This one is for brand managers worldwide… Listen up! After Janu-worry, 2022 is well and truly on its way and by now you would have had the time to reassess 2021’s marketing efforts to project a way forward. But are you missing one pivotal piece of the pie? Perhaps influencer marketing is marked off the checklist, but with the right amount of thought, time and strategy adjusted into it, your marketing strategy could be enhanced like never before.
Today, influencer marketing is more accessible and measurable than ever before, with more and more marketers reporting over-success on their goals and KPIs. One study even indicated that over 89% of marketers found ROI from influencer marketing comparable to or better than other marketing channels.
It’s true, influencer marketing in 2022 is still the best digital marketing tactic since sliced bread, but if you can’t help but wonder “Why influencer marketing?” We have a whole lot of ‘whys’ we’re answering today.
Influencer marketing, specifically, micro-influencer marketing done right, has increasingly proved to be a successful and measurable marketing tactic. Why exactly? It’s because influencer marketing meets your audience in the places they are interacting the most, and shares a message that often doesn’t come across as a marketing message at all. At the end of the day, consumer behaviour has changed dramatically in the last decade. In 2022, people want to buy from people and many have become numb to traditional, cookie-cutter marketing messages that are sent their way daily.
According to a recent BizCommunity article, “Influencer marketing has become an essential medium in the success of many strategies, showing massive ROI compared to other traditional mediums. This is mainly because referrals are one of the top reasons consumers purchase or buy into a product or brand.”
According to Forbes influencer marketing is stronger than ever before, with brands projected to spend a whopping $15 billion on influencer marketing for 2022. What’s more, is that research from 2016 already showed that influencer marketing can generate 11 times the ROI of traditional digital marketing. Today, that doesn’t come as a surprise – just read our case study on how we managed to reach one million consumers online, with only 12 influencers!
Digital marketing really does work, but it’s also difficult to compete for attention online against thousands of other forms of conflicting marketing on each person’s screen. In order to stand out from not only competitors but other more engaging content, your campaign has got to be that engaging too. If you’re pushing single campaigns that are bringing in average results, you will not become an automatic top of mind to your customer when it’s time for them to purchase exactly what you sell. If you’re not utilising ongoing influencer marketing campaigns, it’s unfortunately just a matter of time before your message simply gets lost in the crowd.
Forbes also shares that 2022 is the year that influencer marketing will take over the entire marketing funnel, as we shift towards social commerce and consumers embrace shopping directly from social channels.
Consider ramping up your influencer marketing budget to diversify your online content with guaranteed results from influencer marketing. Your campaigns will be so tailored and bespoke to your brand that your audience will hardly even notice it’s an ad. Increasing your influencer marketing budget to an always-on campaign will set the foundation of strong brand awareness, for a much bigger impact over time.
A great influencer marketing strategy is crucial because the world of social media and influencer marketing is ever-changing. What’s in today, might be out tomorrow, and so by having a firm strategy in place, your marketing efforts will be backed by strong research and data, knowing what works and what doesn’t.
There also always has to be a method to all this “madness” – from beginning to end, vetting and contacting, concept and execution, without a solid strategy in place and measurable goals to reach, no one can determine the real value of the campaign. Setting strong KPIs, such as ROI, conversions, click-through rates, referral traffic, reach and engagement are all but a few that you can successfully track when working with the right influencer marketing agency.
That brings us to our next point. Many brands choose to work directly with influencers themselves, but when they do so, they miss out on all the tracking capabilities, and therefore, miss out on the opportunity of choosing the right influencers for their brand. Our specialized tools have the ability to analyze the nitty-gritty that general content management systems simply can’t do. We’re born for this specialization and have all the gear to create a campaign that blows up beyond your wildest dreams. Of course, that starts by looking at the data, to form the right strategy.
