In 2022, online businesses want to reach new online consumers while stretching their budgets further. Many of them are turning to influencer marketing as a critical tactic for developing genuine client connections and growing their brands.
It’s no surprise that influencer marketing initiatives are incredibly profitable. You can earn $5.78 in earned media value for every dollar spent on influencer marketing. That’s why the role of influencers to help brands convert new customers has grown critical.
The problems are.
The influencer marketing industry is continuously expanding. To maximize the return on investment from your influencer marketing plan, it’s critical to grasp and catch up with the latest influencer marketing trends.
In 2022, how will businesses make the most of influencer marketing?
What influencers and social media channels are the most effective this year?
What does the future of influencer marketing look like?
Getting the answers by figuring out the influencer marketing trends 2022 for growth-driven brands below.
Let’s dive in.
Understanding influencer marketing first
Influencer marketing is a type of social media marketing entailing product placement or program/company endorsements from “influencers”, individuals or groups/organizations with a specific level of knowledge or influence in their industry.
Their impact is often determined by the number of followers or post engagements they have, and the more of both they have, the more likely a business is to use its social abilities for marketing.
Why do brands need influencer marketing?
Most influencers may provide several benefits, such as increasing your brand’s visibility on social media, conveying good messaging, and influencing consumer sales.
Besides, customers that give customer service and act as representatives for your business are the most effective influencers. Influencers gain from this practice as well. It allows them to broaden their professional network, gain new marketing abilities, and improve customer service.
It’s a mutually beneficial relationship for both sides’ growth. Many companies, including yours, are turning to influencer marketing.
Trends dominating influencer marketing 2022
#1 A booming year for TikTok influencers
It’s no wonder that TikTok is at the forefront of influencer marketing. TikTok has experienced a 180% increase in 15-25-year-old users since the epidemic outbreak.
TikTok’s popularity will undoubtedly continue to rise in 2022.
TikTok creators can assist brands in establishing a presence on the platform. They are recognized for creating extraordinarily engaging and exciting content that does not seem trustworthy. That is what makes these TikTok makers so effective at truly pushing companies.
TikTok influencers are capitalizing on viral trends by highlighting items in their postings, which have a tremendous reach and establish a new shopping trend.
#2 Short-formed videos take the lead
TikTok is the initial leader in short-formed video content. This platform paves a new way for other platforms, such as Instagram Reels, Youtube Shorts, and Youtube compilation videos, allowing the trend to reach customers on every social media platform.
Many influencers switch to short-formed videos instead of making long-formed videos on Youtube or posting on their Instagram stories.
With short video ideas of all types such as makeup, food prep and recipes, DIY projects, workouts, fashion inspiration, and other things. The videos are trendy, easy to make, and less effort-taking.
That’s why it’s reasonable to anticipate that this video form will continue to appeal in 2022.
#3 Influencers need to be unique in the niche for more customer-oriented
Influencers concentrated on creating content broadly relevant to their interest or expertise. However, if audience behavior begins to evolve, there will be a shift in the way influencers create content. The niche influencers cater to will need to be narrowed down.
For instance., if an influencer produces content on nutrition and food, he must be precise about the diet they are referring to—is it a Keto diet? Is the emphasis on vegan food?
And so forth. Brands will soon seek influencers that cater to a specific target rather than those who deal with a broad topic.
#4 Micro- and nano-influencers will have greater impacts
Micro-influencers (1,000 to 100k followers) and nano-influencers (1k to 10k followers) will become the new brand favorites.
Why would a smaller-following influencer be in more demand? Because of the levels of their social engagement. Nano-influencers have the most significant engagement rates (4%) followed by micro-influencers (2%).
Nano influencers have excellent engagement rates for three reasons:
– Greater 1:1 connection. They have a tiger relationship with their audience
– High-quality and authentic content. Nano- and micro-influencers are concerned about losing their tiny community’s trust; they are choosy in their brand collaborations
– Raise engagement rate. Most nano and micro-influencers have a small yet targeted group. They may assist companies aiming to increase brand recognition and tap into hyper-niche groups.
