Recap
In part one of our 2022 influencer marketing predictions we discussed the trend towards more niche, specialized influencers. We also predicted that influencer marketing will continue to translate to other parts of the customer journey, not only confined to social media.
Now we turn our attention to our final three predictions…
Creative Freedom
2022 will see influencers given more creative freedom — resulting in creative, and innovative, activations.
Influencers succeed because they understand what their audience wants to consume. That’s why it’s important to give them creative freedom. It’s possible that the influencer will open your eyes to unique content ideas. Of course, setting clear boundaries is essential, but afterwards, be brave and your brand will reap the benefits.
Tip: Provide loose briefs that outline objectives and key messaging. But let the influencer create the content they know will fly. Providing a rigid script will only result in inauthentic content that consumers will see through.
Make it a Partnership
Handing over creative freedom to an influencer becomes less daunting when it’s a partnership that has blossomed over time. Thanks to TikTok, the approach to influencer marketing is shifting. It used to be that marketers would cast their net far and wide, engaging with as many new influencers as possible. There’s still some merit in this approach when it comes to brand awareness campaigns but for lower-funnel campaigns, it’s more beneficial to foster relationships with key influencers and view them as brand ambassadors.
We predict that in 2022 the lifespan of an influencer collaboration will become much longer as brands seek to find authentic influencers that feel like an extension of their brand.
And with this will come new partnership models. Affiliate programs in which influencers earn a commission for each sale they generate are growing in popularity.
Instagram is currently testing an affiliate feature in which influencers can recommend products listed on Instagram and receive a commission from each sale. With the growing popularity of live shopping (tipped to be a big trend for 2022and beyond) we expect to see more affiliate programs.
Tip: Find influencers that feel like a natural extension of your brand and nurture that relationship. Your customers will like the security of seeing a regular face on your feed. It works wonders for trust-building.
More Honesty
According to the ASA (Advertising Standards Authority), 65% of influencer ads are insufficiently labelled as ads, an issue they are looking to tackle [1]. Our advice to brands is to make sure your influencer explicitly states when they are posting an ad. Not doing so could affect their authenticity and credibility with their – and your – audience. Transparency is key.
We predict that in 2022 there will be more conversation around ethics and codes of influencer marketing. Last year saw the launch of the Influencer Marketing Trade Body (IMTB), a not-for-profit that aims to become a trusted source of research, guidance and education for influencer marketing.
Tip: Work closely with influencers to ensure that they are correctly labelling any paid partnerships or gifted products. Your audience will appreciate the honesty.
Final Thoughts
Overall, we predict that 2022 will be a year when partnerships between brands and influencers are stronger, more diverse and more purposeful than ever. We’re also looking forward to seeing how influencers refine their offerings and take advantage of the growing respect afforded to them by both platforms and brands alike.