As 2022 winds up, new research from CX platform Emplifi offers key insights on the ever-evolving influencer/brand relationship. Findings from the survey of influencers highlights a number of key influencer marketing trends that developed throughout the year, including the social platforms where influencers are most active, influencer posting frequencies, preferred payment terms, and more. One key finding was that “personal interest in the brand” is a top factor for influencers when selecting a brand to collaborate with.
According to the findings of the firm’s new 2022 Influencer Trend Report, in collaboration with influencer platform Pixlee TurnTo, 90 percent of influencers are active on Instagram and 66 percent on TikTok, but only 4 percent of the influencers surveyed look to Twitter or Pinterest as a platform for potential brand partnerships. Three in 10 (30 percent) surveyed said they share sponsored posts daily and 45 percent on a weekly basis. More than 90 percent of these influencers claimed they have brand relationships across multiple niches, with 93 percent posting sponsored content from a variety of brands and product categories.
Insider Intelligence analysts report influencer marketing is among the “better-growing” digital marketing tactics, with Instagram earning the bulk of influencer marketing spend at $2.23 billion in 2022. TikTok is third behind YouTube in influencer marketing spend, but is expected to pass the video platform in the next two years. Currently, 74.5 percent of marketers invest in influencer marketing but that number is forecasted to reach 88.7 percent by 2026.
“Consumers crave authenticity. Studies show shoppers are more likely to support brands that they can connect with on a personal level. Influencer marketing campaigns enable marketers to do just that, giving brands the opportunity to immediately connect with their audience by delivering relatable content from a trusted source,” said Kyle Wong, Emplifi chief strategy officer, in a news release. “Our Influencer Trend Report gives brands the insights they need to build long-term relationships with influencers who can help boost engagement across social channels.”
Key findings from the report:
- 36 percent of influencers leverage influencer platforms and networks to find brand collaboration opportunities
- 80 percent of influencers regularly use products from the brands they promote
- Budget is the third most important factor for influencers when choosing which brands to collaborate with, behind “personal interest in the brand” and “shared values”
- 60 percent of influencers report views and impressions are their most important social media engagement metric
- 58 percent of influencers actively work with brands to design content strategies
In addition to the survey findings, the report offers a high-level overview of influencer marketing campaign strategies, defining the different types of influencers and outlining the connection between platforms and software, brands, and creators.
The report also includes commentary from popular influencers, highlighting what they love about the brands they promote, including this response from @RitualWerk: “The brands I love and promote are ones that believe in doing good, giving back, and being sustainable.”
“Influencer marketing is becoming more important as brands look for new ways to engage consumers using diverse, and authentic content. Gone are the days of putting 100% of your influencer marketing budget behind well-known celebs with millions of followers. Savvy brands are building relationships with micro-influencers in niche markets who can help expand the brand’s reach and promote products to all new followers,” said Zarnaz Arlia, Emplifi chief marketing officer, in the release. “The challenge is discovering which influencers represent the audiences you most want to connect with. Brands need influencer marketing platforms to build relationships with key influencers and go deeper into their influencer marketing strategies.”
Over 1,000 influencers in the Pixlee TurnTo Creator Network were invited to participate in multiple-choice surveys with a variety of questions regarding their social media habits, brand partnership preferences, and overall influencer experience. The data in this report reflects answers from the 165 influencers who participated.