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Here’s What To Expect From Influencer Marketing This Year

Did you know that roughly 50% of Gen Z consumers purchased an item after seeing an influencer endorse it? Increasingly, influencers play a valuable role in helping brands garner consumer attention—and have a sizable impact on how likely potential customers are to click ‘add to cart.’ 

Today’s consumers look to influencers for a myriad of reasons. Not only do they provide product recommendations, but they also offer inspiration and encouragement for consumers pondering a purchase. And it works— research shows that consumers perceive Instagram influencers as more trustworthy than traditional advertising. 

Whether you harness the power of influencer marketing to increase awareness around an experiential marketing campaign or to gain social media traction, this increasingly influential form of marketing will continue to evolve in 2022. Here’s what you can expect from influencer marketing this year.

What Is Influencer Marketing? 

Ten years ago, influencer marketing looked significantly different from today. Then, only celebrities and a few bloggers gained traction as “influencers.” However, today there are content creators in every niche from cosmetics to cooking…and beyond.

At its core, influencer marketing is deeply rooted in social media marketing. It utilizes both endorsements and product mentions from individuals perceived as experts within their niche subject area. The most successful influencers have a high level of trust with their audiences, they speak with them—not to them—and share their lives authentically with them. 

Influencer marketing is now considered a non-negotiable for brands looking to impact social media. It is also growing steadily. The market expanded from $1.7 billion in 2016 to reach $9.7 billion only four years later, in 2020. In 2021, the market soared to a massive $13.8 billion. It is projected that the market will expand to $15 billion in 2022. In addition, 93% of marketers surveyed revealed that they’d used influencer marketing when crafting their campaigns. 

The evidence is clear: brands are investing in influencer marketing, and it’s paying off. And as technology and social media continue to evolve, influencer marketing is, too. Here’s what you can expect from influencer marketing in 2022. 

Here’s What You Can Expect From Influencer Marketing This Year

It’s already forecasted that 2022 will be a landmark year for consumer experience—but it’s also projected to be a massive year for influencer marketing. Continue reading to learn more about what this year holds for this increasingly valuable marketing strategy. 

Trend #1: TikTok Isn’t Going Anywhere—And It’s Time To Harness Its Power For Influencer Marketing In 2022

At the start of 2021, less than 10% of marketers used TikTok. However, by the middle of the year, over half of the marketing agencies stated that they intended to complete a sponsored TikTok collab within the year. 

While TikTok’s initial growth was due to young adults, it has now garnered the attention of multiple generations. Therefore, the app’s brand spending and content partnerships will likely increase during the new year. 

Trend #2: Esports Is Gaining Momentum—And So Are ESports Influencers 

It is projected that the international esports industry will be worth $1.7 billion by 2024. Esports’ high audience interaction and engagement levels would make it an ideal setting for influencer marketing to flourish. In addition, some major brands have already begun to harness the power of esport influencer campaigns. 

There’s also a misconception that esports’ audience is relatively homogeneous; this is untrue. For example, women comprised 30% of viewership and 35% of gamers in 2019. 

Trend #3: The Social Commerce Revolution Is Here—And Influencers Will Play A Role 

Social media platforms such as Instagram allow customers to purchase items directly inside the app. In addition to this, influencers can now tag the products referenced in their post. This means that more bottom-funnel marketing can occur, and the social commerce revolution is here. 

Trend #4: The Growth of Micro-and-Nano Influencers

In the past, marketers believed that partnering with influencers with millions of followers would have the most impact. While celebrity influencers can boost awareness, influencers with smaller, more engaged niche audiences have the potential to turn awareness into action. Tapping into these curated audiences through a highly trusted partner allows for a degree of targeting unattainable through mega influencers and as their fees are more affordable, marketers have the ability to work with multiple influencers. 

As influencer marketing continues to evolve, so will the strategies brands use to engage them. 

Looking for an agency to help you boost your influencer marketing techniques? Reach out to Inspira Marketing Group to learn more about our current offerings! 

Sources: 

Selling brands while staying “Authentic”: The professionalization of Instagram influencers | Loes van Driel, Delia Dumitrica, 2021 

Brands must combine influencer marketing with insights from first-party data | YouGov

Social Proof: How to Use Psychology in Digital Marketing | Sprout Social  

What is influencer marketing: How to develop your strategy | Sprout Social  

Key Influencer Marketing Statistics You Need to Know for 2022 | Influencer Marketing Hub  

Social commerce to drive influencer marketing evolution in 2022 | Marketing Dive  

The State Of Influencer Marketing: Top Insights For 2022| Forbes 

The esports industry is booming, and it’s seeking female applicants | MSNBC


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