Whether it's purchasing through TikTok live streams or understanding the Metaverse, MeltWater’s 2022 Trend Report shares insight into what we can expect this year. You will want to download this PDF to keep on track!
https://www.meltwater.com/en/resources/2022-marketing-trends
There are some very exciting things to watch evolve this year… From social audio, which has already begun to play out on Twitter, enhanced social commerce experiences and livestream shopping, to more creator tools to support content creators and of course influencer marketing continuing to rank in trends year after year. One key takeaway from the report is that the biggest challenge for brands in 2022 is to identify the right influencers to work with, those that have a genuine, authentic connection with the brand. Micro-influencers with high engagement rates will play a crucial role here by having a reputation of being more authentic and trustworthy. In fact, BizCommunity shares that in 2022 we'll see that influencers’ powers won't be measured by the sheer number of people they can reach but rather the relationships they hold with their followers.
We can also expect the social platform, TikTok, to grow even bigger. It’s moving fast and consumers love the pace – so much so that it’s driving some of the strongest engagement numbers across the board. The explosive initial growth is only set to get bigger as young adults start joining and smart brands should consider utilizing this channel now as sponsored content collaborations on this platform becomes the norm. Now the task is for brands to think out of the box and come up with meaningful, relatable brand content with collaborators – that’s also where we come in to help.
But that’s not all for what’s trending in 2022…LinkedIn influencers have now entered the chat. Although LinkedIn influencers and thought leaders have been sharing content for some time now, we can expect this to become more frequent in 2022 as LinkedIn builds the tools to support this type of content with features such as “creator mode”. Companies will leverage their employees as brand ambassadors, as well as external content creators that are niche to the platform as a strong B2B marketing strategy.
2022 certainly is the year of collaboration as the bond between brands and influencers continues to strengthen.
Credibility and relevance just simply can’t be bought, but influencer marketing can be implemented. If you’re ready to take these influencer marketing trends by the horn and make moves better than your competitors, you need the right help to do so.
We’re South Africa’s first specialized influencer marketing agency and we know how strong the power of personal influence is – we see it first hand, all the time! We’d love to hop on a call to chat to discuss your goals and on how we can facilitate your next influencer marketing campaign from start to finish.
This one is for brand managers worldwide… Listen up! After Janu-worry, 2022 is well and truly on its way and by now you would have had the time to reassess 2021’s marketing efforts to project a way forward. But are you missing one pivotal piece of the pie? Perhaps influencer marketing is marked off the checklist, but with the right amount of thought, time and strategy adjusted into it, your marketing strategy could be enhanced like never before.
Today, influencer marketing is more accessible and measurable than ever before, with more and more marketers reporting over-success on their goals and KPIs. One study even indicated that over 89% of marketers found ROI from influencer marketing comparable to or better than other marketing channels.
It’s true, influencer marketing in 2022 is still the best digital marketing tactic since sliced bread, but if you can’t help but wonder “Why influencer marketing?” We have a whole lot of ‘whys’ we’re answering today.
Influencer marketing, specifically, micro-influencer marketing done right, has increasingly proved to be a successful and measurable marketing tactic. Why exactly? It’s because influencer marketing meets your audience in the places they are interacting the most, and shares a message that often doesn’t come across as a marketing message at all. At the end of the day, consumer behaviour has changed dramatically in the last decade. In 2022, people want to buy from people and many have become numb to traditional, cookie-cutter marketing messages that are sent their way daily.
According to a recent BizCommunity article, “Influencer marketing has become an essential medium in the success of many strategies, showing massive ROI compared to other traditional mediums. This is mainly because referrals are one of the top reasons consumers purchase or buy into a product or brand.”
According to Forbes influencer marketing is stronger than ever before, with brands projected to spend a whopping $15 billion on influencer marketing for 2022. What’s more, is that research from 2016 already showed that influencer marketing can generate 11 times the ROI of traditional digital marketing. Today, that doesn’t come as a surprise – just read our case study on how we managed to reach one million consumers online, with only 12 influencers!
Digital marketing really does work, but it’s also difficult to compete for attention online against thousands of other forms of conflicting marketing on each person’s screen. In order to stand out from not only competitors but other more engaging content, your campaign has got to be that engaging too. If you’re pushing single campaigns that are bringing in average results, you will not become an automatic top of mind to your customer when it’s time for them to purchase exactly what you sell. If you’re not utilising ongoing influencer marketing campaigns, it’s unfortunately just a matter of time before your message simply gets lost in the crowd.
