Blogger’s Park: Influencer marketing in 2022

Darica Merchant

The influencer marketing industry has continued to develop at a rapid pace with spending increasing every year by leaps and bounds. It is estimated that over the course of this year, influencer marketing will grow into a $13.8 million market. The industry has grown despite the pandemic, and will continue to thrive as we go forward. Here are some of the new influencer marketing trends we’ll be seeing in 2022.

Increasing demand for micro-influencersBrands are now increasingly working with micro influencers due to their high engagement rates and affordability. This demand will continue to rise in the coming year as the industry shifts to a more data-driven approach. Micro influencers provide favorable data, better insights, and they usually have a niche that meets the needs of the brands target audience. Most micro influencers prefer to work with the same brands over and over again, which provides better brand recall and loyalty. We’re excited to see how this is changing the face of branded content.

Focus on the podcast: Brands will be looking to work with podcast influencers, as podcast listening has increased during the pandemic – the percentage of podcast listeners per month has grown from 27% in 2017 to 49% in 2020. As the number of users has increased, we have seen a rise in ad spend as we will. Spending on podcast ads reached $800 million in 2020, but is expected to double to $1.7 billion by 2024. Working on branded content with podcast influencers offers brands the opportunity to meet people who are well-informed, well-read and High income audience. Overall, this year will see an increased focus on audio, especially with the launch of Twitter Spaces.

Rise in short video content: TikTok paved the way for short videos, Instagram Reels, YouTube Short, etc. immediately followed. With platforms promoting short video content, brands and creators alike are moving their content into this format. According to Cisco, in 2022 more than 82% of global online traffic will be accounted for by video content – 15 times more than in 2017. As consumer interest continues to shrink, they prefer short video content, because it allows them to. To consume more in a limited period of time. Brands will work with creators to get more short video content in the coming months.

Cross-Channel Promotions: Instead of focusing on short campaigns with influencers, brands will now work towards a larger cross-channel promotion strategy. Brands will not only carry out campaigns across different channels like emails, social media, TV ads, etc., but also focus on different platforms across social media, like Instagram, YouTube, TikTok and podcasts. This approach is suitable for brands with a larger target audience, as cross-channel promotions allow greater reach and better branding.

Jumping on the metaverse bandwagon: Metaverse is set to change business and marketing, and thus influencer marketing; 2022 will be the first step in this direction. Influencers and brands alike will jump on this bandwagon with avatars and digital identities. Luxury brands like Gucci and Prada are already driving results from the metaverse. For example, the Gucci Garden exhibition held in Roblox in May attracted more than 19.9 million visitors. The metaverse will provide a whole new opportunity for people to do things together, but digitally. For example, chefs can cook together, and influencers can exercise together. What the future of the metaverse will look like is still a big question, but brands and influencers are already working on their metaverse strategy.

It’s an exciting time for the industry. Influencer marketing will continue to grow exponentially, as the potential is truly limitless.

The author is COO, WORD, Alchemy Group

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