2021 Influencer Trends | Predictions from an Influencer Manager

There’s no doubt that 2020 was a whole ass shit show. From having our lives completely changed overnight due to a pandemic to social injustices happening left and right, the election, all the Karen’s and Kens causing mayhem at Trader Joes and Newport Beach, 2020 was in one word, well, INSANE!

Despite all that happened though, one industry thrived (aside from e-commerce) and that hands down was the influencer marketing space.

Working as an influencer campaign manager it definitely got rough the first few months of the pandemic. Brands were forced to figure out a digital marketing game plan overnight, fulfillment centers were cut in half and some influencers decided to not post because of the timing.

Despite it all, we pushed through and once the world adjusted to the “new norm” the influencer space began to thrive again.

2020 brought us TikTok creators, Instagram Reels, Pinterest stories and video pins and so much more! The influencer industry itself became more aware and started diversifying, video content outweighed static images and more micro influencers were paid than any other year. What will 2021 bring us? Keep reading to find out what 2021 influencer trends to look out for.

Before we dive in, make sure you follow me on Instagram (I follow back) and TikTok, I usually post influencer related content to help you guys thrive!

Influencer Trends to watch in 2021

So what can we expect in 2021? Great question! Now more than ever people are trying to become full time influencers and make a career out of it. With so many loosing their jobs or getting hours cut in 2020, there’s a reason why the influx in influencers happened – the endless opportunity.

1. Video will be king

I want to start this influencer trends list with what is pretty obvious, the rise of short form video content. With TikTok exploding, Instagram new that if it didn’t act fast it would lose people from its platform. Reels and TikTok videos have been killing it and it’s just the beginning.

In 2021, most (if not all) influencer marketing campaigns will ask for one or more piece of video content from influencers. I already ask for stories and a video review and have had a lot of my clients ask for Reels or TikTok videos now.

2. TikTok will continue to explode

We definitely caught a glimpse of this in 2020! Especially in the early months of the pandemic. As TikTok continues to establish itself in the digital ad space, we will continue to see the app explode and possibly become the go to app for influencer campaigns in terms of ROI.

Personally I have seen more of a return working with TikTok creators than I have working with Instagram creators.

3. Long Term collaborations will be more available

Long term collaborations are going to be more readily available in 2021. Brands now understand that partnering exclusively with influencers and building relationships along the way is better for the brand than one off campaigns.

4. Industry will shift from content/ awareness to performance

This x 1000000000!!!!! Performance marketing has made its way to the influencer world and you NEED to be prepared!

What this means is that yes, brands do have bigger and better budgets now but they’ll only pay if the content converts. No longer is the influencer world focused on only awareness (while some campaigns may be), brands want to see the return on their investment now!

As an influencer, you’ll see (knowledgeable) brands asking for past collab results in terms of link clicks, sales, impressions and reach before they decide to send over a contract.

5. Bigger push for UGC and non-edited content

If your brand is ahead of the game you’re already doing this, if not, pay attention. User generated content will be king this year, especially video reviews and non edited Instagram stories.

There’s just something more trustworthy about content that is shot on a camera phone and very lightly edited. TikTok and stories are a good example of engaging content that converts and is minimally edited.

Influencers, pay attention to marketing trends! Instead of continuing to charge for the static post that doesn’t convert, get that coin by charging for a video review and usage rights 💰.

6. Micro influencers will still reign

2021 will definitely be the year of the nano and micro influencer! Not only are prices more affordable than macro and celeb accounts, but consumers tend to trust nanos and micro influencers more than they do larger accounts.

As far as my campaigns go, in 2020 90% were focused on nano and micro influencers and not only did I get stunning content back, the ROI was greater with smaller influencers than with the larger accounts I worked with.

7. More paid opportunities will become available

With the new year, there will come more payment opportunities, especially for micro and nano influencers. If 2020 taught us anything it’s that no one wants to be paid in product and brands are FINALLY taking note.