#5 Authenticity and Creativity will be essential in engaging Gen Z
This digital generation grew up with cellphones and social media, and nearly half of them have purchased based on an influencer’s recommendation. So authenticity and trustworthiness will be their priority.
Brands should pay close notice. When it comes to marketing to Gen Z, they should be recognized for their distinct characteristics. They prefer quality over quantity in social media, value individual expression, and, most importantly, value brand authenticity and brands that are open about their stances on social issues.
#6 Podcast partnership with influencers
Brands will prioritize collaborations with podcast influencers over the coming year. Why? Listening in on audio chats has skyrocketed since the outbreak.
Podcasts relevant to client interests may be found on audio platforms such as Spotify, Apple, Deezer, and Amazon.
Podcasts can also be seamlessly integrated into websites.
In this regard, social networks are likewise attempting to position themselves and integrate this format more and more.
YouTube already has a podcast category and just hired an executive specializing in audio to help it grow. Facebook has announced Live Rooms Audio, Twitter has debuted Spaces, and LinkedIn is allegedly investigating the format.
That’s why we may anticipate a stronger emphasis on audio material in 2022.
#7 Influencer affiliate marketing is getting stronger and closer
Engagement, reach awareness, traffic, purchases, etc. Influencer marketing is a whole media in and of itself, with varying metrics.
Many businesses want to assess sales and conversions produced accurately, and numerous strategies exist, such as tracking links customized by influencers, coupon codes, and so on.
Furthermore, affiliate links allow the company to analyze performance and evaluate sales and enable the influencer to get compensated through commissions.
This traditional strategy will help businesses produce more sales, but it will also modify their notions of affiliation, which, when paired with influencer marketing, will make influencers a powerful tool and money generator.
Influencer marketing in the affiliate field
Many publishers earn a substantial income by participating in several affiliate schemes. The difficulty is that the traditional approach to affiliate marketing does not necessarily showcase the unique characteristics that influencers bring to the table, particularly for companies.
Influencers have altered the affiliate marketing landscape — and why is this a positive thing? Let’s look at the two significant changes.
Built on trust between influencer, brand, and followers
92% of consumers trust influencers more than traditional celebrity endorsements or advertisements. If you work with the proper influencer, you’ll know they’ve built an engaged, trust-based community.
Authentic, high-quality influencers don’t advocate items they don’t use or trust, and their large audiences are well aware of this. As a result, influencers are among the most refined brand ambassadors you can have. They will support your products and endorse you more than the ordinary customer or conventional publisher since they are actual lovers of your brand.
You can track these influencers’ performance by adding them to your affiliate program as one of your affiliates and analyze if their performance is good and whether they bring referral orders for you.
Influencers are the best affiliate marketers
One of the reasons influencers make such enticing affiliates is because of the way they promote your business.
Influencers are content providers. Thus they prioritize delivering high-quality content to their followers. Many influencers will advocate your brand using a combination of personal testimonials, demonstrations, and calls to action.
Followers of these influencers may see how items are used, how they may benefit them, and what the influencer – already regarded as a reliable source in the business – feels about the product in general.
This indicates that influencers are assisting their audiences in moving through the conventional sales funnel, from awareness to consideration and purchase. The difference is that they do it in a personal, honest way that their followers believe in.
Final Words About Influencer Marketing Trends in 2022
Influencer marketing trends are ever-changing. These are just a handful of the things that are taking place. However, as other social media sites follow the trend, they will become critical to your influencer marketing efforts and all of your marketing activities in the future year.
Reaching your target audience is not an easy task, and coming up with excellent influencer marketing ideas has even more intricacies. It has never been more popular to work with the right influencers to communicate the correct message at the right moment. However, to keep your social media marketing efforts new and successful, it’s good to stay on top of the marketing trends that will impact branded content. Each strange, minor influencer marketing trend identified can influence your 2022 influencer marketing campaigns.
One of the most exemplary aspects of influencer marketing is that content producers earn a living by staying current on the newest influencer marketing trends. So, establish good influencer outreach tactics and form long-term relationships with influencers who can help you stay relevant.
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