A recent report analysing influencer marketing trends has found that long term partnerships, with fewer, authentic creatives are becoming commonplace, as more wellness brands buy into business relationships rather than followers.
The Influencer Marketing 2020 Report, published by Creative Impact Co (previously known as the Health Bloggers Community) suggests that a shift in mentality has seen a growing number of wellness brands treating influencers more like partners than advertisers or sponsors, to create relationships with legacy that engage consumers on a more emotional level.
With 80% of creatives questioned, claiming they would also rather work on long term partnerships, to work with fewer brands more efficiently, this trend is only going to grow, argues the report.
“The world of influencer marketing and influencer business has changed massively in the last year or so. Sponsored content is no longer the sole way influencers are monetising their audiences — but that shouldn’t come as a surprise,” commented founder of Creative Impact Co, Fab Giovanetti.
With that in mind, Giovanetti says that new types of collaborations are starting to come to the forefront, as influencers and content creators step up their game.
“One of the latest trends, influencer-driven product collaborations, are already sweeping across every industry, including health and wellness. This will lead to fewer collaborations, yet longer-term partnerships,” adds Giovanetti.
For Deliveroo, this type of strategy can already be seen via its longstanding partnership with registered nutritionist and influencer Rhiannon Lambert.
Earlier this year, the fast-growing food delivery brand announced it would be investing £1m in boosting the number of healthy food options available on its platform, with support from Lambert.
The outspoken nutritionist, who has previously worked with Deliveroo across several other projects, will help develop healthy menus for its restaurant partners, as well as the first of a new generation of nutritious, delivery-only brands.
Athleisure brand Gymshark, meanwhile, has found success by working with its ambassadors on limited edition apparel collections. Its collaborations with fitness influencer Nikki Blackketter have helped it to generate millions of sales.
“My first collection with Gymshark was such a new and exciting concept – we had so much fun playing around and designing it! It was my first time meeting the design team and doing this kind of thing, so it took some time. We had to learn about each other; how to communicate and get the vibe down that we were going for,” Blackketter revealed via a blog post.
The second time around was even easier! I had grown closer and more comfortable with Lois and the design team – it was great when she knew exactly what I wanted right away,” she added.
As we reported in our 2019 Business Of Wellness Trends Report, by harnessing that level of connection with influencers during product development, brands can not only leverage an influencers’ highly engaged audience but benefit from their unique knowledge regarding consumer trends, pain points or gaps in the market — to that end influencers are becoming a more valuable business tool than ever before.
So, what else does the report tell us?
Despite the obvious shift in the way brands are partnering with influencers, as businesses continue to plough cash into the industry — as much as $15 billion by 2022 — the need to pay closer attention to how these relationships are tracked and managed will also intensify.
Of those surveyed, 64% of wellness brands said they’re looking to use a dedicated tool to manage collaborations and partnerships, according to the Influencer Marketing 2020 Report, which goes onto suggest that tracking factors such as engagement and impressions will become even more important, as a way of justifying the rising cost of influencer services.
“Engagement and authenticity will be the key factors that set influencers apart from one another in 2020,” says Giovanetti.
“And as new ways of engagement such as shares, saves, and interactivity continues to rise, for wellness brands, being able to see a clear snapshot of how their posts are performing will be essential.”
To discover more insights from Creative Impact, you can find the brand at Live Well London on Friday 28th February from 5:30pm where it will be hosting its Creative Impact Summit; a conference focusing on marketing, content, partnerships and monetising personal talent in the digital world.