The trends in the influencer marketing world for 2022 will only revolve around one thing: providing a more authentic and valuable user experience.
The last two years made a critic and a creator out of anyone with a good reason.
Only five years ago, the entire industry was worth 3 billion dollars. Today, influencer marketing is considered to be worth 13.8 billion dollars.
Source: Influencer marketing market size worldwide from 2016 to 2021
Who wouldn’t want a piece of that pie, right?
But, for any influencer marketing strategy to be successful, digital marketers need to consider future marketing trends.
It’s a must for many of them, as the number of marketers who have implemented influencer marketing is staggering: 93% of them worked with influencers in 2020.
Brybe Marketplace, as a platform where business owners can find professional Influencers, needs to be one step ahead of its competitors.
That’s why in today’s blog post, we will talk about influencer marketing trends in 2022.
1. Creator Economy Will Continue To Expand
The rise of the creator economy deserves a blog post on its own. It became so enormous over the last years that now more children want to become YouTube stars (29%) than astronauts (11%) when they grow up.
Who would have thought that it’s a decade-old industry?
But, a lot of things have changed, especially in the last two years.
For starters, we have nearly 50 million creators; its current value is nearly $20 billion and it’s estimated that it will reach $104.2 billion by the end of this year. These numbers are an indicator of many things, including how marketers and CEOs worldwide will prepare their budgets and campaigns.
But what changed the most was the perception of creators; they’re no longer perceived as the influencers who just want to create TikTok videos.
They’re now entrepreneurs. Hannah Cameron, who works in the content marketing department in #Paid, shared her thoughts on the creator economy in the latest article by InfluencerMarketingHub.
Creators, not brands, are the linchpin to Web 3 and NFTs are in the very early days, but creators are finally building equitability and ownership for their work. Brands and social platforms are reaching out to creators to help them break into this space (and better understand it). (Source - InfluencerMarketingHub)
As she mentioned, creators will bring more value to businesses than just creating content. They will get hired to manage their social media business profiles, run paid campaigns, interact with clients, connect with customers, etc.
Aside from business owners, we have social media networks.
Social media networks owners do everything they can to help creators reach their goals faster. TikTok is on the top of that list. As you already know, TikTok has become the second largest social media network for influencer marketing, just behind Instagram.
Why do so many creators choose TikTok?
Because TikTok is a content discovery tool. Aside from the regular For You Page, which is a personalized timeline with videos based on your interests and preferences, TikTok implemented another creative hashtag #TikTokMadeMeBuyIt.
TikTok influencers use this hashtag to promote different products that they have seen in other TikTok videos. They can share their experience with the product, provide a review, answer some questions, and it’s a highly effective way for increasing sales.
Another major change is how fast these platforms adapt to the creator and influencer economy, making things easier on these talented individuals.
Take Brybe, for example. We are now paying our Influencers and Freelancers in crypto if that’s what they want. Providing better solutions and offering more chances can help any entrepreneur and professional influencer to develop successful partnerships.
The next five years will be crucial in the creator economy, and 2022 will set the tone for many of those upcoming trends.
2. Live Shopping Will Become An Even Bigger Trend
If you own an e-commerce shop, live shopping should be among your top marketing priorities.
This is again a result of the pandemic. People want new, different, exciting experiences. Being locked at home and not being able to physically go to any store changed the way every user connects with brands. Every business owner needed to adapt and incorporate this influencer marketing trend to beat its competitors.
The usage of live shopping grew up to 76% during COVID 19!
Managers and CEOs of social media networks saw this opportunity, and they decided to use this opportunity.
Pinterest, TikTok, Instagram, and now Twitter all enable live-shopping experiences for businesses to connect with their users.
This marketing trend in the influencer world is here to stay, so if you’re a proud owner of an e-commerce shop, don’t wait too long to hop on this marketing trend. Check our Brybe Influencers and reach them out, you can have a new campaign in no time.
3. Audio And Video Will Become Even More Relevant
Let’s clarify something – blogs won’t disappear any time soon. There are over 600 million blogs on the Internet, and content marketers still find blog posts a valuable part of their marketing strategy.
However, users have discovered different ways to consume content besides text. All future marketing trends are pointing in the same direction - users prefer YouTube and Audible to blogs.
There are 54% of online consumers who want to see more video content from the brands and there’s a very simple reason for it – videos are more creative than text. They get to keep users’ attention on point, they’re engaging and most importantly, videos are a faster way for your users to consume your content.
It’s a powerful marketing tool from any aspect.
Atul Singh, the CEO of The Shelf, shares his views on the rise of video and audio content.
Audio and video as primary formats. We've gotten used to text and images being the way we present that pillar content and those important campaigns. But more and more people are consuming content such as audio and video. So, look to build more of your campaigns with podcast influencers, Twitch influencers, and of course, YouTubers. (Source – InfluencerMarketingHub)
The number of marketers who hire social media influencers and creators to create short videos for social media is constantly increasing. The ROI of video campaigns is always high, and marketers know that it will pay off.
On the other hand, we have the podcast industry.
Did you know that more Americans now listen to podcasts than have Netflix accounts?
Currently, there are 10 million more weekly podcast listeners than 69 million Netflix account owners in the US. This proves the theory – more people switch from text to audio.
Podcasts are a great way to increase your brand awareness, your online community, your brand authority. Plus, people get to listen to podcasts on their way to work, while working out or walking their dogs.
If you still haven’t invested in good video creators, check the Brybes made by our Influencers!
4. Storytelling will Become Even More Relevant in 2022
Storytelling is the cornerstone of every effective marketing strategy. Every good marketer knows how important storytelling is for building the brand on a large scale.
This marketing trend will continue in 2022 too.
All the storytelling will be based on data. Brands will use their customer data to come up with more effective storytelling strategies and approaches.
Take Spotify, for example. Spotify launched their Spotify Wrapped campaign, and now everyone knows that you’ve been listening to Taylor Swift every morning! All jokes aside, what started as a simple data share experiment is now considered a signature campaign of the company.
Every Spotify user waits for their Wrapped package. Everyone shares their numbers on social media users, people are having fun– it’s the best experience.
Spotify is just one example of a company that collects data through its business model.
But any company that works with users can utilize the data in the same way.
All you have to do as a business owner to make this happen is to hire the right influencer for your business. If you need any guidance, read our blog on influencer marketing for small businesses - it can answer many questions for you.
Of course, we can go on and on about the common influencer marketing trends for 2022.
But our focus is always on the most relevant ones and the ones that can bring more significant value to your business. The future of influencer marketing is bright, and we’re here to help you make the most of it.
Register as a Buyer today and start reaching out to Influencers - you might be one campaign away from running a multi-million dollar business.