HypeAuditor predicts what 2022 will look like for digital creators

HypeAuditor has come out with its 2022 predicted trends. Some of the new ways that brands and digital influencers use social media might be a little surprising.

The platform that analyses social media profiles and digs deep into fraudulent accounts has released the top five trends they predict to emerge in 2022. Although some seem obvious, other trends will be foreign for brands, who will need to adapt in order to stay ahead.

So, what can we expect from digital creators in 2022?

 

1. Increase of brand ambassadors over one-time deals

 

In 2022, brand ambassadors will be key. Implementing long-term relationships helps both brands and creators. Instead of one off posts, this is about creating a synergy between the two. 

The shift has been happening over the last couple of years, as influencers work towards showing authenticity. Brand ambassadors give the brands a chance to create multiple touch points within a campaign as well as give more opportunity for storytelling.

 

2. Influencers who have more opportunities to monetise their audiences will continue to blur the traditional lines of influencing

 

A recent survey by HypeAuditor showed that influencing might not be as lucrative as it seems or once was. On average, influencers will earn US$2,970 per month through their Instagram account. 

With the knowledge that Instagram is not the stable revenue stream that it used to be, influencers have been expanding their opportunities. From writing books, radio shows or going onto reality TV shows, we’re seeing influencers make an opportunity to grow their platform and reach larger audiences. In 2022, it’s predicted that other sources of income for influencers will grow.

 

3. More niche categories of influencers are emerging

 

Mummy bloggers were some of the first niche influencers. With their journey through motherhood documented daily online, they created an audience that was interested in the specifics surrounding first-time parents. 

We’re now witnessing a wave of new categories emerging. In 2021, we saw the rise of ‘fintok’ as people used TikTok to give advice around cryptocurrency investing. It’s been widely criticised as being grossly negligent to be giving information with no financial background. 2021 also saw petfluencers, skinfluencers and granfluencers. Time will tell which niche will be next.

 

4. Virtual influencers are here to stay

 

The pandemic saw a lot of firsts, one of them was the rise of virtual influencers. The digital characters created online are given a personality and perhaps even a brand deal. Many of today’s most popular virtual influencers were born out of the pandemic limitations, such as social distancing. 

The market for virtual influencers is expected to reach A$1.3 billion in 2021 and drive an economy of A$22.4 billion, according to China’s iiMedia.

 

5. The rise of social ecommerce

 

Social commerce was once focused on ads or promotions, but moving in 2022 brands should be looking at more innovative ways to drive online revenue. HypeAuditor has revealed that it will be important to reevaluate the stale purchasing paths and consider taking advantage of social selling opportunities. Using Instagram posts, Reels, leveraging TikTok creators are just some of the ways to reestablish a more valuable purchase path. 

In late 2020, Instagram Australia hosted a world-first InstaNight Shopping event featuring exclusive sales and one-night-only product drops from more than 50 Australian brands such as Country Road, Bed Threads, and Write to Me. Brands need to recognise the power of social selling as a new and important pathway to consumers.

Liv Croagh
BY Liv Croagh ON 17 November 2021
Liv Croagh is the Editor of Marketing Mag.