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5 Effective Influencer Marketing Trends For 2022


A decade or so ago, the influencer marketing space was dominated by celebrities and a few devoted bloggers. With the rise of more creative platforms and spaces, the influencer market has become saturated with people who have large social followings. Many brands and businesses are taking advantage of this opportunity to collaborate with those influencers in order to reach new audiences. 

 

This type of marketing works because social influencers have a high level of trust with their followers, and recommendations from them serve as a form of social proof to your brand's potential customers. Knowing your target audience as well as current trends will assist you in developing a better outreach strategy in order to make the most of your efforts. To guide you, Black Forest Global has compiled a list of the top 5 influencer market trends for 2022. 

 

TikTok Will Continue to Dominate 


The addictive nature of this platform was designed for content discovery and high engagement. Consequently, TikTok's cross-generational appeal and high engagement rates have influenced large-scale shifts from other platforms, such as Instagram's Reels feature. As the platform grows in popularity, so will its content creators. This strengthens the platform's ability to fuel commerce trends through brand challenges and influencer-generated content. 

 

The Rise of Social Commerce 


We have seen the value of having a digital presence and e-commerce capabilities grow in recent years. Instagram's affiliate and shop features, as well as TikTok's expanded partnership with Shopify, demonstrate the growth and ease of social commerce. With the number of social commerce shoppers in the United States expected to exceed 100 million by 2023, influencers will be key partners in making it seamless for consumers to discover and purchase products. 

 

It’s All About Video 


One of the most essential marketing trends is the development of video content. As the reach of many influencers crosses over from platform to platform, "bite-sized" content has the ability to reach the masses, boosting brand exposure. While text and images are not going away, expect to see a greater emphasis on video and audio content in the coming year. 

 

Go Micro 


Bigger doesn't always mean better. Micro-influencers (those with fewer than 25,000 followers), according to a Later and Fohr report, have the highest engagement rates. Brands will be able to stretch their influencer marketing budgets by focusing on relatable and niche-oriented individuals while still working with influencers who are deeply connected to their audiences. Partnerships with an increasing number of brands will also benefit influencers. 

 

Invest In-House 


The demand for more authentic content is one of the most significant movements within the influencer marketing trend. This means that influencers and brands must be considerate about the content they create to ensure that the products they promote resonate with their audiences. What distinguishes authentic sponsored content is a genuine enthusiasm for the brand and product being shared. And there is no better way to elicit that feeling than by utilizing your own employees. Creating employee advocacy programs can increase employee engagement while also positively impacting sales. 

 

2022 is on track to be a year when brand-influencer partnerships are stronger, more diverse, and more purposeful than ever. We encourage everyone to take advantage of social media platforms and all that they have to offer. Contact our BFC team for additional information and assistance on how to achieve your business goals. 


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