As influencer marketing grows and matures, 2022 will present businesses with many opportunities for growth, utilizing the latest technologies to build authentic and profitable partnerships. To better understand the changing habits of brands and influencers on Instagram, TikTok and YouTube, HypeAuditor has unveiled the third edition of its annual State of Influencer Marketing report.
Influencer Marketing on Tiktok
In its report, HypeAuditor, an AI analytics platform for brands, analyzed influencer marketing trends in 2022 across different platforms – Instagram, YouTube, TikTok – as well as the changing habits of brands and influencers.
Despite ongoing challenges (competitive platforms, regulatory concerns, restrictions in certain areas), TikTok continues to grow from strength to strength. It has already crossed the symbolic milestone billion monthly active users and continues to innovate. Several new features have been introduced including:
- Live questions and answers to strengthen the interactions of creators and brands with their audiences;
- Live stream option to take engagement even further.
Like Instagram, nano-influencers are the majority in France on TikTok, representing 51.21% of influencers on the platform. However, when it comes to engagement rate, Mega-Influencers (those with 1M+ followers) hold the top position – 13.86%.
“Working with Nano-influencers (there are between 1000 and 5000 customers) and subtle influencers (there are between 5000 and 20000 customers) There is a good way to build a brand on TikTok, especially for small and medium businesses. These creators have fewer followers, but they generally have a more niche audience. His message appeals better to the masses because people trust him, while some mainstream influencers have been accused of using their influence to make money. , Confirmation alex frolov, CEO and Founder of Hypeauditor,
Influencer Marketing on Instagram in France
“Over the past few months, Instagram has announced a slew of new features that allow influencers to be more creative – from reels that can be remixed and run for 60 seconds, to stories or even stories. That up to links accessible through the dashboard. For professionals. These new tools make Instagram an increasingly successful platform. It is estimated that the market for influencers on Instagram will reach $22.2 billion by 2025. Furthermore, currently , 68% of influencer marketers use Instagram for their campaigns, making it the most popular social network in the region. » Alex Frolovy explains
On Instagram, two categories showed the strongest year-over-year growth:
- Finance and economics (29.7%): Instagram users in France were particularly interested in finance in 2021 to learn how to manage their money.
- Health and Medicine (22.6%): The context of health also greatly influenced their desire to deepen their knowledge of medicine and health.
In terms of content in France, most Instagram influencers produce:
- Lifestyle (14.36%): This is the category that has experienced the strongest growth since 2020
- Photography (10.74%)
- Music (8.56%)
- beauty (7.9%)
Furthermore, ball sports (6.8%) and winter sports (6.3%) top the list in terms of engagement rates,
With regard to influencers, nano-influencers represent almost half (43.71%) of creators on Instagram in France. They are also the ones with the highest engagement rates – 5.85% followed by micro-influencers with 36.34%. Macro-influencers (between 100,000 and 1 million subscribers) and mega-influencers (those with 1M+ subscribers) are the least numerous: representing 3.94% and 0.31%, respectively, of the total influencers in France.
influencer marketing on youtube
YouTube remains a very attractive channel for developing influencer marketing campaigns, as a visitor spends an average of 11 minutes and 24 seconds a day there. However, the platform already has 2 billion users per month connected around the world.
In the major and recent feature of YouTube, Youtube shorts (15-second videos to watch and create) went unnoticed … as did the removal of dislike counter on videos. However, the news received a more mixed reception from professionals or users of the platform. It is actually one of the key indicators that allows users and brands to determine the quality of videos.
In terms of the most popular topics in France, there are three categories on the podium:
- Music and Dance 21.15%
- video games 20.18%
- News and Politics 9.03%.
, YouTube influencer marketing can bring impressive results if done properly. Working with creators can help brands and businesses reach larger audiences: 26,400 YouTube influencers with over 1 million subscribers.” According to Alex Frolov.
The full report is available here.