Influencer marketers have had a steep learning curve during recent years due to the pandemic, acceleration of eCommerce, and growth of new social platforms.
When the pandemic struck, the influencer marketing industry was uncertain about its potential effect on both creators and brands.
Nearly two years in, influencer marketing is stronger than ever. Brands are projected to spend $15 billion on influencer marketing during 2022.
With a new year ahead of us and still a lot of uncertainty, how can we best plan for 2022? We don’t have a crystal ball to look into the future. But, we have observed some important trends that will be shaping influencer marketing in 2022.
Learn about these 6 key influencer marketing trends for 2022 to help plan a robust influencer marketing strategy.
Live Shopping is the new phenomenon in influencer marketing. Similar to teleshopping, it’s about live videos, videos filmed live that mix the demonstration of products or services with entertainment.
Technically not all the possibilities have been offered yet. However, companies like Carrefour, Fnac-Darty, Cdiscount, Sephora, etc, have already rushed to use this feature.
Ideal for e-retailers, the Live Shopping feature is offered to the users when it’s coupled with influencers. This function is very powerful to offer a new shopping experience and to generate sales.
Crucial partners in delivering seamless shopping experience
In a world of endless distractions and responsibilities, consumers are looking for the easiest way to shop for the things they need. Influencers will be key partners in delivering a seamless shopping experience and converting awareness into purchases.
Social commerce and in-app checkout continue to grow in 2022. Influencer marketing campaigns will be crucial to generating not only brand awareness but facilitating online sales. Influencers can help you to deliver the right message, at the right time, and on the right platform. This will drive further sales.
Scaling affiliate marketing
Working with influencers for affiliate marketing campaigns is the perfect example of how influencers will play a key role in offering a seamless shopping journey. Combining influencer marketing with the affiliate model will help brands to increase sales, incentivize influencers, and better track their performance.
Social media influencers have a valuable online reach which means they can help you to grow your customer base and effectively scale the impact of your affiliate campaigns by directly generating sales with affiliate links.
Brands will go for long term partnerships than on-off ones
People love to see their influencers talk about the brands and also retain them for a longer time. This will help them to decide if they want to pick that brand as the influencer has been talking about it for a long time. So, they will have that trust that they can expect something out of the brands.
Also, it takes time to make the sales as it doesn’t happen overnight. So, having an influencer do that for a longer period will serve a better result.
Micro and nano influencers will get more love
There are different types of influencers, from nano influencers with just a few thousand followers to celebrity influencers with millions. By focusing on nano and micro-influencers, brands will be able to stretch their influencer marketing budgets while still working with influencers that are deeply connected to their audiences. Influencers will benefit from partnerships with an increasing number of brands.
TikTok creators will continue to drive commerce trends
TikTok is a platform designed for content discovery and high engagement. This has in turn increased the potential for TikTok creators to make viral content thanks to the possibility of reaching vast audiences with their incredibly engaging content.
TikTok creators collaborate with their favorite brands to feature their products in content that doesn’t look or feel like an ad. This makes the platform all the more powerful at fuelling commerce trends through brand challenges and influencer-generated content.
In a nutshell
Digital marketing has been ever-changing and has been keeping us on our toes since its inception with new breakthroughs every single day. As we all have seen how influencer marketing paved its way, it is expected that influencer marketing will reach its peak by 2022.
Due to the pandemic hit, the businesses have taken a different turn where they are much more dependent on the influencers to create awareness about their brands and with no time they will get their amount of reach and visibility by their target audience.