Influencer Marketing Trends in 2022

Influencer Marketing Trends

Traditional marketing was everything in the 1990s but fast forward to the 21st century, brands are ditching it for more modern internet-based alternatives. Influencer marketing is one of the offshoots of online promotion, and since its introduction, the verse has gone through several phases of evolutionary growth already. The market is expected to touch $15 billion cap this year. We at the top Influencer marketing agency have a lot to look forward to in 2022.

So, talking about trends, let’s have a brief introduction about what influencer marketing trends are.

What are Influencer Marketing Trends?

An influencer marketing trend is a prevailing social media marketing tendency that is progressively gaining momentum and might have long-term implications on algorithms, market and consumer behaviour.

This year, Hubspot gauged many global marketing professionals, where they found that 57% of marketing professionals who are currently leveraging influencer marketing say it's lucrative, while 46% of them plan to increase their investments in 2022. Moreover, 11% say it's the uppermost ROI-generating inclination they've tested. There has been a constant upward spike in marketers investing in influencer marketing. In 2022, the percentage will supposedly hit 72.5%, which is an increase from 67.9% a year back.

In the new-fangled IM landscape, metaverse is on the rise, changing the whole dynamics of how we choose to interact with individuals online. The latest figure from October 2021 shows the Web 2.0 metaverse companies capping at 14.8 trillion dollars. Virtual assets are a new fascination, and everyone wants to get their hands on some. NFT generated 2 billion in sales from the first quarter of 2021. Furthermore, by 2026, the new golden goose - the social commerce market will value $2.9 trillion.

Why are we listing all the above statistics? It is important to understand the changes happening around and how it affects the behaviour of brands an influencers to stay ahead of the curve. Most of the influence of marketing trends in 2022 are the by-products of the changes. This article will scrutinize many future trends in influencer marketing - High dependency on micro-influencers, more emphasis on long-term partnerships, more video usage, higher budget allocations, more diversified content creation approach, more dependency on data, higher activity on multiple platforms, multi-role Influencers and much more. Stay tuned.

Influencer Marketing Trends

1. Where Content Is The King, Videos Are The Queens

According to a Cisco study, in 2022, 82% of all online content will be in the form of video. Influencers can use virtually anything at their disposal to promote a brand's product or services and cash in hefty pay checks in return. But with 45.95% more engagement than images, the moving graphic medium is slowly edging past its more static counterparts. Hubspot survey found that 59% of global marketers use video in their content marketing strategy, whereas 76% of marketers who leverage video layout, found it the most productive content format. Additionally, in this fast-paced environment, the shorter variants of the medium make it easier to consume information on the fly. In their survey Hubspot further learned that short-form content is one of the most effective trend marketers are presently leveraging.

More than 31% of Marketers worldwide, currently invest in short-form video content, 46% of them ponder the strategy operative when performance and engagement is concerned. Plus, in 2022, 89% of international marketers plan to endure investing in it. You can see videos already taking over when applications like Facebook and Instagram incorporate the medium to compete with TikTok and YouTube. Please, don't get us wrong; text and pictures also have their respective uses. For starters, they can create a positive first impression and educate the masses on the features of your product. However, videos play a vital role in the end stages of a buyer's journey.

Read here: types of video content

With cheaper data and ease of access to the internet, customers would likely make their purchase decisions after demonstrations by trustworthy influencers.

2. The Unbeatable Rise in Social Commerce

From the simple exchange of messages between loved ones, social media has ballooned into an environment that promotes more than healthy communication. There are currently 4.55 Billion social media users in the world, who spend an average of 2 hours 30 minutes every day browsing social sites. With 57.6 % of the global population active on at least one social platform, brands are eagerly looking to transact with their customers online - this has paved the rise of a new concept of "Social commerce."

