Marketing trends shaping the influencer realm in 2022 – Times of India

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The scope and practice of influencer marketing in India are escalating. Big brands are no longer skeptical; they welcome social media influencers or approach influencer marketing agencies directly. Influencers easily fit into the marketing campaigns of brands and are now an integral part of their digital marketing strategies. 
With an impactful industry evolution on social influence, marketing trends are directly having an impact on the influencer marketing realm. The marketing shape-shifting of different media, including discovery platforms, has encouraged influencers to experiment with campaigns. The influencer marketing agencies in India are also in a race to better connect brands and creators. Let’s discuss some of the marketing trends and how they’re shaping the influencer marketing industry in 2022. 
Social media sites are often where influencer marketing is more prevalent. On app feeds, content published on these platforms is easily shared widely. All forms of content marketing have gained popularity on social media. On the other hand, a well-known image-sharing service places more of an emphasis on discovery, allowing users to look for certain categories or concepts. However, the recently improved creator and commerce tools have increased the power of this image-sharing app as a buying platform, which has also increased the presence of influencers on the app, frequently from companies. Value for money and social responsibility are intertwined for influencers. Similarly, influencer marketing has made good use of authenticity.  
The demand for or push for authenticity has been driven by wider public opinion on the harm that social media and content marketing can expose younger generations too. The new laws passed will make influencer marketing more authentic and ensure that the public gets the right information on the products being marketed to them.
For some, the term “metaverse” may be overused, yet it actually has an effect on the marketing sector. Since it is anticipated to be the future of interactive media, it will also be a bustling center for influencer marketing. There is little denying that the popular social media app’s rebranding has generated curiosity in the online world. Tech behemoths and companies are developing digital items that can be exchanged or purchased globally. Influencers and creators will have more chances to connect with businesses looking to reach consumers in the metaverse and create their presence there. Future developments will also involve the creation of personal avatars or digital personas by real-world influencers.  
The influencer marketing industry is set to reach a market size of Rs 2,200 crore by the year 2025. The trends show high growth, especially in the areas of short-form content and live videos. With the growing technology around marketing, it is going to be interesting to see what new updates we are going to get in the upcoming years.
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Views expressed above are the author’s own.
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