Influencer Marketing Trends to Look Forward to in 2022

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In today’s digital and social world, we are seeing brands trying to expand their reach by relying on influencer marketing campaigns. Influencer marketing platforms are seeing a rise of content creators as social media platforms have increasingly penetrated across a spectrum of audiences. Influencers are the perfect medium to capitalise on this growth and connect with new audiences for the brands.

“New year, new you, and new trends”, has become the new mantra of the digital age. Allowing the brands to connect with people at the very moment, trends help them keep abreast of the current situation, figure out ways of tapping into the market, and make the best use of influencer marketing platforms. Following trends is vital to increase the selling power and popularity of influencers.

Let’s look at a few trends and opportunities to help you with a strategy for your new influencer marketing campaign:

The rise of Nano & Micro-Influencers

With a wide range of audiences available, brands are now aiming to expand their reach by targeting specific audiences through micro and nano influencers. By choosing niche communities of influencer marketing platforms, they can ensure that the engagement rate is high as compared to influencers with larger audiences; and marketers come off as a trusted product or a service when they advertise for it.

Increase of Video Content

The most engaging form of content consumption, videos will only continue to grow in popularity. The success of TikTok and Instagram Reels have bolstered the spirit of creators to prioritise video format for their influencer marketing campaigns with bite-sized engaging content to cater to the decreasing attention span of users. (12 seconds for Millennials and 8 seconds for Gen Z)

Purpose-Driven Campaign

Social media platforms aim to drive awareness and foster a sense of community, and over the last few years, we’ve seen significant growth in social activism on such platforms. Driving home the theme of inclusivity and social good, we can expect more influencers to participate in purpose-driven campaigns like the #IceBucketChallenge and #CreativityForGood, which helps develop a good standing among followers.

Influencer-led growth in Social Commerce

Influencers are now creating and launching their own brands. The pandemic has triggered a shift in consumer behaviour which has accelerated trends. Influencer marketing platforms are seeing a rise of entrepreneurs who are launching their businesses and opening up avenues for partnerships. With new features, social media platforms are making in-app shopping easier and seamless for consumers to discover and make purchase decisions.

Boom of NFTs and Metaverse

Opening up engagement and new revenue streams for brands, the advent of NFTs, Metaverse and Crypto is seeing popularity among Gen Z and Millennials. Taking over the influencer marketing economy as an increasing number of brands will be investing in them, we can expect them to disrupt the market to develop new customer journeys.

Conclusion

As the pandemic has shaped the trajectory of influencer marketing & influencer marketing platforms, influencers have earned the consumer’s trust and built an ecosystem. They have become the direct route to brand discovery and impact purchase decisions. We can bank on them to help change the views of the audience and build a relationship with them.