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RESEARCH, ANALYSIS & TRENDS

Corporate influencers, live formats and

influencer podcasts will dominate the

scene in 2022

Reachbird, the influencer marketing agency Overall, the trends for 2022 focus on the three topics of
acquired by adesso last year, has surveyed corporate influencers, live formats and influencer pod-
experts for the fourth time in a row and compiled casts and provides useful insights into current and fu-
the most important trends for the new year. ture developments as well as practical suggestions for
your own influencer marketing strategy.
Advertising companies, agencies, scientists and influ-
encers report from their perspective in the Influencer The Top 10 influencer marketing trends are:
Marketing Trend Report 2022. In addition to future fore- 1. Influencer relations are becoming increasingly
casts and recommendations, the report offers practical important - increase in long-term campaigns.
insights for marketers.
Developments in recent years have shown that
The report highlights that Influencer Marketing not only influencers are becoming increasingly critical
takes place on Instagram but on the booming platform when choosing their cooperation partners. There-
TikTok, and that LinkedIn and podcasts will be in focus fore, brands should focus on building relationships
in 2022 too. No one will be able to avoid short videos with influencers who identify themselves with the
and live formats this year across all platforms. Further- brand and strive for long-term cooperation.
more, influencer relations will gain in importance as 2. Additional sources of income through influ-
influencers are becoming increasingly independent of encer podcasts and exclusive platform deals.
short-term cooperation and will advertise their own Through an exclusive deal with Spotify, the two
products and brands more intensively. This trend, in influencers Julien Bam and Rezo managed to cre-
which influencers become entrepreneurs themselves ate with their “hobbylos” podcast an additional
and compete with established companies points out the source of income that ensures more loyalty to the
creator economy.
community and promotes their visibility and reach.

6 February 2022: Social Media & Influencer Marketing