Experts believe that in 2022, more than 72% will use influencer marketing to promote their products. This is real trend influencers; further, it will only gain momentum. But what exactly are the features of new influencers marketing? What is it, how is it used, and what happens?
Why and what kind of business needs influencer marketing?
The major trends of influencer marketing are to improve sales. But in similarity, it allows you to solve other issues:
- show the public the real possibilities of the product in practice;
- illustrate the advantages of the acquisition;
- produce and maintain trust in the company/brand;
- improve the image, etc.
The influencer marketing format trend is often used to bring a new product to market. Easy, understandable, and presentable.
Just visualize the case: when a video with a born advertisement appears on a YouTube channel with a team of millions of subscribers, thousands of possible buyers become aware of the product! It works.
It is also good that examples of other businesses can take benefit of influence marketing. The tool is versatile. But there are areas where it works extremely effectively:
- Mass market niche products and famous services for a broad target audience. This is a variety of cosmetics, children’s products, automotive products, etc. That is everything that we use almost every day.
- Goods and services with the opportunity of instant order. These are mobile applications, subscriptions, etc.
- Highly technological goods and services. These are handicrafts, plastic surgeon benefits, etc.
Artificial intelligence chooses bloggers
The volume of data in social networks is growing, and the need for resources to process it is increasing. Businesses are increasingly expecting accuracy and impact from influencer marketing. All this together leads to the development and more active use of technology. Neural networks help to quickly and accurately select bloggers, check the quality of subscribers, and analyze the results of campaigns. For example, the HypeFactory agency uses various machine learning algorithms and computer vision to find an audience for even the most niche brands and predict the cost and effectiveness of projects.
What this means for business insider influencer marketing: AI-driven influencer recruiting and process automation make campaigns more effective and save business time and resources, resulting in a higher ROI.
Influence marketing in 2022, on average, requires more attention and costs, but with the correct implementation, it guarantees actual results. Hyper-targeting, work on trust, content quality, brand immersion, and conversion calculation are the main points of cooperation with bloggers. Any trend that the market talks about needs to be “tried on” for business feasibility and compliance with its capabilities. Only in this case will its implementation be not just a tribute to fashion but real proof that there is a financial and image effect from keeping up with modern trends.
Trend formats of cooperation
Ambassadorship.
Single mentions are quickly forgotten. But if a blogger spends 10 issues in a row on your trend brand’s T-shirt, the viewer will pay attention to it. Today, ambassadorship includes not only direct advertising but also commitments to attend special brand events. The longer the cooperation lasts, the more native it is perceived, and the better it affects customer loyalty.
Collaboration when creating a product.
Merch from your favorite blogger has not surprised anyone for a long time. And more and more often, you can find mobile games with influencers in the lead role, author’s courses of online schools, a personalized set of presets or masks for photos and videos, and so on, ad infinitum. Bloggers themselves are happy to promote such products on their channels.
Blogger on advertising creatives.
This format is similar to classic integration: the creator receives a brief or a finished script and shoots an advertisement for the brand. The final video is similar to the blogger’s content, only it is not published in the author’s profile but is used as a creative when launching targeted advertising. This method can be very effective if run in conjunction with classic integration. True, you will have to pay twice: for the blogger and the volume of targeted advertising. But the brand will have the opportunity to independently control the breadth of audience coverage and optimize the process of buying traffic.
Reserved advertising
This trend is already popular in the West and will probably come to us soon. The bottom line is that a brand can reserve slots for their commercials on a page, a selected channel, or even a specific video.
If you’ve worked with YouTube ads, you know that they could appear in different videos. Moreover, the relevant audience was not always demonstrated. Now you can independently choose where and when your advertising materials will appear.
There are several formats of reserved advertising:
- Unskippable In-Stream Ads.
- Skippable In-Stream Ads.
- Masthead ads (appear at the top of YouTube’s main page).
- Unskippable splash ads up to 6 seconds long.
The only serious disadvantage of reserved advertising is that such a campaign can only be launched with the help of Google sales representatives. Even in the West, this is now a problem, and in the CIS countries, it has also improved. However, it is only a matter of time. Sooner or later, preservable advertising will become more affordable and easier for advertisers.
Conclusion
Influence micro marketing in 2022 will not lose ground but will only increase momentum. And our main advice is to pay attention to this direction if you have not already done so.
Influence marketing will evolve and expand; it’s not even discussed. However, competition will also increase, both among the influencers themselves and among the brands that compete for these influencers. 2022 promises to be an exciting year in this regard.
