Influencer Marketing: Trends to keep an eye out for in 2022

  • As we get in a brand name brand-new year, we wish to crystal look into what the year holds for us.
  • The worldwide pandemic has actually generated strong development in influencer marketing and developers have actually sealed their position increasing customer rely on 2022.
  • In our very first year-ender, we take a closer take a look at the year passed, talk to influencer marketer to comprehend what does the future hold and how is the community forming up.
  • They likewise showed us a couple of crucial patterns and chances that the market will come up with as we move on in 2022.

After brand names and marketers slashed their marketing spending plans for standard mediums in 2020, digital marketing took the spotlight. Within the hemisphere of digital marketing, social networks ended up being a leading channel that drove brand name discovery and purchase choices in 2015. Influencer marketing likewise got its due acknowledgment as brand names searched for inexpensive and specific niche alternatives to connect to GenZ and Millennials. Online marketers likewise understood that the influencer marketing design is appropriate in a time in which the audience is searching for some motivation to keep going on, browsing DIY videos as they turned house chefs, finding out brand-new dishes or concentrating on self-care. Developers played an essential function in developing a sense of neighborhood– something individuals looked for when residing in seclusion.

Bolstered by extended stay-at-home durations, customers likewise guided far from images and text and began taking in more videos than ever in the past. According to Bain and Company, the online video user base in India has actually increased to more than 350 million individuals, growing 24% in the last 3 years. Today, Indian smart device users invest about 4.8 hours on their gadgets daily, of which a shocking one hour usually is invested taking in videos, stated the report.

So, as video usage scales and attention period minimizes every day, influencer marketing uses fast turn-around time and personalisation. Another essential aspect that drew in brand names to this medium is the bond of trust and credibility that developers show their fans, offering brand names a chance to connect to a specific niche audience. As an outcome, the influencer marketing market has actually gone through a serious improvement in a brief time, ending up being a mainstream marketing lorry.

Brands have actually begun trying to find companies that can supply them with fascinating project concepts instead of simply a list of influencers and anticipated reach. They are more associated with their marketing projects and have actually begun checking out imaginative concepts jointly with the influencers to produce appealing material. In 2021, we saw brand names moving away from ‘one-time associations’ for single posts to really teaming up with influencers for veteran offers.

GroupM and INCA’s research study carried out previously this year likewise shows how considerable influencer marketing is to an online marketer today. It stated that influencer marketing has actually ended up being a leading concern for online marketers this year, as every other leader suggested a spending plan development of more than 25% in2021 INCA’s report even more went on to anticipate that the Influencer Marketing market is poised to grow at a CAGR of 25% for the next years, reaching a size of Rs 2200 crore in2025 Based on the report, celebs corner just 27% of the marketing dollars while a bulk of 73% are taken by digital influencers.

Keeping in mind how 2020 and its consequences in 2021 changed the digital market, we connected to a couple of influencer marketing firms to comprehend what does the future hold and how is the community forming up. Here is what they stated:

Neel Gogia, Co-founder of IPLIX Media:

The approaching year is bringing a wide variety of chances for existing in addition to aiming influencers and developers. The most importantly are long-lasting collaborations. With each passing day, increasingly more brand names are recognizing that ROI provided by influencer marketing is unrivaled. They are progressively investing in influencer marketing, and particularly in long-lasting collaborations. Long-lasting collaborations assist them develop supporters and eventually, increase trust among the audience. Apart from that, the regionalization of material will progressively be getting momentum in the upcoming years. International brand names and platforms are currently exploring with it. Just recently, LinkedIn released its local variation after practically every significant worldwide networking app readily available in the nation throughout Facebook, Twitter and Clubhouse have actually currently presented it to support the numerous Indian languages. In this wave of regionalization, the regional languages that are getting appeal are Telugu, Marathi, Bengali, Punjabi, Malayalam, and so on

Dharika Merchant, COO, WORD and Alchemy Group:

The influencer marketing market in 2022 will see a big increase in the need for micro influencers. Micro influencers’ share in the overall market increased dramatically in 2015 due to brand names favouring them owing to their greater engagement rates & price. The market is anticipated to move to a more data-driven technique which will end up being the main factor for the increase in need for micro-influencers. Brand names are now happy to deal with top quality material with micro influencers due to beneficial information and much better insights. It likewise results in a simple and easy long-lasting relationship in between the brand name and the influencer therefore making sure an always-on marketing method. This always-on influencer marketing technique depicts brand name commitment from an influencer perspective and includes onto reliability of the brand name and much better brand name recall.

