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Top Influencer Marketing Trends for 2022 - TINT

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class="show-prev disabled"><i class="tsi tsi-angle-left"></i><span class="visuallyhidden">Previous</span></a> <a href="#" class="show-next"><i class="tsi tsi-angle-right"></i><span class="visuallyhidden">Next</span></a></div></section></div></li><li id="menu-item-13399" class="menu-item menu-item-type-taxonomy menu-item-object-category menu-item-has-children menu-cat-476 menu-item-has-children item-mega-menu menu-item-13399"><a href="https://www.tintup.com/blog/category/user-generated-content/"><span>User-Generated Content</span></a><div class="sub-menu mega-menu wrap"><div class="column sub-cats"><ol class="sub-nav"><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-477 menu-item-13404"><a href="https://www.tintup.com/blog/category/user-generated-content/why-ugc/"><span>Why UGC</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-478 menu-item-13402"><a 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href="https://www.tintup.com/blog/should-your-retail-brand-go-dtc/" class="image-link"> <img width="270" height="180" src="https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-270x180.jpg" class="attachment-post-thumbnail size-post-thumbnail wp-post-image" alt="" title="Should Your Retail Brand Go DTC?" decoding="async" loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-270x180.jpg 270w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-300x200.jpg 300w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-770x515.jpg 770w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-370x245.jpg 370w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc.jpg 1000w" sizes="(max-width: 270px) 100vw, 270px" /> </a> <a href="https://www.tintup.com/blog/should-your-retail-brand-go-dtc/" class="post-title">Should Your Retail Brand Go DTC?</a><div class="post-meta"> <time class="post-date" 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loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1.png 2048w, https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-300x200.png 300w, https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-1024x683.png 1024w, https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-1536x1024.png 1536w, https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-270x180.png 270w" /></a><div class="overlay post-meta the-post-meta"> <span class="post-cat"> <a href="https://www.tintup.com/blog/category/influencer-marketing/influencer-marketing-research-and-trends/" class="category">Influencer Marketing Research and Trends</a> </span><h1 class="post-title">Top Influencer Marketing Trends for 2022</h1> <span class="post-by meta-item">By <span><a href="https://www.tintup.com/blog/author/guest-author/" title="Posts by Guest Author" rel="author">Guest Author</a></span> </span> <span class="meta-sep"></span> <time class="post-date" datetime="2022-03-29T18:06:13-05:00">March 29, 2022</time> <span class="meta-sep"></span> <span class="meta-item read-time">8 Mins Read</span></div></div></div><div class="main wrap"><div id="post-13380" class="the-post-modern post-13380 post type-post status-publish format-standard has-post-thumbnail category-influencer-marketing-research-and-trends"><div class="ts-row cf"><div class="col-8 main-content cf"><article class="the-post"><div class="post-content description cf entry-content content-spacious-full"><p><span style="font-weight: 400;">In 2022 digital marketers are looking to reach new online audiences and make their budget stretch even further.  That’s why many are turning to influencer marketing as a vital strategy for building authentic customer connections to grow their brands. </span></p><p><span style="font-weight: 400;">As eCommerce and social commerce have become our go-to channels for shopping and entertainment, the role of influencers has become central to helping brands convert new customers.</span></p><p><span style="font-weight: 400;">For growth-driven brands, the key to success will be understanding the biggest influencer marketing trends for 2022. </span></p><p><span style="font-weight: 400;">How are brands getting the most from influencer marketing in 2022?<br /> </span><span style="font-weight: 400;">What types of influencers and social media channels are the most important this year?<br /> </span><span style="font-weight: 400;">What is the future of influencer marketing?</span></p><p><span style="font-weight: 400;">Get the answers to these questions and more in this round-up of the top 7 influencer marketing trends for 2022.