Blog Post

The Future of Influencer Marketing: 8 Trends to Watch

by: Power Digital April 24, 2022

Table of Contents

Influencers are like modern marketing currency. With incredible cultural and consumer sway, their involvement can practically guarantee thousands of watchers or listeners. To attract customers, your business should let these social media stars light the way.

Curious about how to harness the marketing power of influencers? Keep reading for our trends guide on influencer marketing in the future, from organic TikTok content to niche celebrities.

#1 Hyper Focusing on Niche Influencers

Once upon a time, “influencer” meant accounts with followers in the millions. Now, a virtual influencer could apply to anyone with over a few thousand followers—and these niche accounts are key when it comes to social media for business tips.

The rise of social media has led to an array of influencers, everything from TikTok comedians to Instagram models. This immense content growth and diversification has led to many smaller yet “specialized” audiences”, creating a great influencer marketing opportunity. Typically, influencers are categorized into these size labels:¹

Nano – 0 to 10k followers
Micro – 10k to 100k followers
Mid – 100k to 500k followers
Macro – 500k to 1M followers
Mega-Macro – 1M+ followers

So, why does the future of influencer marketing belong to the micro or nano-influencer?

First, smaller influencers are typically more accessible and affordable for marketers.

Second, smaller accounts have better social media engagement —a priority for any social media marketer. According to the Later and Fohr Influencer Marketing Report, Instagram nano-influencers had a higher engagement rate than macro-influencers.²

Third, these smaller accounts usually have niche followings with tailored demographics. Pick the right influencer, and you can access a valuable customer base.

#2 Creators Who Make Waves Across Multiple Platforms

In the past, influencers may stick to their favorite platforms, growing their fanbase on one channel at a time.

But today, influencers are opening shops across all platforms—and marketers should take notice.

Influencers have figured out that the more platforms they utilize, the wider net they cast—and they take their audience with them from channel-to-channel. Users likely follow a social media influencer across multiple accounts. The average millennial or Gen Z-er has 8.4 social media accounts across a variety of social platforms, meaning more chances to view influencer content.<sup<3

To catch as many eyes and ears as possible, seek forward-thinking influencers who post across the most viable platforms, including:

Instagram – Today and tomorrow Instagram reigns over social media marketing. 90% of influencer marketing campaigns use Instagram,⁴ and 46% of influencer marketers say Instagram is their primary channel.⁵ In particular, Instagram has incredible ROI for influencer marketing, jumping from 82% in sales over last year.⁶
TikTok – The new kid in town, TikTok is an exciting landscape. Tiktok has grown from 65 million users to over 1 billion users in the last five years. Even better? TikTok has significantly higher influencer engagement rates than other platforms.⁸
Youtube – Above all, Youtube proves that influencers are the new “celebrity.” About 70% of teen subscribers say they relate to Youtube creators more than pop culture icons.⁹ Meanwhile, 60% of all subscribers said they’d prefer advice on what to buy from creators over celebrities.

#3 Playing the Long Game with Long-Term Partnerships

Forget one-and-done flings with brands. In 2022, influencer marketing is all about forming lasting relationships.

To social media users, recognizability and authenticity are more important than ever. Seeing a social media influencer recommend the same product over time reads as loyal, sincere, and genuine. It reinforces the impression that the influencer believes in the brand, becoming a credible user who can speak about the company’s services and offerings and swaying their followers to give it a try.

By presenting influencers with a “package deal,” you can build this consumer trust and help your team:

Reduce marketing campaign time
Increase post frequency
Build recognizable branding
Target desirable consumers

Consider all influencer marketing campaigns like a true partnership— each wants to give the best to one another. While you need their powerful voice, they need a reliable investor. This symbiotic relationship can pave the way for marketing success whatever the future holds.

#4 Authenticity Over Perfection

Formal language, forced cheeriness, filtered and heavily edited photos—all of these things scream “fake,” or, worse, “salesy.”

For a successful influencer marketing campaign, you need authenticity.

In 2022, consumers have more influencers and brands than ever to follow. As a result, they’re seeking real and genuine voices, with about 90% of consumers reporting authenticity helps determine their brand choices.¹⁰

Not sure where to look? Look for these qualities when picking an influencer that’s authentic to your business:

Relatable, guiding, or inspirational tone
High follower interaction
Similar values to your company
Organic & up-to-date content
Matching aesthetic to your brand
Unique voice and authentic sense of self

#5 Focus on Video & Audio Content

A cute selfie with a caption? That’s good. A video clip? That will get some attention.

