The Future of Influencer Marketing in the Philippines: Key Trends to Watch

Influencer marketing has become an essential component of the Philippine digital marketing environment. Businesses in a range of sectors have employed influencers to sell their products and services on social media platforms. Influencer marketing has shown to be an effective strategy for reaching a broader audience and enhancing brand awareness in the country, thanks to the rising usage of social media.

Businesses must stay current on the latest trends and advancements in the ever-changing industry of influencer marketing. This includes understanding the preferences of consumers and the strategies that influencers are using to engage their followers. By doing so, businesses can create effective influencer campaigns that resonate with their target audience and drive results.

The Present of Influencer Marketing

Influencer marketing has become an essential part of brand promotion in recent years. Influencers have grown in popularity among customers, particularly in the Philippines, as a result of the advent of social media. According to a Hootsuite analysis, the Philippines has the world’s highest social media usage rate, making it a potential market for influencer marketing.

Influencer Marketing in the Philippines

Influencer marketing has grown significantly in the Philippines over the last few years. According to a survey conducted by Kantar Media Philippines, more than 60% of Filipino internet users follow social media influencers. Furthermore, 70% of these users are more likely to make a purchase based on an influencer’s recommendation.

Moreover, the COVID-19 pandemic has accelerated the growth of influencer marketing in the Philippines. With people spending more time online, brands have shifted their marketing strategies to social media platforms. The pandemic has also given rise to new influencer genres, such as health and wellness, online shopping, and e-learning.

Influencer Genres and Methods Currently in Season

Influencer marketing is a dynamic field, and new trends emerge every year. In the Philippines, the most popular influencer genres and methods currently in season are:

a) Micro Influencers: With the increasing demand for authenticity, micro influencers have become more popular than mega-influencers. Micro influencers have a smaller following but have a highly engaged audience. Brands prefer working with micro influencers as they offer a higher return on investment (ROI).

b) TikTok Influencers: TikTok has become the go-to platform for brands to reach younger audiences. Filipino TikTok influencers, such as Bella Poarch and Niana Guerrero, have gained worldwide fame and have millions of followers. Brands are collaborating with TikTok influencers to promote their products and services.

c) Virtual Events: The pandemic has forced brands to shift their events online. Virtual events have become the new norm, and influencers have played a crucial role in promoting these events. Influencers share their experiences of the virtual event with their followers, generating hype and interest.

d) Influencer-Generated Content: Brands are now relying on influencers to create content for them. Influencers have a better understanding of their audience, and they can create content that resonates with them. Brands are collaborating with influencers to create video content, blogs, social media posts, and more.

Influencer Marketing Trends

Influencer marketing has emerged as a key strategy for brands to reach and engage with their target audience. As per a survey conducted by Cyber Buzz Inc. and Digital Infact Inc., the social media marketing market in Japan has maintained a year-on-year growth rate of 105-125% over the past few years. Looking at market forecasts through 2025, similar growth rates are expected in the future, making influencer marketing an essential part of brand promotion in the Philippines.

Continuous Growth of Influencer Marketing in 2021

Influencer marketing is expected to continue its dramatic growth in 2021. The influencer marketing global market is expected to expand to 1,516.4 billion yen this year. A more strategic approach and meticulous planning are required to leverage the potential of influencer marketing fully.

Micro Influencers Taking Center Stage

Micro influencers, who have relatively smaller followers than top influencers and mega-influencers, are expected to take center stage in 2021. They offer a presence that can approach consumers with a sense of life-size values without a sense of distance. Micro influencers are active in a wide range of fields and are becoming popular due to their authenticity.

Increase in Concept-Driven Content

In 2021, content with unique concepts such as live distribution and limited-time distribution content has increased. There is a tendency to attract more attention to content that has a message, such as influencers’ personal values, brand concepts, and corporate philosophies.

Continuous Consumer Approach

Influencer marketing methods have evolved from one-off approaches to continuous approaches. Brands are now looking at longer tie-ups with influencers and using social media for customer service. The habit of communication between influencers and audiences has also increased.

Support for New Platforms and Functions

In 2021, influencer marketing platforms are migrating to acquire new customers, entering relatively new platforms such as TikTok, and utilizing new functions within each platform. The new features updated for Instagram business accounts were useful for analyzing influencer marketing.

Data Utilization and Plan Design

To succeed in influencer marketing, it is necessary to utilize marketing data and work on detailed plan design. Companies are providing know-how on data utilization and plan design to help brands leverage the potential of influencer marketing.

Effective Keys to Influencer Marketing Success in the Philippines

Influencer marketing has become a popular marketing strategy in the Philippines, and its growth is expected to continue. However, to achieve success in influencer marketing, it is crucial to understand its appeal and the necessary precautions. Here are some effective keys to influencer marketing success:

Review the Basics of Influencer Marketing

To succeed in influencer marketing, it is crucial to understand the basics, such as how to appeal products and services from the consumer’s point of view, accurately approach the target group, and differentiate from stealth marketing. Building a good relationship with influencers is also important, and carefully examining contract details and strategies is necessary to benefit both influencers and companies.

Stay Updated with Changing Trends

Influencer marketing is a rapidly evolving field, and staying updated with changing trends is essential for success. New social media platforms and changing marketing trends require information gathering with a sense of urgency, as well as vision and insight to read the latest trends. Additionally, utilizing User-Generated Content (UGC) generated by general users on each platform will be an effective marketing measure in the future. It can prevent you from missing the trend and lead the trend as a spark of the trend.

Anticipated Needs for the Future of Influencer Marketing

Embracing Future Trends and Addressing Challenges

The world of influencer marketing is continuously developing, and it is critical to recognize and embrace new trends such as authentic content production, collaborating with influencers that mirror customers’ values, and creating long-term connections with influencers in order to flourish in the future.

It is important for brands to appoint influencers who resonate with their target audience and utilize their individuality to create impactful marketing campaigns. Analyzing key metrics like reach and engagement rate is also a challenge that should be addressed to improve the effectiveness of influencer marketing.

Leveraging Advanced Technology

With the advancement of technology, influencer marketing has become more sophisticated and data-driven. The use of AI and machine learning can help identify influencers who have a strong impact on the target audience, analyze consumer behavior, and design effective campaigns. Social media platforms are continuously improving their features to provide better insights and analytics, which brands can utilize to optimize their influencer marketing strategies.

Ensuring Transparency and Authenticity

Transparency and authenticity are crucial for influencer marketing success. Consumers are growing increasingly wary of influencer marketing as a result of the proliferation of phony influencers and deceptive content. To build trust and credibility, brands should ensure that their influencer partnerships are transparent and that influencers promote products or services authentically.

Establishing Clear Objectives and Measuring ROI

To maximize the benefits of influencer marketing, brands should establish clear objectives and KPIs for their campaigns. Measuring ROI is essential to evaluate the effectiveness of influencer marketing and justify its investment. With a clear understanding of the goals and metrics, brands can design campaigns that align with their business objectives and maximize their ROI.

Final PopStar Tip:

In conclusion, influencer marketing has become an essential component of the digital marketing environment in the Philippines. With the increasing use of social media in the country, influencer marketing has proven to be an efficient method for reaching a larger audience and increasing brand exposure. The COVID-19 pandemic has accelerated the growth of influencer marketing in the country, and new genres such as health and wellness, online shopping, and e-learning have emerged.

Micro influencers, TikTok influencers, virtual events, and influencer-generated content are some of the most popular influencer marketing genres and methods currently in season. Finally, a more strategic approach and meticulous planning are required to leverage the potential of influencer marketing fully.