Let’s just make it clear at the outset, Influencer marketing works wonders for brands and it is going to get even bigger.
In fact, the Influencer Marketing industry is projected to reach $16.4B in 2022. We believe it’s fair to say that brands should not miss out on Influencer Marketing anymore.
But what new trends will take over in the world of brands collaborating with influencers.
So, without wasting anymore time, let’s dive straight into the influencer marketing trends for 2022.
Rise of Nano and Micro-Influencers
Different influencers have different reach. Some big ones have followers in millions while others have a few thousand followers. The ones with millions of followers are known as Celebrity Influencers. The ones who are growing and have only a few thousand followers are called Nano-Influencers and Micro-Influencers.
Brands are showing a renewed interest in Micro-influencers. Why? There are two reasons for that:
- Micro-influencers primarily focus on a niche and that’s among the reasons why they don’t have a massive following. But most of these influencers have a deeper connection with their followers.
- Another reason why brands are increasingly focusing on micro-influencers is because it allows them to stretch their budget and collaborate with other influencers as well.
- Statistically speaking, Micro Influencers boast an engagement rate of 3.21% which is more than twice the average rate.
The Arrival of CGI Influencers
CGI, as you might be aware, stands for Computer Generated Imagery. CGI influencers have arrived on the Social Media scene and they’ve been projected to make it big in the coming years.
CGI influencers aren’t real people but they seem so real that it will be hard to believe if you look at them for the first time. These influencers are created by teams of designers, programmers, and social media managers.
Here’s a picture of a CGI influencer. They look so real, don’t they?
Live Shopping Trends
If you are looking for genuine engagement on social media, interactive content is the way to go. When it comes to Influencer Marketing, live shopping has taken over.
There’s no denying that video content works best on social media and interactive live sessions see massive engagement on platforms like Facebook, TikTok, and Instagram. In fact, live streaming content is projected to drive sales worth $500 billion by the year 2023.
Shoppable live streams are sure to keep growing. So, brands that want to sell their products can benefit greatly from tapping into these live shopping trends.
Specialised Influencers
More and more influencers are choosing to develop expertise in a particular niche. That will result in brands seeking out influencers who possess expertise in their industry.
For instance, some influencers talk specifically about Health & Wellness while some might create content on Movies and TV shows.
The reason why brands should prefer to collaborate with these influencers is that they have a deeper connection with their followers.
Long-Term Collaborations
In the beginning, brands used to collaborate with influencers on a project basis. They would come together for a campaign, reap the benefits, and would rarely collaborate in the near future.
Today, we can now see a massive change in how brands work with influencers. Brands are now focussing on building long-term partnerships with niche influencers rather than one-off projects.
The primary reason for this is that brands are beginning to understand that it will take time to make sales. Even the most followed celebrity influencers won’t start giving leads out in a very short span of time.
So, if your brand is looking to get sustainable returns from Influencer Marketing in 2022, long-term collaborations are the way to go.
Authenticity Over Followers
Followers! Followers is a term that has taken an entirely different meaning in the world of Social Media. It is how influencers are judged and even classified into Nano, Micro, Macro, and Celebrity. But we’re now seeing a massive shift towards authenticity among social media users.
The aware social media user of today won’t just get influenced by anyone with a million followers. This is a trend that brands need to be careful about.
In 2022, it would be a much better option for brands to collaborate with influencers that are somehow related to the product they sell or, at least, the industry they’re a part of.
Lack of authentic content from influencers will not only hurt the influencers but also the brands collaborating with them. Remember, social media is ruthless when it comes to calling out and boycotting fake content.
The Final Verdict
So, what are some things we can be sure of when it comes to Influencer Marketing in 2022?
Well, here are the highlights:
- Video content will continue to become more and more popular and drive the highest engagement on Social Media.
- Influencers and brands that are collaborating with them must make sure that content they put out should seem genuine and authentic.
- Brands should not miss out on revolutionary trends like CGI Influencers that can change the very face of Influencer Marketing.
- Lastly, brands must look beyond just mere numbers and collaborate with influencers from their industry who have a deep and genuine connection with their followers.
