Top Influencer Marketing Trends to Look Out for in 2022

Influencer Marketing trends for 2022

Influencer marketing isn’t just another gimmick. It has been used to drive some of the largest marketing campaigns in history, and with the rising power of social media influencers, it is here to stay.

According to Statista, in 2019 alone the global influencer marketing space was valued at $6.5 billion, and this figure has grown exponentially to hit a staggering $13.8 billion in 2021.

Let’s take a closer look at some of the most exciting trends the influencer marketing space will follow in 2022!

Here’s what we’ll cover

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The digital media space will evolve drastically over the coming years. Companies will increase their marketing budgets by up to 51%, and part of these budgets will definitely fund influencer marketing campaigns.

Based on the rapid growth of the influencer marketing space in 2022, here are the trends to keep an eye on for influencer marketing in the future.

Influencer marketing trends 2022

Social Commerce Will Open New Opportunities for Sponsorships

Social commerce is the integration of social media with e-commerce. It uses networking websites, for example, Instagram, Twitter, Facebook, and Snapchat as vehicles to broadcast products and services to consumers. The sales and purchases of products can be performed directly on the platform they are published on.

The total number of active users on social media is around 1.2 billion in 2021, and according to Statista, an average user spends approximately two hours each day scrolling through these networks. With numbers this big, social commerce makes more sense today than ever before. This is precisely why Facebook advertising and Instagram sponsored posts include links to products.

What will change in the future is live shopping will increase in popularity in Western countries, and content creators will be creating shoppable posts and videos that inspire a seamless user experience from influencer content to brand channels. Shoppable posts have already been used extensively on social media platforms. Now, Instagram is trialing shop fronts where a user can click to directly purchase the tagged product without leaving the platform.

Besides these shoppable posts, interactive live stream selling will increase. Already hugely popular in China, live streaming is set to grow, as it offers brands an opportunity to utilize influencers and gives shoppers sales touch points on screen or in the chat. Research suggests the industry will reach $25 billion in the US by 2023.

Data Will Play a Key Role in Decision-Making

A data-driven approach towards influencer marketing will help you put your money in the right place. The more you invest in influencer marketing, the more critical ROI becomes. And if you are unable to track this ROI, you risk throwing your money down the drain.

Modern data analytics techniques can help you segment influencer accounts on the basis of their followers or loyalty groups. You can use the same method to identify audience niches on social media and then collaborate with influencers popular among those groups. Limiting your audience on the basis of data can be of great help in getting the most out of your influencer marketing spend.

That’s why estimating and tracking your return on investment, and then optimizing for the future is so vital in ensuring the success of influencer campaigns. In the end, most brands want to see actual results in terms of sales, and the only way to do this is with data. This will become a much bigger trend in 2022.


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Co-Creation and Cross-Channel Campaigns Will Increase

Instead of investing in product placement or simple outreach campaigns, brands will collaborate with influencers to create valuable content for both of their audiences. These social media brand collaborations will help create more loyalty for both the influencer and the brand.

  • This co-creation will not be limited to content. The products and services companies sell will also be created in partnership with influencers (for example an influencer can take the design part of your product and you can manufacture and produce it). Such market offerings will be meant for both the audience of those influencers, but will benefit the brand as well.

  • Also, since the same influencers have a decent following throughout all social platforms, working with one will mean that you get campaigns for multiple channels and platforms and reach different audience types on each platform.

Both brands and influencers might have to walk the tightrope between staying relevant to their own brand messages and catering to what the other parties demand. But eventually, this will result in companies using niche-based influencer marketing and only hiring influencers relevant to their brand identities and audiences.

Long-Term Relationships with Influencers Will Be Even More Valuable

With the constant increase in the number and types of influencers in the market, brands will prefer to build long-term partnerships to keep their campaigns consistent.

  • Long-term relationships help sponsored content grow on both influencers and their audiences; hence, their recall value increases. It takes people between 5 and 7 interactions before they decide to purchase, so long-term relationships with influencers are essential to get results from your campaigns. The influencers create a series of posts over a longer period, and the audience is able to connect to each one of them.

