No topic in marketing was keeping us so busy over the last months than influencer marketing. During the pandemic, people had been even more looking online to get experience from influencers, and buying decision making got more important by listening to the influencers. The infographic of today illustrates the shifts that the firm SocialPubli believes will dominate influencer marketing in 2022.
2022 is a year where we can expect a lot of changes. Influencer marketing is one area that is going to change a lot, let us discuss important aspects today.
1.TikTok gains a bigger share of the influencer marketing pie
TikTok is dominating the social media space and influencers are helping to fuel the platform’s growth with 86.5% of influencers noticing an uptick in their TikTok usage since the pandemic’s onset and 87% claiming TikTok generates the most engagement out of all social media platforms. As more influencers spend time on the app, so will marketers looking to reach new audiences.
2. Micro and Nano-influencers will have a greater impact
Micro and nano-influencers will become increasingly relevant in 2022 as brands look to establish ongoing partnerships and diversify their social media collaborations. Relatable, community-driven, and niche-oriented, micro-influencers also deliver the highest post engagement rates across Instagram (3.86%), YouTube (1.63%), and TikTok (17.96%).
3. More video but not just any kind
As social media attention spans continue to shrink (12 seconds for Millennials and 8 seconds for Gen Z), users are consuming snackable video content more than ever. In fact, the average TikTok user spends 89 minutes watching short-form videos on the app every day. 2022 will see a prioritization of bite-size influencer video content as marketers tap this trend to boost brand exposure across social.
4. Influencer-led social commerce booms
From Instagram’s new affiliate and shop features for creators to TikTok’s partnership with Shopify, social media platforms are making in-app shopping easier.
Considering that the number of U.S. social commerce shoppers is expected to grow to more than 100 million by 2023, brands taking notice will begin to incorporate social commerce into their influencer marketing campaigns making it seamless for consumers to discover and purchase products within their favorite social media network.
5. More ways for influencers to make money
An increasing number of influencers are diversifying their revenue streams. From virtual tipping on Twitch, YouTube, Instagram, TikTok and Clubhouse to leveraging platforms like Patreon, it has become common for social media users to financially support their favorite creators.
Knowing that many influencers no longer depend solely on sponsored content, brands will have to diversify their influencer strategy to adapt to this new reality.
Brands and organizations have a lot of options when it comes to finding your right influencer. It does not always need to be the most expensive influencer on the planet, micro and nano-influencers are also very efficient for many budgets. Validate your audience very well and see where they are spending time. The infographic was prepared by Socialpubli, Socialpubli provides a platform to connect brands with influencers.