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Source: mediakixOther social media networks that specialize in sharing images and videos have thrived. In the case of video, YouTube remains dominant (although Facebook has greatly pushed its video content). There has been more of a battle when it comes to static images and photographs. Two of the largest success stories have been Instagram and Snapchat.

Both networks have been successful locations for influencer marketing, and this will probably continue this year. However, there is some degree of overlap between the target audiences of both of these platforms. Snapchat targets younger followers than Instagram, but that does not mean that Generation Z is not avid Instagram followers too. We see more celebrities and influencers on Instagram than Snapchat, though, and this trend is likely to continue.

While the disappearing photos of Snapchat offer some intriguing, innovative possibilities for influencer marketing, there is probably more mileage available from Instagram images that continue to remain visible. B2B is often the ugly ducking of online marketing, but it is a very important sector, and it is rapidly expanding. You do not very often see celebrities participating in B2B marketing, but B2B is actually quite geared towards traditional organic influencer marketing.

Quite a few companies participate in content marketing - providing blogs and other articles educating and informing other firms interested in their products.

They are beginning to learn that by working with microinfluencers in their niche they can widen the outreach of their content. As long as they fine tune their target audience and select their influencers well, B2B firms regularly use influencer marketing to attract more visitors to their websites and convert these to increased sales. In some ways, B2B businesses find influencer meeting to be a new form of networking - just this time they do not get to stand around a bar, telling their stories to anyone who will listen.

One change that may happen in 2017 is there being an increase in influencer-created content. Brands may not have as much control over such content as they do with their own posts, but they are beginning to recognize that influencers know their audience best, and have gained their reputations with these audiences for a good reason. As with much in business, many firms now realize that is often best to stand back from micromanaging and let the experts get on with what you are paying them to do.

One area that has held the rise of influencer marketing back has been the fuzziness of its metrics. There is no black and white clear cut way to measure the success of an influencer marketing campaign.

There is a push for there to be more reliability and consistency in the reporting of results. It is likely that the parties will move away from using traditional measures and focus their reporting on the engagement of content. In one sense celebrities had an advantage over other influencers - nobody truly believed that celebrities were promoting a product out of the goodness of their heart, and thus nobody expected celebrities to be totally authentic.

Niche micro-influencers, on the other hand, have gained their following because of their authenticity. If they try to push a message that clashes with the way their audience thinks, they are doing so at their peril. A food blogger, who normally promotes the vegan lifestyle, would not match well with a brand like McDonald's, who are renowned for their meat-based burgers.Ironi Rishon - M.

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