Happy 2022! If there’s one thing we can count on this year, it’s that the social media marketing landscape will continue to change and evolve. Much like our media team did before the holidays, Crowe PR’s social media and influencer marketing team got together to share some thoughts and insights about what they see changing in 2022 and what trends they expect to rise to the forefront.

Brands Using Influencers to Source Content.

As influencer marketing continues to grow, brands are tapping into influencers for purposes other than direct selling and driving increased reach with new audiences. “As consumers spend more time on platforms such as YouTube and TikTok, and brands continue to see more relatable and organic user-generated content perform better than standard ‘professional’ content, we’ll likely see more brands outsourcing content from influencers rather than handling professional photography and videography internally,” says Social Media & Influencer Marketing Manager Micaela Hellman.

Growing Accessibility of Creator Insights.

In the last five years, influencer marketing has transformed the way that brands and advertisers generate sales, brand awareness and identity. According to a Business Insider Intelligence report, brands will spend up to $15 billion on influencer marketing in 2022. “As influencer marketing continues to take over, more platforms are starting to implement influencer marketing analytics, statistics and information,” says intern Monty Miller. “Social media platforms such as Instagram and Facebook are now making it easier for creators to grab analytics, insights and monetization, all in one place.” For example, Facebook recently announced the release of ‘Professional Mode for Profiles’ to facilitate more opportunities for creators within the app. Shared analytics is becoming more prevalent and Instagram’s “Branded Content Tool” allows both influencers and brands to share analytics.

Increase in Influencer Rates.

Over the last three years, TikTok has become the go-to app for creators looking to gain instant popularity. With just one viral video, a creator can gain an audience large enough for monetization almost overnight. With that, the pool of influencers has become larger and more competitive than ever. It is no surprise that large brands are willing to pay lots of dollars to tap into this reach, especially when video content holds immense value in today’s time. “As these influencers – and their numbers – continue to grow, so will their pricing,” says Integrated Marketing Account Manager Haley Walker. “Brands looking to maintain relevancy through creators will likely need to re-evaluate their budgets for influencer partnerships looking into 2022.”

Long-Term Partnerships vs. One-Off Influencer Collaborations.

With the establishment of influencer marketing as a mainstream discipline, we are starting to see fewer one-offs and more long-term brand partnerships. Like the celebrity endorsement space, seasoned influencers often have agency representation and with that comes contract negotiation, rate sheets and other trappings of an established industry. With that, creators are increasingly looking for collaborations that will provide them with stability and guaranteed income over a longer period, and brands are also realizing the benefits of fewer, more substantial influencer partnerships. “Offering a series of content

with familiar faces is a vital part of engaging a brand’s intended audience and it is also helpful when measuring ROI”, says Social Media & Influencer Marketing Manager Kylie Turner. “Consistency and authentic partnerships are important elements of successful influencer marketing in 2022.”

Brands Doubling Down on Video.

As mentioned, 2021 proved to be the year of video marketing tactics across all social media platforms. Though Gen Z has fueled this continuing rise in popularity, its appeal extends across generations. From Twitter Spaces to YouTube Shorts, social media platforms are looking to catch the “next big thing” of video marketing and are shifting their platforms to do so. “Given TikTok’s recent success rolling out three-minute videos, we expect platforms will focus on bringing back the popularity of long-form video in 2022,” says Walker. “Not only will we see brands focusing on video content, but marketers should be looking to harness the power of long-form video specifically to elevate brands, products, and services on social media.”