As businesses continue to navigate the ever-changing landscape of marketing, influencer marketing remains a crucial strategy in reaching consumers. In the Philippines and in fact, around the world, social media usage has been so widespread and influencer marketing has become an essential tool for brands and companies looking to connect with their target audience. However, simply participating in influencer marketing is no longer enough to guarantee success.
To stay ahead of the competition and achieve positive ROI, brands must keep up with the latest trends within the influencer marketing sphere. In this article, we will explore five influencer marketing trends that are worth noting to help your brand and business succeed in the Philippines’ dynamic market.
1. The King of Content: Videos
Video content has been hailed as the king of digital and influencer marketing for several years, and for good reason. With the rise of social media use in the Philippines and around the world, people are consuming more video and audio content since the inception of the Internet. This has resulted in an increase in the influence of content creators on video-streaming platforms like YouTube, Twitch, and TikTok. Therefore, when creating an influencer campaign, it is essential to prioritize the development of video content, both short and long-form, alongside static images. Video content dominates across all industry and influencer levels, making it a vital component of any successful influencer marketing strategy in the Philippines.
2. Invest in Long-Term Relationships
When it comes to influencer campaigns in the Philippines, building long-term relationships with your stakeholders – including your influencers – is one of the biggest keys to success. Brands and influencers are increasingly partnering for extended periods to achieve better results, so it would be wise to invest in your relationships with potential brand ambassadors.
A long-term partnership with an influencer is likely to be more effective than short campaigns consisting of just a few posts. Brands are recognizing the positive impact of fostering a strong, long-term relationship with influencers who share their values, adding authenticity and credibility to the communication they share. So, when your brand starts planning for an influencer campaign in the Philippines, consider the benefits of establishing a long-term relationship with Filipino influencers.
3. The King of Engagement: Micro and Nano Influencers
The world of influencer marketing has been rapidly evolving, with new trends emerging every year. In 2022, an influential marketing benchmark report discovered that despite a decrease in engagement rates on various social media platforms, nano- and micro-influencers in the Philippines have maintained high engagement rates, leading to increased conversion rates. This has led to a shift in the approach of brands and businesses in the Philippines towards influencer marketing, with a growing focus on nano and micro influencers. The reason behind this shift is simple – incorporating micro and nano influencer campaigns in marketing strategies is crucial for brands and businesses across all industries. Not only does this allow them to maximize their budget, but it also enables them to tap into loyal and engaged target audiences who have a genuine connection with the influencer they follow. Hence, prioritizing the engagement rate of micro and nano influencers over their number of followers is essential for businesses looking to establish a strong online presence in the Philippines.
As we move forward into 2023, it is likely that this trend will continue, and more and more businesses will recognize the importance of micro and nano influencers in their marketing strategies. Influencer marketing, especially with micro and nano influencers – is no longer a one-time marketing strategy, but a vital component of any successful digital marketing strategy.
4. The Rising Social Media Platform: TikTok
Despite the limited 24 hours in a day, social media users in the Philippines always find time to explore new platforms, and TikTok has experienced tremendous growth, especially during the pandemic when people were mostly online. Influencers on TikTok have garnered a significant following, collaborating with brands to create sponsored ads and posts.
Experts predict that TikTok will soon take over Instagram as the top platform for influencer marketing, and some even believe that marketing teams in the Philippines will double their spending on TikTok in the next two years. This underscores the importance of having a presence on TikTok, which is likely to remain a crucial platform for the foreseeable future.
5. Influencer Marketing vs. Affiliate Marketing
Although many marketers view influencer and affiliate marketing as separate activities, both involve an external individual endorsing a business, brand, and its products or services. Affiliate marketing typically involves compensating marketers with a commission based on the sales or traffic they generate for a business. The line between influencer and affiliate marketing has blurred, making it vital to leverage influencers to drive sales, generating profits for both the business and the influencer.
By focusing on influencers’ ability to promote products they genuinely use and enjoy, businesses can enhance the authenticity of their marketing campaigns while also boosting e-commerce. Adopting an interconnected approach to influencer and affiliate marketing results in a win-win scenario for both the business and the influencer, while simultaneously improving the customer’s shopping experience, making it more convenient and efficient. In the Philippines, this integrated approach is likely to yield positive results and help businesses to stand out in a crowded digital marketplace.
Final PopStar Tip
Influencer marketing is a powerful tool for businesses in the Philippines looking to increase brand awareness, drive sales, and engage with their target audience. Despite changes in social media engagement rates and the rise of new platforms like TikTok, influencers remain essential to successful digital marketing campaigns.
While there is no one-size-fits-all approach to influencer marketing, businesses can leverage the challenges and opportunities each campaign brings to devise innovative strategies that deliver results. With careful planning and creative thinking, brands can identify the ideal influencers to represent their products or services and develop impactful campaigns that resonate with their target audience.
As influencer marketing continues to evolve, it’s important for businesses to remain agile and adapt to changing trends and preferences of their target customers. By investing in influencer marketing campaigns that prioritize engagement and authenticity, businesses in the Philippines can establish lasting connections with their customers and drive revenue growth in the years to come.
