Blogger’s Park: influencer marketing in 2022

Dharika Merchant

The influencer marketing industry has continued to evolve at a rapid pace, with spending growing by leaps and bounds every year. It has been estimated that in this year, influencer marketing will become a $13.8 million market. The industry has grown despite the pandemic and will continue to thrive as we move forward. Here are some new influencer marketing trends we will see in 2022.

Increase in demand for micro-influencers: Brands are now increasingly working with micro-influencers due to their higher engagement rates and affordability. This demand will continue to increase in the coming year as the industry adopts a more data-driven approach. Micro-influencers provide favorable data, better information, and have generally carved out a niche that caters to brands’ target audience. Most micro-influencers prefer to work with the same brands over and over again, providing better recall and brand loyalty. We’re excited to see how this is changing the face of branded content.

Focus on podcasts: Brands will seek to work with podcast influencers as podcast listening has increased during the pandemic – the percentage of monthly podcast listeners has increased from 27% in 2017 to 49% in 2020. ‘users, we have seen an increase in ad spending as well. Podcast ad spend hit $800 million in 2020, but is expected to more than double to $1.7 billion by 2024. Working on branded content with podcast influencers gives brands the opportunity to be exposed to a well-informed, well-read, high-income audience. public. Overall, this year will see an increased focus on audio, especially with the launch of Twitter Spaces.

Increase in short video content: TikTok paved the way for short videos, quickly followed by Instagram Reels, YouTube Shorts, etc. According to Cisco, in 2022, more than 82% of global online traffic will be video content, 15 times more than in 2017. As consumers’ attention spans continue to shrink, they prefer short video content , because it allows them to consume more in a limited period of time. Brands will work with creators for more short video content in the coming months.

Cross-channel promotions: Instead of focusing on short campaigns with influencers, brands will now work towards a broader cross-channel promotion strategy. Brands will not just run campaigns on different channels such as email, social media, TV ads, etc., but also focus on different platforms on social media, such as Instagram, YouTube , TikTok and podcasts. This approach suits brands with a larger target audience, as cross-channel promotions allow for greater reach and brand recognition.

Jump on the metaverse wagon: Metaverse is set to change business, marketing, and in turn, influencer marketing; 2022 will be the first step in this direction. Influencers and brands will jump on this bandwagon with avatars and digital identities. Luxury brands such as Gucci and Prada are already reaping results from the metaverse. The Gucci Garden Expo held in Roblox in May, for example, attracted over 19.9 million visitors. The Metaverse will provide a whole new opportunity for people to do things together, but digitally. For example, cooks can cook together and fitness influencers can train together. What the future of the Metaverse looks like is still a big question, but brands and influencers are already working on their Metaverse strategy.

It’s an exciting time for the industry. Influencer marketing will continue to grow dramatically because the potential is truly limitless.

The author is COO, WORD and Alchemy Group

follow us on Twitter, instagram, LinkedIn, Facebook

Financial Express is now on Telegram. Click here to join our channel and stay up to date with the latest Biz news and updates.

Comments are closed.