There has been talk that this year will be the Year of the Rat however here at the Modern Influencer we propose a different view; that 2020 will be the Year of the Influencer. Here are 10 reasons why we think that Influencers are going to thrive at the start of the new decade.
2019 was insane
Let’s be honest, 2019 was a crazy year for influencers. We saw one of the biggest events in Youtube, if not internet history and also saw influencers make their way into mainstream news and media.
We also saw Youtube witness a clash of titans with the PewdiePie vs T Series battle for domination of the platform. In May 2019 T Series became the first Youtube channel to reach 100 million subscribers and now has a subscriber count totatilling 122 million. To give you some context, if T-Series and PewdiePie were to found a country with all their subscribers that country would be the 5th largest country in the world right now.
We also saw the Logan Paul vs KSI 2 fight break records and really make their mark on the mainstream. The fight was on Sky Sport Boxing and saw top A-listers getting involved such as Justin Bieber and Tyson Fury. Google also recently revealed that “how to watch KSI vs Logan” was the 5th most searched “How to…” term on Google in the UK in 2019.
- Influencers are becoming mainstream
It’s becoming easier for crossover with social media stars and mainstream – we’re seeing that mainstream media is becoming more and more welcoming to social media stars. In 2019 we saw Lily Singh, somone who still is a Youtuber, become the first LGBTQ+ woman of color to host a network late–night show in the US.
This is something you’d better get used to as The Modern Influencer predicts that in 2020 we’ll see more influencers on our television and cinema screens.
- Growing demand for Youtube content doesn’t seem to have any sign of abating
If you thought that Youtube’s popularity was diminishing you’d be wrong. If you thought that it was only increasing little by little you’d also be wrong. Youtube analytics site Tubics reports that in 2019 the number of Youtube accounts grew by 25%. Tubics also report that more and more people are now making a decent living out of Youtube with the number of creators making a five or six figure income growing by 40% during 2019.
2019 was definitely a good year for influencing and we expect it to make even more millionaires in 2020.
- New apps and technology emerging
Here at The Modern Influencer we’re not the only ones to see the golden opportunities available with a rapidly expanding influencing industry. Many new apps are now trying to get in on influencing too, while some existing apps are switching things up to appeal more to influencers. One such app switching things up is Instagram, which late last year announced it was bringing Facebook’s Brand Collab Manager to Instagram. The Brand Collab Manager is designed to “[allow Instagram users] to share insights and engagement with brands and find partners that will resonate with their audience. Creators in Brand Collabs Manager can also search for like-minded brands looking to partner on content creation. They can source new deals, manage partnerships, and automatically share insights with them (before this, many creators could only send brands screenshots of their analytics).”. Unfortunately, this new feature will only be available to “a select group of instagrammers” however if this test goes well expect it to be rolled out to more users soon.
As well as current apps getting on trend there are also new apps emerging, including brand new social media platforms. A new video sharing social media platform hoping to make waves in 2020 is Wotch.io. The platform aims to redress the platform and creator relationship in 2020. They aim to do this by offering creators an 80:20 split of profits from advertisements on their Wotch channel, this is considerably more than Youtube’s 50:50 ratio. They also say that Wotch will offer much more transparency and communication than other platforms, ensuring that creators clearly understand the rules and regulations surrounding the content they’re allowed to put up and what type of content will and will not be monetised.
Time will tell whether or not apps like Wotch will take off and start to challenge social media giants like Facebook and Instagram, but more competition in 2020 can only be a good thing for influencers and consumers alike.
- In 2020 podcast is king
We are seeing podcasts pop up all over the place. There is a growing demand for them and because they’ve only just recently started to become more and more popular there are a wealth of opportunities. If you are an influencer and think there isn’t a podcast about the things you find really interesting then our advice for you in 2020 is to go make one and watch the money roll in.
- Youtube is diversifying
New Youtube exclusive TV shows and films are increasing in popularity after the success of Youtube Originals such as Cobra Cai, which will be returning for a third series in 2020, and Shane Dawson’s documentary series. In 2020 expect more Youtube exclusive TV series and films to emerge. Youtube is on the up.
- More ways to make money
While Youtube has tightened up its ads and made it harder to make money on Youtube, one of the good things to come out of it is that it has forced influencers to look for other means of income. This in turn has forced influencers to be more savvy and re-configure their business models. Expect to see more opportunities in 2020 for influencers to tap further into merchandise as well as looking at crossing into mainstream media.
- 2020 will see ESports continue to cash in
2019 has been another good year for E-Sports and we predict 2020 will continue to go on the up and up. In July 2019 the $30 Million prize pool for the Fortnite World Cup set the record for the largest prize pool for an e-sport tournament ever. This record was not to last long however. Just one month after, In July 2019, The Next Web reported that The International Dota 2 Tournament accrued over $30.2 million in prize money. They added; “That’s the largest pot ever offered for such a competition, and judging by the amount it’s increased in just the last few months, it’s going to be even more massive this time next year.” The prize pool continued to grow right up until the event, eventually totalling a whopping $34.3 million.
ESports gamers are breaking away from the “recluse who sits and plays games in their mum’s basement” stereotype and becoming celebrities in their own right. Streamer Ninja, real name Tyler Beavis, has become the poster-boy for competitive gaming and is arguably the first major mainstream gaming influencer. In 2019 he featured in “The 100-Year Game” ad Superbowl Commercial at Super Bowl LIII alongside American football legends as well as becoming a published author.
In 2020, expect to see E-Sports and their stars continue to become popular and break even more records.
- More and more people are getting connected around the world.
The online market is growing by hundreds of millions every year as the internet becomes available to more and more people. India for example has experienced as a massive internet boom in recent years. Last year Kantar IMRB, a market research agency, released a report which marked India’s internet user annual growth rate to be a staggering 18% and estimates the total internet user base to reach 627 million by 2020.
What does more internet users mean for influencers? It not only means millions more can consume their content, it means many more influencer marketing opportunities and therefore millions more in revenue.
- Every year could be the Year of the Influencer…
Every year could be the year of the Influencer. All it takes is a new Mr Beast or new Logan Paul vs KSI to come in and take influencing to the next level. Could it be you?