</span></p><h2><span style="font-weight: 400;">The Top 7 Influencer Marketing Trends For 2022</span></h2><p><img loading="lazy" decoding="async" class="aligncenter wp-image-13388 size-large" src="https://www.tintup.com/blog/wp-content/uploads/Top-Influencer-Marketing-Trends-Square-1600-×-700-px-1-1024x429.png" alt="list of the top 7 influencer marketing trends of 2022" width="770" height="323" srcset="https://www.tintup.com/blog/wp-content/uploads/Top-Influencer-Marketing-Trends-Square-1600-×-700-px-1-1024x429.png 1024w, https://www.tintup.com/blog/wp-content/uploads/Top-Influencer-Marketing-Trends-Square-1600-×-700-px-1-300x126.png 300w, https://www.tintup.com/blog/wp-content/uploads/Top-Influencer-Marketing-Trends-Square-1600-×-700-px-1.png 1445w" sizes="(max-width: 770px) 100vw, 770px" /></p><h3><span style="font-weight: 400;">1. Market growth </span></h3><p><span style="font-weight: 400;">Once considered the ‘Wild West’ of digital marketing, influencer marketing is now a proven and adaptable sales-boosting strategy. It’s a cost-effective marketing channel for brands big and small, so it’s no surprise that the influencer marketing industry is continuing to grow in 2022. In fact, it’s predicted to reach </span><a href="https://influencermarketinghub.com/influencer-marketing-benchmark-report/"><span style="font-weight: 400;">$16.4B</span></a><span style="font-weight: 400;"> this year according to Influencer Marketing Hub. </span></p><p><a href="https://influencermarketinghub.com/influencer-marketing-benchmark-report/"><img loading="lazy" decoding="async" class="aligncenter wp-image-13381 size-large" src="https://www.tintup.com/blog/wp-content/uploads/influencer-marketing-hub-1024x807.png" alt="Market growth of influencers in 2022" width="770" height="607" srcset="https://www.tintup.com/blog/wp-content/uploads/influencer-marketing-hub-1024x807.png 1024w, https://www.tintup.com/blog/wp-content/uploads/influencer-marketing-hub-300x237.png 300w, https://www.tintup.com/blog/wp-content/uploads/influencer-marketing-hub.png 1144w" sizes="(max-width: 770px) 100vw, 770px" /></a></p><p><span style="font-weight: 400;">Now more than ever before, brands are investing in influencer marketing to strengthen relationships with new audiences and turn social media into a sales generation channel thanks to creator partnerships. </span></p><h3><span style="font-weight: 400;">2. Brands harness the power of first-party data in influencer marketing</span></h3><p><span style="font-weight: 400;">Marketers are facing many challenges when it comes to accessing third-party data. Google is planning to </span><a href="https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/"><span style="font-weight: 400;">phase out third-party cookies</span></a><span style="font-weight: 400;"> by 2023. While </span><a href="https://www.cnbc.com/2021/11/13/apples-privacy-changes-show-the-power-it-holds-over-other-industries.html"><span style="font-weight: 400;">62%</span></a><span style="font-weight: 400;"> of iPhone users are opting-out of app usage tracking following Apple’s iOS 14.5 update. This creates an environment where leveraging first-party data for marketing is more important than ever. </span></p><p><span style="font-weight: 400;">For the influencer marketing industry, first-party data helps brands identify new potential partnerships. Businesses are analyzing the consumer data they already own to pinpoint valuable customers to activate in loyalty schemes, brand ambassador campaigns, affiliate programs, and influencer marketing partnerships. By deep-diving into their customer’s demographic data, purchase history, and social reach, brands can surface new channel partners from their own customer database. </span></p><p><span style="font-weight: 400;">This is improving the influencer identification and onboarding processes. Meanwhile, it&#8217;s allowing brands to save time on negotiations and briefings as your influential customers already know and love your brand.</span></p><h3><span style="font-weight: 400;">3. TikTok influencers drive shopping trends</span></h3><p><span style="font-weight: 400;">We know that social media plays a key role in the online shopping journey. Indeed, </span><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><span style="font-weight: 400;">research from TINT highlights that 85% of consumers use social media to research companies</span></a><span style="font-weight: 400;">. Yet corporate content won’t get you very far on TikTok. But there’s no need to worry. TikTok creators can help brands to build a presence on the platform that’s so popular in 2022. They are known for their highly engaging and entertaining content which doesn’t feel at all like an ad. That’s what makes these creators so effective at promoting brands authentically on TikTok. </span></p><p><span style="font-weight: 400;">Influencers on TikTok are tapping into viral trends on the platform and featuring products in their posts which go on to have a massive reach and launch a new shopping trend. <a href="https://www.worldfinance.com/strategy/tiktok-made-me-buy-it">Brands have seen a 700% spike in sales in a single week thanks to TikTok.</a>  That’s the magic behind the #tiktokmademebuyit hashtag which highlights the effect of TikTok creator content on influencing shopping decisions. These TikToks also make their way onto other platforms, like Instagram Reels, Youtube Shorts, and Youtube compilation videos, allowing the trend to reach those consumers that may not actually be on TikTok.