What are the biggest trends in influencer marketing right now?

2022 State of Influencer Marketing reports have started to land, charting the official trends across 2020-2021 which have continued to play out this year. Here’s a recap of the big take-outs you need to know.

We’ll keep updating this page so keep checking back to learn more about where the industry is headed for 2023…

Sponsored content, IG stories and micro influencers are leading the way…

Sponsored content grew dramatically in 2021 (26.7%+)
33.5% increase in sponsored stories (2021 v 2020)
Story usage is an overall upward trend (and Reels!)

There’s a new benchmark emerging for campaigns incorporating IG Stories…

42% of campaigns leverage 1-4 feed posts
20% of all campaigns leverage 1-4 Stories
Beauty influencers create the most Stories, followed by foodies

As for influencers…

In 2021, 91% of all sponsored post engagements were with micro-influencer content
- Lower following but focused audiences = higher engagement and brand ROI
Long-term micro and nano influencer partnerships is a key trend

And the trend continues on TikTok…

Micro influencers dominate TikTok
- Average follower count of #ad is 50-500k followers

When it comes to platforms…

Instagram remains the most popular platform – it’s a campaign staple
TikTok is an emerging and experimental platform BUT…
Brands are favouring TikTok over YouTube in sponsored / influencer collabs
FinTok is emerging aka influencers giving financial advice on TikTok

From influencers to brand ambassadors…

There’s a big, strategic opportunity in turning influential customers into brand ambassadors
It’s typical for brands to have a page on their website inviting customers to become brand ambassadors
Benefits range from cost-effective campaigns that boost sales and brand awareness to authentic content creation and UGC

Conscious messaging…