Influencers To Capitalise On Demand

Rajesh Vohra Jan 04, 2022

Over the period of time, influencer marketing has been the major buzzword. It has emerged to be the new-age tool to strengthen brand equity and boost brand recognition. As a modern way of brand promotion, it helps brands garner visibility and engagement by connecting with category-relevant influencers.

While the concept existed even in the pre-pandemic times, it gained prominence during the Coronavirus outbreak last year. Amidst the pandemic-induced lockdown and social distancing norms, brands leveraged the power of digital space via the route of influencer marketing.

2021 was the year when brands got an opportunity to expand their reach as well as boost the authenticity of their campaigns by collaborating with renowned influencers. Thus, it would be appropriate that influencer marketing has been a blessing in disguise. Brands have been able to foster deeper and meaningful relationships with their target audiences and the credit for this indeed goes to influencer marketing. They eventually moved away from the one-time association for single posts to indulging in collaborations with a long-term vision. As we inch towards 2022, it is expected that the industry will grow exponentially!

The future roadmap for influencer marketing in 2022

The landscape of influencer marketing is an ever-evolving one. It is projected that the influencer marketing domain will grow at a significant pace in 2022. These researches are indicative of the fact that the industry is growing and will provide various opportunities to the influencers to capitalise on the rising demand.

The industry will witness various trends in 2022 as it will move forward on its growth trajectory. Some of the expected ones are-

Content creation community to boost

In 2021, the content creation community picked up the pace and it is anticipated that content creation will boom all the more in 2022. The content creators will gain the recognition of entrepreneurs and there will also be a surge of investment in business tools for creators as well. Brands will also now resort to content creators for all minor and major communication with their target audiences. At Chicco, we have always believed in providing content about our products that helps parents make informed choices. All our associations with influences are content-driven and real usage experiences of influencers who are recent mothers.

Influencer marketing: The go-to solution for sales generation

The new year will be the period when influencer marketing will help garner online sales. The influencers will ensure this by offering a seamless social shopping journey by harnessing the potential of live social shopping, affiliate marketing and sharing authentic product recommendations.

Furthermore, the influencer community will expand affiliate programs. Brands will now want to focus on garnering sales and measuring conversions apart from social engagement and robust digital presence. In 2022, influencer and affiliate programs will blend to help brands garner sales via the path of authentic influencer content within an affiliate model.

Brands to adopt storytelling techniques for influencer marketing strategies

Storytelling will rule the influencer marketing domain in 2022. Content that will be authentic, creative, and relevant will be preferred by brands for their communication. It is also the time when influencers will emerge to be valuable messengers of brands. They will use the power of influencers to spread their communication about their products and services amongst the influencer’s strong follower base.

Micro-influencers to dominate the influencer marketing industry

One of the significant trends that will be witnessed in 2022 is that micro-influencers will dominate the influencer marketing industry. Brands will be inclined towards them all the more due to their higher engagement rates and affordability. They will prefer working with branded content with micro-influencers as the influencer marketing industry will adopt the data-driven approach. Micro-influencers will provide brands greater ROI, higher engagement and focused audiences. Due to their loyal and engaged follower base, their role in driving sales and conversions will be significant in the times to come! At Chicco, our focus is more on micro-influencers because of their authenticity, higher engagement with their followers, trust within their community, and seamless brand integration. We have seen significant success in many evolved products where the concept explanation to consumers is more detailed and consumer wants assurance from one of their trusted faces.

The bottom line

Influencer marketing has become the pivotal element of the communication strategies for brands. It has undergone various disruptions and revolutions over the period of time. 2021 was filled with challenges yet opportunities for this. However, 2022 for influencer marketing will be filled with growth prospects and is equally promising for the baby care segment.

However, the challenge is going to be the authentic and original content. Considering that there are many influencers in every domain, only those are going to establish strong influence on their followers who have expertise and command in their domain. Brands are going to be keen on working with those who can generate differentiated content that can enable consumers to make favourable purchase decisions.