The latest in our influencer marketing series brings us to explain how influencer marketing will change in 2022.
This recent trend in marketing has influencers and marketers alike are finding new ways to reach audiences and promote products and services. There are five key ways that influencer marketing will be changing according to our partners at HubSpot.
Micro-influencers may seem like the smallest players in the influencer marketing game, but they pack the biggest punch.
Recent research suggests that micro-influencers may actually produce better results than mega-influencers. That’s because as influencers become more popular, sometimes their engagement goes down.
And according to HubSpot Blog Research, brands are not looking at follower count first when considering influencers. It’s more about the quality of their content and their engagement rates. Because of this, micro-influencers will likely have more influence than celebrities in 2022.
A 2021 HubSpot Blog Research survey found that Instagram is the most popular place for influencer marketing. However, it’s surprisingly not the platform that brings in the highest ROI.
Turns out, that’s actually Facebook.
This doesn’t mean that Instagram is fading into the background anytime soon. However, it seems more brands are expanding beyond Instagram and considering how other channels can support their marketing efforts.
In 2022, keep an eye out for influencer marketing on YouTube, Tik Tok, Snapchat, and Pinterest, especially if your audience leans more toward Generation Z.
We’ve talked about the power of marketing through your customers, but have you considered how powerful your customers could be as influencers? Customers are people who already know about, like, and own your product; this makes for an easy transition from customer advocacy to customer influence.
The same goes for your employees — people who’ve invested time and creativity into growing your business. This factor alone gives your staff genuine credibility.
As people who are already engaged with the development of your product or service, employees can be natural advocates. In 2022, we’ll likely see the rise of these two parties as brand influencers.
You’ve read about this in our previous articles — it can be tough and expensive to identify and connect with the right influencer. In the past, brands usually hired influencers for one-time campaigns. As we move into 2022, however, we’ll likely see brands building long-term relationships instead.
Not only does this effort save time, energy, and money for marketers, but it also allows the influencer to build trust with and make a greater impact on a brand’s audience.
Long-term relationships with influencers also increase credibility for whatever product or service the influencer is marketing.
Influencer marketing is a great way to drum up interest in your brand or product/service. It gives you immediate access to a wider audience. With 40% of people saying that they’ve purchased an item online after seeing an influencer use it, you don’t want to miss out on a money-making opportunity.