What Will Influencer Marketing Look Like In Late 2022?
Influencer marketing will have a steady growing for many years, and the pandemic forced brands to invest heavily in social media and eCommerce options. 2022 will see a major focus on influencer marketing based on what has been learned in 2020 and 2021.
Consumers have now settled into the fact that they’re working from home and spend more time than ever on social media platforms.
There is a shift in the content format preferred by consumers and a higher comfort level in buying things directly through social media, which makes influencer marketing even more critical in 2022.
Brands are recruiting TikTok marketing agencies like House of Marketers to navigate the ongoing changes in social commerce and the larger requirements to invest in influencer marketing.
Keep reading to see what influencer marketing will look like in late 2022.
Influencer Marketing Services Will Become Critical
Brands looking to break into the social media market or expand their reach and offerings will need to heavily rely on influencer marketing services to find and work with a broad range of influencers.
It’s no longer a matter of finding the biggest influencers and throwing up a promotional post. Social media budgets will get bigger, but the need for higher ROI will drive the requirements to find smaller niche influencers with a more targeted audience for brands.
The time and resources to research and negotiate with more influencers than before will be too much for most brands. Working with TikTok marketing agencies like House of Marketers will allow brands to find niche influencers with highly engaged audiences, build relationships, and meet influencer marketing goals faster.
TikTok Will Gain Even More Share Of The Social Media Market
TikTok has gained substantial social media market share over the past few years and is expected to rank as the third-largest platform in the US, with more room to grow. It saw 59.8% user growth in 2020 and a further 40.8% user growth in 2021, and no slowdown is expected.
With the huge number of users flocking to TikTok and the emergence of new influencers that can bring in new audiences for brands, more brands’ social media budgets will likely be directed towards TikTok influencers and away from other platforms.
It will be crucial to work with the best influencer marketing services to match a brand’s target audience with an influencer’s audience to get the best results for your influencer marketing goals.
Without established influencers and new influencer accounts gaining traction, it will be challenging to find effective niche influencers without the help of marketing agencies like House of Marketers who are dedicated to finding and categorizing TikTok influencers to match with brands.
Influencer Marketing Tools Will Drive Content Creation
Influencers will continue to focus their content creation efforts on social media platforms that provide the best monetary return for them and the best tools to create content and connect with brands to work on influencer marketing deals.
Both Instagram and TikTok have huge active user bases and are working on tools to make influencer and brand collaboration deals easier. These tools help push content creation on these platforms, which further increases the engagement and users spending time on those platforms.
Brands needing to market to wider audiences will be shifting their focus to bigger platforms that have better tools for influencer collaboration, especially when it comes to being able to find and work with smaller niche influencers.
Influencer marketing services will still be the best option to connect with influencers, but the marketing tools provided by these Instagram and TikTok will make it easier to collaborate and track the results of marketing campaigns.
Social Commerce Will Continue To Expand
Shopping directly from social media is becoming the norm for many people, and it’s not just hats and flopping fish that they’re buying. Consumers are connecting to brands through social media, finding products, and purchasing them directly from social media.
Social media eCommerce will become even bigger in 2022 as brands push paid advertisements into new platforms like TikTok and Instagram. However, brand advertisements don’t do nearly as well as paid promotional posts via influencers, so finding the best influencers for your brand will be critical moving forward, which is where influencer marketing services stand out.
Social Commerce Tools
Instagram has created an affiliate tool that will allow influencers to connect with brands and earn commissions on purchases they drive to brands. This type of tool makes it much more appealing for more influencers to work with brands that utilize this tool.
TikTok has launched TikTok shopping which is expected to provide an API in 2022 for brands to connect their products for instant purchasing through the TikTok app, which will make the buying experience much easier and faster. Influencers will be crucial in driving their audiences to buy these products.
Brands will need to rely on influencer marketing services to help them connect to more influencers to increase brand awareness and help drive sales.
Live Shopping Will Become More Prominent
One of the biggest and most effective tools that will become more prominent this year is live shopping.
Live shopping has been implemented across multiple social media platforms, including TikTok and Instagram. It allows influencers to go live and showcase products on their Livestream, and viewers can instantly purchase those products.
Short Video Content Will Become The Preferred Medium
Social media users are voting on the type of content they want to see through the platforms they visit and spend the most time and the influencers that they follow and engage with. Pictures and text will fall further behind, as will longer format videos.
Influencers that create engaging short-form video content will become more popular, and any that can’t create this type of content effectively will fail to grow at the speed of other influencers.
Brands looking to collaborate should be reviewing what type of content is being created for their promotional posts. Then, depending on the platform, they may want to try A/B testing to determine the type of content that is best for their goals.
This type of format change makes influencer marketing services even more critical in 2022, with brands needing to find content creators that produce the kind of content most effective moving forward. As always, the fast-paced nature of social media makes it challenging for brands to stay on top of which influencers they should be working with.
Micro And Nano Influencers Will be Preferred
Influencers come in all sizes, and historically it’s been the biggest that get the brand deals. However, engagement for large influencers is going down, with social media users preferring to engage with smaller, more niche influencers.
Micro and nano influencers often have the highest engagement rates, which means that brands will be looking to shift marketing budgets to smaller influencers with high engagement. This shift will allow brands to spread their budget across more influencers and get much better results.
With the shift required to lesser-known accounts, it will be crucial to engage with influencer marketing services to connect brands with the best accounts that match their values and goals.
Biggest Changes For Influencer Marketing In 2022
The biggest changes for influencer marketing in 2022 will be the shift from larger influencers who haven’t been performing well to smaller niche influencers that provide higher engagement on promotional posts.
Also, social selling, where consumers are buying products and services directly through social media, will cause a shift in how important influencer marketing becomes and which influences brands work with.
Utilizing influencer marketing services from companies like House of Marketing will be crucial in finding and staying on top of smaller niche influencers providing the best engagement and results for brands’ promotional posts.
