Influencer marketing has become an integral part of the current advertising landscape. Online content created by influencers in Advertising grew by 46% in 2021 compared to 2020, and is expected to continue growing into 2022. This increase indicates that influencer marketing is becoming an increasingly important part of marketing strategies. In this blog we share which trends you should keep an eye on to get the most out of your influencer marketing strategy!
1. The number of micro influencers will increase
In the market we see a continued demand for micro influencers. Originality, authenticity, and a real connection with their target group is the undeniable strengths of the micro influencer. For those reasons, advertisers like to work with this type of influencer. Micro influencers have a higher engagement rate than influencers with a lot of followers. Demand continues to rise and so the number of micro influencers will only increase in 2022. Specialized influencers within a certain niche have to make fewer concessions and thus experience the luxury that it pays to stick to their niche.
2. The Metaverse will get involved
Global spending on Metaverse technologies is rising to $72.8 billion in 2024. It combines virtual reality with augmented reality, a reflection of the real world but in an online format. Virtual influencers are also gaining popularity on social media. Fashion and luxury brands already entered the Metaverse and influencers will follow. Influencers will be able to collaborate with brands in the Metaverse and sell NFTS and host events. Expect the Metaverse to become more mainstream in 2022.
3. Live stream shopping
Livestream shopping is already very popular in China, but in 2022 it will only increase around the world. Livestream shopping involves influencers promoting products or services on social media channels using a live video and interactive content. The benefit of this is that viewers can immediately ask questions and also make an instant purchase, integrating the entire buying cycle for the consumer. Channels like Facebook, TikTok and Instagram have all developed live-stream shopping tools and partnerships.
4. Multiple Income Sources
It seems that influencers are becoming more and more entrepreneurial and are not limited to the sponsored posts which is only a good thing! We see a growing trend of influencers starting their own businesses, offering services, coaching and selling their own products, both digitally and physically. This is especially common for niche profiles that focus on nutrition, finance and personal development.
5. More video content
Video platforms such as YouTube and TikTok show a large annual increase in both the number of users and the amount of content published via these platforms. Established social media platforms, such as Instagram are also following this trend, with Instagram Reels.
The first advantage of creating video content is that the influencer can express more information and creativity in a video format than in a still format. This makes for a real story-telling experience. Because the consumer can connect more with this content, the Engagement Rate of this content is higher than a regular static post. This means that there is more interaction with the content through comments, likes and by saving the post.
6. Paid boosting
Influencer marketing is mainly used organically. Paid boosting means that the post is published by means of a media budget, an extra push to be visible outside the influencer’s current target group. When an influencer creates an organic story, this content is visible on his or her profile for up to 24 hours. Paid boosting ensures that people will see the ad more often compared to a traditional story, which disappears after a day.
“Boosting” basically means placing paid media ads behind an influencer’s post. This way you ensure that the influencer content reaches a wider audience than just followers of the influencer. Based on interest and demographic targeting, the audience can be expanded and reach people for whom your content is relevant, increasing the return on investment.
7. Long-term collaborations
A trend that will grow enormously in 2022 is the use of long-term collaborations between brands and influencers, in which the influencers function as ambassadors for the brand. As a brand ambassador, the influencer has a long-term ongoing collaboration for several campaigns.
A first advantage of this ambassadorship is that the influencer is more involved with the brand and this is also reflected in the enthusiasm with which the influencer talks about the brand. A second advantage of long-term collaborations is that a recognizable face is linked to the brand, so that the brand appeals more to the consumer’s imagination and the consumer can better identify with the brand. This increases the consumer’s purchase intention.
