These are the trends for 2022 in Influencer Marketing based on the conclusions of various proprietary and third-party studies on an industry that in 2021 had a growth of 42%.
During the year that is ending the impact and advance in social networks allowed Influencer Marketing to go from billing $ 9.7 billion in 2020 to $ 13.8 billion in 2021, with an expectation that it will reach $ 15 billion by the end of 2022.
Looking ahead to 2022, here are some of the trends that will dominate influencer marketing:
1 Influencers on TikTok will continue to grow.
The platform, which has surpassed 1 billion monthly users, is dominating the social media space and influencers are helping drive its dizzying growth.
Short-form videos are so popular and have worked so well to grow TikTok’s audience that other platforms, such as the hitherto favored Instagram, have copied the concept and created their own version.
2 Micro and nano influencers will have more opportunity on Instagram.
With competition as strong as TikTok, during 2021 Instagram was quite busy launching a variety of new features to facilitate content engagement and interaction. The goal: to make it easier for content creators.
But most relevant to micro and nano influencers this year, Instagram replaced swipe up with link stickers and opened up link sharing to all users through Stories.
With this new functionality, micro and nano influencers with less than 10,000 followers can now drive traffic to a brand’s website or landing page directly from their Stories, which was previously only reserved for influencers with thousands of followers.
The trend in 2022 is that we will see more influencers, regardless of the number of their followers, making recommendations and being powerful allies of social commerce.
3 More video, but not just any video
Social media users are consuming more video than ever before and platforms are encouraging content creators to invest in producing it. But to really engage, it can’t be just any video.
Keep in mind that as the attention span of social media users continues to shrink, the videos that dominate social media today must have 3 characteristics: short, engaging and easy to understand.
4 Growth of social commerce
During the pandemic this trend remained on the rise and in 2021 social media platforms continued to invest heavily in social commerce tools to make it easier for content creators and businesses to sell and for consumers to buy.
2022 will continue to see this trend led by influencers who will help consumers simultaneously discover and buy without leaving the social network.
5 More ways to make money
For most influencers, their main source of income continues to be their collaborations with brands; however, many of them are diversifying their revenue streams so that they are not solely dependent on sponsored content.
Social networks have of course understood this and are meeting their demands by investing in new features that help them make money.
On Instagram, the leading influencer marketing network, influencers can earn money by selling their own products and very soon they will be able to earn money through affiliate marketing on the app.