Using the "social" and "commerce" in one phase can mean only one thing - buying and selling products or services on social media. With major players like Instagram, Facebook, Twitter integrating in-app purchasing technology, marketers can drive customers in the buyers’ funnel and convert without exiting the application. The race to generate more sales and get past their competitors has got brands eager to negotiate contracts with opinion leaders. Furthermore, the latest influencer marketing trend has presented doyen with an additional means to earn more via monetization and other affiliate programs.

Read here: Social commerce examples

3. Micro and Nano Influencers will Gain a Higher Ground

This influencer marketing trend was in the making for a time. We are in 2022, where the world is slowly leaning more towards the micro-influencer. 77% of marketers want to work with opinion leaders with less than 1,00,000, and why wouldn't they. For starters, there are more micro influencers out there than their macro counterparts. Micro-influencers also influence multiple verticals giving brands access to complementary niches - an opinion leader specializing in cryptocurrency dabbles in NFT as well.

Also read: Top micro influencers in India

While it's true that macro-influencers enjoy an extended reach, brands today want more. They want insights that dominate the data-driven world of social media, and micro doyens are the answer. More firms are showing interest in recruiting micro-influencers for sponsored posts - they also undertake relationship-building efforts for consistent long-term partnerships.

Read here: top nano influencers

4. Metaverse is Making Huge Waves

Go back a few years; back then, could you have imagined engaging with your favorite gamer inside a game? - our guess is no. The world of metaverse has provided an environment where reality and digital meet, allowing Avatars to interact on a physical plane. The famous American Rapper Travis Scott held a live concert with 12 million in attendance in the metaverse. A Mumbai-based ad agency called Atom set up shop in the digital world to interact with their client via avatars. The 3D designing head at Nike Chad Knight is now the head of cyberware at Wilder world, which is an unreal engine-powered 5D metaverse. In this Metaverse, Chad will be designing from digital wearables. For instance, Air Wilder, which caps at $30,000.

Read here: influencer marketing in the metaverse

With brands migrating to digital, increased utilization of the metaverse is an influencer marketing trend to watch out for in 2022. The ease of audience accessibility and participation has encouraged top firms worldwide to purchase virtual real estate. The ability to customize Avatar allows influencers to dorn brand outfits. Moreover, the XR (extended reality) technologies enable influencers to showcase the workings of the products or services in real-time from anywhere in the world.

5. NFT is the new gold

The rise of cryptocurrency saw the emergence of another extraordinary digital asset called NFT (non-fungible tokens). NFTs are blockchain verified artworks that are hashed using advanced encryption algorithms. Each token has a unique code which makes them one of a kind. But how did NFTs find their calling in influencer marketing?

We understand that NFTs are intangible; however, we are amidst a digital revolution that will birth an amalgamation of a world that makes the distinction between reality and virtual less ambiguous. We can already see the changes affecting the choices of everyday consumers. People with less than $25,000 in income are investing NFT. Instead of physical assets, a sizable percentage of the internet populace are interested in owning virtual assets.

Influencers are keen on converting their creations into intellectual property and raking in royalties from the sale of these assets. Marshall Mathers, otherwise known famously as Eminem, generated $1.78 million from the sale of his "Shady Con" collection. The American Rapper based his NFT on Influential personalities who left a lasting impression during his younger days. Besides artwork, influencers can also convert intangible products like songs, tweets, videos, etc., into non-fungible tokens. Mavens are known to represent brands on social media. Marketers can work with opinion leaders to create unique assets and get Influencers on the promotional run. For example, one-time token access to live product launches, one on one live influencer meets, access to exclusive behind the scenes content, etc.

6. Podcast, the radio of the future

Although reels are more engaging, there is only so much information you can fit in the 15-60 second time frame. Brands need more time with their customers to get their message across - this is where podcasts enter the fray. Between 2017 and 2021, the percentage of monthly podcast listeners amongst 12-to-34 years old grew from 27 percent to 49 percent. Podcast ad spend bagged $800 million in 2020, but professionals expect it to more than double to $1.7 billion by 2024, according to Forbes. Collaborating with podcast influencers affords brands the opportunity to get their name and products in front of well-informed, high-income consumers. Moreover, 94% of podcast listeners are active on at least one social media network, and 54% of them have believed about buying a product they hear sponsored on a podcast.