</span></p><p><span style="font-weight: 400;">With the knowledge that </span><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><span style="font-weight: 400;">76% of people have bought something based on a recommendation</span></a><span style="font-weight: 400;"> from someone else, it’s clear to see why brands need to harness the effect of content creators if they want to see an uptick in sales this year!</span></p><h3><span style="font-weight: 400;">4. Influencer-generated content converts awareness to sales </span></h3><p><span style="font-weight: 400;">The </span><a href="https://www.upfluence.com/influencer-marketing/social-commerce-influencer-strategies-a-sales-sensation"><span style="font-weight: 400;">impact influencers can have on sales</span></a><span style="font-weight: 400;"> applies to all social media channels. Almost all social networks have rolled out social commerce features such as native in-app shops or product catalogs. With this in mind, brands can collaborate with influencers of all types from nano, to micro, macro, or KOL to create authentic product recommendations that can be used at key moments of the purchase journey. </span></p><p><span style="font-weight: 400;">By sharing content such as unboxing videos, shopping hauls, or how-to guides, influencers can offer product information and social proof, which helps brands target customers at the ‘consideration’ stage of their shopping journey. When it comes to conversion, brands can use influencers in promo code campaigns, affiliate marketing programs, or even live social shopping events. </span></p><p><span style="font-weight: 400;">Influencer marketing has officially gone beyond promoting brand awareness and boosting social engagement to becoming a scalable and attributable strategy for driving sales for your business.</span></p><h3><span style="font-weight: 400;">5. Employee-generated content brings additional authenticity</span></h3><p><span style="font-weight: 400;">The advantages to leveraging authentic user-generated-content aren’t limited to a brand’s customer base. Businesses can also harness content created by their employees to increase online reach and engagement for their brand. After all, people like connecting with people, not brands. This explains why posts such as @ricky.federici’s, who’s </span><a href="https://www.tiktok.com/@ricky.federici/video/7040183661995543854?is_copy_url=1&amp;is_from_webapp=v1&amp;lang=en"><span style="font-weight: 400;">TikTok video</span></a><span style="font-weight: 400;"> of him creating a Baconator burger earned over 178K views, gain so much traction. </span></p><blockquote class="tiktok-embed" style="max-width: 605px; min-width: 325px;" cite="https://www.tiktok.com/@ricky.federici/video/7040183661995543854" data-video-id="7040183661995543854"><section><a title="@ricky.federici" href="https://www.tiktok.com/@ricky.federici" target="_blank" rel="noopener">@ricky.federici</a> Reply to @joegoose24 drop a comment in the chat if u think u could eat one of these bad boys <a title="wendys" href="https://www.tiktok.com/tag/wendys" target="_blank" rel="noopener">#wendys</a> <a title="bacon" href="https://www.tiktok.com/tag/bacon" target="_blank" rel="noopener">#bacon</a> <a title="fyp" href="https://www.tiktok.com/tag/fyp" target="_blank" rel="noopener">#fyp</a> <a title="foryoupage" href="https://www.tiktok.com/tag/foryoupage" target="_blank" rel="noopener">#foryoupage</a> <a title="fy" href="https://www.tiktok.com/tag/fy" target="_blank" rel="noopener">#fy</a> <a title="foryou" href="https://www.tiktok.com/tag/foryou" target="_blank" rel="noopener">#foryou</a> <a title="baconator" href="https://www.tiktok.com/tag/baconator" target="_blank" rel="noopener">#baconator</a> <a title="♬ original sound - iammassis" href="https://www.tiktok.com/music/original-sound-6987999246293273349" target="_blank" rel="noopener">♬ original sound &#8211; iammassis</a></section></blockquote><p><script async src="https://www.tiktok.com/embed.js"></script></p><p><span style="font-weight: 400;">Whether you’re a B2C or a B2B company, your employees are subject-matter experts and </span><a href="https://www.tintup.com/blog/employee-advocacy-powered-by-social-media/"><span style="font-weight: 400;">perfectly placed to speak on behalf of your brand</span></a><span style="font-weight: 400;">. Consider encouraging your employees to share thought leadership articles on Linkedin, a behind-the-scenes Instagram Story, or live video from an event. </span></p><h3><span style="font-weight: 400;">6. Video content reigns supreme</span></h3><p><span style="font-weight: 400;">The soaring popularity of video content is part of a wider content marketing trend. As of last year, people were watching an average of </span><a href="https://www.zenithmedia.com/online-video-viewing-to-reach-100-minutes-a-day-in-2021/"><span style="font-weight: 400;">100 minutes</span></a><span style="font-weight: 400;"> of online video per day.  