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RESEARCH, ANALYSIS & TRENDS

It can be expected that there will be more exclu- 7. Best ager influencers gain prestige and reach.
sive influencer podcasts in 2022. Due to the ongoing corona situation, many activi-
ties have shifted to the digital space, meaning
3. Independence through own influencer brands more new target groups are opening up for digital
and investor activities. In recent years, it has advertisers, especially the 50+ age group known
been repeatedly observed that influencers have as the “best agers”. To reach them efficiently, best
successfully set up their own brands or have be- ager influencers are increasingly being used, who
come investors. Influencers will continue to make are loyal and authentic cooperation partners
themselves less and less dependent on one-time thanks to their many years of consumer experi-
collaborations in the future. ence.

4. Corporate influencers and employer branding. 8. Increasing transparency in pricing policy. Rev-
Influencer marketing can do more than just sell. enue-based variables for influencer fees will gain
Hence, in the future, influencers will be used more in importance in the new year to ensure value for
in the B2B area and for employer branding. money in influencer marketing. In general, trans-
parency regarding the price policy in influencer
5. Qualitative evaluation of influencer marketing marketing is a positive trend that should be pro-
campaigns is gaining in importance. Quantita-
tive goals are easier to measure than the quality of moted conjointly.
content, engagement, and conversions. Especially 9. Live formats will be an essential part of con-
when it comes to comparing campaigns, the focus tent production in the future. Like a personal
will be more on the subjective perception of the exchange, products can be brought closer to the
communities in 2022. customer in a live format. Influencers are that way
more approachable for their communities and
6. Short video content is becoming important –
TikTok as a shooting star. Short videos on Tik- there is the advantage that e-commerce can be
combined with entertainment. Live shopping will
Tok or Instagram Reels continue to enjoy increas-
ing popularity and overtake the traditional picture therefore increasingly come to the fore in 2022.
posts. Social media users increasingly demand 10. Influencers as representation of political inter-
higher standards regarding content and put the ests. Ever since YouTuber Rezo's famous video
TikTok platform, in particular, centerstage since it hit the media in 2019, more and more influencers
stands for short videos like no other social media have dared to express their political interests. In
platform, meaning it will benefit from this trend in the future, they will increasingly take part in politi-
2022. cal discourse and express their opinions on social
media.

For the managing director of Reachbird, Usama Abu-
Pascha, who also heads the digital marketing business
at adesso, the forecast trends should be a clear signal
for the consulting industry: "In the coming year, we are
preparing for the fact that more companies, especially
from the B2B sector, are focusing on influencer market-
ing. Data-based and KPI-driven influencer campaigns,
in particular, offer companies quick and valuable in-
sights into what makes their market ‘tick’. Social com-
merce also offers a lot of new potential here. With so-
phisticated mechanisms and long-term relationships,
influencer marketing becomes a clear competitive ad-
vantage for these companies.” (Source: adesso) ◊

By MediaBUZZ

February 2022: Social Media & Influencer Marketing 7