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Thabiso Moloi
Thabiso Moloi 23 August 2016
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How Influencer Marketing Is Evolving Through Technology…and Vice Versa

Influencer Marketing is the latest buzz word and trend going around at the moment and there’s no evidence of it coming to an end anytime soon. Yet there’s still some resistance and criticism towards it, this despite evidence that influencers are impacting consumers’ purchasing decisions more than ever before.

It’s an industry most are familiar with, that is not only growing but also continuing to evolve. One of the main factors contributing to this rise is the technology developed around it.

It actually makes sense that technology is central, especially when you consider the audience it appeals to, most of which is tech savvy and is on social media. Made up of both Millennials and Generation Z, the latter is set to account for 40% of all consumers by 2020 and with both preferring mobile as a means to communicate, the original correlation starts to make more sense.

I’ve only been in the Influencer Marketing industry for a couple of months but it’s amazing to see the role of technology and the platforms available today. From being able to track conversations online, to online Media Kits, to now influencers afforded a fair and equal chance to pitch their ideas proactively to brands online, the possibilities are endless. What’s interesting to note is that most of this tech didn’t even exist a year or so ago, one can only wonder what the future holds then. The ultimate goal of all the tech is to provide the best way(s) for collaboration between brands/marketers and influencers to reach a certain goal.

Like with everything they’ll always be resistance and criticism but has that ever stopped that very thing from progressing? No, in most cases at least. Take me for instance, to this day I still don’t understand the attraction towards Snapchat, and I’m sure I’m not the only one but does that mean that the platform will suffer as a result? No. In fact, Snapchat is continuing to grow and is forcing competitors to come up with similar offerings.

Influencer Marketing is no different in that regard, as briefly mentioned earlier. Despite it all, the industry is still going strong. If you don’t believe me then have a look at many online campaigns today from top brands, influencers are driving and behind most of them. Technology plays a big role in this and without Influencer Marketing, most of that very same tech wouldn’t exist. So, is Influencer Marketing is evolving through technology? Yes, turns out it works both ways in fact.

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