10 Influencer Marketing Trends That Will Take Off in 2022
With a new year comes new influencer marketing trends influenced by social, cultural, and technological changes. Staying on top of these trends will help you remain competitive amidst this rapidly changing industry.
Let’s dive into the world of influencer marketing in 2022, including the most popular platforms, content formats, and marketing techniques that deliver the greatest return on investment.
Businesses are investing more time and money into influencer marketing strategies due to their great success.
Social media platforms are introducing tools that help influencers and brands collaborate more efficiently.
TikTok has become one of the most popular and successful platforms for influencer campaigns.
Consumers are eager to see authentic, diverse, and inclusive marketing content from their favorite brands.
Social media influencers are entrepreneurs who are increasing their income streams beyond brand partnerships.
How Influencer Marketing Trends are Changing This Year
Currently, over 93% of marketers do some form of influencer marketing. Of that figure, nine out of ten marketers believe it is an effective marketing strategy. As a result, the influencer marketing industry is expected to exceed $15 billion this year.
10 Trends that are Shaping Influencer Marketing in 2022
Here are ten trends you should keep your eye on this year:
1. Increased Demand for Short Video Content
The human drive for instant gratification has resulted in increasingly shorter attention spans. According to research, Millennials have an average attention span of 12 seconds. Meanwhile, Gen Z users prefer 8 seconds or less of content.
This is one of the reasons that short-form video platforms like TikTok are growing so quickly. Despite the appetite for shorter content, people are actually spending longer session times, for an average of 89 minutes viewing short-form videos.
Businesses need to adapt to this new demand by focusing on short-form videos for platforms like TikTok, Instagram Reels, and YouTube Shorts.
2. More Diversity & Representation
The past few years have seen an increased focus on diversity and inclusion. Modern marketers know how important it is for their content to reflect their audience and appeal to them in a more relatable way.
In 2015, 73% of sponsorships went to white influencers – a figure that has declined to 61% today as a wider range of influencers are selected for influencer marketing campaigns.
Keep in mind that developing a more inclusive marketing strategy goes deeper than selecting a diverse range of influencers. Your entire business must reflect this as a core value, prioritizing diversity and inclusion across every part of your company.
3. Improved Collaboration Tools on Social Media Sites
Social media platforms are making influencer partnerships easier for brands and creators. Here are two examples of native marketing tools on social platforms:
TikTok's Creator Marketplace connects brands and creators to work together on sponsored content initiatives.
Instagram’s Collaboration Tools are expanding to include more affiliate marketing and commerce tools to help creators partner with brands.
4. Rise of More Influencer Entrepreneurs
Social media influencers are finding ways to diversify their income beyond branded content. For example, some influencers receive direct financial contributions from fans through sites like Patreon or tipping features on social platforms.
Many influencers view themselves as creative entrepreneurs and are choosing to launch their own product lines. By building and promoting their own brands, influencers can:
Realize greater financial results
Control the entire brand narrative
Share something more personalized with their followers
Develop a new income stream that extends beyond their content and personality
Kylie Jenner is the canonical example of an entrepreneurial influencer who launched her own beauty brand. But launching your own branded products isn’t just for celebrities anymore! Plenty of creators now have the resources to start something themselves.
This shift presents an opportunity for marketers to expand on their influencer relationships by initiating brand partnerships that can mutually benefit each other's businesses.
5. Continued Push for Authenticity on Social Media
Social media was once thought of as an idealized version of reality, carefully curated and altered by filters to present the perfect image. Not any more. Many influencers are ditching the filters in favor of a more authentic approach.
Not only is this trend a reaction to the vapid content that was previously so popular online, it’s also a result of people feeling more comfortable on social media and being real with their followers. They no longer feel the need to put on a false persona to be accepted.
Marketers should also be careful to create less polished, more authentic content as it will often be met with greater trust and acceptance from social media users.
6. Growing Popularity of Nano and Micro-influencers
Celebrities and macro-influencers are no longer the only creators being selected for influencer campaigns. This year, brands are also gravitating towards nano- and micro-influencers to get their message out.
According to one report, 90% of marketers believe that micro-influencers are the future of digital marketing. Additionally, 34% of brands said they would prefer to work with a nano-influencer compared to 14% who prefer celebrities.
The takeaway here is that influencer marketing isn't just about reach or impressions anymore. Now brands are looking for engagement, conversions, and ROI. With nano- and micro-influencers, brands can reach a small audience of highly targeted followers instead of a broader market of potentially disengaged consumers.
7. Investment in Long-Term Relationships
Influencers are looking to build long-term relationships with brands that sponsor them. This is not a new trend but one that continues to grow in importance.
Partnering with an influencer for longer than a single event or new product launch helps build greater trust with your audience. Instead of your product appearing just once, having it show up repeatedly in an influencer’s content reinforces your message and increases purchase intent.
8. Growing Use of User-Generated Content
User-generated content is a valuable resource for businesses looking to build trust with consumers. Instead of hiring an influencer, a brand might share content from existing customers that share a post or tag the brand online.
One report showed that over 86% of companies use user-generated content in their marketing strategies. However, there is a growing question of proper disclosure and compensation, as individuals ask for credit or payment in exchange for using their content.
Keep an eye on user-generated content regulations this year to avoid legal troubles when sharing content.
9. Increased Popularity of TikTok
TikTok is no longer the new kid on the block. It now stands among the social media giants in popularity. As of January 2022, it has 1 billion active monthly users and was the most popular mobile app download in both 2020 and 2021!
TikTok has also become one of the most used social platforms for influencer marketing campaigns because it delivers the highest engagement rates per post. Studies show that nearly two-thirds of U.S. influencer marketers expect to use TikTok this year, so you should definitely consider it for your investment mix.
10. Integration of Social Commerce
Ecommerce stores are popping up all over the internet as businesses respond to the increasing demand for online shopping. Over half of the brands that work with social media influencers now have an ecommerce store.
Social platforms are also investing in native shopping tools for creators and brands, so expect to see a growing focus on social commerce in 2022. Many platforms now offer seamlessly integrated stores so shoppers don't even need to leave the site to complete a purchase.
Stay on Top of the Latest Trends
Paladin can help you harness the power of these influencer marketing trends through our cutting-edge technology. Find the right influencers, manage campaigns, and generate reports, all in one convenient location with our comprehensive influencer marketing suite.
Schedule a demo to see for yourself why the world’s top brands and agencies trust Paladin for their influencer marketing efforts.