As 2022 winds up, new analysis from CX platform Emplifi provides key insights on the ever-evolving influencer/model relationship. Findings from the survey of influencers highlights numerous key influencer advertising developments that developed all year long, together with the social platforms the place influencers are most energetic, influencer posting frequencies, most well-liked fee phrases, and extra. One key discovering was that “private curiosity within the model” is a prime issue for influencers when deciding on a model to collaborate with.
Based on the findings of the agency’s new 2022 Influencer Pattern Report, in collaboration with influencer platform Pixlee TurnTo, 90 p.c of influencers are energetic on Instagram and 66 p.c on TikTok, however solely 4 p.c of the influencers surveyed look to Twitter or Pinterest as a platform for potential model partnerships. Three in 10 (30 p.c) surveyed stated they share sponsored posts day by day and 45 p.c on a weekly foundation. Greater than 90 p.c of those influencers claimed they’ve model relationships throughout a number of niches, with 93 p.c posting sponsored content material from quite a lot of manufacturers and product classes.
Insider Intelligence analysts report influencer advertising is among the many “better-growing” digital advertising ways, with Instagram incomes the majority of influencer advertising spend at $2.23 billion in 2022. TikTok is third behind YouTube in influencer advertising spend, however is anticipated to go the video platform within the subsequent two years. Presently, 74.5 p.c of entrepreneurs spend money on influencer advertising however that quantity is forecasted to achieve 88.7 p.c by 2026.
“Shoppers crave authenticity. Research present consumers usually tend to assist manufacturers that they will join with on a private stage. Influencer advertising campaigns allow entrepreneurs to just do that, giving manufacturers the chance to instantly join with their viewers by delivering relatable content material from a trusted supply,” stated Kyle Wong, Emplifi chief technique officer, in a information launch. “Our Influencer Pattern Report provides manufacturers the insights they should construct long-term relationships with influencers who might help enhance engagement throughout social channels.”
Key findings from the report:
- 36 p.c of influencers leverage influencer platforms and networks to search out model collaboration alternatives
- 80 p.c of influencers commonly use merchandise from the manufacturers they promote
- Price range is the third most vital issue for influencers when selecting which manufacturers to collaborate with, behind “private curiosity within the model” and “shared values”
- 60 p.c of influencers report views and impressions are their most vital social media engagement metric
- 58 p.c of influencers actively work with manufacturers to design content material methods
Along with the survey findings, the report provides a high-level overview of influencer advertising marketing campaign methods, defining the several types of influencers and outlining the connection between platforms and software program, manufacturers, and creators.
The report additionally contains commentary from widespread influencers, highlighting what they love concerning the manufacturers they promote, together with this response from @RitualWerk: “The manufacturers I really like and promote are ones that imagine in doing good, giving again, and being sustainable.”
“Influencer advertising is turning into extra vital as manufacturers search for new methods to interact customers utilizing numerous, and genuine content material. Gone are the times of placing 100% of your influencer advertising price range behind well-known celebs with hundreds of thousands of followers. Savvy manufacturers are constructing relationships with micro-influencers in area of interest markets who might help develop the model’s attain and promote merchandise to all new followers,” stated Zarnaz Arlia, Emplifi chief advertising officer, within the launch. “The problem is discovering which influencers symbolize the audiences you most wish to join with. Manufacturers want influencer advertising platforms to construct relationships with key influencers and go deeper into their influencer advertising methods.”
Obtain the total report right here.
Over 1,000 influencers within the Pixlee TurnTo Creator Community had been invited to take part in multiple-choice surveys with quite a lot of questions concerning their social media habits, model partnership preferences, and general influencer expertise. The information on this report displays solutions from the 165 influencers who participated.
