The global health crisis of 2020 has dramatically changed the way we use social media, and has exploded the use of influencer marketing over traditional marketing. It is believed that this trend will not stop any time soon. So, what does influencer marketing have in store for us in 2022?
Influencer Marketing: Definition
An increasing number of companies are shifting more of their marketing budgets to influencer marketing. Recently released figures show that the industry’s value has more than doubled since 2019, from $6.5 billion to $13.8 billion in just three years.
And this trend is not about to slow down. It is estimated that the influencer industry is on track to reach $15 billion by 2022, up from $8 billion in 2019.
why ? Simply because influencer marketing has huge potential. By definition, this process involves the use of third-party content creators, or influencers, to defend and engage with your brand message. As part of this, influencers present their content to their audience, which increases brand awareness and helps convert their audience into customers.
According to the data:
- 17% of companies spend more than half of their marketing budget on influencers;
- 80% of users have purchased a product or service based on the influencer’s recommendation;
- Two-thirds of consumers use ad blockers, but the same people are happy to take advice from influencers.
However, influencer marketing is not limited to Instagram posts or YouTube videos. It may include:
- Content (video, blog articles, ads) on social networks posted by the influencer;
- product reviews on social networks;
- product placements in creative content (with or without direct mention of the influencer);
- Share branding campaigns and launch new products;
- Share a unique promo code so that the influencer’s audience can get a great deal;
- Partnering with the influencer to create a co-branded product or campaign;
- gifts on influencer platforms;
- Promote events that the influencer or brand will attend.
Therefore influencer marketing is closely related to social media marketing, as most opinion leaders gather their audience on social networks. Even better, influencer marketing allows you to reach people that you can’t reach through traditional advertising.
Now, let’s dive into the most important emerging trends in 2022.
Influencer Marketing Trends in 2022
1. Data-driven influencer marketing
To keep pace with the rapid development of the influencer marketing industry, the data-driven approach to the channel is increasingly important. Data-driven influencer marketing gives you greater efficiency and higher overall returns. As audience feeds become increasingly saturated, data will become the key to influencer marketing success in 2022 and beyond.
2. Improve e-commerce functionality
Although consumers are more comfortable with in-store shopping, consumers still rely on e-commerce for their shopping needs. Over the past few years, more and more social networks have added features that create new seamless shopping experiences for consumers. Each user has a specially designed algorithm To show him products that apply to his lifestyle. Products can also be tagged in posts, just like people they have been tagged with. These small tweaks make it easier than ever for consumers to find product information and buy directly.
3. Permanent (Long-Term) Influencer Marketing
The short-term approach has always been something of the norm in influencer marketing. One-time campaigns lasting a few weeks or even a few days are not uncommon. However, more and more companies are moving away from campaign-based influencer marketing in their favourConstantly active strategy To ensure that you are visible in the feeds (and lives) of your clients during “times of need”. It also allows you to do the essential work over time to make sure you’re on top of the list when consumers switch to buy.
4. Employees as influencers
A product of evolution and innovation, as well as a result of the need for authentic content in space Influencer marketing is encouraging employees to act as influencers.
In the past, we’ve seen various examples of User Generated Content (UGC) and how it can have a huge impact on sales and overall brand perception. Employee-directed or employee-generated content works the same way. Specifically, when an employee supports their brand, theThe endorsement seems more realistic. Additionally, since employees are already involved in content, marketing, and business operations, The result adds reliability and confidence to the campaign. H&M, L’Oréal, and Starbucks are a few examples of brands that benefit from employee advocacy programs.
5. Social justice in marketing
2020 was a year that dramatically changed the way consumers think, shop and entertain. Along with historical events such as barrier gestures and inevitable economic uncertainty, social justice movements such as Black Lives Matter have come to the fore.
Even today, most brands have chosen to avoid hot topics related to politics or social justice, or simply remain silent. But now, silence is seen as the equivalent of complicity. Subsequently, More and more brands will realize this lack of equality and diversity in influencer marketing. Social platforms Instagram and TikTok in particular have already given prominence to the anti-black and anti-fat movements.
6. Brands and podcast influencers
Brands will make too Partnering with podcast influencers is a priority. Non-musical audio has proliferated as a format for content consumption since the global pandemic of 2020. With users flocking to podcasts to find and play content to entertain and play during lockdown, more and more influencers and content creators are starting to add audio as a way to reach their audience. Partnering with podcast influencers gives brands the opportunity to spread their names and products to experienced and high-income consumers. Of these, 94% are active on at least one social media channel and 54% have already considered purchasing a product they intend to promote on a podcast.
7. Direct purchases
This is an influencer marketing trend that has taken hold in recent years as influencers create social commerce posts and make content 100% purchasable. To make the process easier, social networks offer many features for live shopping experiences. For example, Facebook and Instagram introduced direct shopping features this year designed to simplify and enhance social commerce. Meanwhile, Amazon and Pinterest offer similar features that allow brands to partner with talented influencers Create live broadcast groups.
2022 will also see brands get smarter about how they work with influencers. In any case, they should define their goals and make credibility a priority. One thing is for sure, influencer marketing has become a mainstream marketing methodology that is rapidly growing. With it being one of the big trends for the coming year, it’s imperative to include influencer marketing in your strategy for 2022!