The famous software for tracking influencer engagement and whatnot has released the report State of Influencer Marketing 2022 and it’s time for us to sit back to read what we can expect to see in the near future.
HypeAuditor’s annual report looks at social media platforms, how they grew in a year, which Influencers are on the rise, and what we should expect to see in Influencer Marketing.
The market is growing steadily
Let us start by stating the expectation for Influencer Marketing in 2022. This year the sector is expected to grow to a $15.2B market value, which is highly impressive. This could still be affected by the pandemic. As more people have turned to social media for their main source of news, influencers have also seen a rise in their following, engagement rate, and in turn their income. Because the higher the engagement rate, the higher the brand pays to influencers. So with their popularity in mind during the pandemic, this growth is inevitable.
The battle of platforms continues
Even though TikTok has seen the biggest rise during 2021, Instagram has still been the first choice of marketing professionals to create projects. According to HypeAuditor, the majority of marketing professionals preferred Instagram to promote their services or products.
The end of macro-influencers might be near
Even though influencers are preferred for their high engagement rate, with this rate comes the high prices as well. As macro-influencers demand prices out of most brands’ budget range, nano influencers have become more important in the sector. We have written about the pros and cons of nano influencers before, so check it out to learn more.
Influencers are creating content in unexpected categories
Even though influencers with specific niches have seen a rise in the previous year, lifestyle influencers took the lead in the number. This could be due to the fact that people want to see more alternative lifestyles, as travelling is still not as available as before to many people. However, this is not the surprising fact in categories. The surprise is, influencers handling topics in finance & economics have seen a rise in the past year. As cryptocurrencies have become more popular as a form of investment for many, naturally influencers on this subject arose. But the question is, should someone take financial advice from an influencer and should an influencer promote any type of crypto chain or give suggestions to his or her audience regarding financial matters?
Influencer marketing seems to be unstoppable, even if you believe it or not. Of course, it has its pros and cons, but it is way more profitable for brands. We’ll definitely see innovative projects and content in 2022, but it might be good to start thinking about the future of the market. Will Influencer marketing stay as it is, or will it evolve into something else?
