Influencer Marketing: Emerging Trends, Key Challenges and Future Prospects

Abstract

One of the most effective digital marketing strategies now available is known as influencer marketing. This technique makes use of social media celebrities to promote various businesses and goods.  As the behaviour of consumers turns towards trusting the recommendations of their peers, businesses are increasingly collaborating with influencers in order to improve engagement, reputation, and conversions.  As the digital world continues to evolve, this paper investigates the rising trends in influencer marketing, the significant issues that companies and influencers are now facing, and the future potential that come with it.  An increasing number of emerging trends point to a shift towards authenticity, micro and influencer identification powered by artificial intelligence, and collaborations based on performance. An further transformation of the influencer ecosystem has occurred as a result of the proliferation of short-form video content, interactive storytelling, and involvement with specialized communities.  Despite this, there are still obstacles to overcome, such as fraud committed by influencers, a lack of transparency, problems in calculating return on investment, and rising regulatory attention.  Furthermore, companies that are striving to generate meaningful interaction have substantial challenges in the form of audience trust that is deteriorating and high levels of audience saturation.