Which Influencer Marketing Statistics do you Need to Consider in 2022?

It has been a couple of years since influencers gained the spotlight in Digital Marketing.  

Instead of traditional media celebrities, brands started to entrust their campaigns to internet personalities with a loyal and engaged audience.

Now, statistics about influencers show that Influencer Marketing has already become part of companies’ strategies and is only growing.  

Still, it’s important to follow the evolution of influencers to understand how they can shape consumer behavior and the best ways to connect with them.

In this specific article, we explain what Influencer Marketing is and present the main Influencer Marketing statistics that you should consider for marketing in 2022.  

We’ll talk about the following topics:

What is Influencer Marketing?

Influencer Marketing happens when brands establish partnerships with digital influencers to associate their image with those personalities who endorse their products and connect with their consumers.

This strategy gained relevance with the emergence of blogs and social networks in the internet 2 . 0 era, enabling anyone to publish content on the web.

The first influencers, until then mere unknowns, emerged on blogs and vlogs, with authentic and entertaining content that engaged an audience.  

Soon they became internationally known celebrities — see, for example , the success of names like Pewdiepie, Addison Rae and Khaby Lame.

In this same context, traditional advertising was challenged. With so much content to consume on the internet, why would people pay attention to a company’s ad, which usually interrupts their routine without asking permission?

Therefore , brands started to adopt new strategies, more relevant and exciting to consumers, searching for their attention and trust .  

Then, those web personalities who had credibility with their followers started to represent an effective way to get in touch with consumers in the digital age .

Thus, partnerships between brands and influencers consolidated Influencer Marketing and a marketplace of services and tools — the Creator Economy — that help this type of partnership thrive.

Why Hire Influencers for the Marketing Strategy?

Digital influencers are web content creators who build an engaged and loyal audience .  

By hiring influencers for your online marketing strategy , you can approach this audience with the trust and endorsement they convey.

While the most well-known influencers have millions of followers, Influencer Marketing is increasingly turning to micro-influencers and nano-influencers , which enable you to increase brand reach and engagement within your niche.

Numbers are impressive, but they are not decisive — what matters in Influencer Marketing is the relevance of influencers to the brand’s audience.

Through authentic content, they reveal their lifestyle, show that they are real people, and get closer to their followers, unlike traditional media celebrities, who are distant from the public.  

Digital influencers can shape the behaviors and preferences of their audience.

Therefore , the interest of brands is to associate their image with those influencers and connect with their audience. This way, followers also come to trust the brands that the influencers endorse.

What are the Key Influencer Marketing Statistics for 2022?

Here, we have gathered some Influencer Marketing statistics that highlight how Influencer Marketing works and why so many companies invest in this plan.  

Keep on reading to know why you should also invest in it in 2022.

49% of consumers have been persuaded by influencer recommendations

A study conducted by Twitter in 2016 shows that social media influencers play an important role in assisting brands connect with their audiences.  

According to the survey, 49% of consumers rely on guidelines from digital influencers to produce purchase decisions.

Additionally , 40% of them claim to have purchased something after seeing it on social media , supporting the idea that brands can profit off the standing of digital influencers .

Women and young people follow more influencers than men and older people

There are influencers and followers of all niches and profiles, but the data from Influencer Marketing Hub show there are more women than men following influencers.  

Also, younger people follow more influencers than seniors.

In younger age groups , the disparity between women and men is more evident. Between the ages of 16 and 24, 33. 1% of women follow influencers, compared to 25. 1% of men.  

Between the ages of 25 and 34, these rates change to 26. 1% of women and 21. 9% of men.

In the chart below, you can better comprehend the data.

Women and young people follow more influencers than men and older people

91% of engagement on sponsored posts on Instagram are from micro-influencers

Do you think that big influencers dominate brand campaigns? Then you should know that micro-influencers are gaining space, which is not a coincidence.  

Their smaller but more focused audience favors the involvement of their followers.

According to the report 2022 State of Influencer Marketing conducted by Klear, 91% of engagement on sponsored posts was with content produced by micro-influencers. This represents a 2% growth in comparison to 2020.

94% of Influencer Marketing campaigns include Instagram

Have you any idea which channel is the most used in campaigns with influencers? If you said Instagram, you’re right!

The social network may be the darling of influencers and brands: 94% of Influencer Marketing campaigns include Instagram in their channels, according to data from the report 2022 State of Influencer Marketing conducted by Klear.

Facebook also has a strong presence, appearing in 43% of the campaigns. Then comes TikTok (13%) ahead of YouTube (10%), that might indicate a trend of preference of brands for shorter videos.

Platforms used in ad campaigns in 2021

Investments in influencer content will grow exponentially

According to Research and Markets , the Influencer Marketing industry reached the impressive mark of $10. 24 billion in 2021.  

However , this is nothing in comparison to their prediction of the size this market will reach by 2028: $84. 89 billion .