Without a doubt, concentrate on micro influencers will be among the leading patterns for the market in the coming year and we’re delighted to see how this alters the face of top quality material.


Pranav Panpalia, creator, OpraahFx:

‘Live streaming’ is all set to become among the commonly accepted and utilized influencer marketing tools in the coming year. Live-eCommerce as an idea was begun in China in 2015 throughout the pandemic and got promoted among other countries. Live-eCommerce is a fantastic method to get in touch with the right set of target market and turn them into ‘consumers’ of the brand name the influencers are guaranteeing. This is among the very best methods for brand names who are concentrating on ‘ROI’ driven projects and not on awareness or brand-building. In India, with numerous start-ups and MSME brand names now concentrating on performance-driven influencer marketing projects, the principle of live-eCommerce will be practiced and this will interfere with the influencer marketing market. Brands promoting extremely available and cost effective product or services are most likely to use this brand-new idea. Alongside, live streaming is understood for allowing much better connections in between developers, brand names, and customers as it is a more genuine and real-time material piece. It likewise offers a chance for customers to connect with their preferred developers, therefore there is a bigger scope for personalisation, feedback, and results-driven discussions. Presently, the live-streaming principle is extremely controlled by players, and this pattern will quickly see a shift. The live-stream function supplies a level playing field and advantages to influencers and content developers of all kinds if utilized tactically and artistically. For eg: Content developer, Viya from China live-streams about charm, cosmetics, property, cars and trucks, and rockets; and is acquiring tremendous out of such brand name offers. We too are quickly to witness such a pattern in India.

Apaksh Gupta, CEO and Founder, One Impression:

While there are going to be a lot of emerging patterns that we are anticipating to take control of the influencer marketing economy in 2022, one specific pattern that is going to stick out is the mainstreaming of the metaverse. The method the world of material and social networks is progressing, we can quickly presume now that the metaverse is here. While the pandemic forced brand names to get on the digital marketing train, more recent technological development and combination of numerous platforms to construct a virtual environment is bringing the imagine Metaverse more detailed every day. 2022 is going to witness a great deal of financial investments from brand names into mainstreaming the metaverse. We have actually currently seen in 2021 that larger brand names like Nike and Verizon are currently starting their techniques to get a running start in this league from their rivals. Gucci has actually likewise introduced its minimal collection for Roblox letting gamers personalize their avatars in Gucci items. In 2022, we will be experiencing a boost in these varieties of brand names who will be releasing innovations like AR/VR with influencers and content developers at the centre of them to promote their product or services.


Rohan Tyagi, VP Strategy and Operations, India – Triller:



The arrival of innovations like NFTs, Crypto has actually opened brand-new engagement and profits channels for brand names. There is terrific affinity towards it amongst GenZ and millennial purchasers. Through NFTs, brand names can interrupt their markets with brand-new methods to raise awareness, establish brand-new customer journeys and increase consumer worth and commitment. In the decentralized world of Web3, the power has actually moved back to developers, and brand names looking to take advantage of innovations like NFTs understand that they cant just purchase into the area. Neighborhood interest today is driven by developers as an outcome there will be an uptick in brand names partnering with influencers to utilize the chances managed by NFTs.

While influencer marketing is a relatively young market with Metaverse ending up being mainstream there is a substantial possibility of it removing rapidly and ending up being a multibillion-dollar economy in the virtual world. This might take place much quicker than we believe.

Aayush Tiwari, VP – Talent Management & Music Business, Monk Entertainment:



One quite obvious pattern is the supremacy of brief video material. We’ve discovered a wave of crisp crunchable 15-30 seconder bites taking the web by storm in 2021 currently, bound to increase in the coming years. Elements that serve as a driver are low entry barrier, simple to make, massive intake. What drives the brief video community is the capability of it getting recreated under the banner of ‘patterns.’ Weekly, there are hypothetically 10 brand-new patterns which gather lakhs of videos raising the usage and UGC levels to greater levels. Dominant social networks platforms like Instagram, YouTube released their verticals, and brand-new gamers like MOJ, TakaTak, Chingari got in the video game motivating local tiers to display their skill. Even Netflix introduced a brief vertical that includes the very best scenes from their series, which individuals are binge-ing on the go.

Gautam Madhavan, CEO, Mad Influence:

Short Video and Live Stream will control in the influencer marketing market. Customers are ending up being uneasy in enjoying long format videos – thus they wish to take in on-the-go kind of material. Initial Content will be among the crucial aspects driving this. Material Quality and content credibility is something customers will be desiring.

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