The influencer have shown their importance in strategies from marketing current, these are some of trends that will arrive in 2022.
Over time, social networks have captured the attention of millions of people around the world, a number that is growing every day. According to the Digital 2021 study conducted by We Are Social and Hootsuite, the Internet users have grown by 7.3 percent, with the consequence that the users in social networks reach 1,200 million people, that is, 53 percent of the world population has at least one account in one of the social networks, a figure that is greater by 490 million compared to 2020. The average time in that users make use of the internet is around 6 hours and 54 minutes daily. Statista shows in his study that the average time that users make use of social networks is 2 hours and 25 minutes a day, that is, they occupy 10 percent of their day on these networks.
Among the favorite social networks by users (according to IEBS, they find each other:
- Facebook with 2.449 million users
- YouTube with 1,000 million users
- Instagram with 1 billion users
- TikTok with 800 million users
- LinkedIn with 610 million users
- Twitter – 339.6 million users
The number of users, ease of recognition in social networks, idols and new business opportunities, gave birth to thousands of influencers to dominate these platforms, attracting the attention of various companies and making use of a new strategy to promote products, services, lifestyles and more, the influencer marketing.
In accordance with StatistaIn September 2020 alone, Mexico had more than 315,000 nano-influencers on Instagram, that is, influencers whose followers range from one thousand to ten thousand, however, there are of all sizes that can even have millions of followers. From nano influencers, micro influencers, small, large or mega influencers, of all sizes and each with a specific niche to perform different marketing strategies.
The marketing of influencers consists of achieving a collaboration between an influencer, the brand and the companies, in order for them to promote their products, services, among other objectives; This strategy can be beneficial for both the personality and the brand, however, influencer marketing is chosen thanks to its charisma and virality in social networks and having more presence in these.
According to data from Mediakix, 48 percent of marketers that they have chosen to carry out influencer marketing, have mentioned that the return on income has been higher than in other channels and 41 percent mention that the return is similar, so it could be said that the majority agree to carry out this type of strategy. Similarly, a survey conducted by Influencer Marketing Hub, in 2019, shows that 63 percent of the people who chose to carry out strategies of influencer marketing you plan to increase your budget on these campaigns due to their positive results.
Influencer Marketing Trends in 2022
Influencer marketing is here to stay in the business world and it still has a long life, so it is important to be aware of the trends that are coming for 2022, today we will show you some of them.
Natural connections with your followers – The Covid-19 pandemic caused millions of people to share their day-to-day lives in the most “normal” way possible, just like influencers. This resulted in the influencers showing their “true self” from home, without characters, just the person and the camera, managing to get a little more personal with their followers that gives the opportunity to collaborations with a lower budget.
Video format – Leonardo Vargas, head of the influencer marketing department at the Band of Insiders agency, mentioned that TikTok registered approximately 106 thousand of these users who were on the platform offered their video content and the growth of this is taking place exponentially ( even if it’s short videos), so the video format could be even more important during 2022 than that of images.
Influencers and brands in favor of inclusion – The various social movements that are taking place in recent years are of vital importance when it comes to accepting internet personalities, so whether they are for or against, this will have an impact on their numbers and opinions of the users. In addition, a study carried out by Barnizar concluded that consumers prefer 63 percent more brands that show this type of values before society, such as the acceptance of different preferences, cultures and lifestyles different from those socially established.
The preference of the most “real” influencers – Social media users show their preference for influencers who appear natural in front of cameras, without makeup or filters, since it achieves a more personal approach with their audience, as if they were next to them. In addition, the increase in live broadcasts on streaming platforms such as Twitch, where personalities are shown telling anecdotes from their daily lives, is in favor, so brands can integrate their advertising into simple actions such as eating an instant soup or soda, clothing , etc.
Podcasts – As we mentioned previously, the More and more social media users seek a closer and more personal approach with their influencersThis year we already saw the appearance of some of these in podcasts, however, due to their popularity, this trend will still be on the rise to carry out better marketing strategies in both image and sound.
These were some of the trends what awaits him influencer marketing in 2022 Will you choose to integrate them into your strategies?
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