7 Influential Marketing Trends in 2022

The global health crisis of 2020 has dramatically changed the way we use social media, exploding the use of influencer marketing over traditional marketing. It is believed that this trend will not stop anytime soon. So what does influencer marketing have for us in 2022?

Influencer Marketing: Definition

An ever-increasing number of companies are shifting their marketing budgets to influencer marketing. Recently released figures show that the industry has more than doubled in value since 2019, from $6.5 billion to $13.8 billion in just three years.

And this trend is not going to slow down. The influential industry is estimated to reach $15 billion by 2022, up from $8 billion in 2019.

Why ? Simply because influencer marketing has a lot of potential. By definition, the process involves using external material manufacturers, or influential people, to defend your brand message and interact with it. As part of this, influencers present their content to their audience, increase brand awareness and help convert their audience into customers.

According to statistics:

  • 17% of companies spend more than half of their marketing budget on influencers;
  • 80% of users have purchased a product or service based on a recommendation from an influencer;
  • Two-thirds of consumers use ad blockers, but the same people are happy to seek advice from influencers.

(Source: Sendpulse)

However, influencer marketing isn’t just limited to Instagram posts or YouTube videos. This may include:

  • Content on social networks (videos, blog articles, advertisements) broadcast by the influencer;
  • reviews of products on social networks;
  • Product placement in creative content (with or without direct mention of the influencer);
  • Sharing brand campaigns and launching new products;
  • sharing a unique promo code so that the influencer’s audience can have a lot to offer;
  • partnering with an influencer to create a co-branded product or campaign;
  • cheaper on influential platforms;
  • Promote events that influencers or brands will participate in.

Influencer marketing is therefore closely related to social media marketing, as most opinion leaders gather their audiences on social networks. Even better, influencer marketing can help you reach people you can’t reach through traditional advertising.

Now, let’s delve deeper into the top emerging trends in 2022.

Influencer Marketing Trends in 2022

1. Data-Driven Influencer Marketing

To keep pace with the rapid growth of the influencer marketing industry, a data-driven approach to channels is increasingly important. Data-driven influencer marketing gives you greater efficiency and generally higher returns. As audience feeds become increasingly saturated, data will become the key to influencing marketing success in 2022 and beyond.

2. Optimization of e-commerce functionalities

Although more comfortable with in-store shopping, consumers still rely on e-commerce to meet their shopping needs. Over the years, more and more social networks have added features that create new seamless shopping experiences for consumers. Every user has a tailor-made algorithm To show her products that are applicable to her lifestyle. Products can be tagged in posts, just like people tagged. These small changes make it easier for consumers to find product information and buy directly.

3. Sustainable (Long Term) Influencer Marketing

A short-term approach has always been a norm in influencer marketing. A one-time campaign lasting a few weeks or a few days is not uncommon. However, more and more companies are moving away from campaign-based influencer marketing.an always proactive strategy Here’s how to make sure you appear in your consumers’ feeds (and lives) during their “times of need.” It also allows you to lay the groundwork over time to make sure you’re at the top of the list when consumers make the switch to purchase.

4. Employees as Influential

A product of development and innovation, as well as a result of the need for authentic materials in space Influencer marketing aims to encourage employees to act as influencers.

In the past, we have seen various examples of User Generated Content (UGC) and how it can have a huge impact on sales and overall brand perception. Employee-directed or employee-generated content works the same way. Specifically, when an employee endorses their brand,Support seems more genuine. Additionally, since employees are already involved in content, marketing and business operations, The result adds credibility and trust to the campaign. H&M, L’OrĂ©al and Starbucks are some of the brands that take advantage of employee support programs.

5. Social Justice in Marketing

2020 has been a year that has brought significant changes in the way consumers think, shop and entertain. Along with historical events such as barrier gestures and inevitable economic uncertainty, social justice movements such as Black Lives Matter have emerged.

To this day, most brands have chosen to avoid hot topics of politics or social justice, or simply remain silent. But now, silence is equated with collusion. consequently, More and more brands will realize this lack of equality and diversity in influencer marketing. Social platforms Instagram and TikTok in particular have already given prominence to anti-black and fat movements.

6. Podcast Brands and Influencers

will make a brand Partnering with podcast influencers is a priority. Non-musical audio has exploded as a content consumption format since the 2020 global pandemic. As users flock to podcasts to find content to entertain and capture during the lockdown, more and more influencers and content creators have started adding audio as a medium. his audience. Partnering with podcast influencers gives brands the opportunity to bring their names and products to knowledgeable, high-income consumers. Of those, 94% are active on at least one social media channel and 54% have already considered buying a product they want to promote on a podcast.

7. Direct Purchase

This is an influencer marketing trend that has taken hold in recent years where influencers create social commerce posts and make the content 100% purchasable. To make the process easier, social networks offer a range of features for live shopping experiences. For example, Facebook and Instagram this year introduced Live Shopping features designed to streamline and promote social commerce. Meanwhile, Amazon and Pinterest offer similar features that allow brands to partner with talented influencers Create engaging livestreams.

Brands will become smarter about how they work with influencers in 2022. In any case, they should define their objectives and prioritize authenticity. One thing is certain, influencer marketing has become a mainstream marketing method that is growing rapidly. Being one of the big trends of the coming year, incorporating influencer marketing into your strategy for 2022 is a must!

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