Looking for the latest influencer marketing trends to keep your influencer campaigns relevant and on-point?
You’ve reached the right place.
In this post, we’ll walk you through the six biggest influencer marketing trends to watch in 2022 and beyond.
These trends will ensure that your influencer marketing campaigns resonate with what the audience wants and are one step ahead of your competitors’ campaigns.
Ready to find out what these trends are?
Here we go.
1. Rise of Long-Term Brand-Influencer Collaborations
Brands are preferring more long-term associations with influencers in 2022. These are coming in the form of multi-post agreements, brand ambassadorships, and upfront compensation with affiliate compensation.
Long-term partnerships are one of the most prominent influencer marketing trends for 2022.
What’s the reason for this shift?
It’s simple—one post is never enough to drive significant sales and, for most products, it takes a long time with many touchpoints for even the most trusted influencers to convince people to buy something.
It’s in your best interest to avoid one-off projects and build a community of influencers who promote your brand on an ongoing basis. Turning influencers into brand ambassadors is the secret sauce for influencer marketing!
Daniel Wellington, for example, has long-term collaborations with several influencers who promote the brand on a regular basis. The brand’s Instagram page is filled with posts of social media influencers showcasing their watches.
Here’s an example.
Images via Instagram
If you check out the Instagram accounts of any of these influencers, you’ll find multiple posts promoting the brand over time. Here’s an example of one such post by Qiaoxin Bridgette (the influencer featured in the image above).
Image via Instagram
So, build long-term influencer relationships to get the most out of your influencer marketing efforts.
2. Increased Focus on Diversity and Inclusion
Our society is gradually evolving and becoming more inclusive of the traditionally marginalized communities. And when there’s a massic societal and cultural shift, it affects how brands connect with consumers.
One of the more prominent influencer marketing trends of 2022 is an increased focus on diversity, inclusion, and representation.
Brands are consciously collaborating with influencers of different religions, colors, body types, and sexual orientations.
Dove, for example, is a brand that’s making great strides in this area. It partners with a diverse range of women influencers and is keen on shattering traditional beauty standards. Here’s a look at the brand’s Instagram feed, which speaks for itself.
Image via Instagram
How can you embrace this trend?
Work with a range of influencers to connect with your different target customer segments. Instead of collaborating with one celebrity influencer, work with a group of influencers of different ethnicity, sexual orientation, gender, etc.
And that brings us to the next trend on our list of top influencer marketing trends for 2022.
3. Growing Popularity of Nano and Micro-Influencers
We know this is not a new trend, but the popularity of nano-influencers and micro-influencers is still on the rise in 2022. That’s why we’ve included it on our list of top influencer marketing trends this year.
But why are these influencers so popular?
Here are a few reasons why:
- Smaller influencers (nano influencers and micro-influencers) generally have a more engaged and loyal audience
Image via Later
- They are more cost-effective than celebrities and mega influencers
Image via Later
- Niche influencers can help you reach highly-targeted audiences
- Smaller influencers are considered to be more authentic and trustworthy
It’s clear that nano influencers and micro-influencers are great options to drive audience engagement and sales, especially for smaller brands that can’t afford to work with larger influencers. So, find micro-influencers and nano influencers in your niche that are most relevant to your brand and have your target audience as their followers.
Or, if you’re finding the process of finding and vetting influencers too challenging, hire an influencer marketing agency to do that for you.
4. Renewed Focus on Authenticity and Trustworthiness
One reason for the rise of nano and micro-influencers is their authenticity and trustworthiness, which is next on our list of trends.
Influencers are continuing to move away from perfectly curated aesthetic feeds to more unfiltered and spontaneous content showcasing their daily lives. This helps a regular person connect with them more and see them as a person they can relate to and trust.
What does this mean for you?
You need to be selective about which influencers you work with and the kind of content they create for your brand. Choose honest and trustworthy influencers who have loyal followers who trust their recommendations.
