While the marketing landscape remains fast-paced and unpredictable, one thing is certain - influencer marketing is here to stay. And with more brands setting aside influencer marketing budget than ever before, it's important for marketers to look into the future and plan accordingly. Why? Because in this industry, tapping into growing trends presents a key opportunity to get ahead. In the hopes of helping fellow marketers do just that, I've documented a few of my predictions for Influencer Marketing in 2017.

1. 5 predictions for Influencer
Marketing In 2017

2. ● Influencer marketing has become one of the biggest trends in the marketing
landscape.
● As a result of the amount of content flooding the internet (content clutter),
marketers are looking for new ways to get in front of their customers
● There has been a shift in interest from ‘content marketing’ to ‘influencer
marketing’ over the last two years as indicated in the Google Trends graph that
follows
The rise of influencer
marketing
100
75
50
25
Nov 2, 2014 Jul 10, 2015 Apr 3, 2016
Interest over time
Average
Influencer marketing Content marketing

3. While marketing landscape
remains fast-paced and
unpredictable, one thing is
certain - influencer
marketing is here to stay.

4. ● Tapping into growing trends presents a key opportunity to
get ahead.
● In the hopes of helping fellow marketers do just that, I've
documented a few of my predictions for Influencer
Marketing in 2017.
2017 Influencer Marketing
trends

5. The 5 predictions for
influencer marketing in 2017
1. The rise of rich media influencers will continue
2. The hype around rules and regulations will die down
3. The bartering mentality will die down (hopefully)
4. The platforms that survive, will be the ones that solve real business
challenges
5. Brands will own their own networks

6. ● The content your target audience consumes has evolved
● YouTube and Instagram are on the rise with consumers and
as a result, more brands will turn to these rich media channels
when looking to collaborate with influencers
1. The rise of rich media
influencers will
continue

7. 7 in 10
YouTube subscribers
say that YouTube
creators change and
shape culture.
6 in 10
YouTube subscribers would
follow advice on what to buy
from their favorite creator
over their favorite TV or
movie personality.

8. ● Instagrammers and YouTubers will be in high
demand in the years to come
● we can expect to see more campaigns like this
collaboration between Mercedes Benz and Loki The
Dog - Instagram's most popular wolf

9. 2. The hype around rules
and regulations will die
down
● In essence, rules and regulations are put into place to
protect the interests of influencers, brands and
consumers
● As these rules just become part of our day-to-day lives,
the hype around them will ultimately die down.

10. Think of the rules as guidelines to help us achieve our ultimate goal, a campaign that
represents the perfect triangle
The influencer benefits because
they’re proud of the content
they’ve produced
The audience benefits because
they enjoy consuming this
content.
The brand benefits
because the content
helps them meet
business objectives
Audience
InfluencerBrand

11. ● For the industry to grow and mature, marketers need
to evolve past bartering and get comfortable paying
a standardized rate for influencers
●
● To move past battering influencers will need to
accelerate the standardization of pricing by quoting
their rates - and sticking to them
3. The bartering mentality
will die down (hopefully)

12. ● Things like management, budget guidance, payment
processing, integrated reporting, campaign insight,
and most importantly - sustaining long-term
relationships with the right influencers.
●
● Marketers will define the value of a platform by the
challenges it helps brands and influencers
overcome.
4. The platforms that
survive, will be the ones
that solve real business
challenges

13. 5. Brands will own their
own networks
● In 2017 there will be a shift from platforms that
“own” influencer networks, to platforms that allow
brands to own their own their own influencer
networks.
●
● Tech shouldn’t restrict the relationship between
brands and influencers, it should enable it
●
● If we get this right, we’ll effectively give brands the
power to really turn influencers into advocates, and
that's the most powerful marketing tactic we have.

14. “Awareness is fine, but
advocacy will take your
business to the next level.”
-Joe Tripodi
Chief Marketing Officer
The Coca-Cola Company

15. Click here to learn more about running
your next influencer marketing campaign.