Influencer marketing is one of the most popular and effective marketing tactics in 2021. In the last few years, many of the world’s biggest brands have tried their hand at influencer affiliate marketing in one way or another.
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Affiliate marketing and influencer marketing are also very popular, with many influencers being affiliated themselves by providing their own links and discount codes.
With 2022 on the horizon, we’re looking at some of the current developments in influencers and how they could impact future marketing strategies.
What do the data say about that?
A new survey conducted by Influencer.com looked at purchasing Q4 Spending Patterns with some interesting findings. According to CEO Ben Jeffries, survey participants are preparing to commit 47% of their marketing budget to paid media. In contrast, participants would set aside 27 percent of their marketing spending for influencer affiliate marketing in Q4.
In 2021, 35% of participants are preparing to increase their participation in influencer marketing. So, why do you push influencer marketing? The response to this question is clear – customers have a good deal of contact with influencers. In reality, according to Influencer.com,
“93% of consumers are interested in seeing discount codes from creators.”
When you remember that about 20-40 percent of customers in Western Europe are purchasing goods digitally more often than they were last year, it makes sense to advocate for this kind of marketing.
YouTube Influencer
YouTube influencers and creators have been popular for a long time, but they have been used in affiliate marketing strategies more recently. Gen Z is a big user of YouTube content, and any marketing plan for 2022 should regard this as a viable choice.
According to Influencer.com, 76% of Gen Z respondents said they watched video content on YouTube at least once a week. If Gen Z is your target audience, the partnerships with YouTube influencers should not be left out of your 2022 marketing plan.
Positive contents
One of the key patterns we see about influencer marketing for 2022 is the need for content that provides a sense of meaning. Creators want to prove that they are contributing to society, so brands need to provide this. Influencers want organic goods that do not lead to self-image or body pressure. If their standards are not met, they would not be able to promote the brand.
With more influencers collaborating with environmentally friendly and optimistic products, tactics and brand images should be reflected in 2022 marketing strategies.
Marketing success
As the number of social media influencers continues to rise, marketing teams will begin to look at performance marketing deals. It’s not good enough to simply have a broad follower count; influencers need to be able to produce clicks and sales.
With more brands opting for performance-based offers, others might begin to follow suit. For this reason, marketing strategies in 2022 will need to be fully revamped in favor of high-performing influencers who can produce results.
Marketing on Tik Tok
Without question, Tik Tok is a big factor to be considered for every 2022 marketing campaign. We’ve seen several of the most famous influencers appear on Tik Tok over the past year, endorsing brands and offering something a little different. There’s a lot that can be done with Tik Tok, so affiliates can notice what some of the top brands are doing.
If Tik Tok’s partnerships with influencers are not already part of your 2022 marketing plan, you may need to take a step back and reconsider that.
Stay at the forefront of trends.
Conclusion
Marketing trends are coming and going, but we are confident that influencer marketing will continue to reign in 2020. Affiliates must pay attention to these influencer patterns and the data addressed to build a successful 2022 marketing plan.
Last Updated on September 23, 2020
