Predictions: Influencer marketing in 2022
Brands are spending increasing amounts on influencer marketing. The amount that brands invest in influencers every year is growing exponentially, especially now that influencers are plentiful and their effectiveness can be measured. By 2022, brands worldwide will spend about $ 15 billion on influencer marketing.
For many brands it is now the most normal thing in the world: entering into partnerships with influencers. But this market is also subject to change.
There is now an influencer for every niche and sub-niche. Each of these types offers different advantages and restrictions for brands.
In addition to celebrities with a huge following – such as Kim Kardashian West and Kylie Jenner – brands are increasingly opting for other types. Think of micro and nano influencers, kid influencers, game influencers and virtual (computer generated) influencers.
The role of the influencer will only grow. There is a reason for this: social media is becoming more and more anchored in people’s lives and so they are increasingly making functional use of it – for example to make purchases – instead of just for communication.
As e-commerce and social media become more and more intertwined, influencers will also become more and more the intermediary, to bind consumers to brands in an authentic way.
Brands that want to partner with influencers must constantly adjust their perspective to get the most out of the partnerships. The influencer marketing isn’t one that stands still, it’s constantly changing as are the social platforms that are around. Not long ago we had never heard of TikTok.. remember?
What social platforms are used for influencer marketing?
Every social platform attracts influencers to a greater or lesser extent, but Instagram is still the gold standard for the group. Almost four out of five brands use the social platform for influencer campaigns. For the rest, brands look to Facebook, YouTube, Twitter, LinkedIn and TikTok.
Reach vs. Niche?
There are two primary ways to categorise influencers: reach and niche. Brands can use relevant niche influencers for a more targeted audience.
Long term vs. short term partnerships?
Brands are likely to increasingly prioritise longer-term partnerships, with influencers reaching a smaller but targeted audience.