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Influencers are without a doubt, key players in the marketing world due to their ability to grow brands. Consider how frequently you see partnerships and advertising being promoted with the use of influencers, or maybe you have explored opportunities to partner with influencers to promote your business.
The influencer phenomenon is increasingly prevalent and has transformed how brands across industries market their products or services to a diverse range of audiences. All these efforts are scalable and give companies global reach. Heading into 2022, the global influencer market is estimated to be worth $13.8 billion; this record valuation proves that influencer marketing is here to stay!
That’s why it’s so important to optimally position your business for success and remain committed to staying up to date on the latest trends and changes in the industry. The ever-changing landscape of social media marketing and the ubiquity of influencer marketing can seem overwhelming to navigate, so let’s simplify and break down the influencer marketing must-haves to watch out for in 2022!
Meaningful Connections
COVID-19 has drastically changed our lives since it broke out. During these uncertain times, we have learned to adapt to these new changes and unforeseen circumstances.
With the pivot in how we interact with one another, there is a greater emphasis than ever on authenticity. Consumers care about the messaging, vision, and future goals of a company, and will no longer be sold on the product or service alone. So how will this affect influencer marketing?
For 2022, the focus is on establishing long-term partnerships with influencers that align with the brand’s messaging. These collaborations will be rooted in having a mutual purpose and benefits for both parties and must be more than just a sales pitch. Additionally, the decline in single sponsored posts is attributable to the time it takes to build these genuine relationships. Moving forward, be prepared to invest in long-term commitments, which is a prerequisite for effective influencer marketing that generates brand awareness and sales.
Purposeful Content
Collaborations between brands and influencers have changed the landscape of content marketing. To keep users engaged and increase your retention rates, especially for the long term, your strategy must be relevant and unite all the content the influencer partnership will create. The key to accomplishing this is to always maintain a key message at the heart of your campaign.
Think about your brand’s value proposition and what the influencer’s platform entails, as the value of the partnership lies in where your brands and the influencer’s brand overlap. The key takeaway here is to develop sponsored content alongside the influencer from which your shared audience will derive value.
Micro-influencers
Another trending topic is the use of micro and nano influencers for brand development. These influencers with niche followings and a specified target audience hold the key to effective, highly targeted marketing. Taking a general approach and prioritizing large followings above all is not always effective. Micro-influencers provide access to niche markets or a specified segment that can offer your brand a unique opportunity to develop a deep connection with your target audience.
Furthermore, a 2019 study revealed that micro-influencers, particularly those with fewer than 25,000 followers, have the highest engagement rates at around 7%, another key point to keep in mind when deciding how to allocate your brand’s influencer marketing strategy.
The Growth of Esports
The gaming industry has shown enormous growth these past few years, and along with this came the rise of gaming influencers. Gone are the days where these influencers were solely based on Twitch, as we have seen their loyal audiences sprawl to other platforms like YouTube, Instagram, and TikTok. The interactive esports world comprises a diverse group of dedicated, engaged, and devoted fans, making it an attractive market for brands across industries to promote their products and services.
With a global market value of $1.08B in 2021, esports has arguably infiltrated the mainstream and can therefore significantly promote brand awareness. Esports influencers can reach enormous audiences across multiple platforms, a trend that gaming and non-gaming brands should take note of going into 2022.
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The Rise of TikTok
If you were not completely convinced of this platform’s relevance before, it is safe to say now that TikTok is not going anywhere in the next couple of years. In 2021, TikTok saw 3 billion downloads and over 689 million active monthly users across the world.
Furthermore, TikTok boasts some of the highest engagement rates across all platforms, with one study illustrating that Canadian users spend an average of 22.6 hours per month on the app. The short-video format and unique algorithm that allows for all creators to have a shot at major exposure have made the app practically addicting for creators and viewers alike.
Recently, marketers and brands have taken interest in utilizing this platform to build authentic connections and showcase more of an authentic personality.
In 2022, as more and more influencers look to grow and utilize all that TikTok has to offer, brands will follow suit and take advantage of the interactive features unique to this platform. Ultimately, TikTok influencers will be the bridge that brands can collaborate with to reach their desired target audience.
Video Content
In the recent past, video content has been at the forefront of upcoming trends, and it seems like this trend will continue into 2022. In the last year, short video content in the forms of TikTok and Instagram Reels has arguably become the most popular post type on both apps.
Consumers are interacting with this type of content more than any other, and brands should keep this in mind when creating content strategies to boost engagement. Not only will sponsored or partnership content be in short-form video, but brands should also look at implementing more video content in their social media content strategy.
So, here’s the gist: influencer marketing is here to stay, and being in the know will help provide your brand with a competitive edge like no other. Whether you recognize it or not, leveraging influencer marketing can become a key element in your brand’s journey to success.