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5 Expected Trends To Dominate 2022 Influencer Marketing


Is influencer marketing part of your digital marketing strategy for 2022?

With the rise of more creative, more native-aligned platforms and spaces, brands are increasingly relying on influencers to connect with new audiences, while the growing use of AR and other new technologies also necessitates a familiarity with platforms that takes time and knowledge to maximise.

Influencers can be a great avenue in streamlining such process, but you have to know your audience, and what kinds of influencers they’re tuning into, in order to get the most out of your influencer marketing efforts.

To provide some more context on this, the team from SocialPubli has put together this overview of five key influencer marketing trends of note for 2022. And while these notes won’t address all of the info you need, they could help you formulate a better outreach strategy, based on the latest trends and shifts within the creator space.

TikTok Gains a Bigger Share of The Influencer Marketing Pie

TikTok is dominating the social media space and influencers are helping to fuel the platform’s growth with 86.5% of influencers noticing an uptick in their TikTok usage since the pandemic’s onset and 87% claiming TikTok generates the most engagement out of all social media platforms. As more influencers spend time on the app, so will marketers looking to reach new audiences.

Micro and Nano-Influencers Will Have a Greater Impact

Micro and nano-influencers become increasingly relevant in 2022 as brands look to establish ongoing partnerships and diversify their social media collaborations. Relatable, community-driven and niche-oriented, micro-influencers also deliver the highest post engagement rates across Instagram (3.86%), YouTube (1.63%) and TikTok (17.96%).

More Video But Not Just Any Kind

As social media attention spans continue to shrink (12 seconds for Millennials and 8 seconds for Gen Z), users are consuming snackable video content more then ever. In fact, the average TikTok user spends 89 minutes watching short-form videos on the app every day. 2022 will see a prioritisation of bite-size influencer video content as marketers tap this trend to boost brand exposure across social.

Influencer-led Social Commerce Booms

From Instagram’s new affiliate and shop features for creators to TikTok’s partnership with Shopify, social media platforms are making in-app shopping easier.

Considering that the number of U.S. social commerce shoppers is expected to grow to more than 100 million by 2023, brands taking notice will begin to incorporate social commerce into their influencer marketing campaigns making it seamless for consumers to discover and purchase products within their favourite social media network.

More Ways For Influencers to Make Money

An increasing number of influencers are diversifying their revenue streams. From virtual tipping on Twitch, YouTube. Instagram, TikTok and Clubhouse to leveraging platforms like Patreon, it has become common for social media users to financially support their favourite creators.

Knowing that many influencers no longer depend solely on sponsored content, brands will have to diversify their influencer strategy to adapt to this new reality.

Effective social media is a key part of your marketing strategy. If you’re interested in making better use of social and achieving results for your business, we’re currently taking on new clients on a no-contract basis. 

Contact our team today for a free, informal chat.