4 Influencer Marketing Trends for 2022
by Koussey •
The influencer marketing industry is growing larger and faster than was speculated and has come to stay. According to recent data, the value of that market more than doubled between 2019 and 2021 reaching 13.8 billion U.S. dollars from a 6.5 billion figure in 2019.
So, what are your specific plans and goals for Influencer marketing in 2022? What methods do you intend intensifying and what other ones do you intend to cease?
2022 is not a year for speculation and tryouts. It is a year to be deliberate. This of course is if you want to continue to top the chart within your industry and improve your marketing gains. Because if you are still wondering if you should include influencers in your marketing mix, your competitors have already made up their minds!
I could have listed 25 trends, but I decided to keep it short, here are the 4 trends we think are key for 2022. With these, you can now build a strategy that works.
#1 A switch in sourcing
In 2022, influencer marketing platforms will take up the job of searching brands and selling their craft, abilities, and success rate.
This is unlike what we have always had. It will come as a result of the interaction between the forces of demand and supply in the market. There are now more self-named creators. According to a survey, it is said that there are more kids in the US that aspire to be creators then students who want to be Astronauts. Hence, the tables are shifting. Excess supply is opening brands up to several options and choices of creators to partners.
Just in June 2021, we saw Instagram test a new solution it calls the native affiliate tool. With this tool, creators can discover products on the Instagram checkout, share them with their followers, and, as a result, earn commissions generated from the purchases they drive. This will culminate into a huge change in the business model of the influencer marketing industry.
Coming soon on Capssion 😉.
#2 A decline in the "pay to say" marketing system
Going forward, conversations between Influencers and the potential buyers have to be more authentic, personal, and relatable. Consumers are no longer buying into the fairytale of perfection. They now demand less aspirational but inspirational content. Unfiltered content that take them through the similar journeys of their influencers. Hence, imperfections and vulnerability from the subject matter of hair thinning and acne, to baby loss and mental health struggles, are the ways through which influencer marketing strategies must follow. Therefore, only the brands that give influencers a room to air their personality, their voice, share their experience, choose their scripts, and generally lead the conversations will see genuine turnouts.
Instagram has launched a new feature that gives room to influencers to add a shop to their private Instagram profile so as to directly promote the brands that they represent. Hence, the market will feature more long-term influencer-brand relationships and more influencer-curated content with authentic and symbiotic ways of integrating the products into their stories.
Creative freedom is at the heart of Capssion 🎨
#3 The Surge in Live Shopping Experiences
Live shopping is an offshoot feature of live interactions like Insta-live and the several others. In 2022, this feature will become a major high for influencer campaigns. The QVC-styled live shopping experience was launched this year on Facebook. The feature is common on Amazon and Pinterest too. It will adopt the social commerce features in offering a seamless shopping experience to consumers.
Recruit influencers to host a livestream about your products on Capssion 🛍
#4 An Upgrade in The Job description of Influencers
Essentially, Influencers are product sellers who help to create brand awareness, maintain engagement, and eventually push online sales. The focus on social selling and live shopping will even enhance the 'product selling' role of influencers. But beyond this, 2022 will see a furthering of this role among influencer marketers as they will launch the value messenger aspect of their job. What this means is that influencers will not only push the products and the brands but will also be voice for communicating the values of the brand rather than on their products.
Online sales will be less superficial from 2022. Consumers will not buy merely because of the face of the influencer or the country efficiency of the product but on certain values that the have seen or heard about the brand that can help project the kind of experience that may expect while using the product and even after.
So more than telling us about how the product worked, influencers will be selling the idea of customer service, money-back policy, ethical responsibilities and commitments, social responsibility and values in general.
Brief influencers about your key selling points... in minutes! ✍️
As we get closer into the year, make plans to accommodate some of these trends in your influencer marketing strategy for the year. And beyond just incorporating them, incorporate them early.
Cheers to more wins in 2022!
Written by Koussey
Koussey is a cofounder of Capssion