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Influencer Marketing Was The Biggest Breakout Star Of 2020; Why Brands That Bank In On This Trend Will Win 2021



To learn more about influencer marketing, how the industry has fared throughout the pandemic and the breakout trends to watch for heading into 2021, I spoke with Ryan Detert, the CEO of Influential, an artificial intelligence-based tech platform backed by the power of IBM Watson that continues to play an active role in the evolution of influencer marketing. Influential harnesses digital analytics to match influencers with top-name brands like McDonalds, Uber, NBA, Wells Fargo, etc., and is both an Oracle partner and a preferred Facebook Marketing, TikTok, and Triller partner.

Gary Drenik: What were the top influencer marketing verticals from 2020? How is Influential able to measure this, and what made each so captivating among consumers? Are there any that you predict will rise among the rest this year - or perhaps, fall behind?

Ryan Detert: Over the last four years, Fortune 1000 brands and small businesses have shifted focus towards activating micro-influencers, which are classified as influencers with followers ranging from 1,000 to 50,000. Implementing micro-influencers is an increasingly popular trend that has only accelerated through the pandemic. They have niche audiences that you can speak to with highly relevant content — unlike the multi-million influencers that are largely international, wide demographics and more expensive.

Home-grown content clearly dominated 2020, and verticals that either previously existed in that market or were able to successfully adapt to at-home life amid the pandemic fared the best — think cooking, fitness, beauty, lifestyle, and even unexpected sectors like houseplants. We are able to measure what verticals perform best, both online and offline, through a number of different partners. We track weekly sales measurement through IRI, foot traffic into stores through a number of geolocation partners, and we can even measure TV tune in through over 20M smart TVs in the US.

We also work with IBM to use AI to help brands identify influencers that best align with their brand values, and essentially match the perfect hometown heroes to any brand, based on demographics, psychographics, and contextual relevance. As brands continue to shift advertising tactics in this increasingly fluid landscape, the social targeting tool helps ensure that brands communicate with purpose to a highly engaged audience. Additionally, we also use our technology to vet for brand safety concerns from old posts or real-world actions like DUIs and felonies. Throughout the past year that has been tricky to navigate, we’re very grateful to have experienced significant growth and our business has increased by over 30% overall.

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