TRENDS IN INFLUENCER STRATEGY DEVELOPMENT

Abstract

The purpose of the article is research of trends in influencer strategy development. The annual increase in the use of advertising blocking tools on mobile phones and computers costs advertisers billions of US dollars. It is important to notice that the search for alternative methods forced companies to evaluate the effectiveness of influencer marketing, which today helps to effectively spread their messages, while much traditional advertising loses user interest and visibility on the Internet. But just hiring a popular influencer without a thorough analysis is not enough, because there is a risk of encountering fraudsters, destroying the company's image and not returning the investments made. That is why it is important to study influencer marketing for companies to achieve their goals. We used the following scientific research methods: deductive analysis, comparative analysis, synthesis, tabular and graphical modeling. The article explores trends in the development of influencer strategy. The basic definitions of influencer marketing were considered. All types of influencers are distinguished by the number of followers on social networks. The value of the global influencer marketing market for 2016-2021 and the forecast for 2022 are investigated. The number of companies operating in this field in 2019-2021 is indicated. Investments in programs and tools used by companies and opinion leaders in influencer marketing are investigated. Presented the results of a survey of companies on the allocation of budget and expenses for influencer marketing, cooperation with influencers and ways to pay for their services. Advertising spending in Ukraine in this industry for 2017-2022 and forecast until 2027 were investigated. A step-by-step influencer strategy is proposed, which includes: determining goals; determining the target audience for a specific marketing campaign; analysis of influencers and determining the best ones for the company; discussion of cooperation with opinion leaders; contract signature; tracking the progress and results of the selected influencer. The benefits of developing this strategy are described. The practical value of the article is that companies that have not used influencer marketing before will be able to understand its importance for business, and companies that work with influencers will be helped to improve the results of their campaigns. The tools provided and the developed step-by-step strategy with illustrative examples will help companies to achieve their goals without the help of advertising agencies.