Influencer marketing is a type of marketing strategy where one company, brand, or entity pays an individual who holds a lot of clout on social media to endorse their product. Influencer campaigns are used by businesses to engage consumers with their brands by leveraging the trust, credibility, and reputation of popular social media creators.
An influencer marketing campaign may be a one-off post on social media channels such as Instagram, Twitter, YouTube, and Facebook. Campaigns can also extend into a series of posts over time on the same social media channels and even with the same influencer(s).
Influencer Marketing Trends for 2022
So, what will influencer marketing look like for the next year? We actually created a post that lists the 17 big influencer marketing trends of 2022. Here are five important trends from that list that we’re watching. These will directly impact your influencer marketing in 2022.
Brands will start putting more money toward podcast influencer marketing. It’s inexpensive, it’s an easily accessible method of cross-channel marketing, and it has a growing base of attentive listeners.
Influencer contracts will become more nuanced. During the events of 2020, it was influencers who led the charge toward establishing the new normal. They served as impromptu online community leaders and connectors who kept us all emotionally afloat. That shift permanently changed the dynamic between influencers and brands.
Diversity, Equity, and Inclusion are the new standards. Brands are working hard to shift their corporate cultures, and especially their influencer marketing strategies to ensure campaigns resonate with more diverse audiences.
Live shopping will increase. Pinterest just unveiled Pinterest TV, a shoppable, episodic live streaming platform that allows Pinterest creators to engage with their audiences in real-time.
Platforms are making it easier for creators to collaborate on their platforms. Not only that but it will be easier to recognize collaborations and brand sponsorships when you see them. Instagram’s rolled out multiple features that will make it easier for content creators to collaborate with other creators, share content and engagement metrics. The features also highlight sponsored content in a way that’s cool and desired, not in a “Skip Ad” kind of way. As is the way with social media networks, if one network launches a significant feature, others will follow suit.