The Influencer Marketing Trends That Are Coming In 2020

Influencer marketing is here to stay. 

The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. It shows no signs of slowing down in 2020.

According to the eMarketer’s 2019 Influencer Marketing Report, “Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences.”

Fashion and beauty are two verticals that are continuing their strong support of influencer marketing. eMarketer’s report stated that, “A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”

Instagram remains the preferred platform for influencer marketing. “WFA found that all of the 34 multinational marketers in its study used Instagram for influencer marketing. Facebook followed at 85%, then YouTube at 67%. Snapchat and Twitter trailed further behind at 44% and 33%, respectively,” reported eMarketer.

 So, what’s coming in 2020?

I think Instagram will remain the preferred platform for influencer marketing but I think that TikTok will start to take some of their market share.

Also, I think that influencers will continue to develop their own businesses. Many are tired of driving sales for other companies. Instead, they’re looking to grow their own brands.  They are moving beyond merch to drive revenue. 

Finally, I think that there will be more high-profile ad campaigns, featuring influencers. It wouldn’t surprise me at all to see popular YouTubers featured in a Super Bowl commercial in 2020.

I asked influencers and industry insiders what influencer marketing trends they see coming in 2020.

Here is what they said:

Logan Paul – YouTuber, podcaster, entrepreneur, boxer: “I believe 2020 will be the year of authenticity for both brands and creators. I’m optimistic that “influencers” won’t continue taking brand money just because of a big check, but rather because it aligns with their message. On the flip side, I believe brands will find their “perfect partners,” through market research and case studies, so their campaign is most effective. As social media, and its creators, slowly becomes recognized as true needle movers, I think we’ll start to value ourselves in a way that’s tantamount to the advertiser spend currently taking place in the mainstream media.”

Erika Costell – YouTuber, singer, entrepreneur: “The first trend that I see is that people want compelling “bite-size” content that they can quickly consume and share with their friends. That is why TikTok is taking over. I believe that brands working with influencers, on this platform, will continue to find a way to integrate their message in just a few seconds. Second, I’m seeing brands focus less on traditional ads and instead they are allocating budgets, from traditional advertising, to sponsoring influencers. I predict that this will continue in 2020. Finally, probably the most interesting thing happening is the shift in ‘traditional’ entertainers becoming YouTubers.”

Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! I’m excited to see what’s in store for IGTV as well! I personally think it’s super addicting.”

Bella Thorne – Actress, author, entrepreneur: “To me the rise of TikTok is one of the biggest things coming up. I’ve even hopped on! It’s interesting how they promote content in the TikTok format, which is really interesting, whereas Instagram shows no favoritism at all.”

Elijah Daniel – YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. I did that with my recent album. It’s instant money, no iTunes fees, it still goes to all outlets, etc. With books it’s the same thing. Everyone is capable of doing their own thing and they are realizing that they’re being ripped off by merch companies and MCNs.”

Lisa Filipelli– Partner Select Management Group: “Perhaps it was that awkward Emmy’s moment but Hollywood started to take a closer look at TikTok this year, which is proving itself to be a fascinating place to find some great new creators! Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. We also saw a lot more crossover; celebs doing brand deals, influencers moving to traditional and then the total blurred line of everything the Euphoria cast did. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly.”

Jordan Worona – CEO of We Are Verified: “Influencers have established themselves in the marketplace as real entertainers and have partnered with some of the biggest companies in the world. Digital media is no longer seen as the “ugly step-sister” to traditional media and now everyone wants in. This makes the barrier to entry harder for all parties but it also makes everyone better. Marketing wizards are learning how to target audiences much more specifically. Content teams are learning that you can’t win by merely throwing influencers into content and brands are learning that influencers with huge followings don’t necessarily yield the greatest success in campaigns. It’s the influencers who have built a real relationship, and trust with their audience, who are winning. 2020 will also showcase a much deeper conversation surrounding the negative impacts of social media on our mental health.”

Chris Hollod – Managing Partner of Hollod Holdings: “In 2020, I think we will see a lot of influencers “change lanes” and push the boundaries of their images and audiences in hopes to be taken more seriously in more established and lucrative industries. Examples include: Logan Paul becoming a boxer, Cameron Dallas becoming a singer, Kylie Jenner becoming a business mogul and Chantel Jeffries becoming a DJ. I also think that influencers will find more ways to connect directly to fans. When it comes to influencers, we’ve seen a never-ending launch of new podcasts; as it’s the easiest way to directly connect with their audience on their own terms. I think the strongest influencers will continue to create more channels to reach their fans directly, so they are not at the whim of a third party, like YouTube or Instagram.”

Jerry Barajas – Talent Manager Studio 71: “First, TikTok is still growing and brands will soon follow. Second, the COPPA compliance will effect YouTube for the best. I believe creators will begin to take their prank and challenge videos elsewhere. Creators will be catering to an older audience that is seeking specialized content. Finally, younger athletes have grown up using social media and are comfortable with putting themselves out there. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”