Influencer marketers should be tapping into this trend through influencer-generated video content as </span><a href="https://www.searchenginejournal.com/youtube-shopping-influence/323503/#close"><span style="font-weight: 400;">55%</span></a><span style="font-weight: 400;"> of consumers are using video to guide their purchasing decisions. A well-timed video from their favorite creator could seal the deal for someone who’s considering buying from your brand. </span></p><p><span style="font-weight: 400;">What’s more, there have never been so many options for leveraging video content across social media. Whether it’s live video streams on Twitch, a live shopping feed on YouTube, or a 30 second TikTok video, there are so many ways to get engaging video content in front of your audience. With so many options and so much popularity, </span><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><span style="font-weight: 400;">71% of marketers plan on increasing video efforts in 2022</span></a><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">If you don’t have the budget for expensive TV ads or an in-house video-editing team, then collaborating with influencers who are experts in content creation is definitely the way to go!</span></p><p><span style="font-weight: 400;">Related article:</span></p><blockquote class="wp-embedded-content" data-secret="xqRoadRglX"><p><a href="https://futureofmarketing.tintup.com/brief-102-visual-storytelling-with-video/">Brief #102: Visual storytelling with video</a></p></blockquote><p><iframe loading="lazy" class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" title="&#8220;Brief #102: Visual storytelling with video&#8221; &#8212; Future Of Marketing | TINT" src="https://futureofmarketing.tintup.com/brief-102-visual-storytelling-with-video/embed/#?secret=zrxqLQgxW4#?secret=xqRoadRglX" data-secret="xqRoadRglX" width="600" height="338" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p><h3><span style="font-weight: 400;">7. Social platforms are finding new ways to pay creators</span></h3><p><span style="font-weight: 400;">We’re already seeing many new ways for content creators to earn money via social media platforms which helps to professionalize their role in marketing. Social media platforms know the value that influencers bring to their audiences. Therefore, they&#8217;re investing in new incentives to reward influencers who are posting on their platforms to help generate more engagement and attract new users. Let’s take a closer look. </span></p><ul><li><b>Instagram </b><span style="font-weight: 400;">&#8211;</span> <span style="font-weight: 400;">In 2021, Instagram announced they would trial a native affiliate tool that would allow creators to promote products available to buy directly on Instagram and earn a commission from their sales. A new initiative being tested already this year is </span><a href="https://techcrunch.com/2022/01/19/instagram-launches-early-test-of-creator-subscriptions-in-the-u-s/"><span style="font-weight: 400;">creator subscriptions </span></a><span style="font-weight: 400;">where creators can set a subscription price for their fans to be able to access exclusive content.</span></li><li aria-level="1"><b>TikTok </b><span style="font-weight: 400;">&#8211; They have committed to spending £231 million over the next 3 years on the </span><a href="https://newsroom.tiktok.com/en-gb/the-tiktok-creator-fund-is-now-live-across-europe-and-here-is-how-to-apply"><span style="font-weight: 400;">Creator Fund</span></a><span style="font-weight: 400;">. This program has been set up to reward creators on the platform who have at least 10,000 followers and have achieved at least 100,000 video views during the last 30 days. Individual creators can also receive gifts and tips from their fans which translate into monetary payments for their work. </span></li><li style="font-weight: 400;" aria-level="1"><b>Twitter</b><span style="font-weight: 400;"> &#8211; The platform has already rolled out a subscription model called ‘</span><a href="https://blog.twitter.com/en_us/topics/product/2021/introducing-super-follows"><span style="font-weight: 400;">Super Follows</span></a><span style="font-weight: 400;">’ where followers can pay a monthly fee to their favorite influencers in exchange for exclusive content. The platform is continuing to invest in helping creators become more professional and manage their earnings with the launch of their ‘</span><a href="https://twitter.com/SuperFollows/status/1501286648637624322"><span style="font-weight: 400;">Creator Dashboard</span></a><span style="font-weight: 400;">’ which is currently being tested. </span></li><li style="font-weight: 400;" aria-level="1"><b>YouTube</b><span style="font-weight: 400;"> &#8211; During 2021 and 2022 YouTube will spend $100M rewarding top creators through the </span><a href="https://blog.youtube/news-and-events/introducing-youtube-shorts-fund/"><span style="font-weight: 400;">YouTube Shorts Fund</span></a><span style="font-weight: 400;">. In 2022 YouTube has also </span><a href="https://blog.youtube/inside-youtube/innovations-for-2022-at-youtube/"><span