Whether you’re a digital marketer or an influencer marketplace or agency, it is vital to keep an eye on the latest influencer marketing trends. That way, you can steer your brand in the right direction without getting left behind.
The influence on TikTok will continue to grow
The platform, which has surpassed one billion monthly users, is dominating the social media space, and influencers are helping fuel its breakneck growth.
Short-form videos are so popular and have worked so well to grow TikTok’s audience more than other platforms. Even Instagram has copied the concept and created its own version.
According to SocialPubli’s 2021 TikTok Influencer Marketing Study, 87 percent of TikTok influencers got a higher audience share from TikTok than from their other social media platforms.
On the side of advertisers, it is a social space with great potential opportunities for brands seeking to partner with influencers on the moment platform. The same SocialPubli study found that 87.7 percent of marketers find TikTok influencer marketing effective.
In 2022 this trend will continue to consolidate with a platform that does not stop growing.
Micro and nano influencers will have more opportunities on Instagram
With competition as intense as TikTok, in 2021, Instagram kept quite busy launching various new features to facilitate content engagement and interaction. The goal: to facilitate the work of content creators.
Collabs were born from these efforts which help to reach more followers, generate more engagement or reach a new audience and the “Add Yours” sticker -in Stories to create threads to which users can respond.
But most relevant to micro and nano influencers this year, Instagram replaced swipe-up with link stickers and opened up link sharing to all users via Stories.
With this new functionality, micro and nano influencers with less than 10,000 followers can now drive traffic to a brand’s website or landing page directly from their Stories, which was previously only reserved for influencers with thousands of followers.
The trend in 2022 is that we will see more influencers, regardless of the number of their followers, making recommendations and being powerful allies of social commerce.
More creative videos
Social media users are consuming more videos than ever, and the platforms encourage content creators to invest in producing them. But to really have engagement, it can’t be just any video.
Keep in mind that as the attention span of social media users continues to shrink, the videos that dominate social media today must have three characteristics: short, engaging, and easy to understand.
According to Cisco, by 2022, more than 82% of global online traffic will be accounted for by video content, 15 times more than in 2017.
Currently, videos on TikTok receive more than a billion views every day. According to the Search Engine Journal, video posts on Instagram double the engagement of other types of posts. At the same time, Twitter claims that tweets with videos get ten times more engagement than those without videos on their platform.
With the growing popularity of TikTok and the introduction of Instagram Reels, the trend in 2022 is that video consumption will increase even more.
Growth of social commerce
According to an Insider Intelligence report, the number of social e-commerce shoppers in the US grew from 2019 to 2020 by 25% to 80 million, which is projected to rise to more than 100 million by 2023.
During the pandemic, this trend continued to rise. In 2021, social media platforms continued to invest heavily in social commerce tools to make it easier for content creators and businesses to sell and for consumers to buy.
According to the SocialPubli study cited above, 67.9% of those surveyed said they had bought a product after seeing a post from someone they follow on TikTok.
The #TikTokMadeMeBuyIt hashtag, which users use to post what they’ve bought through product recommendations on the site, has been used 7 billion times this year, giving you an idea of how powerful recommendations are on the site.
In 2022, this trend will continue to be led by influencers who will help consumers discover and buy simultaneously without leaving the social network.
More ways to make money
For most influencers, their main source of income continues to be their collaborations with brands; however, many of them are diversifying their sources of income so that they are not solely dependent on sponsored content.
Social networks have understood this and are meeting their demands by investing in new features that help them earn money.
On Instagram, the leading network for influencer marketing, influencers can earn money by selling their own products. Very soon, they will be able to make money through affiliate marketing in the app.
Other ways to earn money for influencers go through the “badges” on Instagram Lives, virtual tips on Twitch, YouTube, Instagram, TikTok, and Clubhouse to leveraging platforms like Patreon.
The trend in 2022 will be to combine relevant content, a close relationship with the community of followers, and social commerce to promote their brands and make money in the digital space.
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