Email marketing first became popular in the 1990s. For brands who are taking advantage of this medium in 2022, it’s safe to say a lot has changed since then. This type of marketing has evolved as platforms, audiences, and global market conditions have, and the same goes for all other mediums. Influencer marketing on social media has only been around since 2013 or so, but it’s changed significantly since then, too.
As we begin a new year, there are a few developments in the influencer market that online merchants should be aware of. Whether you’re an influencer marketing expert or just starting out in this arena, plan to pay special attention to two new influencer marketing trends in particular. Before we dig into what they are, let’s take a quick look at why influencer marketing is so effective for online brands right now.
The modern consumer has been exposed to advertising essentially every day since they were born. They’re savvy and experienced, which means their standards for what type of advertising will impact them are higher than ever. That’s why the name of the game in this day and age is authenticity. Consumers—especially the younger generations—don’t want corporations to tell them about how great their products are. They’ll take a lot more stock in the information if it’s coming from someone they can trust and relate to—in other words, they respond best to advertising that feels more authentic.
That’s why influencer marketing is so powerful. Even though influencers have to disclose when they’re advertising, the widely accepted notion that they only partner with brands they truly like and believe in means their word is gold to their followers. As a result, influencer marketing can help you get your products out there in a way that feels more transparent, authentic, and trustworthy than traditional marketing. If you’re still not convinced, just look at the stats:
Now, let’s talk about your influencer marketing strategy for the year ahead. Your first priority when choosing influencers you want to work with should be relevance. Does their following have significant overlap with your target audience? Do their voice and perspective align with your brand’s values and positioning?
But beyond those basic criteria, it’s important to pay attention to influencer marketing trends when selecting who you want to work with. Because this industry takes place entirely on ever-changing social media platforms, it tends to evolve quickly. Here are two 2022 influencer marketing trends your brand should be aware of and capitalize on for best results with this advertising method.
2022 is predicted to be the year of the micro-influencer. First things first: What is a micro-influencer? Simply put, it’s an influencer who has enough followers to make an impact, but isn’t as well-known as accounts with a million or more followers. Micro-influencers usually have 100,000 or fewer followers. Why are they becoming increasingly popular for brands to work with? Two key reasons:
At 17k followers and a clear niche—working millennial mother—@millennialmommyboss is an example of a micro-influencer.
How do you find micro influencers? One of the easiest ways is to use an influencer search engine such as Upfluence or BuzzSumo—just two of many out there. Tools like these provide databases of influencers by niche, size, and other metrics, along with analytics about their performance across multiple platforms.
Did you know that the most-downloaded app in both the US and the world in 2021 was TikTok? It shouldn’t be surprising that the popularity of TikTok influencer marketing has skyrocketed accordingly. While Instagram is still the most popular app for influencers, TikTok has recently crept up into the second-place spot. Why should you consider expanding your influencer marketing strategy to this platform? Here are three compelling reasons:
This TikTok micro-influencer, @ashlee.png, regularly collaborates with relevant fashion brands to promote their products.
As long as TikTok’s key demographic matches your target audience, you should absolutely include this platform in your influencer marketing strategy this year. Wondering how to get influencers to promote your product there? It all starts with sourcing the right ones. You can search by hashtags or keywords on TikTok itself, Google “TikTok influencers [your niche],” or use one of the influencer search engines we mentioned above. Again, make sure the ones you find are a good match for your brand, and don’t forget to consider micro-influencers! Finally, give the influencers you partner with creative freedom to promote your products in a natural way. No one knows their audience better than they do, so it only makes sense to trust them to advertise authentically.
In the digital age, conditions and trends can change seemingly overnight. That’s why the best marketing strategies are flexible, adaptable, and constantly adjusted. To give your brand a head start on influencer marketing in 2022, plan for the two trends we’ve covered here. As long as you select relevant influencers who can help build consumer trust in your brand through authenticity, you’re likely to enjoy impressive results in the coming year.
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