Several years ago, Reech published a study to decipher trends in influencer marketing. This year, in parallel, the marketing influence expert is launching a podcast: voices of influence. A great way to spread best practices to a wider audience…
Influencer marketing is not a new concept, far from it. Its growing relationship with brands is constantly changing the world of digital marketing, especially after the 2020 pandemic. Each year brings new platforms, new types of content, and new ways in which brands can interact with their customers.
After complex years like 2020 and 2021, where brands struggled to modernize their marketing and advertising campaigns to reach an audience suddenly confined and forced to honor many health measures, 2022 offers new promise. Influencer marketing in particular is stronger than ever!
Video and audio content increases
Influencer marketing is stronger than ever with the constant shift from text and images to audio and video content. Texts and photos are not dead yet of course, as Instagram is still one of the most used major networks. But video and audio content is gaining more and more momentum over the years, with a massive increase in marketing strategies on TikTok and YouTube. Even Facebook, Twitter and other old social networks are now emphasizing video sharing and launching many social audio features.
Voice seems to be establishing itself as a new digital communication lever. Podcasts, in particular, are on the rise, making it one of the most promising content for brands to invest in marketing, especially in influencer marketing.
By partnering with content creators, there is no shortage of opportunities for companies to put their brand and products on their channels. In fact, 74% of people exposed to an ad while listening to a podcast are more likely to visit a company’s website and 65% more likely to purchase a product or service (source: Ad Results Media and Edison Research).
Reech has always held its place as an expert and educator in the influence market, notably thanks to its annual study that provides a complete overview of good practices but also thanks to the various conferences that have been organized throughout the year.
So it’s totally normal for Reech to switch to the ‘podcast’ format.
Reech launches the Voices of Impact podcast
Reech was first launched on September 1Verse An episode of Voices of Impact, a podcast series produced by DoubleMond. This original creation is dedicated to Impact Marketing as 6 Influencers speak and tell about their job through their personal and professional experiences as influencers for the biggest brands.
“The idea for this podcast was born out of Reech’s desire to change minds based on influence and disseminate good practices. Voices of Influence is an extension of our position: expert, but above all educator and mentor in the influence market since 2015. At the same time, flexibility and market adaptability are An integral part of Rick’s DNA is a driving force for us. So it seemed logical and necessary for us to adapt our pedagogical origins to influencing brands in a format that is popular today: the podcast!” Guillaume DOKI-THONON, CEO and Co-Founder of Reech.
“Being at the forefront of innovation in terms of connectivity is one of Double Monde’s tenets. Producing the Voices of Impact podcast for Reech has allowed us to delve deeper into podcast content and media that make an impact in their own right.” Marjorie Murphy, founder of Double Monde.
These six stories, about thirty minutes long, have been available every Thursday since September 15 on all the usual listening platforms: Apple Podcast, Deezer, Spotify…
Those who wish to subscribe can receive a preview of podcast episodes in their inbox.
The registration page is available via this registration link.
Marketing Influence: Leverage Becomes Necessary!
Today, influencer marketing occupies a central place in the digital strategies of brands. In two years, the global impact market has grown from 5.5 billion euros in 2019 to 12 billion euros in 2021 according to the latest figures from Reech. And once again, 2022 offers new promise.
To see more clearly, Reech publishes a study on influence marketing every year. This year, on the occasion of its sixth edition, this standard in the influencer marketing world is changing format, and this time giving ground to communications and marketing professionals.
How do they view this new era of impact marketing? What is their approach with influencers? Do their methods and perspectives align with market realities and influencer expectations?
Branding and Influencer Marketing
Of the 600 respondents in the study, 74% said they had carried out at least one influencer campaign in the past two years.
30% of them said they had integrated influencer marketing into their communication strategy for 3 to 4 years versus 17% for those who used it less than a year ago.
In general, everyone has a very positive perception of him, which further increases the acquisition of experience in this field. An effective marketing method for 86% of respondents, influencer marketing is widely viewed as:
- A means of establishing the reputation of the brand (91%) or product (87%);
- A method for generating brand preference (82%);
- Full direct selling channel (66%).
Preferred Influencer Marketing Networks
To carry out their marketing campaigns, it is clear that brands are turning to social networks, starting with Instagram which is unbeatable when it comes to influencing marketing. 94% of respondents prefer this social platform by a large margin, ahead of YouTube (42%), Facebook and then TikTok, which nonetheless continues its rapid rise.
As surprising as it may sound, brands seem to focus on the more popular networks, as agencies tend to diversify the networks used during campaigns, other than the core Instagram and YouTube.
Other key takeaways from this new study:
- TikTok ranks first among emerging networks to be incorporated into influencer campaigns in 2022;
- 78% of respondents confirmed an increase in the impact budget in their structure.
- Brands are often satisfied with their collaboration with influencers, giving the score 7.1/10.
Click here to find the full study suggested by Reech
Article written in collaboration with Reech