People don’t follow brands; they follow people – and in 2022, this trend will continue to dominate and develop in new and exciting ways for businesses of all sizes.
Live Shopping will become a staple for influencer campaigns.
With new live streaming eCommerce features, Influencers will become the the-must-have partnership brands engage with to push products they are selling in an authentic way.
Data-driven influencer marketing
It will come as no surprise that the more money brands invest in influencer marketing, the more important the ROI becomes, and quantifiable data is just as integral here as it is in any other channel to both achieve higher returns and track the returns you have do get.
Continued Rise of Micro-influencers
With brands becoming more strategic using influencers, we will see fewer people featured across industries and more of a specialized approach.
The key to micro-influencer success is in their name. They may be relatively micro in reach, but they genuinely influence people’s decision-making. They are as powerful as you can get with small but strong followings, as their engagement levels tend to be high. In addition, many micro-influencers create their content and manage their accounts, so brands can easily connect with them and be featured more frequently.
A Focus on Performance Marketing
Big brands now have a much clearer idea of how their money works in the influencer market. With a high focus on individual performance and insights, we will continue to see influencers in 2022 being paid on a pay-per-performance-based deal.
Always-on influencer marketing
The days of influencer marketing as a “one-off” strategy are over. This year we will continue to see influencers and brands working together on an ongoing basis to increase brand loyalty and attention. Rather than switching influencers for every campaign, having an always-on influencer
will allow brands to showcase connections that audiences can rely on.
Create real content
With audiences wanting authentic content, the new influencer marketing trend is to create genuine content that keeps users engaged without looking too filmy or sponsored. Brands are now interested in working with influencers who are not just amplifiers but communicators.