Whether you’re a digital marketer or an influencer marketplace or agency, it is vital to keep an eye on the latest influencer marketing trends. That way, you can steer your brand in the right direction without getting left behind.
For the past few years, the role of influencers has become central to helping brands convert new customers and create lasting impressions. But with years like 2020 and 2021, brands were forced to seek another alternative that resonates with a sit-at-home audience.
People resorted to the internet to meet their needs, and the numbers are staggering. Experts estimated that by 2025, the social commerce industry would reach $80 billion.
Curious to know more influencer marketing trends? Read on to learn the latest trends you should watch out for in 2022:
1. Market Growth
Influencer Marketing Hub predicts that influencer marketing will reach $16.4B this year, 2022. So it’s not surprising that the industry will continue to grow due to its potential reach and cost-effectiveness.
Unlike never before, brands are investing heavily in influencer marketing to drive sales, create awareness, and maintain their relationship with their audience.
This growth is mainly due to the increasing popularity of short video formats on platforms like TikTok, YouTube, Facebook, and Instagram, coupled with the impacts of the global pandemic.
2. TikTok Influencers Emerges
A study by TINT shows that about 85% of customers use social media to research companies, which has played a crucial role in online shopping. However, since TikTok isn’t known for corporate content like LinkedIn, they still drive engagement for businesses due to its highly addictive content.
When TikTok influencers post or feature products on their posts, they have a high chance of going viral and triggering a new shopping trend. That’s the power of #tiktokmademebuyit hashtag, which shows how effective TikTok influencer marketing can be for brands.
3. Video & Audio Content Rules
Thanks to 5G, bandwidth has improved worldwide, so people are consuming more video and audio content nowadays. As a result, content creators on YouTube, TikTok, Twitch, and even podcasts are becoming increasingly influential by the day.
Although text and images aren’t dead yet, video and audio have proven to be more consumable. That is because most people are reluctant to spend time reading a book or article but happy to listen to some expert advice on a podcast.
Even old giants like Facebook and Twitter now emphasize sharing videos for their engaging properties. As a result, video and audio content have a ton of potential, and 60% of marketers plan on increasing their video budget for 2022.
4. Nano And Micro-Influencers
When you hear of influencers, you often envision a social media celebrity with massive followers. But on the other hand, having a large following is no longer a criteria for choosing the right influencer but rather engagement.
Nano and micro-influencer partnerships are the latest collaboration trends for most brands. They are often best since they have a highly refined audience and a niche community.
Unlike celebrities, these influencers have been consistent in their niche and have grown a community that loves and supports what they do.
5. Long-Term Partnership
Finding the right influencer is often a hurdle for most businesses. However, in 2022, when a brand finally finds the ideal influencer, they are likely to create a long-term contract through ambassador programs.
A long-term partnership like this helps deepen positive brand associations, increasing sales and awareness. Also, they are more likely to offer better pricing than a one-time contract. To reduce influencer costs, a long-term contract with the ideal influencer is often best.
6. New Ways To Pay
Social media platforms like Facebook, Instagram, TikTok, and even YouTube know the value of influencers and are investing in new incentives to reward them for posting on their platform.
For instance, TikTok has committed to spending over £231 million over the next three years on the Creator Fund. This program will reward TikTokers with at least 10,000 followers for their passion.
Brands are not left out either. Platforms like Adrecord, TaskRunner, Memmo, and many others have automated their payout system for instant payouts. That way, they maintain a smooth working relationship with their influencers, with taxes and social benefits covered.