Digital marketing has been taking center stage for some time now and 2019-202 boosted its adoption across industries. Especially, social media has become a leading and popular platform both for entertainment and for brands to advertise their products and services.

With the rise of platforms like TikTok ad instagram creators carry a large trusting following that has helped influencer marketing to take the forefront when it comes to marketing to consumers.

With new social media channels, videos, and audio-based content emerging, here are the top 9 influencer marketing trends that we think will further grow this year:

  • Nano and micro-influencers will drive better engagement
  • Live Commerce: is here to stay
  • Emergence of creator owned businesses and business tools
  • Podcasts
  • Long partnerships will have a better ROI
  • Greater emphasis on diversity and Influencer Marketing Representation
  • The emergence of a metaverse will change the dynamics of marketing
  • Authentic review over sponsored content

What's Influencer Marketing, and how does it work?

Influencer marketing is one of the types of marketing ideas that primarily focuses on utilizing key leaders to drive or promote your brand’s importance and message to the desired audiences or the larger market areas. This type of marketing works because of the high level of trust that the social influencers build up with their fans and followers. 

Influencer marketing is an effective way to improve your marketing strategy, achieve business goals, and even reduce costs. Let’s dive into the details and discover the promoter marketing benefits of your product. In this article, we wanted to talk about the top 9 influencer marketing trends that you should be aware of if you are considering influencer marketing for your company.

Trends in influencer marketing to watch out for this year

1. Nano and micro-influencers will drive better engagement

There are different categories of influencers available to a  marketer, whether it be nano influencers with thousands of followers or celebrity influencers with millions of followers on their social media. In 2019, the micro-influencers or nano influencers got more engagement rates of around 7 percent, even with 15,000 followers. It would be fair to say that in 2022, we will see the prominence of nano and micro-influencers only growing, owing to their personalized content,  high engagement and conversion numbers. 

2. Live Commerce is here to stay

Live commerce involves the immediate purchase of a featured product and audience participation through chat function, link-in-bio or reaction buttons. Improving product access and working on buy-now instincts of the customers. Properly done, It can strengthen the standing among existing customers and attract new ones, especially young people who are interested in new products and services used by the creators/influencers they follow and admire. 

3. Creator businesses and influencer specific business tools

Social platforms and networks are developing rapidly, with many exciting features being added almost every month. While most of them are oriented towards their end-users, many are being built for creators.

Some of whom are not creating profitable businesses out of their following be it marketing services or in-house built products. Creator-owned businesses are only growing and can be a great avenue for other businesses to create successful partnerships. 

Shorts and reels are introduced as new publications and promotional formats in the social network sites, with new professional tools and features that help engage with audiences and generate more revenue. Instagram and Facebook are prominent examples of this point as Instagram introduced reels and Facebook has introduced shorts.

4. Podcasts

Podcasts cater to a specific niche audience and usually have a very engaged audience behind them. On average, podcast fans listen to 8 podcasts during the week. This rate has been somewhat reversed, however, by devotees to solid podcasts. 40% of weekly podcast listeners use 1-3 podcasts per week, but 19% listen to 11 or more podcasts! Overall, more listeners are listening to more podcasts per week compared to 2020, when 51% of listeners listened to only 1-3 podcasts per week. Social networks also prefer this format to take a position in the market. In 2022, influencers will get this opportunity to engage their audience.

5. Ongoing partnerships will get more attention

Long-term, continuing partnerships are more preferred than one-off promotions from the brands or companies. Several factors contribute towards this shift; one of them is that it takes more time to sell products. Engaged influencers have difficulties with one-off sponsored posts, whereas if the number of sponsored posts comes together, then it may make a change with an increase in revenue.

6. Great Focus on Diversity and Influencer Marketing Representation

We see a strong emphasis on diversity and representation in modern society. Therefore, it is not surprising to see big changes in marketing. You see even powerful agencies being dedicated to improving representation in their campaign. Both influencers and consumers evaluate branded campaigns to ensure that diverse identities are represented. Brands can change the business culture to focus on engagement and eliminate any traces of discrimination.

7. The emergence of a metaverse in influencer marketing

Metaverse can completely change the life we ​​live. Needless to say, it will redefine the state of social media. One of the most exciting and powerful fields in the new world is marketing and the creator economy. More data will be available to advertisers than ever before, and complex identification will be driven to a whole new level. The data will be more accurate and valuable. Brands will have to make their digital twins and follow or announce new trends in Metaverse. 

Some of them have already started it and promoters will need to think about making their avatars and working with products on Metaverse. Metaverse gives creators a new element of interaction and communication, not only with their followers but also with their influential peers. Food promoters can cook together; tourism promoters can share information; sports promoters will have their fans in the crowd, and much more. It is a playground that has no limits yet and allows all players, be they promoters or businesses, to become pioneers, founders, and creative geniuses.

8. Authentic review over sponsored content

Influencer marketing explains the practice of word-for-word products in their products and services in collaboration with content creators on social media, such as Instagram or TikTok. For example, a promoter may be paid as a refund for posting about a product brand. This content is termed sponsored content. As promoters, they often start their careers as independent individuals, their influential power ranging from their honesty and independence to business interests. However, product support has led many promoters to turn their hobby into a full-time job while allowing selected influencers to become multibillion-dollar businesses heavily dependent on product involvement.


That was everything!