Influencer marketing has evolved over the past few years.
Small brands and startups were among the first to embrace influencer marketing, and they got impressive results.
Big brands were slow to adapt to the social media boom.
But times have changed, and more brands are dipping their toes into influencer marketing.
More prominent brands started taking note of this new trend and began using influencers to promote their products or services.
Here are some influencer marketing trends to watch in 2022.
Influencer Marketing Trends to Watch in 2022
The Growth of Content Creation on TikTok
The Growth of Content Creation on TikTok
In 2022, we’ll see many more content creators creating content on TikTok. It’s already happening!
The platform has grown by leaps and bounds since it launched in 2016 and now boasts over 200 million daily users.
With such a large audience, it makes sense that brands are flocking to the platform to create their own branded content.
It’s also become one of the most popular places for influencers to post their videos.
With so many different creators on the platform, there’s no shortage of content for brands to tap into.
It’s clear from this trend that content creation is becoming an important part of any brand’s marketing strategy. TikTok is one example of how this is playing out.
For brands to keep up with their competitors and capture audiences’ attention in a crowded space, they need to find new ways of engaging people with original content.
Video Content Will Increase (Even More) In Popularity
It’s no secret that video has been the most popular format for brand-to-consumer communication for some time now. It doesn’t look like that trend will be slowing down anytime soon.
The fact that YouTube is the second most visited site on the internet, behind only Google.com, shows how popular videos have become.
There are many reasons why this is so prevalent: video allows people to connect with brands in new ways.
It gives them more choices in what they can watch and when they want to watch it. It helps them better understand products or services before making a decision.
So what does this mean for influencer marketing?
It means that influencers who can create engaging videos will have the edge over those who don’t.
It also means that brands will look more at their influencers’ video content as part of their strategy.
Influencer Marketing Trends to Watch in 2022
The Rise of Live Streaming
The Rise of Live Streaming
Live streaming has been around for a while, but it started getting traction in 2017 when Facebook began to push the feature.
It’s become integral to social media, second only to video content.
That’s because people love to see real-time reactions and interactions with others—and there’s no better way to do that than live streaming!
So what does this mean for influencer marketing trends? We expect to see more live streaming influencers interact with their audiences.
Brands will begin hiring influencers who can bring their followers along for the ride through these types of experiences.
Performance-Based Deals Will Increase
Performance-based deals are already on the rise in influencer marketing. They’re only going to increase as more brands learn how to use them.
Performance-based deals are when an advertiser pays an influencer based on how many people they can get to engage with their content.
It is one of the ways that influencers can make money off of Instagram and other social platforms while staying true to their values.
This deal is also good for the brand because it gives them more control over their ads and content quality.
If influencers aren’t living up to expectations, they can drop them.
Brands do not have to worry about losing money or wasting time or effort on someone who won’t give back what was promised.
More brands will start using performance-based contracts in 2022. They do not want to pay for fake followers and likes, which don’t lead to sales.
They want to know what their money is getting them—and whether it’s worth the cost.
Influencer Marketing Trends to Watch in 2022
Increased Focus on Diversity and Inclusion
Increased Focus on Diversity and Inclusion
As the world grows more connected through technology, we’re seeing a rise in global awareness and empathy.
People are starting to realize that we’re all human beings with the exact basic needs if those needs differ based on our location or culture.
Brands will shift their marketing strategies away from the hyper-specific targeting of particular demographics toward more inclusive messaging, especially regarding race, gender, sexual orientation, and disability status.
Many brands have already begun to address the issue by hiring more diverse influencers.
In the coming year, brands will take a closer look at how they can embrace diversity.
Influencer Marketing Trends to Watch in 2022
Employees are the New Influencers
Employees are the New Influencers
The trend of using employees as influencers is growing in popularity.
Companies are starting to recognize that their employees have a unique perspective. It can help the brand build customer relationships in a way no one else can.
Instead of focusing on celebrities or other public figures, brands are turning to employees.
Employees have an intimate knowledge of their employer’s products and services and their customers’ needs.
They can engage with those customers in a way that celebrities can’t. As a result, they’re often more effective at engaging audiences on social media channels.
Macy’s encourages its employees to share photos of in-store events, products, and ongoing offers on social media.
Employees can use the hashtag #macysstylecrew on all their posts about the brand.
Some examples of brands that have leveraged employee advocacy programs are H&M, L’Oréal, and Starbucks.
Influencer Collaborations Will Increase
Brands are approaching influencers with a more collaborative approach.
They’re asking them to create content together rather than using them as a mouthpiece for their brand.
It can be seen in the recent popularity of “influencer collabs” on Instagram.
Many influencers work together to create something new and share it with their audiences.
It could be a music video or even a collaboration on a single post posted by each influencer.
Brands also use this approach to reach new audiences on social media platforms like Instagram, YouTube, and TikTok.
In 2022, expect more collaborations between brands and influencers across all industries.
Social Commerce
Social commerce is a trend that’s been around for a while, but it will be the next big thing in 2022.
People use social media platforms to shop and make purchases, so brands must learn how to navigate this new landscape.
The biggest thing they’ll need to do is provide their customers with a seamless experience.
If you can’t offer them an easy way to find what they’re looking for, they’ll go elsewhere.
You want to take advantage of this opportunity for your company or brand. You want to ensure your e-commerce platform seamlessly integrates into your social channels.
Make sure shoppers can buy what they see without leaving the app or site where they first saw it.
Influencer Marketing Trends to Watch in 2022
CGI Influencers Will Gain More Traction
CGI Influencers Will Gain More Traction
We’ve seen a lot of trends come and go in the influencer marketing space, but one that we’re betting will stick around for a while is CGI influencers.
CGI influencers are people who use computer-generated imagery to create their brands.
They don’t have to be famous or have traditional qualifications.
They must have an idea, the drive to make it happen, and the skills necessary to pull off the execution.
Brands also realize that having a CGI influencer on their team can benefit them. They not only increase engagement but also help in brand building.
CGI influencers will become even more popular as brands realize they can use them for various purposes.
Conclusion
Influencer marketing is still a growing field that will expand further in the coming years.
With so many more potential influencers emerging in the coming years, there’s never been a better time to get involved.
From video trends to revenue models, there are already several emerging trends that are worth noticing.
They are important for those who are working with influencers or those looking to pursue this marketing channel.
