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number of followers is quite low, their authenticity is high. (Influencer Marketing Hub n.d.a.) In 2019 the focus is on working with micro-influencers and nano- influencers who can be defined as someone with fewer than 1,000 followers who has immense influence with a comparatively narrow market (Influencer Marketing Hub n.d.a). Influencers who are bigger than the two mentioned types are usually only suitable for certain types of brands or brands that have high amounts of budget for Instagram marketing as the competition to cooperate with those influencers is quite high. Being popular in terms of the number of followers does not indicate credibility and trustworthiness in the recommendations for products or services. Even if micro- and nano-influencers seem to have little impact on Instagram users, their power is not be underestimated. They have a niche audience which might fit a company’s brand well and therefore the number of people who are truly interested in the recommendation of the influencer is relatively high. (Influencer Marketing Hub n.d.a, Bloom 2019.) Another trend in 2019 is to build strong relationships with the influencers a company is working with. This means that the company does not only work with people for one time but that they find influencers who continuously are part of the marketing strategy. This not only gives continuity to a brand but also credibility as the influencer is not mentioning the brand only for one time but throughout a longer term. This is also an opportunity to avoid risks when working with new influencers. Some of them might have a good online appearance but the company cannot know if the cooperation will succeed in the desired way when starting to work with someone whom it does not know. (Influencer Marketing Hub n.d. a, Bloom 2019.) One of the major trends in 2019 is that companies become rather aware about threats on Instagram such as inorganic followers of influencers, who simply are followers who are bought and do not add any value. Companies start to realize the problems and the appearance of such threats and try to work against those. Also, companies learn how to spot those threats. (Influencer Marketing Hub n.d.) Different threats that companies need to deal with on Instagram nowadays, especially when it comes to influencer marketing, will be explained in the fifth chapter of this thesis in order to be able to take a closer look on them. 26PDF Image | Brand-Awareness through Marketing on Instagram
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