Digital marketing gained center stage after corporations and marketers cut their marketing budgets for traditional means in 2020. Last year, social media became a dominant channel for brand discovery and buying decisions in the digital marketing hemisphere. As marketers sought economical and niche ways to reach out to GenZ and Millennials, influencer marketing gained traction.
Marketers also realized that the influencer marketing approach is well-suited for a time when the audience is looking for motivation to keep going, whether it’s through DIY videos as they become home chefs, learning new recipes, or focusing on self-care. Creators were crucial in fostering a sense of community, which many individuals craved while they were isolated.
Consumers shifted away from pictures and text in favor of watching more videos than ever before, aided by extended stay-at-home periods.
India’s online video user base has grown by 24% in the last three years to far more than 350 million individuals, as per Bain & Company. Indian smartphone users spend roughly 4.8 hours each day on their smartphones, with one hour spent on average watching movies, the survey studied.
As video consumption grows and attention spans shrink, influencer marketing provides a short turnaround time and a high level of personalization. Instead of having a list of influencers and estimated reach, brands are now seeking agencies that can supply them with intriguing campaign ideas.
They are more involved in their marketing initiatives and have begun to collaborate with influencers on creative ideas to create interesting content. As a result, in 2021, we saw brands shift from ‘one-time connections’ for single posts to long-term collaborations with influencers.
As video consumption grows and attention spans shrink, influencer marketing provides a short turnaround time and a high level of personalization. Instead of having a list of influencers and estimated reach, brands are now seeking agencies that can supply them with intriguing campaign ideas. They are more involved in their marketing initiatives and have begun to collaborate with influencers on creative ideas to create interesting content.
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As a result, in 2021, we saw brands shift from ‘one-time connections’ for single posts to long-term collaborations with influencers. As scholars and business persons have seen growth in influencer marketing across multiple platforms, here’s what recent studies predict:
The Battle for Creator-Friendly Tools Is Heating Up
Engagement is how social media platforms make money. Keeping influencers motivated to develop and distribute intriguing material is in their best interests. As a result, a number of major platforms are investing in resources that promote collaboration. Instagram introduced Collabs last year, which allows creators to collaborate on work and then share it with a bigger audience, as well as “Add Yours” stickers to promote Story interaction.
Instagram’s link stickers also give nano- and micro-influencers new ways to drive direct traffic to brand landing pages, allowing them to better quantify the value they bring to brands. Marketers have a great opportunity to use this entire suite of new features and develop more creative influencer partnerships to help them reach more followers, get more engagement and connect with new audiences.
Influencers will Torn Over the Marketing Funnel
The outbreak demonstrated the value of having a digital presence and having e-commerce skills. More consumers will likely embrace shopping straight from social networks in 2022, resulting in a continued shift toward social commerce. Influencers are becoming the complete marketing funnel, thanks to platforms’ push for in-app shopping. Brands will be able to use them as a marketing tool as well as a buying motivator. As an expectation, the new social commerce features will boost the quantity of sponsored posts for shoppable products and provide new opportunities for brand sponsorship.
Influencers on Linkedin will Flourish
According to a recent study, an increasing percentage of organisations were using their own staff as social media influencers and content creators in 2020. LinkedIn has noticed the emergence of a new group of influencers — more executives, CEOs, and business owners — and is developing tools to support them. Last year, LinkedIn introduced “Creator mode,” a new feature aimed squarely at professionals looking to break into the influencer sphere. This mode enables corporate leaders to exploit their skills while also focusing on community building on the platform. Brands should see this as a chance to tap into the reach and knowledge of LinkedIn’s industry influencers and build cross-promotional relationships that take advantage of the platform’s larger push to incentivize content development.
Influencers in Gaming will Become More Mainstream
The worldwide esports sector was worth more than $1.08 billion in 2021, and by 2024, it is predicted to be worth about $1.7 billion. Because of the high degree of audience involvement and interaction, we believe esports is a perfect fit for influencer marketing. Esports fans are devoted, and they might play for hours at a time.
What Does the Potential Offer for Influencer Marketing?
Brand-influencer partnerships will be stronger, more diverse, and more meaningful than ever in 2022, according to our predictions. Retail is continuing to move online as a result of the digital transformation, which means businesses will require more creative online collaborations to stand out in an all-digital environment.
