Influencer marketing: trends and forecasts for 2022

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2021 has been a breakthrough year for influencer marketing. From TikTok videos to live streams, this instrument has become a real treasure and overshadowed other approaches. However, it doesn’t stand in one place, and brands, influencers, bloggers, and marketers wonder what is waiting for us in the upcoming year. To answer the question, we have gathered 8 influencer marketing tools in high demand in 2022.

Live promotion

Content marketing is no longer the main instrument used for reaching the audience. In 2021, live streams have taken the lead. Isn’t it exciting when our favorite bloggers take us shopping and ask our opinion? 

The influencers show the colors, shapes, and feels of the products and answer questions in real-time. Live streams bring people together, show the bloggers as they really are (without filters and censorship), and make viewers active participants of the process.

Video content popularity

Over the past few years, video content has become the major source of information and entertainment for billions of users and overtook regular images with descriptions. Bloggers make engaging videos with the help of Movavi products, Clipchamp, or similar apps and take viewers along on trips, family events, and parties unobtrusively advertising clothes, care products, delivery services, and other items.

Brands are spending millions of dollars on Tiktok, YouTube, and Instagram influencer marketing, and this trend will continue to bloom for the next few years. 

Cross-channel marketing

In 2012, on average, one user had accounts on three different social media. In 2021, the number has reached eight. The most commonly used platforms are Instagram, YouTube, Facebook, TikTok, Snapchat, Reddit, and Pinterest. Developing a campaign that complements each platform is a must if you want your influencer marketing strategy to be effective.

Long-term cooperation

Not depending on whether you are a small business or a corporate shark, long-lasting relationships with influencers are one of the keys to success. We often forget what we ate last night, so reminding users about your product is the only way to keep them engaged and interested.

Building trust and adding personalization to your communication with the influencers reflects the quality of content they post. The audience will notice this, and brand recognition/loyalty will boost in no time.

TikTok dominates the market

Who would have thought in 2016 that this platform would surpass Instagram and other popular social media channels in a matter of several years? Nowadays, TikTok has 1 billion active monthly users, most of them open the app every day. 

It is already the most popular product among Generation Z users, and such countries as the UK and US have the so-called Creator Fund to pay TikTokers for their work. If you target a younger audience or simply want to expand it, TikTok influencers are definitely the right choice. Getting viral on TikTok can be achieved through such collaborations to boost your views exponentially.

Nano- and micro-influencers

Marketing experts say that influencers with millions of followers are no longer the best option for promoting. They are replaced with nano- and micro-influencers. The first have between 1,000 and 5,000 followers, the second – up to 20,000 followers. Micro-influencers even have the highest engagement rate, which fluctuates within 7%. It is considered that such bloggers have stronger bonds with the audience and are more eager to interact with the followers.

Another advantage of this trend is that businesses can save marketing costs or reach a bigger number of influencers.

Development of blogging agencies

An influencer marketing agency is a middleman between bloggers and businesses that want to promote their services via social media. They take over all the processes and allow brands to focus on other tasks. Such agencies have databases of influencers and companies and offer different options for cooperation. For example, pay-per-click, fixed price per post, long-lasting campaigns, and so on.

Twitch should also be considered

Consider Twitch and similar platforms if you have already established a brand’s presence on Instagram, Facebook, and other popular platforms and want to go further. There, users stream games, hold tournaments and create communities of same-minded people. A unique feature of this platform is that sponsored links are prohibited, but you can fund gaming sessions and tournaments.

Twitch also allows users to stream cooking, playing musical instruments, painting, and other engaging activities.

Consider Twitch and similar platforms if you have already established a brand’s presence on Instagram, Facebook, and other popular platforms and want to go further. There, users stream games, hold tournaments, and create communities of same-minded people. A unique feature of this platform is that sponsored links are prohibited, but you can fund gaming sessions and tournaments.   Twitch also allows users to stream cooking, playing musical instruments, painting, and other engaging activities.

Influencer marketing checklist

Knowing how to find influencers and having enough funds for a quality campaign is usually not enough. There is a time- and energy-consuming process that consists of many stages. If you want the influencer campaign to work, don’t skip these stages:

Evaluate Google Analytics data

Evaluate Google Analytics data which social media and websites attract more visitors, average time on page, bounce rates, demographic reports, and so on.

Set short- and long-term goals

For example, to increase sales, boost traffic, develop brand awareness, gain followers, etc.

Create a marketing persona

Such as a picture of your target user.

Write down the findings

You can do it in a form of text, as a video file, or a presentation. The influencers should understand what you want from them.

Make a list of influencers that connect with the marketing persona

They should have similar views, values, and principles.

Choose the influencer based on your preferences and budget

Track traffic and shares

If the number of followers, shares, or sales isn’t increasing, consider changing the strategy.

Conclusion

Many advantages of involving influencers in promoting your business do not depend on the niche and target audience. Thus, this instrument should definitely become a part of your 2022 marketing campaign. However, no man is an island, so it is important to engage other experts and tools to succeed. For example, influencer agencies, products for creating presentations like VSDC, and professional marketers. Keep up with the trends, and your campaign will surely advance.

Somaye

Somaye is head of SEO at Ainfluencer.com. She is passionate about helping people understand influencer marketing through her content.