1. DATA-BASED INFLUENCE MARKETING
To keep up with the rapid development of the influencer marketing industry, a data-driven approach to the field is increasingly important. This not only supports your campaigns with credibility, it also optimizes them by increasing efficiency and generally generates higher ROI. As audience streams become increasingly saturated, and standing out will become even more essential, data will become key to ensure influencer marketing success in 2022 and the years to come 🔑.
2. OPTIMIZATION OF E-COMMERCE FUNCTIONALITIES
Although research shows that 79% of shoppers prefer and are more comfortable with in-store purchases, they still rely on e-commerce to meet their shopping needs 💻. In recent years, more and more social networks have added features that create new seamless shopping experiences for consumers. Each user has a bespoke algorithm to show them products that apply to their lifestyle, making it easier than ever to find product information and direct purchase.
3. LONG-TERM INFLUENCER MARKETING
Historically, a short-term approach has been somewhat standard in influencer marketing with one-off campaigns lasting a few weeks, or even a few days. However, more and more companies are moving away from “one-off” campaign-based influencer marketing in favor of an ‘always on’ strategy. This strategy has proven to increase brand credibility, brand affinity, and also helps build the consumer relationship over time to ensure that sure you’re on the top of the list when consumers make the purchase🔝.
4. EMPLOYEES AS INFLUENCERS
A product of evolution, innovation & inclusivity- as well as a consequence of the need for authentic content in the influencer marketing space, is the encouragement of employees to act as influencers 👩🏽💻. In fact, when employees support their brand, the ad feels more authentic. In fact, because of their daily involvement in the content, marketing and operations of the business, it adds more reliability and confidence to the campaign.
5. SOCIAL JUSTICE IN MARKETING
Before, brands chose to avoid hot topics of politics or social justice, or simply to remain silent. But today, silence has become perceived as the equivalent of complicity 🆘. In recent years, more and more brands have become aware of this lack of equality and diversity and have reacted to it by condemning numerous “anti” movements and promoting inclusivity. As a result, we have seen an immense increase in the amount of social justice on social media. So get ready for even more social justice in influencer marketing in 2022 💪🏼.
6. BRAND AND INFLUENCER PODCASTS
Brands will be making a serious move on the podcast world- either through collaborating with podcast influencers, or creating their own 🎧. Non-musical audio has exploded as a format for consuming content since the start of the pandemic, and more influencers and content creators have started adding audio as a medium to reach their audiences👂🏼. Entering the podcast space gives brands the opportunity to market their name and products to knowledgeable, high-quality consumers.
7. DIRECT PURCHASE
This is a recent influencer marketing trend, where influencers create social commerce posts and make content 100% buyable. To make the process easier, social networks offer several features for live shopping experiences 🛍. For example, Facebook and Instagram have rolled out live shopping features designed to streamline and boost social commerce, while Amazon and Pinterest offer similar features that allow brands to partner with talented influencers to create engaging livestreams. These features are all set to become a regular part of the widely accepted social commerce and influencer marketing tools used for campaigns over the coming year.
To wrap it up, we suspect that in 2022 we will see brands become far more savvy and creative in their approach to influencer marketing. Additionally, defining clear and measurable goals & setting authenticity as a priority will be the recipe for success.
One thing is certain, influencer marketing has become a dominant and rapidly developing marketing methodology- therefore making it essential to include influencer marketing in your strategy for 2022!