The collaboration between brands and influencers has proven to be a fruitful affair in the world of marketing. The growth is tremendous that has made the domain exceptionally lucrative. Data suggests that there has been a steady and significant growth in the percentage of marketers leveraging influencer marketing. In 2019, 55.4% of marketers used influencer marketing. This number is predicted to increase by 17.1% to 72.5% in 2022.
Some of the trends to emerge in influencer marketing in the year 2022 are listed below –
Influencers – A professional approach
Influencer marketing has reached saturation. Practices adopted by influencers henceforth need to be regulated by law. As the market has recognized the impact influencers can have on the buying and selling of products, the regulatory bodies across nations are now formulating new rules for advertisers and endorsers on social media.
Transparency regarding paid or unpaid collaborations between influencers and brands on social media serves as an honest and trustworthy blueprint for social media users.
The endorsement guides by The Federal Trade Commission in the United States keep advertisers and endorsers informed about the legal advertising practices adopted on social media.
Long-term Ongoing partnerships
Sales take some time. One-time collaboration fails to create a solid impact as opposed to an ongoing partnership. Influencers should approach brands with a package that promises an ongoing partnership. This fosters loyalty and reliability and builds the credibility of both – influencers and brands.
Influencers will collaborate
Gone are the days of cutthroat competition. Collaboration is the master key to success. Now, influencers won’t grow as individuals but more likely as a network. Connections and collaborations between influencers will be more common to earn great returns on their efforts.
Authenticity will rule the market
“Know your target audience”- the age-old mantra needs to be reframed. If you want to thrive in the collaborative culture, you need to know the audience of your potential collaborator. This applies to both – influencers and brands. The audience will easily catch your lie if you try to make up something for the sake of making up something. Added to the idea of seeking mindful collaborations is the quality of the content. Pre-fabricated content has lost its relevance. Instead of simply pasting information about the brands like an announcement, opt for a conversational and interactive mode of content.
Videos are the real deal
Videos have been around for a long time. But with the increasing popularity of TikTok and Instagram Reels, short-form videos are ruling everyone's hearts. Platforms are now looking forward to monetizing the video content. Brands can now give a visual treat of their offerings to the audiences on every major platform.
Employee-Driven content on the rise
Instead of collaborating with influencers, brands also need to empower their employees as their primary brand ambassadors and influencers. In 2020, the employee-engagement activities were conducted virtually. Many found their way to social media. Apart from fun, entertainment, and great connectivity, this opened up the domain for employee-driven content that focuses on their experience. People are intrigued by what goes on behind the scenes. Giving their employees a heads up to share their content on social media makes great sense.
From a free-flowing market, the domain of influencer marketing is transitioning into a mix of restricted yet transparent environments. Only time will tell the sustainability of these trends!