15 Influencer Marketing Trends to Keep an Eye in 2022
Influencer marketing is already big and is only going to get bigger with the development of more and more social media platforms. And hence, it’s important for brands to include influencers in their marketing practices. Influencers are the backbone of social media marketing.
Here are 15 influencer marketing trends to keep an eye out for in 2022
1. IT’S ALL ABOUT THE NUMBER
Although creators have many active social media platforms, there is always this one platform that they’re known best for, with the largest number of followers. And brands usually ask them to promote their content on that platform. So, keeping that in mind, it’s always good to have multiple platforms, but you must put more work into the platform that you have better numbers on and a better engagement rate, as that’s the platform that can get you more leads as an Influencer.
2. AFFILIATE PROGRAMS AND CRITICS
Influencer Marketing and Affiliate Marketing may seem like two completely different activities, but in reality, they are quite the same. Both activities involve an “outsider” promoting and encouraging their supporters to buy somebody’s products.
In the past affiliate marketing involved published bloggers who would walk around the store or test and review your products in a systematic manner, which was clearly advertised.
However, now Influencers are more critical and they are more likely to recommend products that they use and trust themselves as it builds trust with their audience. Influencers today can help their followers through the entire sales funnel, from awareness to consideration and even purchase. And they do all this in an authentic, personal way.
3. VIDEO CONTENT IS FLOURISHING
With the type of platforms like YouTube, TikTok and integration of Instagram Reels, people are more likely to be influenced with visual video demonstrations by their favorite influencers on such platforms. The user retention rate with videos is 63 times higher than that with images.
The success of video platforms has only just begun and the world will see a great rise of similar platforms and Influencers that are going to readily conquer such spaces.
4. DIVERSITY IN INFLUENCER MARKETING
We are seeing a greater representation of diversity on digital platforms of late. So, it comes as no surprise to see this flow into influencer marketing.
There are influencer marketing agencies that specialize in backing people of color and their goal is to inspire brands to want to build deeper partnerships with women of color and to empower female influencers of color to build a sustainable business doing what they love most.
You can be a modest fashion influencer or a dog-mom blogger– everyone’s welcome to influencing and promoting products and services in their industry of choice.
Every message you put out as a brand is analyzed deeply by your consumer and hence, it is important to showcase an organic front with diversity in your Influencer Selections.
5. MORE LOVE TO MICRO AND NANO
Sure, numbers are a game changer. But, many brands prefer partnering with upcoming and localized influencers to unlock a new audience set for them. When it comes to marketing on digital platforms, quality may work hand in hand with quantity.
By partnering with nano and micro-influencers, brands will be able to stretch their influencer marketing budgets while still working with influencers that are deeply connected to their audiences.
6. PARTNERSHIPS ON THE RISE
The past decade has seen a great rise in the number of partnerships both organic, barter and paid between brands and Influencers. This number is only likely to increase with the advancement of digital social media platforms. So much so, even celebrities are switching to Influencer Collaborations on their digital handles to make that extra buck! Social Media Influencer Agencies are a great way for influencers to connect with potential brands directly within your niche and they also help brands easily find Influencers for their campaigns.
7. INSTAGRAM BONUSES
With the newly introduced ‘Bonuses’ on Instagram, Influencer Marketing has seen a rise of competition. Bonuses are basically a way for influencers to get paid for the content that they put out. The more quality content you provide, the better the engagement and hence the better the income. If you’re an up and coming influencer, you should definitely keep an eye out for Bonuses as they are yet to launch in many countries around the world! They might as well be a revolutionary new way for Influencers like you to increase their earnings.
8. SPECIALIZED IN INFLUENCING
Influencers carving out a niche for themselves is a well followed notion and it shows no signs of change. Influencers continue to develop content within their niche to get constant brand partnerships. As an influencer, it might be time to consider what industries you’re most passionate about and start courting partnerships with brands that make sense for the direction you choose to go.
9. INFLUENCER COLLABORATIONS ARE INCREASING
We’re all well accustomed to brands collaborating with Influencers, but the newest trend that will only increase in number is the collaboration of Influencers with other Influencers within their niche. This will not only bring together both of their audiences, but also open newer opportunities for both collaborating parties.
Also, when collaborating with another influencer, the creative ideas are most likely to flow through the roof!
10. AUTHENTICITY IS KEY
Gone are the days when consumers bought a product by only looking at an advertisement. Now, brands are looking for influencers that will try on their products and give authentic reviews, and not just create content that seems like a paid ad.
Authentic content is more likely to reach your customer and get you better results in today’s digital age.
11. SOLVE A PROBLEM
Influencing doesn’t just involve promoting a product or service anymore. Consumers are looking actively for Influencers that give them a solution for their everyday problems. And hence, it is important to keep in mind that as an Influencer you must pick your partnerships wisely and create content that provides value to your audience and not just the brand that you’re working with.
Solving a problem for your target audience will not just help you get more engagement but also increase the visibility of the brand that you’re working with.
12. SOCIAL COMMERCE WILL BRING IN SPONSORSHIP
With the rise of the pandemic, brands were forced to reconsider how they communicated with their customers. The pandemic forced more brands to embrace new technology faster—and likewise forced the creators of new technology to fast-track their inventions.
Due to the same, we have seen a rise in new social commerce opportunities for influencers. Instagram shop has considerably helped automate this process and in 2022, we should expect these trends to only flourish further.
13. BEHIND THE SCENES CONTENT TO GAIN MORE IMPORTANCE
As pointed out earlier, brands are more likely to generate leads with organic content that doesn’t seem too promotional.
For the same reason, brands are partnering with Influencers to showcase a never seen before side of their brand. This can be done by a social media takeover or simply an Influencer walking through and creating content in the brand’s backend, could be a warehouse or an office– showcasing what it takes to create the product that the brand is promoting.
This type of content helps build trust and is likely to be a big part of Influencer Marketing in the coming 5 years.
14. PAID ADVERTISING TO WIDEN REACH
This Influencer Marketing Trend is all about advertising. Paid advertising are typically not used in line with influencer marketing, however brands and influencers will both benefit from the paid amplification of the content created by influencers.
Using the many targeting options available on Facebook, brands can choose to increase engagement on Influencer content and broaden the reach and sales.
15. INFLUENCERS WILL PICK BRANDS
With the ever-growing importance of Influencers in marketing, it is more likely that Influencers will get to have a better say in the brands that they choose to work with, to help keep their content real and organic.
As of 2022, it’s not just about brands looking to work with influencers, but it also works towards influencers being recognised for the kind of products and services they choose to promote.
Influencer Marketing has a bright future and we’re eagerly looking forward to seeing the changes it brings to the digital marketing world.
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