As 2022 winds up, new analysis from CX platform Emplifi gives key insights on the ever-evolving influencer/model relationship. Findings from the survey of influencers highlights quite a few key influencer advertising traits that developed all year long, together with the social platforms the place influencers are most lively, influencer posting frequencies, most popular fee phrases, and extra. One key discovering was that “private curiosity within the model” is a high issue for influencers when choosing a model to collaborate with.
In keeping with the findings of the agency’s new 2022 Influencer Development Report, in collaboration with influencer platform Pixlee TurnTo, 90 p.c of influencers are lively 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 mentioned they share sponsored posts every 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 put money into influencer advertising however that quantity is forecasted to succeed in 88.7 p.c by 2026.
“Customers crave authenticity. Research present consumers usually tend to help manufacturers that they will join with on a private stage. Influencer advertising campaigns allow entrepreneurs to do exactly that, giving manufacturers the chance to instantly join with their viewers by delivering relatable content material from a trusted supply,” mentioned Kyle Wong, Emplifi chief technique officer, in a information launch. “Our Influencer Development Report offers 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 frequently use merchandise from the manufacturers they promote
- Finances is the third most essential 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 essential 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 gives a high-level overview of influencer advertising marketing campaign methods, defining the various kinds of influencers and outlining the connection between platforms and software program, manufacturers, and creators.
The report additionally contains commentary from common influencers, highlighting what they love concerning the manufacturers they promote, together with this response from @RitualWerk: “The manufacturers I like and promote are ones that imagine in doing good, giving again, and being sustainable.”
“Influencer advertising is changing into extra essential as manufacturers search for new methods to interact shoppers utilizing various, and genuine content material. Gone are the times of placing 100% of your influencer advertising finances behind well-known celebs with tens of millions of followers. Savvy manufacturers are constructing relationships with micro-influencers in area of interest markets who might help broaden the model’s attain and promote merchandise to all new followers,” mentioned Zarnaz Arlia, Emplifi chief advertising officer, within the launch. “The problem is discovering which influencers characterize 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 total influencer expertise. The information on this report displays solutions from the 165 influencers who participated.
