Influencer Marketing Trends: Leverage Them To Your Advantage

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You’ve come to the right place, If you want to discover what influencer marketing trends 2022 will bring your way. Influencer marketing is already huge and will continue to grow. New social media platforms, content types, and brands are emerging each year to engage with potential customers. 

It’s a good idea to keep an eye on the current industry and influencer marketing trends as you prepare for your next influencer campaigns.

How does Instagram help creators? Why are so many people collaborating with micro-influencers? Should you go vertical with your video?

We’ll cover more of these in our top influencer marketing trends to watch in 2022.

Creator-focused Marketplaces

TikTok’s Creator Marketplace made it simple for brands and creators to collaborate on campaigns. Instagram wasn’t far behind either. 

Recognizing the demand for more creator tools, Instagram stated: “We’re introducing a suite of new tools that help creators and brands connect and collaborate on Instagram through brand partnerships, commerce, and more.”

By joining a Creator Marketplace, you can gain access to a global network of content creators. With millions of active content creators, there is a suitable creative for your brand, regardless of your target audience.

Creating brand campaigns with the Creator Marketplace platform is a simple procedure. Once you’ve decided on the objectives of your campaign, you can narrow down the list of creators based on their geography, audience reach, and average content views, to name a few criteria.

It will help streamline how brands and influencers communicate when both platforms release new features and tools within their creative marketplaces. Which is fantastic news!

We expect a shift in the influencer marketing agency area due to the rapid growth of the platforms themselves.

Is it possible that reliance on agencies will reduce if everything from discovery to collaboration can be done in one app?

While that remains to be seen, influencer marketing is a trend to keep an eye on.

The Rise of Nano & Micro-Influencers 

As Modern consumers are looking for user-generated reviews and personal recommendations, nano and micro-influencers can create genuine connections with their viewers as real people. 

According to Partipost, a local influencer marketing firm, the typical Instagram interaction rate for influencers with more than 30,000 followers is about 1 to 2 percent.

Compare this to nano-influencers with up to 5,000 followers: they are estimated to have an average engagement rate of 7 to 10 percent.

In general, nano and micro-influencers are considered a good fit for all consumer-facing brands, as they may already be potential customers or existing customers of the brand and therefore may express a preference for more reliable and relevant brands.

As more businesses move digital, now may be the time for brands to engage with nano or micro-influencers.

Image credit @Partipost

Shift to Video Content Partnerships

As TikTok and Instagram Reels become more popular, vertical video is rapidly becoming a must-have format for influencer marketing. 

Additionally, bandwidth has improved worldwide in recent years. 5G is spreading all over the world, and fiber optic Internet is already popular in many countries. 

As a result, people nowadays consume more video and audio content. Twitch, YouTube, and even podcast creators are becoming more influential.

Thanks to audio, subtitles, and images, video is a format that often says more than images. It also delivers powerful and powerful messages in just seconds. 

The results of your Influencer Marketing campaign will also be visible quickly; the video generates significantly more engagement than a “classic” post. Video is, by definition, viral.

To put it another way, video content will be king in 2022.

Text and images aren’t yet dead, they’re still doing pretty well on Instagram – still one of the most popular social sites. However, in the coming year, expect to see a greater emphasis on video and audio content.

Even the oldest social media platforms like Facebook and Twitter are emphasizing video sharing.

Authenticity Over Perfection

Influencers have mastered the art of detaching the digital self from the real self, presenting a heightened, elevated version of reality on social media. Even in genuine endorsements, high-quality content creation that presents an aspirational, ‘picture-perfect’ lifestyle exposes a huge gap between fantasy and reality, diminishing relatability and credibility.

Influencer marketing began by providing people with a glimpse into their daily lives, and it was fundamentally about genuine, relatable advocacy and unbiased product reviews.

So, how does this affect brands?

Collaborate with influencers who understand how to make ads and sponsored content that don’t look like ads.

In other words, don’t be concerned about finding influencers with the “ideal” aesthetic.

Instead, pay attention to the creators who build genuine relationships with their audience and provide valuable authentic content.

More Ongoing Partnerships & Collaborations

This trend has already appeared in the feed and is expected to continue in 2022. Instead of one-off posts and videos, influencers look for a more lasting partnership with the brand.

Brands understand the value of an “always-on” influencer strategy for staying relevant on social media, building an audience, and keeping customers engaged.

However, they are increasingly going a step further and re-engaging the same influencers in their campaigns. Working with them on a regular basis year-round.

The value in re-engaging influencers lies in authenticity and optimization. If an influencer consistently promotes a brand, it demonstrates a genuine affinity for that brand.

This resonates with followers and fosters trust and belief. It also enables the brand to learn what works best in order to continue optimizing and driving the best results.

Throughout 2022, brands and influencers expect to partner for long-term, ongoing projects rather than individual sponsored posts. 

If you want to take advantage of this influencer marketing trend, create a package that you can sell to brands that want a service that includes multiple sponsored posts over a period of time, similar to running Facebook ads or ads on other platforms.

Performance-Based Deals Will Increase

As companies and influencers seek long-term collaborations, performance-based influencer marketing will undoubtedly grow. Clients will expect influencers to follow through on promises, such as a certain amount of purchases or clicks.

Rather than tracking sales, a business may track how much traffic, email signups, resource downloads, and other actions an influencer partner is responsible for, and assign a monetary value to each action.

The simplest type of performance-based influencer partnership is affiliate marketing, in which a business supplies influencers with a specific link or code to insert within content shared with their audience that would drive customers to take the desired action.

The brand can easily track activity generated by that specific link or code, and the influencer is compensated based on the amount of traction gained.

On the other hand, a brand could also pay for conversions, and some companies will work with a partner to establish a compensation amount per conversion.

Social Commerce Will Bring New Sponsorship Opportunities

In 2021, brands were compelled to think outside the box when it came to connecting with consumers. Physical stores struggled to leverage e-commerce, and e-commerce stores suddenly faced more competitors and needed to find a way to provide shoppers with a better and easier shopping experience.

The year essentially encouraged more firms to accept new technology faster, as well as forced new technology innovators to accelerate their ideas.

Image credits @WindowsWear

As a result, we saw new opportunities for influencer marketing and brand sponsorship through social commerce. Shoppable videos and posts have created a seamless user experience, from influencer content to branded channels, as well as larger e-commerce solutions.

This means that the full purchase experience takes place on social media, from browsing to checkout, completely bypassing the e-commerce store.

Brands should expect these trends to continue in 2022, and look for influencers that are willing to include shoppable content in their marketing campaigns.

This post is also available in: English


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