Long considered to be a replacement to traditional radio, podcasts have achieved much more. The medium finds listeners almost everywhere and has a sizable reach in every niche (sports, comedy, drama, astronomy, art, technology, politics, business, fiction, etc.). So how can businesses integrate podcasts into their influencer marketing efforts? Well, organizing interviews with influencers is one way to go about it - here, you can interact with opinion leaders and their audience. Another utilization of Podcasts involves getting mavens to talk about the product or services' benefits and even provide demonstrations. Furthermore, there is authenticity as much of what happens in front of the camera occurs without a prior script.

7. Brands Will Foster Superior Results by means of Long Term Partnerships with Influencers

In 2022, the one-project influencer marketing trend will soon die down – instead more emphasis will be placed on long-term partnerships. The reason is straightforward - a single campaign won't reveal the true potential of opinion leaders. Furthermore, brands can't build trust amongst the Influencer's audience after just one sponsored content. Long-term partnerships with doyens are the key to building trust among a business's clients. Influencers manage to change their audience's perception of a brand for the better after representing the firm's offerings in multiple posts. In the future, these opinion leaders can also be part of the brand ambassador programs, where they can utilize their credibility to endorse a business beyond social media. Working with influencers for a long time also presents the added opportunity of testing multiple approaches to solving a single problem. For instance, producing two separate posts highlighting different aspects of a brand and determining the most effective alternative to reach the targeted audience.

8. Tiktok will keep Gaining Importance

Since coming in 2016, Tiktok has made a huge splash in the sector of video streaming applications. eMarketer has testified that 68% of marketers use creators on the platform. The explosive growth shows no sign of braking down. The key selling point of the platform is the algorithm that promotes multiple contents within a short period - generating more visibility for brands and their offerings. The platform provides leeway for creators to flex their creativity; thanks to that, a 15-60 second video has the potential to go viral overnight. The same vitality factor has also presented an opportunity for brands to market their products and services to the right audience. So, it isn't surprising that a whopping 67% of marketers plan to increase their investment in TikTok in 2022. Where, 10% of marketers who use social media say TikTok will be the platform they will be investing the most in 2023!

Of course, the competition on the platform is fierce; however, more than 1 billion people use the application every month. If a brand stays in line with Tik-Tok's core appeal (i.e., entertainment and not an advertisement) and let their influencers do their thing, they will eventually reap their fair share of rewards. So, follow TikTok’s own recommendation: “Don’t Make Ads. Make TikToks.”

9. LinkedIn Influencers Will Arise

With 675 million monthly users in 2022, linkedIn is heart of the business integrated with social media. Of these users, up to 40%) are logging in on daily basis, according to omnicoreagency. In fact, there are 11 million Millennial decision makers on the platform. It has become a dominion to 530 million companies today. On the word of, LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use it as a content distribution channel, compared to Twitter at 89%, Facebook and YouTube both at 77%, and Google+ 61%. In 2022 it has become one of the most prominent-emerging influencer marketing trends for 2022 to distribute your branded content. As, it’s where most B2B vendors go first.

Every 7 days, content in the LinkedIn feed is seen 9 billion times. That’s roughly 36 billion impressions per month and 468 billion per year. With the rise of facilities like LinkedIn video - there are now easily consumed content channels for influencers to share content that will help people build and sustain their companies in 2023. The podium has seen a new category of influencers arise — more administrators, CEOs and business proprietors; and is constructing tools to support them for that reason. Wherein, “Creator mode” — aims unswervingly at professionals seeking a foothold in the influencer world. This mode permits mavens to leverage their expertise and be premeditated about building community on the platform.

