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Top influencer marketing trends that emerged, 2022

Influencer marketing is a useful tool, which was widely used in 2021. In fact, according to a survey for 2021, 90% of respondents confirmed the effectiveness of Influencer Marketing. At the same time, 63% of marketers had plans to increase their Influencer Marketing budgets in 2021. Influencer marketing has a greater impact on the public and better performance for a business in the shortest possible time.

Employees can be active influencers

An employee can be the most important influencer for the company that works. As the demand for authentic content increases, some companies are turning their interest to their workforce. After all, no one knows the product of a company as well as the employees who work there. And it is likely that in the near future we will see more companies using their own employees as influencers. This is a trend that has long been used by innovative companies such as Dell and Starbucks, leveraging the interests and dedication of their employees and using their staff as supporters of their brand.

Long-term partnerships and performance-based deals

Brands should seek to collaborate extensively with specific influencers for long-term projects. It has now become clear that individual posts are becoming more and more declining as even influencers with an extremely dedicated audience cannot achieve miracles with a single post. The best solution is to target several posts over a period of a few months to get the maximum impact. At the same time, the new trend of influencer marketing is based on performance and increased expectations about what influencers can achieve. Brands now create performance-based contracts before making an investment and should expect specific deliverable results.

The power of videos

Videos are still the best and most effective way to interact with the public. Consumers nowadays continue to find videos interesting. Cisco predicts that by 2022, online videos will account for more than 82% of total internet traffic for consumers, 15 times higher than in 2017. A recent Biteable survey also found that 68% of marketers believe that videos also performs better than Google ads. In addition, according to popular surveys, 66% of consumers say they prefer to watch a short video to learn more about a product or service, while only 18% would prefer to read an article, visit a website or search for a post based on text.

Micro and nano influencers are in the spotlight

Consumers are more likely to trust people with whom they are familiar. For sure, famous influencers like singers or actors will always have significant power, but surveys shows that micro-influencers are often the ones with the highest engagement rates. They usually focus on specific interests and are considered valuable opinion leaders, whether it has to do with fashion, health, beauty, travel or anything else. The difference between the engagement rates of micro-influencers and mega-influencers is noticeable on TikTok. According to Statista research on the engagement rate of TikTok influencers worldwide in 2020, micro-influencers on the platform reach percentages of almost 18%, while mega-influencers reach 13%. On the other hand, nano-influencers (a relatively new category of influencers) tend to have an even smaller audience, but often share even more authentic content and can have a strong influence on a very specific community.

Changes in the popularity of platforms

Instagram may remain the preferred social networking platform for Influencer Marketing campaigns, but the number of brands actually using the platform has dropped from 80% in 2020 to 67% in 2021. TikTok became the most downloaded application in 2020 (689 million worldwide active users were recorded in January 2021). TikTok is now the second most important platform for influencer marketing in 2021. Also, nowadays the fourth most popular live streaming platform in the world is Twitch.

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Maria Gourtsilidou
Maria Gourtsilidou is Senior Editor of Research and Data Analytics at the CEOWORLD magazine. She is responsible for driving thought leadership, using data analytics to showcase the company’s products and services, and fostering knowledge sharing between CEOWORLD magazine and client organizations. She studied Public Administration (Economics Of The Public Sector) in Greece and holds a Bachelor’s in Public Administration from the Panteion University of Political & Social Studies. Follow Maria Gourtsilidou on Twitter. Write at maria-gourtsilidou@ceoworld.biz.