Social Trends and Influencers to Watch in 2022: Part 2

The ASA named and contacted specific influencers who routinely violated advertising guidelines when posting advertising content online. A final warning has been issued to 122 UK-based creators warning them that fines could be imposed.

The ASA also banned misleading filters on beauty ads, in response to a #filterdrop campaign launched on social media.

Elsewhere, Norway has made it illegal not to tag an edited photo on social media. The new law is an amendment to the Marketing Act 2009 to ensure influencers do not perpetuate unrealistic body standards in the country.

Creator-led companies

Creators use their ready-to-use social media audiences to launch their own business. In the beauty space, we’ve seen sisters like D’Amelio, Liza Koshy and Maura Higgins release their products with major brands. However, we can expect influencers to diversify further in 2022, with creators launching their own businesses.

In 2021, we saw Nikkie De Jager, also known as NikkieTutorials on YouTube, launch her own beauty brand named Nimya. Beauty retailers are already leveraging designer brands, like Beauty Bay, being the first to take on influencer brands to help consumers buy designer products.

Soon, brands will want to collaborate with influencers’ own brands or in the case of The Inkey List, build an entire brand with one creator, as seen with Hyram and Selfless By Hyram.

Facing increased competition from platforms

The sudden rise and rise of TikTok, which has seen the platform become fourth in terms of monthly active users, means that social platforms are more competitive than ever. TikTok revenue grew 545% in Europe last year as advertisers increased their spending on the platform.

The result of this fierce competition is that long-established players copy attractive features to stay relevant and to steal market share from new players.

This has been the case with Clubhouse having live audio concepts ripped and replicated on Facebook, and TikTok’s vertical swipe video feed being replicated on Instagram, Facebook, Snapchat and even Pinterest.

The impact of all this competition highlights the need to stay ahead of platform trends to ensure brands can react quickly to industry changes and benefit from high organic reach.

Understanding which formats actually work is also crucial, we’ve seen fleets like Twitter fall due to usability failure, so brands need to do their due diligence to ensure new formats are worthy. an investment in content.

Data-first

Social media platforms are adept at recognizing the popularity of influencers as a media channel, therefore, they are working more than ever on data and insights to help marketers and creators make data-driven decisions. .

Instagram is the forerunner when it comes to regularly updating data and analytics. Recently, they added detailed demographic information, posting information about the exact people who interact with the content and the types of audiences reached.

Changes to platform algorithms

Both Instagram and YouTube share the same spotlight when it comes to declining reach and engagement. This is due to algorithm changes that are not fully explained by the platforms, leaving the creators in the lurch.

The creators expressed their concerns and called on Instagram to shed some light on what’s going on with the platform’s algorithms.

Adam Mosseri, CEO of Instagram, recently addressed the continued decline in engagement and highlighted a bug in Instagram’s code that was preventing posts from showing on users’ feeds, ultimately leading to a drop in engagement. commitment.

Algorithm changes to deliver more desirable content to the individual have forced creators to up their game in terms of audience engagement and content production.

As a result, influencers who have no understanding of algorithms or are interested in cultivating tight-knit communities will eventually experience a huge drop in engagement as content stops being served to audiences in their immediate surroundings and beyond. of the.

Tools for on-platform brand partnerships

The likes of Instagram and TikTok are ushering in new ways to facilitate brand partnerships by understanding the importance of brand promotions and the impact they have on creators.

For example, TikTok has made it simple for brands to use a creator’s trending organic content and essentially deliver videos to a specific audience. It’s all part of the new Spark Ads option, which allows brands to leverage an influencer’s own handful to serve platform-native ads that have already seen success before ad rights.

Instagram and Pinterest also worked on their partnership tools. Pinterest has begun allowing creators to monetize their content by tagging Idea Pins with shoppable products and tagging paid partnerships with select partners in the United States, Europe, and Latin America.

Influencer Marketing in the Metaverse

The metaverse is already gaining momentum and delivering impressive results in the digital space. The Gucci Garden and Chipotle Expos held in Roblox earlier this year were two amazing glimpses into how the Metaverse works.

But what does a crossover between metaverse and influencer marketing look like, or what can we expect it to look like?

Prada introduced Candy in October, as part of its “rethinking reality” collection, Candy appeared head to toe in Prada gear, flaunting some of the season’s hottest items and calling herself home as an influencer promoting fashion products. Except she’s not real – well, not physically anyway. Candy is a computer-generated avatar created to promote a collection of perfumes, also named Candy.

This is what we can expect from future meta/influencer campaigns, virtual reincarnations of popular figures, decked out in branded outfits and existing only in augmented reality.

Rowan Byers, Knowledge Manager at The Goat Agency.

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