The world has changed, and so has influencer marketing! More than ever in 2022 and on the horizon of 2023, it is essential to master influencer marketing trends to make it a powerful lever.
To help you understand all the changes and integrate them into your strategy, our experts reveal the 3 major trends that will mark the months to come:
Live shopping for instant ROI
Two of the biggest challenges in influencer marketing are measuring ROI and generating direct sales. To fill these gaps and offer a fast ROI to companies, a trend is emerging: live shopping.
Increasingly popular in Asia, live shopping is like teleshopping. Through sales sessions broadcast live on social networks, the products are presented by one or more influencers. To encourage the purchase decision, several methods are used: offering exclusive products or significant reductions or doing a takeover (taking control of the account) with the influencer to attract their subscribers. Some brands also offer real online shows, combining the expertise of influencers and artistic performances.
Still little used in France, live shopping is nevertheless a real fashion phenomenon in China which has proven its effectiveness. Indeed, some sessions have generated hundreds of millions of dollars in sales. It would seem that this difference in maturity is not due to the cultural differences between these two countries. We have seen that some French digital events, particularly charitable ones, such as ZEvent, have been able to create enthusiasm and have raised several million euros in a few hours. Live shopping will gradually take root in practices. We can be sure that brands will engage in this trend with surprising results.
Audio is the new video
Between the arrival of Clubhouse and Twitter Spaces, as well as the boom in podcasts, social audio has become an integral part of French daily life. These new listening platforms are changing the way of communicating and exchanging information.
The influence has evolved with each trend. In its early days, blogging and writing reigned supreme. Then, with the appearance of Instagram, the photo became the leading medium to be quickly competed by video, with Snapchat and TikTok. Audio has always been part of the social environment, but it stands out with one advantage: that of being consumed alone. Self-sufficient, audio content can be listened to without facing the screen. This makes it possible to extend the consumption time, which was previously inextensible.
It is therefore no surprise that brands are interested in audio formats. More and more of them are investing in them and integrating them into their influence strategy, particularly through podcasts. This type of content enjoys strong audience attention and a heightened sense of authenticity. 2022 will undoubtedly be the year of maturity for this medium. The creators of audio content are the new stars to flush out before they are monopolized by requests from other companies.
Let’s turn to engaged influence!
Marked by the French presidential and legislative elections, the year 2022 is a definitely politicized year. The field of influence is no exception, despite the global reluctance of influencers to engage politically.
In 2021, McFly and Carlito, duo of content creators on YouTube, surprised the whole web during a video shot with President Emmanuel Macron. However, this operation has redistributed the cards, and it is very likely that influencers will commit to policies in a more or less direct way. While some do not wish to reveal their opinions at this level, more and more influencers are speaking out to defend causes that are close to their hearts: #BlackLivesMatter movement, the defense of LGBTQIA+, animal or environmental causes, for example.
As influencers, these personalities are aware of their impact and the power of their words in their communities. They therefore want to make the most of it and talk about these subjects that are dear to them. In addition, a study conducted by the Influence Observatory shows that incompatibility with the values of a brand is the first reason for refusal of a campaign for influencers. Indeed, they do not want to be considered as “sandwich men” and wish to work only with brands advocating values close to their own.
It is no surprise that associations and charities are also increasingly turning to influence campaigns to provide resonance to their cause. In this line, the solidarity platform YOÔ Care offers voluntary support to companies wishing to make known – beyond their products – their ethical and CSR commitments.
Beyond these trends, it is certain that the way we communicate on social networks and collaborate with content creators has undoubtedly changed. If 2021 will have been a particularly rich year for marketing influence in terms of formats used, diversity of content creators, fights defended, messages carried, platforms used… 2022 and 2023 will offer many opportunities to companies that will have integrated these changes and new codes of influence marketing! For those who want to know more, our experts have produced a white paper listing all the trends in influence marketing.