Influencers have sway. 60% of millennial consumers in the UK have bought something recommended by an influencer and 48% of consumers think influencer marketing is more authentic than other marketing methods.
Over the past few years, we’ve seen growth in influencer activity across many industries. More and more clients are seeking partnerships to reach new customers and generate authentic content. Here’s the first part of our predictions on what will happen to influencer marketing in 2022…
Escapism vs. Specialism
The past few years have seen a switch in what consumers expect from influencers. Content that is simply “nice-looking” doesn’t have the same draw that it once did. Consumers now seek real value. The influencer accounts that are thriving today are those that offer either escapism (travel, luxury, music) or specialism (comedy, food, education e.g. DIY/thrifting). A quick look at the trending videos across TikTok and Instagram Reels shows that accounts offering tips and expertise are doing especially well.
Our recent La Redoute influencer campaign aimed to provide real value and insight to customers. ‘Real Redoutables’ seen key influencers provide authentic and practical interiors advice in a real home rather than a show home. It was a resounding success. The influencers resonated with customers as they factored in the practicality and value of products, rather than only focusing on their aesthetic appeal.
Tip: Engage influencers who offer real value to their audience, whether that’s education, entertainment or inspiration.
We predict that in 2022 more brands will realise the power of Nano and Micro influencers.
Of course, choosing the correct level of influencer depends on the objectives of your campaign. Macro and Mega influencers have vast audiences (between 500k and 1m+) — making them a good choice when the campaign aim is mass awareness. It’s important to note that the audience will be less focused. You will also be paying to have your product in front of users who do not fit into your core demographic. This impressive reach also comes with a high cost. A sponsored Instagram post from a Macro influencer can cost anything from several thousand to tens of thousands of pounds.
Nano and Micro influencers have a much smaller, more targeted, audience (between 1k and 50k followers), making them the ideal choice for brands looking to tap into niche communities.
Nano and Micro influencers also tend to have stronger connections with their audience. Because their account is smaller they are much more likely to engage one-on-one with their followers – responding to comments, answering questions, and engaging in conversation.
As a result, their followers are more likely to trust their opinion. In fact, 63% of consumers think Nano and Micro-influencers are more trustworthy than Macro and Mega-influencers.
New niche influencer categories are becoming more prevalent – from financial influencers (finfluencers) to skincare influencers (skinfluencers). This serves brands the opportunity to connect with smaller audiences they know are interested in their product.
Tip: Find the niche, not the influencer. Work out who the target audience is and find the niches that they engage with online. From there, find key influencers who operate within that niche.
More Than Social Media
In 2022 influencer partnerships won’t be confined to social media. More and more brands are utilizing influencers in new and creative ways. For example, EA Games worked with influencer Joe Sugg as part of their Play With Life campaign for The Sims. The virtual game turned Joe into his very own Sim character. Joe’s character was available for all users to download.
Additionally, more brands are using influencer content on the product pages of their website. Not only does this make product pages look more real and authentic, it also adds positive social proof and can encourage conversions.
Tip: Look for creative ways to augment any influencer campaigns. Can you use the content on your website or in your physical store? Is there an opportunity for the influencer to release their own version of your product through your store?
Overall, it’s clear that taking a more focused approach to influencer marketing is key to reaching your core audience. Check back next week for our final three influencer marketing predictions for 2022.