Some of the top influencer marketing trends for 2022
It’s strange how much can change in a year! New year means new trends, if we look back 2021 was such a challenging year for every business sector due to the onset of the pandemic. But as we are approaching 2022 the future seems brighter. Last year when no trick was working influencer marketing saved many brands, in 2022 we are clearly going to see the influencer marketing space growing further! The reason for this being a huge number of businesses are Shifting a large portion of their marketing budget to influencer marketing. Big brands are ready to pay billions of dollars in order to connect with the right influencers who can take forward their businesses to new heights.
After the introduction of reels on Instagram in August 2020 more brands are investing in Instagram marketing since it is a new and interesting way of creating and discovering short, entertaining videos on the platform. But let’s not dwell more on the past, In this article, we are going to unveil one of the biggest questions about influencer marketing: How does influencer marketing would look like in 2022? Let’s find the answer below.
In order to keep up the pace with rapidly changing development in the influencer marketing landscape, a data-driven approach is extremely crucial because there is no point in risking both your time and money. Needless to mention the importance of ROI has become more as a lot of brands are looking to invest in influencer marketing. So getting quantifiable data is of high priority not only to achieve higher returns but also to track how are your campaign is performing.
According to our recent research, it is found that 7 out of 10 brands are looking to invest in influencer marketing, they are thinking about spending around 20 to 30% of their marketing budget on this strategy. If you are a brand looking to invest in influencer marketing make sure you get all the data correctly because success in the sector matters when you get all the campaign data.
As a leading influencer marketing platform in India, we understand the importance of data when it comes to consulting with brands. We heavily rely on a data-driven approach while planning an influencer marketing strategy for our clients. We prefer to optimise campaigns regularly so that we can better manage the projects. From selecting the most influential profiles from the market to using the most effective influencer marketing tools our data-informed approach is one of the refined forms that you would get in 2022 which is the result of years of experience. Our skills and knowledge about influencer marketing is our most powerful weapon that enables us to combine brands with their performance marketing over multiple channels.
Days are gone when brands used to invest in one-time influencer marketing campaigns. Now, long-term partnerships are trending where brands select a bunch of high performing influencers to endorse their products throughout the year. When Brands work with influencers on a long-term basis they clearly make a first impression on their audience. This also means you are focused on a personalised approach that is relevant not only to your brand but also to the needs of the content creators. The audience needs to feel trusted towards a brand and without commitment, there is no trust because they will feel connected with your brand content.
Regular content is needed to engage with the audience because people tend to forget what happened yesterday. In 2022 consistency would be the key to success.
Multichannel marketing has more benefits than one the first thing why brands prefer this is to provide a seamless customer experience. It is more important than ever to understand consumers and their behaviour around various social media platforms in order to achieve the ROI goals. Today’s consumers are not restricted to a single platform, they are engaged across multiples social media platforms and apps. Research suggests that around 24% greater ROI is possible through multi-channel B2C campaigns. So by strategising your campaign across multiple platforms you can get a higher engagement rate from your followers.
Days are gone when influencers with a higher number of followers were in demand, now the quality of content matters more than anything. Today’s influencers are evaluated as per their power of getting more engagement and reach. As we mentioned earlier that now brands prefer long-term commitment from influencers over one-time campaigns so they are extra careful while selecting the profiles. Not only that brands prefer influencers who has a stronghold over their audience so that they can convince them to purchase the endorsed products. To do that correctly brands sometimes check their previous working experience in terms of reach and engagement before proceeding. They also check the type of engagement to analyse whether the influencer is followed by bot profiles which is a pressing issue in today’s influencer marketing landscape.
To find influencers who are the correct match for their businesses brands now prefer to work with reputed influencer marketing companies so that there is less room for error.
For brands, it is impossible to speak out on every issue because there will be some obvious moral reasons. Keeping in mind the brand purpose consumers are expecting brands to speak out about important social issues. There always be some social issues on which brands can comment, in 2022 if brands want to stand out here is the game-changer. Make sure I’m doing that you are egging any controversy otherwise the things would have turned against your brand. For example, you will find tweets of several big brands including Nike about the Black Lives Matter Movement, in 2020 Pepsi together with Swiggy stood by the side of small local restaurants which were facing the threat of shutting down due to the pandemic.
Speaking up for social causes will enhance the reputation of brands as the audience will understand that they are concerned beyond sales. Instead of merely talking about social causes brands can create a campaign to tackle them as well. While planning on things needs to be kept in mind that the campaign must not fail to convey the right message to your target audience.
According to Forbes “Big brands helping small businesses are helping everyone”. If you want to make a real difference the contribution of small businesses must not be ignored. You can save a lot of time and money by outsourcing your products to a local third party business while keeping a strict eye on the quality. It not only help the small business to sustain but also creates a lot of job opportunities, remember small businesses owners prefer custom-curated marketing programs to deliver truly holistic offerings.
The idea of hiding partnerships is not in anymore, your audience expects loyalty from you they want to know your business ethics and who is endorsing your brand before making their purchase decisions. So it is recommended not to hide partnership details while hiring an influencer whether for long-term or for a single project.
Now brands prefer faces who will act as ambassadors instead of merely endorsing the product. Credible brand ambassadors can offer a bunch of benefits one of the most effective is to give a boost to brand value on social media by speeding positive messages that influence consumer sales. They act as a spokesperson for your brand, the best part is the benefits are two way, the brand ambassadors get an avenue to showcase their creativity and convincing power.
Nowadays an influencer agreement is an extremely crucial part of endorsing products online without that no brands should proceed. Such agreements stand to protect both parties and professional influences as they will be familiar with what to expect from each other under what terms and conditions. Social media influencers have built trust with their followers, because of that they are viewed as experts in their industry. For the smooth execution of a successful influencer marketing campaign, brands should have an influencer contract or written agreement beforehand that outlines the relationship terms between the influencer and the brand.
For example, such an agreement may detail that the influencer is to provide Instagram posts and three stories by a certain date. In exchange, the company will provide monitory compensation or products of a certain value to the same influencer. In 2022 Every brand must require the influencers to sign a contract when entering into a business partnership of any kind.
According to recent research, it has been found that around 63% of marketers are planning to expand their influencer marketing budget in 2022. If you don’t want to stretch your budget for influencer marketing make sure you do not spend more than 20 to 30% of your budget on this approach. Whether you are preparing your in-house team to launch a successful influencer marketing campaign or planning to hire a professional influencer marketing company to do so the budget should not exceed unless you are dead sure about what you are doing.
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There are hundreds of influencer marketing companies in India alone out of the many that have formed within the past five years. Under that circumstances, it will be difficult for brands to find which one to work with. The coming year is about to see many big changes in the influencer marketing landscape one of them will be working with reputed influencer marketing companies instead of taking chances with the in-house teams since every brand's money is as precious as time. Moreover, no one wants to take chances when it comes to endorsing your brand in front of millions of people who might be interested in your products.
A data-driven strategy for influencer marketing has more benefits than one. As a leading influencer marketing agency in India, we know that combining these tactics is the most effective way to achieve the best results for our clients. In order to be able to track the results, brands need to look at the approach with a holistic mindset instead of one for all outlook.
Want to know what influencer marketing can do for your brand? West no further time to contact us.
Discover some of the biggest influencer marketing trends for 2022 and many more directly from the experts of the landscape.
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