2016 has been the year of influencer marketing. As the popularity of influencers soars amongst consumers, brands and agencies, it’s hard to picture how this branch of digital marketing could build on its successes. After all, 84% of marketers say it’s already effective at engaging their audiences.

But some trends are hard to ignore when looking ahead to 2017. Over the next 12 months, here are some of the key things our influencer marketing agency is watching out for:

Video

Video has taken off, and it’s on a collision course with influencer marketing. According to ComScore, 64% of users say they are more likely to buy a product online after watching a video.

To this end, it makes sense that more and more influencer campaigns are harnessing video content to express their message. After all, Forrester Research have demonstrated that one minute of video makes the same impact as 1.8 million words. So why wouldn’t marketers use this form of media to provide a snapshot of their entire ethos?

Wearables

The announcement of Snap Spectacles has caused a lot of excitement in the industry this autumn, and it’s a sure sign that wearables will be the future of visual content as we look ahead to the next few years. Wearables give audiences a fresh perspective on the world, gazing through the eyes of their favourite female and male influencers as they go about daily life. Watch this space to see how the market reacts to Spectacles when they’re released….

Authenticity

Perhaps one of the key reasons why influencer marketing has proven so successful thus far is because, naturally, people trust individuals more than brands. In fact, 92% of people trust word-of-mouth recommendations. However, this shouldn’t be taken for granted; as consumers become gradually aware of influencer campaigns, they’ll be wary, soon enough, of who is leading them.

To this end, authenticity is going to be even more of a hot topic over the coming year. Brands and influencers will need to take a savvy approach to marketing if they are to retain the interest of their demographic.

Micro influencers

We’ve written about the rise of micro influencers before, but this is expected to go from strength to strength in 2017. Rather than looking to celebrities for the latest trends, consumers are switching on to relatable role models instead, the tastemakers who lead a life they can understand.

Over the coming months, this grassroots approach to influencer campaigns is going to nestle into the digital sphere with astonishing speed. Based on the quest for authenticity that we’ve already explored, and the obvious savings it brings to brands without the budget for headline names, it’s a win-win situation for both sides of the equation.

Exciting times lie ahead for 2017, as influencer marketing matures and new technology opens up some inspiring opportunities for brands and marketers. Here at Billion Dollar Boy, we’re already tapping into some of these trends with our network of clients and influencers, bringing original and though-provoking content to male audiences around the world.