The World Of Influencer Marketing In 2022

Nivo Digital

14 March 2022

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Influencer marketing is a relatively new marketing trend that has grown in popularity since the early 2000s. Now one of the most used forms of marketing in the digital age, what makes it so effective?

What is an influencer? 

An influencer is someone who has a large presence and following online on one or multiple social media platforms. These usually include platforms that allow for content (photo and video) to be posted, with YouTube, Instagram and TikTok being the most popular. 

An influencer has the power to affect the buying patterns and purchasing behaviour of their audience. Usually, different influencers have a distinct niche that they work to stay in – from fitness and lifestyle, to fashion and makeup. This helps them position themselves in certain markets, where they can attract and work with specific brands and build an audience that is personal to them. One of the most important things an influencer can do is build a reliable and enthusiastic audience that will respond well to their ads and sponsored content. 

Influencers are the ultimate content creators. They can produce organic content quickly and effectively, that is perfectly tailored to what their audience will know and like. This is what makes them such ideal candidates for marketing.

What is influencer marketing?

Influencer marketing combines old celebrity endorsement methods with modern content-focused marketing campaigns. The majority of influencer marketing campaigns take place on social media, with Instagram being the most popular platform.

Influencers have made marketers’ lives easier. After systematically building their own audience of a particular interest or niche, influencers have created the perfect target demographic for many brands. Marketers simply need to find the most suitable influencer to reach out to whose audience and image fit their product or service best. 

Ultimately, the audience cares more about the opinion of the influencer they are following than the product they are promoting. This means that a marketer’s search for the perfect influencer is paramount. Influencer marketing mainly involves product placement or endorsements of products. This can take various forms of content, with video being an increasingly popular choice. By 2022, it is expected that video content will make up 82% of all consumer internet traffic.

How to make an impact with influencer marketing

It is important to understand that successful influencer marketing requires marketers to establish good relationships with the influencers they want to work with. As the ones who will ultimately be promoting and selling their products, it is the marketers’ job to fully understand which influencer would work best for them and their brand, and have the most impact on their audience. Influencer marketing requires a more personal approach. Marketers are not pitching to companies, but individuals who have worked hard to create their brand on their own. 

If marketers choose the right influencer, they can access an entire demographic of people that they wouldn’t have previously been able to reach. Similarly, if a company uses the wrong influencer who doesn’t match their brand’s ethos or who will not influence the right people, they may not see the results they initially hoped for. 

How do you measure the success of influencer marketing?

Depending on the campaign goals, there are different ways of measuring the success of influencer marketing. From audience reach to impressions and engagement, and the number of conversions. Conversions can include traffic to a landing page or a website, form completions, sign ups for newsletters and an increase in sales. 

With around 4.62 billion people around the world now using social media, it is no wonder why influencer marketing is so effective in reaching users. Once marketers have found appropriate influencers to work with and have built a relationship with them, the marketing even has the potential to become somewhat organic and increasingly word-of-mouth. 

If you are wanting to find a marketing strategy to suit your business, talk to us.