Over the past few years, social media platforms have expanded to include video content—and for good reason. About 72% of people prefer watching videos over reading text, and experts estimate that videos will take over 82% of internet traffic by the end of this year.¹¹ As influencers and followers gravitate towards popular video and audio formats, it is important that marketers follow with the help of social media management.

However, not all A/V content is created equal. Focus on influencers that post in high-demand formats, including:

Short-form video – If you have to pick one influencer, make it a short-form video content creator. As TikTok and Instagram Reels have rocketed to popularity, daily smartphone video consumption has increased by 40%.¹¹ Younger viewers also gravitate towards short-form videos, which is why it is important to understand, ‘what is hook rate success’ and how influencers can support that.
Podcasts – No, they’re not exactly visually stimulating. But podcasts often carry loyal fanbases that consistently tune in. On average, podcast listeners finish 80% of an episode (a whopping 39 minutes of attention).⁸ Make sure to pick a podcaster that matches your company’s branding and product, since their voice will be your only tool.
Live video – For influencer marketing, over one-quarter of marketers are shifting priorities to live streaming retail on Facebook, Instagram, and Twitch.¹² Consumers love live streaming, with 82% preferring live video content over a social media post from brands.¹³ Livestreaming also provides a unique opportunity for authentic, real-time content. Even better? ROI is very measurable on live streaming, helping your team assess your campaign’s success.

#6 Search the Marketplace

An influencer marketplace acts like an interactive database for all verified platform users. With just a few clicks, you can find an influencer that reaches your desired consumer and embodies your brand. In particular, TikTok has taken the lead in bridging influencers and brands through its Creator Marketplace. Their database includes relevant content creator information like:

Total likes & followers
Influencer location & reach
Content topic
Follower demographics
Suggested post rates

While TikTok’s marketplace is best known, other apps are catching onto this lucrative trend. Instagram has a creator marketplace in the works, and Sephora just launched their very own beauty guru database called #SephoraSquad.

Keep an eye out for more marketplaces launching this year.

#7 Seek User-Generated Content

As consumers seek a trustworthy voice across influencers, they’re turning to firsthand reviews and recommendations—a.k.a., user-generated content or UGC.

The magic of UGC is in its (you guessed it) authenticity. It looks like the creator inspired the post, not your marketing campaign.

User-generated content includes all creator-made content that discusses a product. For most campaigns, this covers:

Photos
Videos
Text & captions
Reviews

In a world full of product reviews and “Buy or Skip” guides, user-generated content from influencers fits seamlessly across social media. That’s why about 86% of marketers use UGC in their campaigns.¹ For the most authentic UGC campaign, seek out influencers that create original content on their own. That way, self-made sponsored content won’t seem out of context.

#8 Budget Expectations for Future Influencers

It’s hard to tell what came first, the influencer or the marketing campaign. Either way, influencer marketing is booming—which means campaigns need to watch their money.

In the last five years,⁷ influencer marketing has grown from a $1.7 billion to a $10.24 billion industry.¹² Despite this immense growth (and some incredible influencer ROI), don’t let your investments run crazy. A budget is necessary for any influencer marketing campaign.

Currently, influencer marketing is a case-by-case ordeal. Every influencer has their personal rates, which vary greatly according to follower numbers and impact. For a single Instagram post, you can expect these average prices:

Nano – $10 to $100
Micro – $100 to $500
Mid – $500 to $5,000
Macro – $5,000 to $10,000
Mega – $10,000 or more

Often, campaigns will set a total price for a package deal—$2,000 for five photos in a month, $1,500 for two videos, etc. Before entering negotiations, come ready with an informed and industry-appropriate price for any influencer.

Let PDM Influence Your Marketing Strategy for Today and Tomorrow

Influencers and social media are still uncharted, promising territories for marketers. But that’s what makes them so exciting! With our influencer marketing tips, you can find that perfect posting partner to elevate your campaign on your social media platform with effective marketing services.

Want to elevate the rest of your marketing campaigns? Power Digital Media can take you there.

From web development to email marketing, our digital marketing agency has the tools to reshape your entire online advertising strategy. Call on our experts for the data-backed, experienced, and innovative voice your marketing team needs. No matter the problem, our influencer agency will find a powerful solution.

Sources: