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The future of influencer marketing: technology-driven trends

The future of influencer marketing: technology-driven trends


Brands are spending more money on influencer marketing than ever before. In fact, a recent survey revealed 84% of marketers plan on executing at least one influencer marketing campaign during the next 12 months. While food, fashion and fitness aficionados top influencer marketing headlines, the space is expanding and evolving to accommodate other industries. Driven by new technology, the influencers of tomorrow will be those who capitalize on today’s emerging tech trends.

Drone influencers take flight

For lack of a better word, I like to think of drone influencers as “dronies.” Why drone influencers? Because drone technology continues to evolve and has been widely adopted by businesses and consumers. From delivery drones to drone racing, the future of drones is here. Companies involved in drone technology, from a logistical (Amazon), manufacturing (UVify) or consumer retail standpoint, will be looking to dronies to reach and inspire new audiences. Whether showing users how to return a purchase via drone or how to choose the proper racing blades, look out for drone influencers on your social media feeds in 2017.

Snapchat spectacles will become spectacular

In September of last year, Snapchat introduced Spectacles to the world. Essentially a pair of sunglasses with an integrated video camera, Spectacles are ripe for influencer marketing in 2017. Spectacles are instantly recognized and have less of a creep factor compared to Google Glass. While brands are already using Spectacles to engage their audience, expect to see brands partner with Snapchat influencers in the form of Spectacle takeovers—think of Red Bull and their partnership with GoPro. Spectacles will allow companies to capture authentic experiences in the moment and appeal to brand agnostic millennials. It will become the ultimate show and tell.

Self-driving influencers

We are heading full speed toward a future where self-driving technology moves from buzzworthy hearsay to quotidian reality. In order to makes self-driving vehicles more acceptable, car companies will look to influencers to persuade a larger audience that the technology is safe and reliable. In cities like Pittsburgh, where Uber has already deployed a fleet of autonomous vehicles, activating a group of individuals who have already adopted the technology can help introduce the experience to a skeptical audience. Influencing a collective mindset to future possibilities of technology is no longer the stuff of Jules Verne’s novels. What’s next? Airbus recently unveiled plans to test a prototype for a self-piloted flying car.

A new batch of broadcasters

While the likes of Google Hangouts have been around since 2013, expect to see the rise of the live video influencer. A live video influencer can be a YouTuber who has already proven their chops with produced content; however, becoming a live video influencer requires a different skill set. Facebook is betting on the future of video and is already making live video a newsfeed priority. A new crop of live video apps is also taking hold with teens—expect to hear more about YouNow and Snow in 2017.

We are just scratching the surface on where influencer marketing will take us. As consumers become more and more immune to traditional advertising tactics, expect influencer marketing to become more segmented, diversified and prevalent.