--- title: 2022 Influencer Marketing Trend Predictions description: In this blog, learn about the trends reshaping the industry that marketers’ should embrace to stay ahead in 2022. image: https://blog.juliusworks.com/hubfs/TikTok%20image.jpg --- [![Julius By Triller - Wordmark - Purple (1)-1](https://blog.juliusworks.com/hs-fs/hubfs/Julius%20By%20Triller%20-%20Wordmark%20-%20Purple%20(1)-1.png?width=239&name=Julius%20By%20Triller%20-%20Wordmark%20-%20Purple%20(1)-1.png "Julius By Triller - Wordmark - Purple (1)-1")](https://www.juliusworks.com) - [Platform](https://www.juliusworks.com/platform) - [For Influencers](https://www.juliusworks.com/for-influencers) - [Content Hub](https://blog.juliusworks.com) - [About](https://www.juliusworks.com/about) - [Sign In](https://app.juliusworks.com/login) - [Demo](https://hub.juliusworks.com/demo) # 2022 Influencer Marketing Trend Predictions [By Katie Bohm](https://blog.juliusworks.com/author/katie-bohm) ![Remote working environment.](https://blog.juliusworks.com/hs-fs/hubfs/djurdjica-boskovic-G8_A4ZWxE3E-unsplash.jpg?width=6000&name=djurdjica-boskovic-G8_A4ZWxE3E-unsplash.jpg "Remote working environment.") Featured Ebook # Content Marketing with IGC Richer Content, Expanded Reach, Cost-Effective [Read More ▸](https://hub.juliusworks.com/content-marketing-with-igc) - [BLOG](https://blog.juliusworks.com) - [PODCASTS](https://blog.juliusworks.com/tag/podcast) - [RESOURCES](https://hub.juliusworks.com/resources) - [CASE STUDIES](https://hub.juliusworks.com/case-study) - [PRESS](https://hub.juliusworks.com/press) [EBOOK](https://hub.juliusworks.com/what-is-influencer-marketing) ## [What is Influencer Marketing? Digital Marketing Evolved](https://hub.juliusworks.com/what-is-influencer-marketing) [Read More ▸](https://hub.juliusworks.com/what-is-influencer-marketing) [BLOG](https://blog.juliusworks.com/what-is-earned-media-value) ## [What Is Earned Media Value?](https://blog.juliusworks.com/what-is-earned-media-value) [Read More ▸](https://blog.juliusworks.com/what-is-earned-media-value) [PODCAST](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) ## [EP 12: Using Influencers for Market Research](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) [Read More ▸](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) [CASE STUDY](https://hub.juliusworks.com/case-study-huge) ## [Huge Scales Influencer Marketing with Julius](https://hub.juliusworks.com/case-study-huge) [Read More ▸](https://hub.juliusworks.com/case-study-huge) Filter By Categories - [Roundup](https://blog.juliusworks.com/topic/roundup) - [Blog](https://blog.juliusworks.com/topic/blog) - [Insights](https://blog.juliusworks.com/topic/insights) - [Podcast](https://blog.juliusworks.com/topic/podcast) - [Influencer Marketing Platform](https://blog.juliusworks.com/topic/influencer-marketing-platform) With 72.5% of marketers planning to increase their influencer marketing budgets over 2022 ([Statista](https://www.statista.com/statistics/1198525/influencer-marketing-share-usa/\))), here are the trends reshaping the industry that marketers’ should embrace to stay ahead in 2022: **Real, raw and relatable** Influencers are getting more honest and showing their vulnerable, imperfect and emotional sides. From hair thinning and acne, to baby loss and mental health struggles, influencers are sharing more of their ‘lows’ and turning to deeper, more personal ways to connect with their audiences. Demonstrating the power of social platforms as strong community support groups. Brands and charities are discovering influencers opening up about their current or previous ailments, or health issues and finding ways of integrating themselves into their content in an authentic and symbiotic way. ![blog](https://blog.juliusworks.com/hs-fs/hubfs/blog.jpg?width=374&name=blog.jpg) **Into the metaverse** The metaverse is happening and it’s happening right now. Big name brands and influencers are throwing their hats in the ring and we can already see successful [virtual worlds being crafted](https://www.cnbc.com/2021/11/18/nike-teams-up-with-roblox-to-create-a-virtual-world-called-nikeland-.html); layered through avatars, visuals and music. [Gucci’s metaverse foray with Roblox](https://apnews.com/article/gucci-roblox-76339d10f139e9b0d39761bd8426c11e) in the Summer resulted in young fans buying digital handbags for prices that exceeded real ones. Other brands need to start thinking about digital as well as physical experiences if they want to let new audiences in and stay ahead. We’ll see brands capitalizing on, and collaborating with, influencers beyond their social media feeds, to help them bridge the gap between the physical world and the metaverse.   **Creator-led NFT collections** The recent growth of the metaverse has brought legitimacy to the concept of non-fungible tokens, also known simply as NFTs. Initially, digital art dominated the scene, but now creators of all kinds are getting stuck in building ownership of their content, and deeper relationships with their audiences through rewards. TikTok recently launched their NFT project, “[Own the Moment](https://newsroom.tiktok.com/en-us/tiktok-launches-first-creator-led-nft-collection-powered-by-immutable-x),” that lets fans own culturally-significant moments from top creators. Next year will see [more social platforms building infrastructures](https://www.techtimes.com/articles/262480/20210706/instagram-nfts-platform-leaker-earn-creators.htm) that allow creators to sell NFTs because they understand the importance of this to their long-term monetization plans.   **Creators being heard** We’ve been giving our eyes a break from screens and getting hooked on [podcasts](https://influencermarketinghub.com/podcast-statistics/).  Now audio hubs like [Spotify](https://www.socialmediatoday.com/news/spotify-is-looking-to-make-podcasts-a-bigger-focus-with-new-tools-to-trans/595484/), [Twitter Spaces](https://www.socialmediatoday.com/news/twitter-opens-up-spaces-hosting-to-all-users-on-ios-and-android/608700/) and [Facebook Soundbites](https://www.pocket-lint.com/apps/news/facebook/158685-where-is-facebook-s-new-audio-hub-easily-find-podcasts-and-soundbites) have us tuning in to hear creator’s impersonations, food reviews, daily affirmations, empowering stories, and more. The possibilities of social audio are endless and we’re *hear* for it.   **Marketing with a purpose** In today’s Covid world, consumers (and not just Gen Z) are putting more expectation than ever on brands and influencers to use their platforms and positions for social good. Next year will see even more influencer marketing that speaks to or elevates a higher cause, be it environmental concerns, social justice issues, or diversity and inclusivity. Brands need to be prepared to factor their purpose into their influencer strategies in a genuine, non-tokenistic way. Identifying influencers that have proven their alignment with a purpose will be key to success and building a quality story.    **Performance-based deals** With influencer budgets on the rise, marketers are under increased scrutiny to prove ROI and drive bottom line results. Social engagement alone isn’t enough, so 2022 will see further expansion in affiliate programs with brands shifting the onus of commercial results onto their influencers through commission-based payment models. Influencer platforms like Julius that can obtain full-funnel performance insights through link tracking and Shopify integrations will win.   TikTok to compete with streaming platforms Consumers are migrating from TikTok to view longer-form content on streaming platforms like YouTube and Twitch, especially in the gaming and eSports worlds. [The game viewing audience](https://www.thece.co/who-is-the-game-viewing-audience/), as [Thece](https://www.thece.co/) CEO Zack Rozga calls it, is the fastest growing media audience in the world and is largely untouched outside of team and tournament sponsorship. TikTok's CEO has stated that one of his goals is to [expand the presence of gaming on the platform](https://digiday.com/future-of-tv/a-heavy-hitter-how-kevin-mayer-gives-tiktok-an-aggressive-leader-to-break-into-the-big-leagues/), and live streaming capabilities in order to keep captive audiences on the platform for longer. TikTok's LIVE is already available in some markets and gaming is one of the top categories to date. Did you know that #Gaming has over 183 billion views on TikTok?            | [Katie Bohm](https://www.linkedin.com/in/katie-bohm-55390814/) joined leading influencer data and analytics company Julius with HYPR in May 2018 to lead their European business from London. Katie’s an experienced influencer and social media marketing professional with a varied array of skills and qualities—incisive strategic thinking, intellectual rigor, and strong attention to detail. From international influencer strategy, to implementation and management of consumer engagement programs, Katie is hardworking, motivated, and tremendously passionate. | ![katiebohmheadshot](https://blog.juliusworks.com/hs-fs/hubfs/katiebohmheadshot.png?width=169&name=katiebohmheadshot.png)   | | --- | --- | January 06, 2022 [See More Julius Content](https://blog.juliusworks.com/)   [Blog](https://blog.juliusworks.com/topic/blog) [Influencer Marketing Platform](https://blog.juliusworks.com/topic/influencer-marketing-platform) [TikTok Influencer Marketing](https://blog.juliusworks.com/topic/tiktok-influencer-marketing) ### Subscribe to Our Newsletter Follow Us [![Julius Facebook Social Icon](https://blog.juliusworks.com/hubfs/facebook.svg)](https://www.facebook.com/juliusworks) [![Julius Instagram Social Icon](https://blog.juliusworks.com/hubfs/instagram.svg)](https://www.instagram.com/julius_works/) [![Julius Twitter Social Icon](https://blog.juliusworks.com/hubfs/twitter.svg)](https://twitter.com/juliusworks/) [![Julius LinkedIn Social Icon](https://blog.juliusworks.com/hubfs/linkedin.svg)](https://www.linkedin.com/company/juliusworks) [![Julius Pinterest Social Icon](https://blog.juliusworks.com/hubfs/pinterest.svg)](https://www.pinterest.com/julius_works/) Featured [Nano Influencers: A Deep-Dive into Who They Are and Why They Matter](https://blog.juliusworks.com/nano-influencers-a-deep-dive) [Read More ▸](https://blog.juliusworks.com/nano-influencers-a-deep-dive) [Four Top Trends for Influencer Marketing in 2019](https://blog.juliusworks.com/4-top-trends-for-influencer-marketing-in-2019) [Read More ▸](https://blog.juliusworks.com/4-top-trends-for-influencer-marketing-in-2019) [Seven Things to Consider in a Contract for Influencers](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) [Read More ▸](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) [Five Ways to Tackle Skeptics About Influencer Marketing](https://blog.juliusworks.com/tackle-skeptics-influencer-marketing) [Read More ▸](https://blog.juliusworks.com/tackle-skeptics-influencer-marketing) [How Micro-Influence Changed The Fashion Industry](https://blog.juliusworks.com/micro-influence-fashion-industry) [Read More ▸](https://blog.juliusworks.com/micro-influence-fashion-industry) Popular Tags [Roundup](https://blog.juliusworks.com/topic/roundup) [Blog](https://blog.juliusworks.com/topic/blog) [Insights](https://blog.juliusworks.com/topic/insights) [Podcast](https://blog.juliusworks.com/topic/podcast) [Influencer Marketing Platform](https://blog.juliusworks.com/topic/influencer-marketing-platform) [Featured](https://blog.juliusworks.com/topic/featured) [TikTok Influencer Marketing](https://blog.juliusworks.com/topic/tiktok-influencer-marketing) [Case Study](https://blog.juliusworks.com/topic/case-study) [Recap](https://blog.juliusworks.com/topic/recap) [Events](https://blog.juliusworks.com/topic/events) [Ranking](https://blog.juliusworks.com/topic/ranking) [Partnerships](https://blog.juliusworks.com/topic/partnerships) [Preview](https://blog.juliusworks.com/topic/preview) [Insider](https://blog.juliusworks.com/topic/insider) [Press](https://blog.juliusworks.com/topic/press) [Product Feature](https://blog.juliusworks.com/topic/product-feature) Want influencer marketing insights delivered to your inbox? --- RELATED CONTENT Blog [2023 Influencer Marketing Trends](https://blog.juliusworks.com/2023-influencer-marketing-trends) With the influencer marketing industry growing from a $1.7 billion dollar industry in 2016 to $16.4... 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