Influencer Marketing Trends for 2022

For the last five years, influencer marketing has become a powerful tool for brands looking to drive engagement and awareness, and ultimately drive revenue. Influencers provide a trusted voice for brands and entice potential customers to purchase a product or service. As the influencer marketing business grows, more platforms, creators tools, and agencies are being formed. The social media landscape continues to grow at a rapid pace and marketers and businesses are looking for new ways to generate new leads and more revenue. Here are some trends you should know about influencer marketing in 2022. 

Influencer Diversity and Representation are Important

Since last year we’ve seen more emphasis on diversity and representation in society. This has flowed heavily into influencer marketing as agencies are looking more into diversifying their talent list. Influencer agency IZEA Worldwide reported that African American Influencers were the highest paid in 2020. It can also be a great opportunity to improve your roster to be more appealing to brands. They are looking to shift their corporate cultures and remove any traces of exclusivity. 

Brands Want to Work With Micro and Nano Influencers

Micro and nano influencers are going to be hot commodities this year. Micro-influencers are influencers with less than 25,000 followers. They are known to have high engagement rates due to their dedicated audience. Micro-influencers have a deep connection with their audience whereas larger influencers have a more casual audience who stop by because of their popularity. These dedicated audiences have been with micro-influencers from the very beginning, following them along their influencer journey. businesses will focus heavily on partnering with micro-influencers in order to stretch their marketing budgets. Adding more micro-influencers to your roster can help increase the chances for more revenue. It can also be to invest in tech that can help you identify influencers’ followers and engagement metrics. There are many influencers. 

Brands Will Look for Long-term Partnerships 

This year more brands are looking to form long-term partnerships with influencers or agencies. Brands normally work with influencers for one-off sponsored content. This year it’s been taking more time for brands to see conversions, leading to brands not seeing their return on ad spend. Even influencers who drive huge engagement can have difficulties converting their audience to make a purchase. To capitalize on influencer’s reach brands are looking to have longer partnerships. If you’re an agency, it can be helpful to create packages that will include multiple sponsored posts for a 3-6 month period. Having multiple content offerings will give you the capabilities to work with brands of all sizes. Brands will look to work with agencies with large rosters of influencers to choose from. Brands love working with influencers with a great track record of sponsored campaigns and working with similar brands. Having a roster helps agencies be more appealing to brands looking to build long-term relationships and have an agency of record.

Performance-Based Deals For Influencers

As mentioned above, brands are looking to build longer-term relationships with influencers in order to see their return on investment. Brands will be looking to incentivize their influencers to ensure that they deliver on their deliverables during the duration of the partnerships. For influencer management agencies this means that your best-performing influencers can make additional money on top of their contracted deal.  If you don’t have a roster but have a list of influencers you have a working relationship with it on hand. If the influencers you work with are able to make more money off of performance-based deals, through your services it can be a great way to build on an already successful relationship. 

 

New Social Media Platforms

Since the covid pandemic, we’ve had two new platforms that have blown up and become successful. TikTok had an amazing ascension, with everyone being in the house because of the pandemic. Since its release, Tik Tok has had over 1 billion users on the platform. According to businessofapps.com, TikTok generated around $4.6 billion in revenue in 2021, a 142% increase from the previous year. The success of Tik Tok led Instagram to release “Reels”, so users can make TikTok-style videos on Instagram. The other platform that has been released and has had huge success is the audio-based social app Clubhouse. Starting as an exclusive app with invite-only and exclusive to only iPhones, clubhouse allowed you to chat with people from all across the country and in other parts of the world. Since it’s not invite-only anymore it’s gained over 10 million users. As these apps continue to grow their user base, there will be more apps released very soon. 

Arms Race for Creator Tools

Social media platforms make through engagement. The goal is to keep influencers and casual users motivated enough to create and share compelling content. Now more than ever platforms are investing in creator tools. Instagram’s latest feature “Collabs” allows users to create content together and leverage the larger shared audience. On Instagram, you can also add stickers to your stories to boost your engagement. With Instagram’s link stickers, micro-influencers can create direct traffic to brand landing pages. Lightricks, a creative content company with platforms like Facetune, Photoleap, and videoleap, recently acquired Popular Pays, an agency specializing in collaborating with creators, making them a one-stop shop for influencers. Investing in creator tools will continue to be a trend for years to come. If you’re an agency with creator tools, it could be helpful to refer to them during the prospecting stages of your sales cycle. An important component of the first email is the value prop, so giving insight into your capabilities and your understanding of how it helps influencer collaborations can go a long way for potential clients. 

Influencer Identification is Still an Issue

Finding the right influencers to work with will always be a topic of conversation for brands and agencies. Companies want to make sure that they are receiving their return on ad spending. Brands will look to companies with strong search tools to find their ideal match. 34% of brands have difficulty finding influencers. A big part of the concern comes from fake profiles seen on social media. There are also instances where some accounts buy followers which can lead to a huge following, but low engagement indicates the bought followers are fake. 

Brands Will Use More UGC 

User generated content (UGC) has been a heavlity incorporated strategy for marketers. Instead of working direcly with influencers, brands are now reposting content that other customers or influencers are posting on their own. Brands simply repost UGC content on their page to help and credit the creator that they get it from on in the post captions. UGC content helps brands build trust and authenticity through influencers. By posting content that is authentic and not incentivized, brand awareness increases organically. Studies show that 90% of consumers find user generated content useful and believe what customers say rather than the ads brands post themselves. UGC also gives a great opportunity to create a unique experiences between a brand and a customer. After receiving a repost from a brand they bought a product from customers are most likely to buy more products. 

Twitch Influencer Marketing is on the Way

Twich is a video streaming platform that focuses mostly on gaming. It had now expanded to people sharing their art, music and interactive content in real time. Users are notifled when their favorite when their favorite creator is live and streaming. Twitch has over 15 million active users and a huge creator community with cult followings. It’s because of this that brands are considering looking into working with creators on twitch to promote their products. Unlike other platforms, brands can use twitch as a live promotional ad. With twitch live chat feature users can engage with each post and Using twitch brands can make live promotions.  You can even have ads that can ask users questions in real time or give inside look on how your product or service works. Streams can go on for hours which gives brands long range of time to place their ads through out the live stream. With twitch brands now have the opportunity to build meaningful relationships with customers in interactive ways. 

As influencer marketing continues to grow rapidly, keeping up with the trends are important to any companies growth. It has become a powerful marketing channel for businesses, allowing them to reach untapped audiences and increase their customer base. Influencer marketing gives brands a trust voice to speak on their behalf, and entice potential customers to purchase products. It has be come an essiential part of marketing strategy and is showing no signs of slowing down.

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