Top Influencer Marketing Trends for 2022

Influencer marketing is not just another trick. It’s been used to run some of the biggest marketing campaigns in history and with the growing power of social media influencers, it’s here to stay.

According to Statista, the global influencer marketing space was worth $6.5 billion in 2019 alone, and that figure has grown exponentially to a staggering $13.8 billion in 2021.

Let’s take a closer look at some of the most exciting trends the influencer marketing space will follow in 2022!

Here’s what we’re going to cover

Influencer Marketing 1

The digital media space will greatly evolve in the coming years. Companies will increase their marketing budgets by up to 51%, and some of these budgets will definitely finance influencer marketing campaigns.

Based on the rapid growth of the influencer marketing space in 2022, here are the trends to consider for influencer marketing in the future.

Influencer marketing trends 2022

Social commerce is the integration of social media with e-commerce. It uses networking websites such as Instagram, Twitter, Facebook, and Snapchat as a means to publish products and services to consumers. Sales and purchases of products can be made directly on the platform where they are published.

The total number of active users on social media is around 1.2 billion in 2021, and the average user spends about two hours each day browsing these networks, according to Statista. With such large numbers, social commerce makes more sense today than ever before. This is exactly why Facebook ads and Instagram sponsored posts contain links to products.

What will change in the future is that live shopping will grow in popularity in Western countries and creators will create shoppable posts and videos that inspire a seamless user experience, from compelling content to brand channels. Shoppable posts are already widely used on social media platforms. Now Instagram is experimenting with store fronts where a user can click to buy the tagged product directly without leaving the platform.

In addition to these shopping posts, interactive live broadcast sales will also increase. Already hugely popular in China, live streaming is poised to grow as it offers brands the opportunity to engage influencers and provides shoppers with sales touchpoints on screen or in chat. Research shows that the industry will reach $25 billion in the US by 2023.

Data Will Play a Key Role in Decision Making

A data-driven approach to influencer marketing will help you put your money in the right place. The more you invest in influencer marketing, the more critical the return on investment becomes. And if you can’t track that ROI, you risk wasting your money.

Modern data analytics techniques can help you segment influencer accounts based on their followers or loyalty groups. You can use the same method to identify audience niches on social media and then collaborate with influencers who are popular with those groups. Limiting your audience based on data can help you get the most out of your influencer marketing spend.

That’s why predicting and monitoring your return on investment and then optimizing for the future is crucial to ensuring the success of impressive campaigns. In the end, most brands want to see real results in terms of sales, and the only way to do that is through data. This will become a much bigger trend in 2022.

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Co-Creation and Cross-Channel Campaigns Will Increase

Rather than investing in product placement or simple outreach campaigns, brands will collaborate with influencers to create valuable content for both their audiences. These social media brand collaborations will help create more loyalty for both the influencer and the brand.

  • This co-creation will not be limited to content. The products and services that companies sell will also be created in partnership with influencers (for example, an influencer can take the design part of your product and you can produce and produce it). Such market offerings will benefit both the audience of these influencers and the brand.

  • Also, since the same influencers have a good following on all social platforms, working with one means you get campaigns for multiple channels and platforms and reach different types of audiences on each platform.

Brands and influencers alike may have to walk the fine line between staying relevant with their own brand message and responding to the demands of other parties. Ultimately, however, this will lead companies to use niche-based influencer marketing and only hire influencers that are relevant to their brand identity and audience.

Long-Term Relationships with Influencers Will Be Even More Valuable

With the continuous increase in the number and type of influencers in the market, brands will choose to form long-term partnerships to keep their campaigns consistent.

  • Long-term relationships help sponsored content grow on influencers and viewers alike; hence, the recall values ​​increase. It takes 5 to 7 interactions for people to decide to buy, so long-term relationships with influencers are essential to drive results from your campaigns. Influencers create a series of posts over a longer period of time and viewers can connect with each one.

  • Additionally, if an influencer feels personally invested in the success of the brand, they are more likely to create original content that connects with their audience organically and is more powerful in terms of driving them to the brand.

Building long-term relationships with influencers can be difficult because it involves much more than just paying them for their services. Giving them the right level of creative freedom and helping them create the content they want and resonate with their audience is critical.

Nano and Micro Influencers Will Be on the Rise

To convey the right brand message while maintaining the influencer’s content quality, brands will begin to shift towards nano and micro influencers that are more niche-based and have small but loyal and engaged audience bases.

These influencers often create very original content that appeals to their audience in a unique way. This creates more interaction. They are seen as more “real” than mega-influencers.

  • Working with micro- and nano-influencers has two main benefits for brands. First, they reach a highly loyal audience base, which may be low in numbers but have a high level of trust in the influencer. The conversion rate is high with such audience groups, so the ROI these campaigns can deliver is huge.

  • Secondly, since these influencers do not have a huge following, they charge less compared to macro and mega influencers. This opens doors for smaller startups with smaller marketing budgets to step into the influencer marketing space and start competing with the bigger brands out there.

Employees As Influencers Will Be A Great Choice

Your employees are already interested in and deeply understand the products and services you offer. Their online posts are much more reliable than any external party outside of your company.

But what makes employees more effective in recommending company services is their integrity. They have to be very critical of what the company offers and always present the real picture to the audience. If this integrity is broken, these campaigns can negatively affect your brand and cause loss of trust.

The best way to use employees as influencers is to create in-house content that lets them witness your products and services.
They can also talk about work routines, the work culture at your company, or the behind-the-scenes angle on how the products or services you offer are created.

Another idea might be to send email newsletters to your customers through the email client with what they have to say about employees and the company.

Social Justice Will Play an Important Role in Marketing

As online audiences become more progressive, they are becoming more aware of how big a role social justice and brands play in reinvigorating vulnerable segments of society. In 2022, businesses will base the bulk of their Corporate Social Responsibility (CSR) campaigns on online social movements.

In the past, some brands have remained silent on political issues to avoid controversy. Over time, this silence causes anger among consumers and can negatively affect sales. Inauthentic support of social justice is also not tolerated – symbolic gestures are easily seen for exactly what they are. It is not enough to force the right thing, they have to do the right thing in their own organization.

In the future, brands will be expected to take more sides and push what’s right to gain respect from their audience, and influencers will work with brands that reflect their own values.

Social justice campaigns have already been observed with some beauty brands. For example, Fenty Beauty includes all skin types. Also, clothing brands like ModCloth and ASOS are starting to include more body types. Ben and Jerry refused to serve two balls of the same flavor of ice cream until gay marriage was legalized in Australia. This trend will increase further in the coming year.

From a marketing standpoint, this allows loyal customers to jump on the bandwagon and post their own content based on the brand pushing cause. This User Generated Content (UGC) can be as simple as a photo or as complex as a vlog from a brand highlighting influencer.

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Last word

Influencer marketing is evolving at lightning speed. If you want to reach new audiences and impact your bottom line, you need to stay up to date and see what the possibilities are for your brand in the future. Following trends like co-creation and cross-channel campaigns, nano and micro influencers and more will help you promote your business and increase sales.

Influencer marketing is useful when you use it to build deeper, more meaningful relationships with your audience by providing valuable content through their favorite influencers. So make sure whoever you work with has the creative freedom to be original so that your brand can make a lasting impression on the target audience.

Want to try Tapfiliate? To keep track of your impressive campaigns 👉 sign up for your free trial here. ❤️

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