A visit to INFLUENCER

Three of our team, Beatriz, Reece and Kath recently went to an event  hosted by INFLUENCER in which they discussed the market trends for 2022. Alongside this, they also had a guest speaker from TikTok;  Ryan Martin, Program Manager, who talked about TikTok’s own content creator marketplace.

 

INFLUENCER are leaders in influencer marketing and they specialise in building meaningful relationships be between brands and creators, enabling brands to be seen at scale across digital; driving growth and guaranteed success.

 

These are the team’s takeaways from the event:

Market Trends for 2022:

Data & Insights will become a part of most creative strategies, as it is the conversations that people have about the brands and products that will lead the most successful campaigns.

 

It is predicted that in 2026, the value of social-commerce sales will have reached nearly $3 trillion. But closer in time is the prediction that Live shopping will boom in 2022;

After hosting a livestream, shoe brand Aldo noted a 308% engagement rate and registered 17,000 page views on its websites within the first 5 days after the event, and returns are 50% lower when a product is bought off a livestream compared to traditional e-com channels.

Micro-influencers surged throughout the pandemic and will continue seeing growth as brand partnerships with micro creators increases by 36%, But we’ll also see more brands partnering with macro creators for long-term strategies rather than one off activations.

We know that Gen Z are becoming a  more prominent audience for brands, and it is predicted that by 2025 Gen Z will make up about 27% of the workforce. Currently the social networks most popular with them are YouTube, Instagram and Tiktok.

In conjunction with the rise of Gen Z, brand purpose will become more important than ever as 90% of Gen Z consumers believe companies must act to help social and environmental causes.

 

Tiktok & Influencer stats:

 

  • 71% people influenced by creators said they bought products because of them. This, coupled with the fact that more platforms are making the process of in-app shopping easier, means it will have a massive impact in the market.

  • Around 70% of the people on Tiktok don’t actually post, instead they like prefer consuming content- which is why Tiktok likes to be perceived as an entertainment platform.

  • The Influencer Marketing industry is set to grow to a value of $16.4 billion in 2022.

 

Thanks to INFLUENCER for having us!

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