The Future of Influencer Marketing and How to Compete in 2022?
Influencer marketing is a hot topic today, but how will it be perceived in 2022? Finding the perfect influencers is only one part of the story. You must have a developed strategy and know whether you will focus on organic acquisition or paid campaigns
As you might well know, the rise of social media has reshaped the way in which marketing content is created and delivered. This process is called Influencer marketing, and it’s predicted that by 2022 there will be over 100 million people engaged with this type of advertising.
The world is changing, and so is the way we live. We can no longer rely on old-school marketing methods because people’s attention span has dwindled to almost nothing. This once in a lifetime shift in content consumption is forcing marketers to adjust the way they reach their audience. It’s no longer about the number of followers you have; rather, it’s about the quality of followers you attract — otherwise known as “influencers.”
And still, influencer marketing is not totally without its faults. The potential rewards are great but success becomes increasingly difficult to achieve as the market becomes more competitive. In order to stand out, brands need to establish genuine relationships with their influencers and ensure influencers are well looked after. If a brand monetizes influencers purely on reach statistics then it risks burning their bridges, a relationship that costs time and money to build can be easily thrown away by poor management of the influencers. It is therefore important that brands act responsibly in their use of influencer marketing rather than simply capitalizing on those who have the most followers and will work for free. Therefore the importance of influencer marketing remains in ensuring your messages resonate with your audience; nurturing genuine engagement; and remaining both relevant and unique from other brands within your market.
As a digital marketing company, we keep our eyes and ears on a variety of emerging trends. As Ingenio Creatives continues to grow, so do its influencer marketing campaigns.
Ultimately, we’re not entirely sure what the future of influencer marketing will look like. As millennials age and devote more time to parenthood than their predecessors, social media platforms could certainly go a different direction. More focus could also be on leveraging potential “micro influencers.” But whatever the case may be, it’s clear that digital advertising will become more of a commodity in the years to come. In order for brand managers to effectively reach new markets, and for social media stars to grow their audience on independent channels, we should all be paying close attention to trending conversations online.