We're not done yet: why Influencer Marketing will become an even bigger trend in 2022

Influencer Marketing has reached $13.8B in 2021, here is why this is only the beginning

Primarily, the key distinction between more traditional forms of media and influencer marketing has to do with the holistic nature of the message and how it is displayed to the viewer. While disruption has been an indicator for successful marketing enterprises in the past, we can clearly see how the changes to the way users interact with media today resulted in a shift towards more streamlined content that is genuinely authentic rather than advertorial. The impact is very clear to see, transitioning from brand to consumer interaction to influencer to user interactions, influencer marketing generates immense success by relying on User Generated Content to suggest, advise and effect viewer decisions rather than rely on brand messaging. The effect on driving purchasing decisions as well as general reception of the promotion are clear to see, with consumers admitting they “are 2.4X more likely to say user-generated content is authentic compared to brand created content” which is crucial when considering 90% of them are saying authenticity is important when deciding on which brands they like and support (https://stackla.com/resources/reports/bridging-the-gap-consumer-marketing-perspectives-on-content-in-the-digital-age/)

compared to other influencer channels, TikTok offers brands an even more exciting opportunity to engage with audiences in a holistic nature. The nature of the platform is in itself a stepping-stone to success as all content is User Generated and all content is personalized and tailored to fit the audience that consume it. TikTok is first and foremost a trendsetter with trends that originated on the platform and have expend to other platforms such as: Instagram, Facebook, YouTube and even to the physical world, impacting clothing trends or what groceries we buy. It is immediately easy to understand, then, how advertising content on the platform that is delivered through User Generated Content is producing high impact results for brands across all verticals.

To understand Influencer Marketing and the effect it has had on digital marketing, as a whole, one must recognize the evolution of brand-to-audience messaging. It is no longer enough for brands to disrupt or catch the attention of their potential consumers, utilizing strategies to signal to their audiences in order to promote their services and products. Today, a successful marketing strategy requires brands to engage with their audience in a more holistic fashion by relying on User Generated content and the Influencers that create it. The results are clear to see, the trust factor and authenticity that is produced by Influencer Marketing is second to none and brands that are looking to continue to grow their business in the future must begin to realize that the path forward relies on adoption and not interruption.