Authenticity at the heart of influencer marketing in 2022 – Study and Barometer > Influences

The Covid-19 pandemic has changed our relationship to digital, especially since the lockdowns. The resulting influence strategies have evolved in recent years. In its report, Meltwater presents key figures and new dynamisms on Instagram, TikTok and YouTube.

How have the platforms used by brands for their influencer marketing evolved?

Authenticity seems to be the main focus of influencer marketing in 2022, as consumers demand more and more of it. To meet this requirement, brands rely on influencers, who seem to be the most capable of producing this type of content.

Between 2020 and 2021, sponsored posts increased by 26.7%, on Instagram, which remains the preferred social network for influencer marketing campaigns with more than 2 billion active users each month, despite the use more and more systematic of Tik Tok. In addition, 91% of these sponsored posts were created by micro-influencers, the first choice of brands, since they are able to target a smaller but precise audience by optimizing their engagement rate, and by asking for a budget. within reason.

Tik Tok remains a social network on which brands will rely even more in 2022, with its 1 million active users each month. Moreover, the network has overtaken the YouTube platform in terms of popularity for influencer campaigns. In 2021, 10% of all campaigns integrate YouTube, compared to 13% who favor Tik Tok.

What will be the influencer marketing trends in 2022?

According to Meltwater, influencer marketing seems to be one of the fastest growing industries at 50% per year. In fact, 64% of users made a purchase via social networks in 2021.

1. Social commerce

We have already been confronted with it, brands are betting more and more on live commerce. Traditional sales techniques are running out of steam to make way for virtual shops, live shopping, recommended products… All of this contributes to building customer loyalty and establishing a climate of trust with future customers.

2. Influencers and cryptocurrencies

The Tik Tok application, which originally specialized in sharing music and dances, is diversifying and offering users rapidly evolving content. Some users take hold of financial news, particularly on the topic of crypto-currencies. The hashtag #stocktok, which offers content relating to investments and the financial field, generated 1.8 billion views on TikTok.

3. Marketing beyond gender binary

Another news from social networks: gender, which is seen as a personal choice that should not be dictated by society or by stereotypes. Users who want to put an end to gendered marketing operations expect the same from the brands they support.

4. Inclusive and diverse campaigns

Always in this objective of more authenticity, the brands collaborate with various influencers to promote inclusivity and diversity and challenge against social conventions.

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