Ask influencers to create content that doesn’t seem promotional but looks like the native content on social media platforms.
Check out this Reel by the Instagram account run by the mother-daughter duo Brittany and Lily. The video shows Lily opening a package from Cape Shark. They casually mention the brand in the caption without being promotional. To any of their followers, this video looks the same as any other post on their channel.
Image via Instagram
Doesn’t it make you want to order some goodies from Cape Shark for your kid?
Well, that’s the power of authentic influencer-generated content and that’s why it’s one of the biggest influencer marketing trends this year.
5. Continued Popularity of Video Content
Video content rules social media, thanks to the introduction of features like Stories, Reels, Shorts, and Live videos.
It’s no wonder that the rising popularity of video content is one of the top influencer marketing trends on our list. If you’re not yet leveraging the full power of videos, then it’s time you start doing that.
Here are a few tips to get you started:
- Use multiple video formats including Reels, Stories, in-feed posts, Shorts, TikTok, Live, etc.
- Give creative freedom to influencers to create authentic and engaging video content for your brand.
- Ask influencers to create different types of videos, such as unboxing videos, tutorials, how-to videos, etc.
- Share influencer-created videos on multiple social media platforms to boost your influencer marketing ROI.
Use these tips to include videos in your influencer marketing strategy and get better results from your influencer marketing efforts.
6. Employees are the New Influencers
Last, but not least, on our list of influencer marketing trends is the growing use of employees as influencers.
More and more brands are realizing the potential of using their employees as influencers to promote their brand. Employees are more likely to be trusted as they work for the company and have information that influencers generally don’t.
Think about it. Wouldn’t you trust an employee talking positively about their brand over an influencer who’s just being paid to do so?
Macy’s, for example, encourages its employees to promote in-store events, products, and ongoing offers. All its employees use the hashtag #macysstylecrew for their social media posts promoting the brand.
Image via Instagram
The key, however, is to create an environment in which your employees want to promote your brand. You shouldn’t force them to do it, and you want to provide them with adequate time on the clock for posting on social media as well.
1. Is influencer marketing in 2022 still effective?
Yes, influencer marketing is one of the most effective marketing tactics. If you follow the latest industry trends or hire an experienced agency to run your influencer marketing campaigns, then you’re sure to have success.
2. How influencer marketing is changing in 2022?
It’s continuously evolving and moving away from celebrity endorsements to more authentic brand promotions from smaller influencers. Most of the latest influencer marketing trends point to the shift towards the rise of smaller, diverse, and more authentic influencers including nano, micro, mid-tier, and macro influencers.
If your brand can’t afford to work with mid-tier and macro-influencers, then nano and micro-influencers can be a great start as they are just as effective when strategic partnerships are set up correctly.
3. What are the biggest influencer marketing trends for 2022?
Here are the biggest influencer marketing trends to watch out for in 2022:
- Rise of long-term influencer and brand partnerships
- Increased focus on diversity and inclusion
- Growing popularity of nano and micro-influencers
- Renewed focus on authenticity and trustworthiness
- Continued popularity of video content
- Employees are the new influencers
4. What will be the future of influencer marketing?
The influencer marketing industry is expected to grow with new brands focusing more on smaller influencers due to their affordability and big brands focusing on mid-tier and macro influencers from diverse backgrounds with audience trust.
5. What are the most important influencer marketing trends for small businesses?
Working with authentic and trusted influencers is the one influencer marketing trend that all businesses should follow in 2022 and beyond.
Ready to Embrace the Latest Trends?
Keeping up with the latest trends is crucial to the success of your influencer marketing campaigns. Embrace the influencer marketing trends listed in this post for your next campaign and achieve great results from influencer marketing.
Need help improving your influencer marketing strategy, scaling, or backend campaign execution?
At Get Hyped, we specialize in designing and executing data-driven influencer marketing campaigns. Get in touch with us and we’ll ensure the success of your next campaign.