10. Twitch influencer marketing Will Be a Big Thing

The domain of social media extends beyond Instagram, Facebook, Twitter, YouTube - they just happened to be the major players operating in the space. In 2021, the international esports commerce was worth more than $1.08 billion; that number is expected to grow to approximately $1.7 billion by 2024. Brands have never stopped exploring ways to exert influence, which makes Twitch usage the latest entrant in the influencer marketing trends 2022. Many people believed, the video streaming platform is a technology reserved only for Gamers; however, nothing could be farther from the truth.

Twitch welcomes cooks, painters, musicians, comedians, and others who assume different roles to stream on the platform. As an added bonus, Twitch aims to create a seamless viewing experience between Influencers and viewers by not serving ads every few seconds. In other words, marketers have their customer’s undivided attention. Read here: how to get started on twitch In addition to gaining access to a specific audience base, the focus would always remain on opinion leaders and what they have to say about a firm's offering during streaming sessions.

11. Brands Are Leveraging Employees as Influencers

We have witnessed the emergence of a 2022 influencer marketing trend where companies choose to pick talents from their pool. And who would blame them? After all, who knows an organization’s product position/strategy, product demand and consumer behaviour with respect to its produce, better than the members of its workforce. But why would businesses abandon the enhanced reach offered by influencers for employees? Well, with eight times more engagement rate, it is evident that content posted by employees portrays authenticity, reliability, and ingenuity - even more than opinion leaders. Attractive as it may be, this practice is limited to a few selected industries, for instance, fashion and lifestyle, where brands use employees to model for their accessories. However, soon, we will witness more organizations hopping on the bandwagon.

12. More Dependence on Live Streaming

In 2021, live streaming market achieved a milestone of $70 billion valuation. Social media marketers can create posts, upload videos, and interact with their audience in the comments; however, people want to develop a more personal connection. No one can put a price on a conversation that is happening face to face. And what's better than live streaming sessions where Influencers interact with the viewers in real-time. However, a brand's reasoning to incorporate live streaming in their Influencer marketing campaign is backed by other factors. Since live-streaming happens without edits or retakes, it is more believable, giving authenticity the top spot on the podium. The cost comes next, and creating customized videos with lighting, studio, fancy equipment, etc., can set a brand back by a substantial sum. Lastly, measuring campaign results is relatively easy as brands can see the metrics associated with their goal as conversions happen. Additionally, brands can recruit multiple opinion leaders and bring them together in a joint Live session, exposing the firm to a wider audience.

13. More Data, More Engagements, More Collaborations

Having a large following no longer gets the brands excited to work with opinion leaders; performance does. The demand for more on-hand data like influencers' engagement rate, growth rate, conversion rate, referral traffic, reach, click-through rate, cost per click, sales, etc., is at an all-time high. Social media juggernauts like Instagram and Facebook are also getting into the numbers game by introducing cutting-edge tracking technology. The new inclusions help businesses go past vanity metrics and execute cost-effective campaigns with the help of less but highly relevant opinion leaders. Another likely addition to Influencer marketing trends in 2022 will be the increased dependency on third-party applications for more in-depth analysis and visibility. And it is a good thing too, considering firms can now have more numbers to carry successful tests and spend time building credibility before clawing their way towards sales.

14. Influencers are budding Entrepreneurs - Evolving creator economy

In 2022, a peculiar yet predictable influencer marketing trend has taken the social media world by storm. With the backing of a loyal following, Influencers go from endorsing products or services of a brand to marketing merchandise of their own. 94% of people who use influencer marketing believe it to be effective. Naimeesha Murthy points out that “creators now have the necessary tools at their disposal required to produce top-class content,” and they’re authorized by the proliferation of content creation platforms for design, video, streaming, music, podcasts and writing tools to help them grow their businesses from a creative hobby to a full-grown money-making venture. The creator economy will move towards a subscription-led model in which true fans will be able to pay a sum of money to access exclusive influencer content.

