years old took greater notice of representative advertising at the time of purchase.
Brands using B2C and B2B influencer marketing benefit from strong, long-term influencer relationships because it enables them to nurture organic communities, reach new audiences and build brand awareness and trust.
4. Niche influencer marketing trends continue to grow
Millions of followers doesn’t equate to a successful influencer marketing campaign or record sales. Micro and nano-influencers with loyal followings have the ability to persuade and funnel consumers throughout the buyer journey.
Sprout’s data reflects this influencer marketing trend. Our Q1 2024 Influencer Marketing Survey found 40% of consumers say they prefer to interact with micro and nano-influencers. Influencers are experts in their niche or industry, making them prime partners for vertical markets like higher education or healthcare.
5. Diversity and representation are more important than ever
Brand diversity in social media is non-negotiable. Today’s top influencers are diverse, coming from a wide range of backgrounds, cultures and identities. Consumers, content creators and influencers alike take note of how brands approach diversity and representation. Younger generations take note of inclusive marketing when considering their next purchase. In a Deloitte report, respondents 18-25 years old took greater notice of representative advertising at the time of purchase.