What are the 2022 trends in influencer marketing?

The world has changed and so has influencer marketing! More than ever in 2022 – and by 2023 – it is necessary to master influencer marketing trends in order to make them a powerful lever. But what are they? How can you best integrate them into your strategy? To help you in this process, but also to help you grasp all the changes, the digital agency WOÔ recently shared a white paper, entitled Influencer Marketing Trends 2022.
What should we learn from it? The experts of this agency specialized in influence, social media and brand content have identified 3 major trends. Already highly acclaimed today, these trends will undoubtedly mark the months to come.

3 influencer marketing trends to know

1. Live shopping for instant ROI

Two of the main difficulties of influencer marketing are measuring ROI and generating direct sales. To overcome these shortcomings and offer a quick ROI to companies, a trend is emerging: live shopping.
Increasingly popular in Asia, live shopping is similar to teleshopping. Through sales sessions broadcasted live on social networks, products are presented by one or several influencers. To encourage the purchase decision, several methods are used:

  • Relying on a real online show, mixing influencers’ expertise and artistic performances.
  • Still not widely used in France, live shopping is nevertheless a real fashion phenomenon in China which has proven its efficiency. Indeed, some sessions have generated several hundred million dollars in sales. It seems that this difference in maturity is not due to cultural differences between these two countries. We have seen that some French digital events, especially charity events, such as ZEvent, have been able to create a buzz and raise several million euros in a few hours. Live shopping will progressively become a part of our practices. We can be sure that brands will get involved in this trend with surprising results.

2. The potential of audio

Between the arrival of Clubhouse and Twitter Spaces, as well as the boom of podcasts, social audio is now an integral part of French people’s daily lives. These new listening platforms are changing the way we communicate and exchange information. A phenomenon that does not spare the influence.
Let’s note that at the very beginning, blogs – and more globally the written word – reigned supreme. Then, with the emergence of Instagram, the photo became the leading media to be quickly rivaled by video, with Snapchat and TikTok. Audio has always been part of the social environment, but it stands out for one advantage: that of being consumed alone. Self-sufficient, audio content can be listened to without facing the screen. This allows to extend the consumption time, which was previously inextensible.
It is therefore not surprising that brands are interested in this format. Indeed, more and more brands are investing in this format and integrating it into their influence strategy, especially through podcasts. This type of content benefits from a strong attention from the audience and an increased feeling of authenticity. 2022 will undoubtedly be the year of maturity for this medium. Audio content creators are the new stars to be flushed out before they are cornered by other companies’ demands.

3. Towards a committed influence!

Marked by the French presidential and legislative elections, the year 2022 is definitely a politicized year. The field of influence does not escape it, despite the global reluctance of influencers to get politically involved.
In 2021, McFly and Carlito, a duo of content creators on YouTube, stunned the entire web during a video shot with President Emmanuel Macron. However, this operation has redistributed the cards, and it is very likely that influencers will get involved for politicians in a more or less direct way.
If some do not wish to reveal their opinions at this level, influencers are more and more numerous to speak out in defense of causes that are close to their hearts: the #BlackLivesMatter movement, the defense of LGBTQIA+, animal or environmental causes for example.

As influencers, these personalities are aware of their impact and the power of their words in their communities. They want to make the most of it and talk about the issues that are important to them. Moreover, a study conducted by the Ôbservatoire de l’Influence, shows that incompatibility with a brand’s values is the first reason for influencers to refuse a campaign. Indeed, they don’t want to be considered as “sandwich men” and only want to work with brands that advocate values close to their own.
It is therefore not surprising that associations and charities are also increasingly turning to influencer campaigns to offer resonance to their cause. In this line, the solidarity platform YOÔ Care offers voluntary support to companies that wish to make their ethical and CSR commitments known – beyond their products.

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