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Influencer Marketing: Top Trend Predictions for 2022

For influencers and marketers alike, the month of December is coupled with aggressive year-end promotions and finalizing strategic plans for the New Year. This end-of-year fine balancing act often feels like you are dancing at two weddings simultaneously. 

To help ease the transition, while saving you search and screen time, we’ve rounded up some of the top influencer marketing trend predictions for 2022. 

Top Influencer Marketing Trends for 2022 

1 . Multi-Channel Marketing Strategies - Using Influencer Content Beyond Social Media 

The number of brands using influencer content across their marketing channels is rapidly increasing. Now, influencers are being used as part of TVCs, OOH, display, POS, website and email marketing strategies. This is due to the authenticity of such channels, the pace at which content is made, and most importantly cost effectiveness  

The Drum: Social and influencer trends to look out for in 2022

2 . New Categories of Influencers Emerging 

“Finfluencers, or financial influencers,  is a thriving online subculture. A huge spike in the amount of content on financial topics on platforms like TikTok, Instagram and Twitter over the past 18 months has formed a new generation on finance and investing. Young investors purchase cryptocurrencies and stocks - following the advice they got from social media accounts. 

Digital Information World: Influencer Marketing Trend and Predictions for 2022

3.  Influencers Will Continue to Grow (Even for B2B):

Influencer marketing is set to reach $13.8 billion in 2021 and continue to grow. Influencer campaigns inherently provide context and relevance since the influencer is endorsing the product. B2B brands also continue to embrace influencers — Adobe, SAP, GE and PWC all have harnessed this trend.

 Forbes: Twelve Digital Marketing Trend for 2022 and How to Take Advantage of Them 

4.  Increased Use of Shoppable Links in Brand & Influencer Content

Mobile commerce, while not new, saw a boom during the pandemic. Today more social platforms are implementing shoppable links on their content and influencers and brands alike are capitalizing on this to meet viewers where they are at, on social media. Mobile commerce growth is still exploding and experts predict that time spent in shopping apps will continue to increase.

Fast Company: 12 mobile marketing trends experts are eyeing for 2022

5.  Changes in Algorithms: 

Updates and changes in algorithms have become a natural part of social media and search enginesBy understanding how each platform uses algorithms, brands can create a content marketing strategy that is customized for each. Staying aware of these trends and the competitive landscape will help brands build closer relationships with their target audiences and earn their trust to grow and thrive in the coming year.

Business 2 Community: Social Media Trends to Embrace in 2022

6.  Social Selling Will Dominate in the Months Ahead

Consumers are spending more time online and less time with traditional media. Selling through print magazines, newspapers and television has declined in importance. What’s taken its place are the rise of paid “influencers” and recommendations on social media from friends and family. In 2022, consider working with influencers that are well known in your area. You’ll get more traction from a “local celebrity” that people know than you ever will from a larger outsider. Don’t overpay for eyeballs outside your area 

Instore Mag: Top 5 Social Media Trends to Prepare for in 2022

The key takeaway is that the influencer marketing industry is not slowing down, it keeps growing. Brands must continue to adapt and integrate previous marketing strategies to appeal to consumer behaviors by incorporating influencer-driven and user-generated content that is authentic, inclusive, and relatable in order to reach wider audience ranges on a deeper, more organic level. 

Keep these trend forecasts in mind as we head into 2022 - We wish you the best of success in the New Year!