In light of this anticipation, a survey conducted with this study also showed that marketing professionals plan to increase the budget for actions with digital influencers in 2022, and the tendency is because of this share to continue expanding.

90% of marketers believe Influencer Marketing is an effective strategy

If the numbers above still haven’t convinced you that Influencer Marketing deserves a place in your strategy, pay attention to what marketers are saying.

In line with the Influencer Marketing Benchmark Report 2021 , 90% of marketing professionals believe Influencer Marketing is beneficial.  

This means that working together with influencers tends to boost your marketing results , improve your relationship with your audience, and bring a positive return on investment .

Marketers believe Influencer Marketing is an effective strategy

How Do You Hire Good Influencers?

Given these statistics, you may now be wondering how to hire good influencers for your campaigns.  

Let’s look at some tips for your brand to successfully enter the Influencer Marketing universe!

1 . Don’t focus on the number of followers

How many influencers’ followers usually draws the attention of brands, which want to know the potential reach of their campaigns.  

But having a large audience does not mean that an influencer has really good engagement rates and power of influence.

When looking for influencers in the market, it is more important to understand when they have the trust of their followers, how they connect with them, and if they really are an inspiration to their audience.

2 . Find influencers who are aligned with your brand values

Along with understanding the relevance of influencers to your audience, it is also important to evaluate more subjective factors that are not in reach and engagement numbers.

Look for influencers who have values and principles aligned with those of your brand.  

Remember that when you partner using them, their image is connected with your branding. So , evaluate their back ground and reputation to understand if they’re in tune with what your brand means.

3. Choose influencers who like your brand as well as your product

It may seem obvious, but it’s important to pay attention to this: work with influencers who actually like your brand as well as your product.

The public notices each time a brand recommendation is genuine because the influencer actually liked what they consumed.  

On the other hand, if there is no affinity with the product, the information doesn’t seem authentic.  

In this scenario, the influencer could lose their credibility and become struggling to exercise their power of influence.

4. Go beyond your bubble

Many influencers have power within a niche.  

You may not even know them, have not heard of them, but they have loyal followers who can be interesting to your brand and potential buyers of your services and products.

So be careful not to stay just within your internet bubble. Analyze influencers from the perspective of your buyer persona and understand which profiles are important to them.  

There are lots of more influential names than you think.

5. Research influencers’ reputations

Being an influencer isn’t any longer a hobby. For many people, this is a profession and, as such, it needs professionalism.  

High-profile influencers even work with media businesses who represent them in negotiations.

So , to employ good influencers, investigate their reputation in past campaigns.

Find out if they meet deadlines and follow contract guidelines, if they are available to talk and negotiate, or when they have had problems with other brands.  

This can help you avoid a lot of trouble.

6. Understand which channels are important to your audience

In the statistics about influencers we presented in this article, you have noticed that Instagram is the preferred social network and that TikTok has been growing.  

However , more important than knowing the most popular channels is understanding which ones are the most attractive to your audience.

Also, notice in which channels influencers have more relevance.  

Some may be well known on Instagram, for example. But if you need to increase your reach on Twitter because that is where your audience is, you should search for relevant influencers on this myspace and facebook.

7. Have a specific strategy and budget for Influencer Marketing

If you want to get serious about Influencer Marketing, you need to have a dedicated strategy and budget specifically for influencers integrated into the overall brand strategy.

It is common for companies simply to call an influencer to participate in one-off campaigns without connecting with the brand and the audience.  

However , the involvement becomes much more significant when the brand reaches the influencer with a robust proposal that has a strategy behind it.

Many times, this kind of partnership leads to influencers becoming brand ambassadors .  

Basically, they become the brand’s face, creating a longer and deeper relationship with it, and creating a stronger emotional connection with consumers.

8. Consider different possibilities

Influencer Marketing originated with those influencers who are content creators on the Internet. But the concept of digital influencers has broadened and now includes many other personalities.

In recent years, new forms of influencers have emerged and can be part of your campaigns:

  • Athlete influencers who became popular in the context of the Tokyo Olympics, such as Simone Biles and Tom Daley.
  • Virtual influencers , which are non-human influencers, created with computer graphics and artificial intelligence, such as Noonoouri and Satiko .
  • Employee influencers , which would be the company’s own employees exerting influence on consumers and new talents.

Wrap Up

Now you know some of the main Influencer Marketing statistics that prove the power of this strategy, and you know how to hire good influencers for your campaigns.

Influencer Marketing can no longer be seen as a trend for 2022 because it has already been consolidated in marketing strategies worldwide.  

But keep in mind, the forex market is constantly evolving , with new strategies, channels and profiles entering the scene regularly.

So , always keep an eye fixed on the data and Influencer Marketing statistics to follow the evolution of this trend.  

And, if you want to dive deeper into the topic, check out our article on the role of AI Influencers in Digital Marketing !

The post Which Influencer Marketing Statistics do you Need to Consider in 2022? appeared first on Rock Content .

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