Reach has been publishing a study to understand the trends in influence marketing for several years. This year, in parallel, the marketing influence specialist is launching a podcast: sound of effect, A great way to spread best practices to a wider audience…
Influencer marketing is not a new concept, far from it. Its increasing relevance to brands is constantly changing the world of digital marketing, especially after the 2020 pandemic. Every year brings new platforms, new types of content and new ways brands can interact with their customers. Lead.
After complex years like 2020 and 2021, during which brands struggled to update their marketing and advertising campaigns, suddenly forced to reach limited audiences and honor many health measures, 2022 offers new promises . Influencer marketing in particular is stronger than ever!
Video and audio content is gaining ground
Influencer marketing is stronger than ever with the constant shift from text and images to audio and video content. Text and images are certainly not dead yet, Instagram is still one of the most used major networks. But with video and audio content gaining more and more traction over the years, marketing strategies on TikTok and YouTube have grown enormously. Even Facebook, Twitter and other old social networks are now emphasizing on video sharing and launching many social audio features.
Awaaz seems to be establishing itself as a new digital communication lever. Podcasts, in particular, are on the rise, making it one of the most promising pieces of content for brands to invest in marketing, particularly influencer marketing.
By partnering with content creators, there is no shortage of opportunities for businesses to put their brands and products on their channels. In fact, 74% of people exposed to an ad while listening to a podcast are 74% more likely to visit a company’s website and 65% more likely to purchase a product or service (sources: Advertising Results Media and Edison Research).
REACH has always held a position as an expert and educator on the impact market, notably thanks to its annual study that provides a complete overview of good practices, but also thanks to the various conferences held throughout the year.
So it’s quite natural that Reich turned to the “podcast” format.
Reach launches Voice of Influence podcast
Reach this September for the first time. was launcheder Episode of Voice of Influence, a podcast series produced by Double Monday. This original work dedicated to influence marketing features 6 voices of influence speaking and telling their work through their personal and professional experiences as influencers from the biggest brands.
“The idea for this podcast was born out of Reich’s desire to transform ideas on the levers of influence and spread good practices. Voice of Influence is an extension of our position: an expert, but a teacher on the market of influence since 2015 And above all teacher. Also, market agility and adaptability is an integral part of Reach’s DNA a driving force for us. So it seemed logical and necessary for us to put our efforts in a format to influence brands. Customize Pedagogy What’s Popular Today: Podcasts! » Guillaume Doki-Thonen, CEO and co-founder of Reach.
“Staying at the forefront of innovation when it comes to communication is one of the proofs of Double Monday. Producing the “Voice of Influence” podcast for Reach allowed us to go further into podcast content and media, which has an impact on itself Is. “ Marjorie Murphy, founder of Double Monday.
These 6 stories, about thirty minutes in length, are available for listening every Thursday from September 15 on all the usual platforms: Apple Podcast, Deezer, Spotify…
Those who wish can subscribe to receive previews of podcast episodes in their mailboxes.
The page for registration is available through this registration link.
Marketing Effect: A Lever That Has Been Necessary!
Today, influence marketing takes an essential place in the digital strategies of brands. According to the latest data released by Reach, in 2 years, the global impact market has grown from 5.5 billion euros in 2019 to 12 billion euros in 2021. And again, 2022 offers new promise.
For a more candid look, Reach publishes a study on influence marketing every year. This year, on the occasion of its sixth edition, the benchmark in the world of influence marketing is changing format, this time to communication and marketing professionals.
How do they see this new era of influence marketing? What is their attitude with influential people? Are their methods and approaches in line with the reality of the market and the expectations of the influencers?
Brand and influencer marketing
Of the 600 respondents in the study, 74% claimed to have run at least one influential campaign in the past two years.
30% of them say they have integrated influence marketing into their communication strategy for 3 to 4 years, while 17% of those who have been using it for less than a year.
Overall, everyone has a very positive impression about it, which increases with the acquisition of experience in this field. An effective marketing lever for 86% of respondents, influencer marketing is widely regarded as:
- a means of establishing notoriety of the brand (91%) or product (87%);
- a way to generate brand preference (82%);
- A complete direct sales channel (66%).
Preferred Influencer Marketing Network
To carry out their marketing campaigns, brands clearly turn to the social network, starting with the unbeatable Instagram when it comes to influencer marketing. 94% of respondents prefer this social platform to Facebook and then TikTok, ahead of YouTube (42%), which nonetheless continues its meteoric rise.
As surprising as it may sound, brands tend to focus on the most popular networks, where agencies diversify the networks used during campaigns, beyond the essential Instagram and YouTube.
Other key facts from this new study:
- TikTok ranks first in growing network to integrate into impactful campaigns in 2022;
- 78% of respondents confirmed the increase in impact budgeting in their structure;
- Brands are mostly satisfied with their association with influencers, giving a score of 7.1/10.
Click here for the full study proposed by Reach
Article written in collaboration with Reach