What Will Influencer Marketing Look Like in 2022?

Winning Squid Game might be easier than keeping up with the new trends in influencer marketing because social media is a constantly evolving beast. What's famous one minute could be obsolete the next, leaving even the most well-known businesses behind. The top influencers follow the latest trends so they can provide companies with the tools they need to succeed.

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Influencer marketing is a tested and flexible method of increasing profits. It's not surprising that the influencer marketing sector will keep expanding in 2022 because it's a profitable marketing channel for both large and small firms. According to Influencer Marketing Hub, it will hit $16.4B this year.

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Influencers must act quickly to take advantage of the current influencer marketing trends to establish their expertise and increase their appeal to companies. So, we thought we'd share some of the top trends in influencer marketing and how they will look in 2022 to help you keep on top of the game.

TikTok Will Dominate the Influencer Marketing

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TikTok is addictive and contagious. It generates some of the highest overall engagement rates. As a result, other platforms like YouTube and Instagram have copied it on a large scale by introducing the Shorts and Reels features.

Influencers on TikTok take advantage of the platform's viral trends by highlighting items in their posts to a vast audience and establishing a new fashion for purchasing. That is the secret behind the hashtag#tiktokmademebuyit, which emphasizes how TikTok creator content can affect buying behavior. Creators can also share these TikToks on other websites, including Youtube Shorts, Instagram Reels, and Youtube compilation videos. It helps the trend spread to those who might not be using TikTok.

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Brand expenditure will probably change due to this consumer movement, and sponsored content partnerships on the platform will likely increase. Since TikTok focuses more on funny, creative, and amusing content than brand-heavy content, marketers must utilize their creativity to think outside the box.

Influencers on LinkedIn Might Take Control

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Despite being primarily a career-focused platform with a networking focus, LinkedIn appears to be evolving into a more conventional social media platform. This transformation took off in 2020 and 2021. People are growing their fan bases and sharing paid material, and the network has established a $25 million Creator fund.

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A new feature called "Creator mode" was introduced by LinkedIn last year with the express intention of helping professionals break into the realm of influencers. Business executives could employ this mode to make the most of their experience and actively foster community on the platform.

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As more organizations begin to see the importance of these influencers, you should anticipate a significant increase in the number of Creators using LinkedIn's services, such as creator mode. Brands should view this as a chance to use LinkedIn influencers' popularity and knowledge in their fields. They should create cross-promotional alliances that benefit from the platform's more significant effort to encourage content development.

Metaverse Will Play a Significant Role

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Even though you're still getting your mind around it; the Metaverse is already here. The Metaverse will likely become widely used in 2022. By 2024, global investment in Metaverse technologywill increase from $12 billion to $72.8 billion.

Influencers and companies will enter this new digital environment across all genres and consumers, with a range of Metaverses focusing on specialized hobbies such as beauty or gaming. Disneyis constructing a virtual theme park, while Nikehas already submitted trademark applications for downloadable virtual items in the Metaverse.

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Several limited-edition virtual accessories are also available, and you can purchase them through the Roblox store. One of these is the virtual Dionysus Bag, which cost $4115 instead of $3400 for the actual version when it was first available at the store. In any event, the virtual world will become more pervasive in our lives, and younger generations will readily adopt it.

Influencer Will Increasingly Incorporate Live Shopping

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Throughout 2021, live shopping gained traction, and it will do so into 2022. Using live video and interactive content, influencers, and other influential thought leaders market items to their audiences on their preferred social media channels. Per projections, live streaming sales will surpass $500 billion by 2023.

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Various companies have created Livestream shopping tools and collaborations, including Amazon, Facebook, Instagram, and TikTok. Instagram has revealed trials for a native affiliate program to let creators get paid for bringing customers to the platform. The biggest influencers on TikTok have also taken part in shoppable Livestream events. You can expect plenty of such live shopping events over the coming year.

Podcasts Will Be the Next Engaging Format

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Do you believe audio material is no longer in demand? If so, you're sadly losing out on one of the biggest influencer trends of 2022. Podcasts are a significant trend that started last year and has since taken off across many different topics. You can find relevant podcasts on audio streaming services like Apple, Spotify, Deezer, or Amazon. 

For those who learn best through auditory means, podcasts are beneficial. You might not want to spend time reading a book or an article. Still, you could like listening to podcasts where professionals share their insights. Twitter debuted the Spaces feature, Facebook introduced Live Rooms Audio, and according to reports, LinkedIn is considering this format. 

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By 2023, the number of podcast listeners will surpass 160 million due to the medium's phenomenal development. Consequently, podcasts should be a component of your comprehensive influencer marketing plan because they will tailor your efforts.

Micro and Nano Influencers Will Shine

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Even for smaller firms with tighter expenditures for marketing, macro-influencers with millions of followers don't appear to be cutting it any longer. These days, nano-influencers with 0–10k followers and micro-influencers with 10–100k followers are significantly more valuable. 

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Micro-influencers with fewer followers can occasionally deliver the best outcomes for businesses and brands due to their ability to generate more engagement, clicks, and significant ROI. Influencers with large followings frequently have low levels of engagement. As a result, they have a relatively strong engagement with a small following, which is what companies want. It ultimately comes down to persuading people to suggest and buy your product.

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Moreover, people tend to view micro-influencers as being more sincere. They are people with strong relationships with their communities who do not rely heavily on influence to make a living. Compared to the most prominent influencers, their content often has more excellent interaction rates. For brands, this is highly intriguing.

Employee-Generated Content Will Thrive

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The desire to see a rise in employee-based or employee-driven content is an influencer marketing trend for 2022 that results from the need for more genuine content. Companies should start treating their staff as influencers through employee advocacy programs. We've already seen how user-generated content can significantly affect sales.

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Influencers among employees provide authentic content and increase audience adherence. Working with employee influencers has the advantage that they are the only ones who truly understand your products and brand. Additionally, compared to someone without relevant experience, your audience is more inclined to believe the suggestions of one of your employees. 

Emphasis on Developing Long-Lasting Partnerships 

and Ambassador Programs

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Brands are increasingly seeking to develop long-term connections with influencers since the outlook has altered. Once you've identified the influencer that best fits your needs, you remain with them. The audience already does not see one-time marketing as being particularly sincere.

Followers of influencers know when they hear an influencer suggest a product merely once through sponsored promotional material. However, suppose the same influencer frequently promotes the company. In that case, it may persuade potential customers that the brand is worthy of attention.

Influencers invited to join brand ambassador programs by companies are more likely to be dedicated to the entire campaign. The company and the influencer will receive both profits from a long-term partnership, financially and otherwise. Therefore, a better outcome is inevitable.

Conclusion

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It appears that the influencer marketing craze will continue beyond 2022. Understanding how influencer marketing is reshaping the marketing environment and what this implies for your company is crucial as we head into 2022. 

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Brands will want to take advantage of these trends in influencer marketing to grow their customer base, attract fresh leads, and increase sales. Position your business for success in the upcoming year by comprehending the new consumer, conducting thorough research, and working with the appropriate people. Vlingis here to assist you if you need help producing branded content and connecting with trending YouTubers. Also, influencers can keep up with the latest trends as it provides analytics and insights to brands and YouTubers.

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