The profile of the influencer has risen during 2021 from a niche marketing tool, to a much more mainstream figure. They are used by the major global businesses and SMEs alike, to boost brand awareness. Consumers respond well to the authenticity and immediacy of a good influencer, and they provide an excellent return on investment for businesses.

So what is on the horizon for 2022? Market Screener predicts that the influencer will move from a trend, to a common marketing tactic. They base this prediction on a survey of global marketing professionals, who were asked what trends they are planning to invest in in 2022. 34% said influencer marketing, making it top of the list.

Meanwhile, in an article discussing how the future of influencing will be shaped, The Drum explains that the marketing industry is moving to embrace diversity and inclusion more thoroughly. While some progress has been made to level the playing field for minority groups, often their inclusion can still feel like tokenism.

Keely Cat-Wells, chief executive of C Talent, told the publication: “It has been great to see more and more campaigns being inclusive and diverse.”

She added: “I think what we now need to focus on is incidental representation – not necessarily just representation within disability or diversity specific campaigns, but really integrating diversity and disability into everything and to all campaigns, and representation on the camera as well.”

The other major trend for campaigns will be a focus on integrity and purpose. Brands are now very concerned to build up trust with their audiences, and the influencer is a key tool for this. Ultimately, this boils down to the ability of the influencer and the brand to build up a positive long term relationship, with the ability to listen and allow for creative freedom.

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