style="font-weight: 400;">announced plans</span></a><span style="font-weight: 400;"> to bring in ways for fans to shop directly via Shorts and integrate fan-funded features like ‘Super Chat’. </span></li></ul><p><span style="font-weight: 400;">With additional opportunities to supplement their income, we’re seeing </span><a href="https://futureofmarketing.tintup.com/the-rise-of-the-creator-economy/"><span style="font-weight: 400;">more users working full-time as content creators</span></a><span style="font-weight: 400;">, with even more means to hone their craft. This is great news, as brands are seeing even greater talent rise through the ranks while the industry continues to mature. </span></p><p><span style="font-weight: 400;">These top 7 trends for influencer marketing in 2022 show how the industry is adapting to the fast acceleration of eCommerce and social commerce. </span></p><p><span style="font-weight: 400;">We can see how brands are putting authenticity first when it comes to recruiting new channel partners and looking to their own network of organic advocates as the way to drive the most conversions. </span></p><p><span style="font-weight: 400;">Creators have proven themselves to be valuable partners not only to brands but also to social media platforms who are now taking the lead in funding and training the next generation of influencers. </span></p><p><i><span style="font-weight: 400;">This blog was contributed by the team at </span></i><a href="https://bit.ly/3qgtI74"><i><span style="font-weight: 400;">Upfluence</span></i></a><i><span style="font-weight: 400;">, the leading influencer marketing platform for eCommerce.</span></i></p></div><div class="the-post-foot cf"><div class="tag-share cf"><div class="post-share"></div></div></div><div class="author-box"><div class="image"><img alt='' src='https://secure.gravatar.com/avatar/7ad8c6a34b07788029c0b6338d01fd6d?s=82&#038;d=mm&#038;r=g' srcset='https://secure.gravatar.com/avatar/7ad8c6a34b07788029c0b6338d01fd6d?s=164&#038;d=mm&#038;r=g 2x' class='avatar avatar-82 photo' height='82' width='82' loading='lazy' decoding='async'/></div><div class="content"> <span class="author"> <span>Author</span> <a href="https://www.tintup.com/blog/author/guest-author/" title="Posts by Guest Author" rel="author">Guest Author</a> </span><p class="text author-bio"></p><ul class="social-icons"></ul></div></div><section class="related-posts grid-3"><h4 class="section-head"><span class="title">Related Posts</span></h4><div class="ts-row posts cf"><article class="post col-4"> <a href="https://www.tintup.com/blog/5-influencer-marketing-trends-to-watch-in-2020/" title="5 Influencer Marketing Trends To Watch in 2020" class="image-link"> <img width="770" height="512" src="https://www.tintup.com/blog/wp-content/uploads/photo-1572270184090-3c5a62939cfa.jpg" class="image wp-post-image" alt="" title="5 Influencer Marketing Trends To Watch in 2020" decoding="async" loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/photo-1572270184090-3c5a62939cfa.jpg 1504w, https://www.tintup.com/blog/wp-content/uploads/photo-1572270184090-3c5a62939cfa-300x199.jpg 300w, https://www.tintup.com/blog/wp-content/uploads/photo-1572270184090-3c5a62939cfa-1024x681.jpg 1024w, https://www.tintup.com/blog/wp-content/uploads/photo-1572270184090-3c5a62939cfa-768x511.jpg 768w" sizes="(max-width: 770px) 100vw, 770px" /> </a><div class="content"><h3 class="post-title"><a href="https://www.tintup.com/blog/5-influencer-marketing-trends-to-watch-in-2020/" class="post-link">5 Influencer Marketing Trends To Watch in 2020</a></h3><div class="post-meta"> <time class="post-date" datetime="2019-12-19T07:28:00-06:00">December 19, 2019</time></div></div></article ></div></section></article></div></div></div></div></div><footer class="main-footer dark bold"><section class="lower-footer cf"><div class="wrap"><ul class="social-icons"><li> <a href="https://www.instagram.com/tint/" class="social-link" target="_blank" title="Instagram"> <i class="tsi tsi-instagram"></i> <span class="label">Instagram</span> </a></li><li> <a href="https://www.linkedin.com/company/team-tint/" class="social-link" target="_blank" title="LinkedIn"> <i class="tsi tsi-linkedin"></i> <span class="label">LinkedIn</span> </a></li></ul><div class="links"><div class="menu-footer-2024-container"><ul id="menu-footer-2024" class="menu"><li id="menu-item-15661" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-15661"><a href="https://www.tintup.com/">Platform</a><ul class="sub-menu"><li id="menu-item-15666" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-15666"><a href="https://www.tintup.com/solutions/owned-brand-community/">Brand Communities</a></li><li id="menu-item-15667" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-15667"><a href="https://www.tintup.com/user-generated-content-platform">User-Generated Content</a></li><li id="menu-item-15668" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-15668"><a href="https://www.tintup.com/ratings-reviews-platform/">Ratings &#038; 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