Forbes also shares that 2022 is the year that influencer marketing will take over the entire marketing funnel, as we shift towards social commerce and consumers embrace shopping directly from social channels.
Consider ramping up your influencer marketing budget to diversify your online content with guaranteed results from influencer marketing. Your campaigns will be so tailored and bespoke to your brand that your audience will hardly even notice it’s an ad. Increasing your influencer marketing budget to an always-on campaign will set the foundation of strong brand awareness, for a much bigger impact over time.
A great influencer marketing strategy is crucial because the world of social media and influencer marketing is ever-changing. What’s in today, might be out tomorrow, and so by having a firm strategy in place, your marketing efforts will be backed by strong research and data, knowing what works and what doesn’t.
There also always has to be a method to all this “madness” – from beginning to end, vetting and contacting, concept and execution, without a solid strategy in place and measurable goals to reach, no one can determine the real value of the campaign. Setting strong KPIs, such as ROI, conversions, click-through rates, referral traffic, reach and engagement are all but a few that you can successfully track when working with the right influencer marketing agency.
That brings us to our next point. Many brands choose to work directly with influencers themselves, but when they do so, they miss out on all the tracking capabilities, and therefore, miss out on the opportunity of choosing the right influencers for their brand. Our specialized tools have the ability to analyze the nitty-gritty that general content management systems simply can’t do. We’re born for this specialization and have all the gear to create a campaign that blows up beyond your wildest dreams. Of course, that starts by looking at the data, to form the right strategy.
Whether it's purchasing through TikTok live streams or understanding the Metaverse, MeltWater’s 2022 Trend Report shares insight into what we can expect this year. You will want to download this PDF to keep on track!
https://www.meltwater.com/en/resources/2022-marketing-trends
There are some very exciting things to watch evolve this year… From social audio, which has already begun to play out on Twitter, enhanced social commerce experiences and livestream shopping, to more creator tools to support content creators and of course influencer marketing continuing to rank in trends year after year. One key takeaway from the report is that the biggest challenge for brands in 2022 is to identify the right influencers to work with, those that have a genuine, authentic connection with the brand. Micro-influencers with high engagement rates will play a crucial role here by having a reputation of being more authentic and trustworthy. In fact, BizCommunity shares that in 2022 we'll see that influencers’ powers won't be measured by the sheer number of people they can reach but rather the relationships they hold with their followers.
We can also expect the social platform, TikTok, to grow even bigger. It’s moving fast and consumers love the pace – so much so that it’s driving some of the strongest engagement numbers across the board. The explosive initial growth is only set to get bigger as young adults start joining and smart brands should consider utilizing this channel now as sponsored content collaborations on this platform becomes the norm. Now the task is for brands to think out of the box and come up with meaningful, relatable brand content with collaborators – that’s also where we come in to help.
But that’s not all for what’s trending in 2022…LinkedIn influencers have now entered the chat. Although LinkedIn influencers and thought leaders have been sharing content for some time now, we can expect this to become more frequent in 2022 as LinkedIn builds the tools to support this type of content with features such as “creator mode”. Companies will leverage their employees as brand ambassadors, as well as external content creators that are niche to the platform as a strong B2B marketing strategy.
2022 certainly is the year of collaboration as the bond between brands and influencers continues to strengthen.
Credibility and relevance just simply can’t be bought, but influencer marketing can be implemented. If you’re ready to take these influencer marketing trends by the horn and make moves better than your competitors, you need the right help to do so.
We’re South Africa’s first specialized influencer marketing agency and we know how strong the power of personal influence is – we see it first hand, all the time! We’d love to hop on a call to chat to discuss your goals and on how we can facilitate your next influencer marketing campaign from start to finish.
We’d love to hear from you. For any enquiries, questions or conversations, feel free to contact us.