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Image source- https://www.instagram.com/p/CZfJ9wRgcML/

YouTube alone is projected to produce $30 billion in revenue by the end of 2022 from self-made entrepreneurs. Identifying the need for more creator tools, Instagram reported: “We’re introducing a suite of new tools that help creators and brands connect and collaborate on Instagram through brand partnerships, commerce and more.”

Image Source- https://www.instagram.com/p/CanmgFxvv2w/

Image source- https://www.instagram.com/p/CaDj2QIv6zL/

But how do influencers turning entrepreneurs help brands? Well, opinion leaders, in a sense, level up in their game, which opens doors to new horizons for businesses. For instance, brands can collaborate with influencers to release a customized line of products and get opinion leaders to market them as part of their merchandise portfolio.

15. Rise of Multiple Platform Creators

Influencers no longer wish to be categorized as a Youtuber, Tiktokers, or Instagrammer; instead, they want to be embraced as content creators. This is evident because mavens constantly attempt to move audiences across multiple platforms. For instance, Instagrammers tag posts with links directing to their YouTube video or the blog pages. Gamers on Facebook ask their audience to join them during Twitch live streams. Opinion leaders seek uniformity across platforms, which has made the influencer marketing trend more rampant in 2022.

Image source- https://www.instagram.com/p/CZfXYvIPKS7/

Brands also want to work with individuals with a strong presence across the board as it helps them get access to untapped markets on previously unknown platforms.

16. Affiliate Marketing meets Influencer Marketing

Affiliate marketers and influencer marketers are the two sides of the same coin - both endorse products/services of a brand. The only difference is affiliate marketers works on a commission-based system, while influencers get compensated for their posts. In 2022, one observable Influencer marketing trend is frequent collaboration between affiliate marketers and influencers. What is the reason, you ask? Well, opinion leaders enjoy the backing of a loyal crowd that trusts their recommendations - affiliate marketers, on the other fall short in this department. Long story short, they want to utilize the clout held by influencers to drive customers into the sales funnel.

Affiliates get customized links from their brand partners, which they want influencers to promote on their social media handles. Here is how the process plays out; affiliates recruit doyens who promote the brand offerings via social media posts. 84% social media creators are part of affiliate strategies. The goal is to coerce the audience into clicking the accompanying link, which directs them to third-party sites. When that happens, affiliates get compensated in one of the two ways, pay per click or cost per acquisition. In the case of the former, affiliate marketers get paid a smaller sum for each link click. On the flip side, they will get a percentage of the total sales pot for the latter.

17. More diversity in content

Opinion leaders have a certain air around that makes them unapproachable. But beneath all the fame, these are people just like us. The followers want to see that lesser-known side of Influencers. But what does that mean? They want to see doyens talk about subjects that affect their lives just like any other citizen, represent cultures across the globe to make their audience feel included etc. Marketers since time immemorial have refrained from touching topics of controversy in fear of widespread backlash. However, with increased support for brands taking a stand against entities who throw their weight around, we will see this final influencer trend picking up pace in 2022. More than 47% of buyers view three to five pieces of content before engaging with a sales rep, and the lot of them expect brands to create content to gain their attention. Also, according to Forbes, over 86% of businesses use user-generated content (UGC) as slice of their marketing strategy. This is the reason, brands all around the world have only grown their investments in content marketing. Additionally, more businesses will invest in influencer marketing campaigns that touch upon the ethical expectations of the audience out of fear of losing out to competitors that do.

18. Growing Advancement in Machine Learning

Most social media platforms already have the means to track and present an influencer post or audience insights. However, the gap between desired and available metrics leaves much to the imagination. With the advancement in Artificial intelligence/Machine learning technology, Marketers will be able to cut through the noise and focus on numbers relevant to their goals. For instance, firms can extract comments pertinent to their post while binning the rest to understand audiences' perceptions about the products. The capabilities of Artificial intelligence go even further and can be utilized to counter entities that sell false promises. Usage of underhanded tactics like bots can seriously hurt a business's prospects, incurring them insurmountable losses.

