It's difficult to predict what the future holds, but some very interesting trends can easily be imagined. Influencer marketing, for example, may take on an entirely new role, according to Amir Ben-Yohanan. For example, a brand might choose to work with an influencer whose followers are already familiar with the brand. This would necessitate a large number of collaborations between brands and influencers, with both parties benefiting from the increased awareness.
Influencers will have more options in the coming year. The first shift is the rise of micro-influencers, who may appear to be minor players but can have a greater impact. While a micro-following influencer's may not be as large as that of a mega-influencer, it is a good indicator of their ability to generate more revenue. The micro-low influencer's follower count may indicate high-quality content, but a large number of followers does not always imply a high engagement rate.
Brands' interactions with the younger demographic will be altered by the emergence of new classes of influencers. When compared to previous generations, millennials are more likely to trust influencers. Furthermore, Gen Z users place a premium on authenticity, and trust is essential when making a purchase. As a result, influencer marketing is proving to be extremely effective for brands targeting this demographic. Influencer marketing campaigns, on the other hand, should not be overly commercialized and should remain organic. Younger users are more likely to use adblockers, so influencers should make sure they don't look like ads.
As micro-influencers grow in popularity and influence, traditional celebrities will no longer be the only option for advertising. The introduction of social media platforms has made content creation simpler and more accessible to the general public. Brands can extend their campaign into offline spaces by collaborating with micro-influencers, visiting retail stores, and more, in addition to traditional social media. In the end, offline attention can help brands gain online exposure and revenue.
Currently, most bloggers prefer to work directly with brands rather than through influencer agencies. Nearly 80% of influencer marketing pitches, as per Amir Ben-Yohanan, come from influencer agencies. Influencers will continue to work with brands that align with their personality and values, as the industry shifts to a more diverse approach. In 2022, diversity will be the norm. Consumers and influencers will strive to create more inclusive spaces and narratives as diversity becomes the norm in the digital world.
Consumers today are looking for authenticity, transparency, and trust. Brands can increase sales and improve customer retention by partnering with trusted influencers. Influencer marketing, which was once considered a niche strategy, is now mainstream, with 64 percent of marketers using it or planning to use it by 2022. However, this does not imply that the strategy is no longer viable. Take a look at the figures! So, in 2022, how will influencer marketing work?
Finally, the effectiveness of the influencer's network determines the success of influencer marketing. The engagement rate of an influencer with a million followers is 0.1 percent. By partnering with an influencer with at least 500k followers, a brand can ensure a high engagement rate. A brand can calculate the number of leads directed to a specific page by partnering with a large influencer and measuring the effectiveness of their campaign.
To make the most of influencer marketing, brands must first comprehend the various types of influencers available. A celebrity, on the other hand, would have an agent to deal with brands, whereas a micro-influencer might have multiple social media accounts. The process will most likely differ depending on the type of influencer. And the outcomes will be drastically different! You'll be ready for the next stage of influencer marketing once you understand what the future holds.
As seen by Amir Ben-Yohanan, social media platforms will continue to play a significant role in influencer marketing. As more people turn to influencers for product recommendations, brands are increasing their investment in the strategy. The global influencer marketing industry is expected to reach $22.2 billion by 2025, according to HypeAuditor's State of Influencer Marketing 2022 report, with a compound annual growth rate of 12.6 percent.
Marketers' ability to use influencers will determine the future of influencer marketing. A fashion blog, for example, collaborated with 50 Instagram influencers and sold out within the weekend. The personal experiences of the influencers aided the launch of the brand's new design lab collection. Following that, the influencers were paid commissions for their efforts. As a result, these influencers will play an important role in the industry's future.
