2022 influencer marketing trends and forecasts / digital information world

Futurist and Megatrends author John Naisbitt once said that the most reliable way to predict the future is to try to understand the present.

Let’s try to understand the nearest future of influencer marketing based on its current state.

Influencers will have more opportunities to monetize their audience

There are more and more opportunities for influencers to make money through creativity.

HypeAuditor’s survey showed that while paid promotion is a significant part of influencer revenue streams, other ways to make money are starting to gain traction.

It is the logical development of an influencer brand. Influencers “make more money and get more popular.”

We’ll see more books, more TV shows, more movies with influencers in 2022.

Brand ambassadors on unique offers

When influencers have more freedom to choose who to work with Brands need to find influencers who align with their values ​​and build long-term relationships with them.

We are seeing brands with ambassador programs flourish in these difficult times because they are supported by true brand lovers and believers.

Building strong relationships with the creators who will become brand advocates now will ensure the lasting success of the brand in the future.

New categories of influencers emerge, while standard categories lose their borders

We are seeing new categories of influencers appear and at the same time we are seeing how the good old standard categories are losing their boundaries.

When we talk about new categories we mean categories like finfluencers, skinfluencers, pertfluencers, granfluencers.

Influencers, or financial influencers, it’s a thriving online subculture. A huge increase in the amount of content on financial topics on platforms like TikTok, Instagram, and Twitter over the past 18 months has formed a new generation in finance and investing.

Young investors are buying cryptocurrencies and stocks – following advice they’ve received from social media accounts, drawn by get-rich-quick promises.

Skinfluencers. Skin care became a new passion for consumers during their forties, especially those who discovered new skin care products and fashions in TikTok. The popularity of skin care is increasing across all social platforms and brands are teaming up with “skinfleuncers” to advertise their products.

Granfluencers. Baby boomers with Instagram and TikTok accounts are becoming more and more popular. Brands like Nike, Fashion Nova, Amazon are collaborating with gran influencers to highlight inclusion, giving baby boomers that sense of understanding that marketing lacked for their generation.

Petfluencers. Animals help create the most versatile and popular content on social platforms: cat and dog-content. Compared to other categories of influencers, pet influencers are completely different. Pet content does not include a major political agenda, strong opinions, or messages.

Rather than reflecting the everyday issues that human creators talk about, petinfluencers create content that brings us all together through entertainment.


We have noticed a “blurring of the lines” in the influence industries. For example, typical beauty influencers don’t just post about beauty – they venture into travel, lifestyle, food, sometimes fitness. Years ago we used to see influencers stay in their lane. Now we see the industries overlapping.

The rise of social e-commerce

Social platforms want a bigger place in the buying funnel of goods, so they strive to make shopping within the platform as easy as possible.

Previously, social commerce was mainly focused on advertisements, platforms are starting to provide new and innovative sales solutions that aim to make the customer journey easier for shoppers.

For example, Instagram introduced new shopping features that allow users to purchase items without ever leaving the app. And Google has announced plans to turn YouTube into an ecommerce platform through its integration with Shopify.

In 2022, brands are expected to pay more attention to social selling opportunities through Instagram posts, reels, stories, etc.

The major players are working hard to adapt their platforms to generate direct sales, and marketing influencers are well positioned to take advantage of these new conversion tools.

Virtual influencers are here to stay

Recently, we’ve seen the boom in the virtual influencer industry with Lil Miquela and Shudu experimenting with identity in innovative ways, breaking existing boundaries in branding.

It is becoming very clear that virtual influencers will play a huge role with brands due to their accessibility and unlimited creative freedom.

Recently, NFT Dapper Labs startup, valued at over $ 7.5 billion, acquired virtual influencer startup Brud.

Brud is known to have created the most famous influencer and virtual singer Lil Miquela.

A new presentation from Mark Zuckerberg at the Connect event showed that Facebook will bet on virtual worlds and intends to invest a lot of resources to attract programmers and creators who will create content for the metaverse.

Virtual influencers are better suited to the role of the first inhabitants of the metaverse than anyone.

About the author, Nick Baklanov:

Marketing and research specialist at HypeAuditor. Passionate about digital and influencer marketing. Enjoys playing with his son and mastering the possibilities of VR technology.

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