Manual detection of bots is not possible; if left undetected can ruin a business reputation. Facebook put 1.7 billion fake accounts out of service in the first quarter of 2021; 1.8 billion in 2019 and 2.2 billion a year before that. It is important now more than ever to have a full-proof system capable of segregating genuine influencers from computer programs. Smart algorithms capable of trailing digital footprints, running constant surveillance to single out real from fakes.

As part of this 2022 influencer marketing trend, businesses are predicted to introduce advanced training programs to train their personnel to use the latest technologies, including machine learning and artificial intelligence.

19. Evolution of legal structure

As the true potential of influencer marketing slowly unveils, the governing authorities aim to make the rules sturdier. With everyday consumers getting smarter, the legal system wants a framework that ensures brands and influencers operate with maximum professionalism. That means rules that promote the creation of ethical content that does not infringe on individuals' personal and intellectual rights. Most laws that exist are directed towards paid campaigns. Since posts by influencers are normal and do not often come with an "advertisement" tag attached to them, the lines that separate the two are often blurry. However, the laws in the future will coerce the brand to make their advertising intent clear to their audience. Influencers would be required by law to disclose their sponsorships and details of the endorsed products or services.

20. Increase in mobile-friendly websites

Since the onset of the pandemic, more businesses have taken their operations online, which inevitably saw more websites targeting the same visitors. While a website loaded with information about a firm's offerings gets more takers, it is also vital to play to the visitors' behavior patterns. That means providing quick access to data with easy navigation and a responsive interface that adjusts to different screen resolutions, buttons and fonts of the right size, color, etc.

Why is it important to have a mobile-friendly website? Between February 2021 and 2022, 56.15% of internet traffic came from mobile with desktop taking the second spot with 41.52 % and tablet with 2.43% - the gap between the contenders keep growing with each passing year. People of all ages are getting comfortable with portable devices; thus, they want to access brand content at any given time and place. Not just access, they also want to share influencers' posts with like-minded individuals, the in-built functionality on mobile/tablets makes this task easier than ever before. Let's not forget that Google prefers pages that receive a huge influx of traffic - an IG Post with a link directing to the website can do a splendid job accomplishing this goal. Additionally, after arriving on the website, mobile users can call a brand associate for queries with the click of a button, a convenience absent on a desktop.

21. Twitter Influencers – will Still Matter

In 2022, Twitter will create a new movement of Live Shopping.

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Image Source: https://www.unboxsocial.com/blog/twitter-marketing-trends-2022/

Twitter consumers tend to be a little bit older than those found on Instagram, and much older than the TikTok or Snapchat crowd, according to pewresearch. Uploading Twitter content allows brand to reach diverse demographics. Twitter marketing is ready to become consumer-oriented with its upcoming features. The podium is testing its Live Shopping feature wherein users will be able to check the products through a live video stream. Here, the users will be able to engage with the live event too. So, brands and companies can get real-time engagement. It is all set to create a wave in the e-commerce market.

Moreover, in video marketing it is set to gain centre stage in 2021. So, the new trend awaiting is that brands are ready to include video content in their Twitter marketing strategies to reach maximum audience. Influencers had already started responding to Tweets and mix things up with interactive Tweet formats like Twitter Polls or test out using longer format Twitter threads. It has also rolled out its Twitter Communities feature wherein users can interact with other users based on their interests. The podium will allow the formation of small groups wherein users of similar interests can interact and share thoughts on a particular topic. It is also coming up with an audio feature called Twitter Spaces. It will be a prodigious way for brands to communicate with the audience. Brands are leveraging industry experts and using these features to connect with the relevant target audiences!

Final thoughts

If current practices are not yielding satisfying results, a brand's resources are being wasted on outdated trends. Influencer marketing trends are constantly evolving in response to changes happening in the physical and virtual domains. Hence, businesses and influencers must stay in the loop and upgrade themselves in response to the circumstances. Most seek help from a leading influencer marketing agency, as these professionals have the expertise to predict future trends in influencer marketing before they become mainstream.