5 influencer marketing trends to look out for in 2022


As we kick off a new year, it’s time to take a look at some of the influencer marketing trends we expect to see over the next 12 months. The world of influencer marketing is very fast-paced and unpredictable, but for brands, it's important to make some guesses about what's in store for the industry in order to stay ahead. Here are five influencer marketing trends that brands should pay attention to and embrace this year.

1. Data-driven influencer marketing will be key

As the industry evolves it is becoming more data-driven in both the influencer selection and reporting stage. Brands more than ever need to ensure they are working with the right influencers. That’s why ensuring they are tracking the right metrics will be vital for success. With strong competition from different platforms and the vast amount of influencers to choose from, it can be hard to know who is right for your brand. This year we are set to see more people choosing influencers over key data, rather than just solely on the number of followers and the aesthetics of their feed. 

At The Room, we provide comprehensive audience data that is set to help brands decide which influencers are right for them. It gives information on what they are interested in, their engagement rate, whether they have been accepted before, as well as if they are a fast responder. All this information can help you ensure you are selecting the right people for your campaign. Once it is completed, our reporting system provides extensive insights into content performance and the calculation of ROI and EMV so that brands can see the impact of their influencer collaborations. As we see the industry becoming more and more saturated and navigating it has become increasingly more difficult, data will be key to success for brands in 2022. 

2. Nano and micro influencers will continue to rise

As we saw in 2021, micro-influencers were rising amongst emerging industries due to their ability to reach a small but engaged audience and we are set to see this continue with nano influencers at the forefront. These influencers are specific about their niche and content and have a highly loyal following. This is a great opportunity for brands to reach an untapped market and get these influencers to convey their brand messaging in the right way.

Whilst they might be low in the number of following they make up for it in high levels of trust amongst their specific community. As a result, they often have much higher engagement rates and can have a strong influence on these communities. As these influencers tend to be more relatable to the average consumer, it allows them to connect and create a strong rapport with their audience. Due to the strong following surrounding these nano and micro influencers and the quality content of content they produce, we are set to see more and more brands tapping into their unique abilities.

3. Greater power to influencers

Creators will show more and more authenticity. There will be less use of filters, less airbrushing, and more ‘rawness’. Authenticity over perfection is a growing trend and will be seen on influencers social accounts. Less and less influencers will have perfectly curated feeds and more in the moment pictures that capture their real lives. Brands should work with influencers that create branded content that doesn’t look like ads and those who foster real relationships and offer authentic content to their following.

As more authenticity transfers into influencer content, they will increasingly be more, or solely involved in the creative process when collaborating with a brand. As the influencer marketing industry stands strong, creators now know their worth. Brands can now give influencers the power to be creative with their content to produce authentic and engaging stories that they know their audience will trust. Consumers over the past year have been demanding more real and honest content from influencers and that is what they will get. No longer with fake ads fly with users, the only thing on the horizon for 2022 is authenticity.

4. Cross channel campaigns will be critical

With the landscape expanding and the increasing number of users on multiple platforms, cross channel campaigns for both brands and influencers will be non-negotiable in 2022. It’s time to ensure you are targeting a wider audience from both a demographic point of view, as well as a content perspective. Lucky enough, there seems to be an ever-growing amount of social media platforms to choose from, but it’s just understanding how you can make them work for you and your audience.

Whilst you aren't expected to understand every platform and use them all, it is important to find out where your audiences are, and target all areas. Once you've recognised the unique benefits of each platform, you can use them to complement one another by adding something new and different to each platform. For instance, TikTok and Instagram Reels have similar content formats with their 15-second videos, but the audience of each platform reacts differently to the types of content put out there. TikTok is rawer and there to entertain its audience. It keeps you up to date with trends and brings people together. Whilst Instagram is for more behind the scenes content, letting people know what’s new and where to shop, and it allows interaction from followers.  

As new formats and platforms arise, it can be slightly daunting for brands to know how to accommodate them all. That's why the beauty of working with influencers is that they already have experience in knowing where their audiences are and what works best for them. As we mentioned in trend 3, by putting the power and trust in influencers, they can ensure the success of each campaign. The knowledge and experience they have on what their audience likes makes them the best people to translate your brand messaging.

5. Long-term partnerships & collaborations

This trend has been increasingly more apparent in the influencer space, and we predict it’ll continue in 2022. We have talked before about the rise in genuine creators and how there is a shift in genuine advocacy. This will be shown in long-term commitment from brands and influencers working collaboratively on ongoing partnerships. Single one-off posts have increasing declined as even influencers with dedicated followers cannot achieve the same impact and results. Creating relationships with influencers and nurturing them into brand ambassadors saves marketers time, as well as increases both brand awareness and consumer loyalty. By gaining greater trust amongst consumers, it can in turn have a greater impact on conversion rates and ultimately ROI.  

Now we’ve looked at what the industry might hold over the next 12 months, brands can adapt seamlessly as trends develop and evolve. Ensuring your marketing strategies and plans align can help ensure you as a brand stay in the minds of consumers and ahead of competitors. If you need help finding the right influencers to collaborate with, get in touch now to see how we can help. 


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