  • Additionally, if an influencer feels personally invested in the success of the brand, they are more likely to create authentic content that organically connects with their audience and is more powerful in terms of driving them to the brand.

Building long-term relationships with influencers can be tricky, however, as it involves a lot more than just paying them for their services. Allowing them the right level of creative freedom and helping them to create the content they want and that resonates with their audience is key.

Nano- and Micro-Influencers Will Be on the Rise

To retain the content quality of the influencer while also conveying the right brand message, brands will start shifting towards nano- and micro-influencers who are more niche-based and have small but loyal and engaged audience bases.

These influencers usually create very authentic content that speaks to their audience in a unique way. That, in turn, creates more engagement. They are seen as being more “real” than mega influencers.

  • Working with micro-and nano-influencers has two main benefits for brands. First, they get access to a highly loyal audience base that might be low in numbers but that has a high level of trust in the influencer. Since the conversion rate with such audience groups is high, the ROI these campaigns can drive is massive.

  • Secondly, since these influencers don’t have a huge following, they charge less compared to macro-and mega-influencers. This opens doors for smaller startups with smaller marketing budgets to step into the influencer marketing space and start competing with the bigger brands out there.

Employees as Influencers Will Be a Great Choice

Your employees are already engaged with the products and services you offer and understand them inside out. Their posts on the internet are much more reliable than any external party outside of your company.

However, the thing that makes employees more influential in recommending company services is their integrity. They need to be very critical of what the company has to offer and always provide the audience with the true picture. If this integrity gets compromised, these campaigns can negatively impact your brand and result in a loss of trust.

The best method of using employees as influencers is by creating in-house content that features them testifying to your products and services.
They can also talk about their work routines, the work culture at your company, or a behind-the-scenes angle of how the products or services you offer are created.

Another idea could be sending out email newsletters to your customers via email client featuring employees and what they have to say about the company.

Social Justice Will Take Up an Important Role in Marketing

As online audiences become more progressive, they are even more conscious of social justice and how big of a role brands play in uplifting the vulnerable segments of society. In 2022, businesses will base a major chunk of their Corporate Social Responsibility (CSR) campaigns on online social movements.

In the past, some brands have stayed silent on political matters to avoid controversy. Over time, this silence causes outrage among consumers and can negatively impact sales. Inauthentic support of social justice is also not tolerated - token gestures are easily seen for exactly what they are. It’s not enough to push for what is right, they also have to do what is right within their own organizations.

In the future, brands will be expected to take sides more and push for what is right in order to earn respect from their audiences and influencers will work with brands that reflect their own values.

Social justice campaigns have already been observed with some beauty brands. For example, Fenty Beauty includes all skin types. Plus, clothing brands like ModCloth and ASOS are starting to include more body types. Ben and Jerry’s notoriously refused to give two scoops of the same flavor ice cream until gay marriage was legalized in Australia. This trend will increase even further over the next year.

From a marketing perspective, this allows loyal customers to jump on the bandwagon and post content of their own based on the cause the brand is pushing for. This User-Generated Content (UGC) may be as simple as a photo or as complex as a vlog by an influencer featuring the brand.

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Final Word

Influencer marketing is evolving at a lightning-fast speed. If you want to reach new audiences and impact your bottom line, you should stay up-to-date and look at what the possibilities are for your brand in the future. Following the trends like co-creation and cross-channel campaigns, nano-and micro-influencers, and others will help promote your business and increase sales.

Influencer marketing is useful when you use it to build deeper, more meaningful relationships with your audience by providing them with valuable content via their favorite influencers. So make sure that whoever you work with, they have creative freedom to be authentic so that your brand can leave a lasting impression on their audience.


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Roman Shvydun

Roman Shvydun writes informative articles mainly about everything related to marketing, business, productivity, workplace culture, etc. His articles focus on balancing informative content with SEO needs – but never at the expense of providing an entertaining read. See a few more examples of Roman’s articles by visiting his Twitter

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