All the world’s a stage for social media users of 2022.
We live in a world where digital marketing is at its peak. Having an online presence is key to a brand’s success.
People today, second guess their buying decision before scurrying online to find out a product’s reviews, or how valid a brand’s social media presence is.
When social media marketing first came about, brands were apprehensive to make the switch from traditional marketing. It seemed almost impossible to think that people who took their phones to post status tweets or selfies would end up building a career online.
However, with the triumphant rise of influencer marketing, brands have realized that it is one of the most effective ways to garner prospective buyers.
With multiple brands jumping on the influencer bandwagon and seeing successful growth, there is no more debate about leveraging influencer marketing for your brand’s digital presence. Years later, multiple influencer accounts have proven time and time again that it is here to stay.
A December 2021 Facebook case study, shows how influencer marketing combined with content creation and advertising resulted in the below data:
If you’re here to make the most of Facebook Influencer Marketing in 2022, you’ve come to the right place. Let’s dive in.
Table of Contents
What is Influencer Marketing? Why do brands use it?
You probably already know this, but just to lay a new perspective. Influencer marketing at its core is a marketing strategy that involves people who use their social media influence to advocate for a brand’s service or product.
So, how does one become an influencer? There is no restriction on who can be a social media influencer. All it takes to go from being an average social media user to an influencer is engagement on social media.
If you’re wondering why is it that brands use influencers? The answer could lie in the simple psychology of human connection. People believe in influencers because they see a person as average as them using a product or service. The process almost seems like a word-of-mouth referral that has proven to be the most successful marketing tool even before social media was created.
In its own way, Influencer Marketing is the best of old and new marketing strategies. It embraces the idea of using a celebrity endorsement and merges it in today’s online content marketing world. But what makes it more believable and cost-effective for brands is that influencers aren’t as famous as celebrities in the real world.
What are the different types of influencers? How does a brand find or use them?
While your brand already has a vague idea of influencers in your niche or industry, the easiest method is to use hashtags related to your niche and geography. An unbiased way to find influencers is by using social listening tools. This cuts down your work of manually scouting for them or trying to understand who is the best fit for your brand.
So what kind of influencers should your brand be looking for? A lot of it can boil down to your marketing budget and business goals. Take a look at the different types of influencers online and how to get the best collaboration out of them.
Nano influencers are influencers with 1K–10K followers
Nano influencers are great if you’re a brand with little to no marketing budget, these influencers are sometimes open to barter collaborations, or even open to testing your products and services.
Micro-influencers are influencers with 10K–50K followers
Micro-influencers are often seen as the most relatable influencers, especially if they are under 50K followers. Since they still have a personal connection with their audiences and will still be able to leverage more honest leads for a brand.
Mid-Tier influencers are influencers with 50K – 500K followers
Mid-Tier influencers are influencers with a more specialized niche, who have identified their successes, understand what their audiences like seeing, and know exactly how to leverage social media for themselves and a brand. Working with them could give you a healthy mix of conversions and engagement.
Macro influencers are influencers with 500K–1M followers
Macro influencers are basically social media celebrities. Influencers like this are consistent with creating content for their audience and probably have experience working with other brands and influencers. Using them can help grow your brand and increase engagement.
Mega or celebrity influencers are influencers with 1M+ followers
Mega or celebrity influencers could perhaps be celebrities already due to their other professional work. They are the most expensive influencers and are therefore most approached by luxury or global brands. However, due to their celebrity status, their audience is very broad and doesn’t always promise conversions for all brands.
How to use influencer marketing in 2022 on Facebook?
So what will be the future of influencer marketing for the rest of the year? With the success of Instagram and Tik Tok influencers. It is now time for Facebook to shine. Here are about 5 ways you can make the most of Facebook Influencer Marketing in 2022.
1. Going live garners higher engagement rates
With everyone being stuck at home staring at their screens, going live became the norm for multiple users. Irrespective of whether users tuned in to Facebook Lives or Instagram Lives, the trend did not die down when cities began opening up and resuming life to the new normal.
Influencers going live encouraged users to have more immediate conversations with them. Brands could leverage these Facebook live collaborations for product teasers or launches and create higher excitement levels.
2. Short video is here to stay
When Instagram introduced Reels, they followed it up with an official statement that claimed Instagram would be more than just a picture-sharing platform. Sure enough, users became addicted to TikTok trends, Instagram Reels, and other shorter video formats that are easier to consume and move on to the next piece of content.
Brands can harp on this trend even for their Facebook Pages for Behind The Scenes, to introduce the team, focus on product showcases, and more. One can also leverage Facebook publishing tools that lead to better engagement.
3. Live Shopping could take over
The world saw a rise in live shopping over 2021, and this will continue to get bigger in 2022. Influencers as well as thought leaders have begun to promote products to their audiences on social platforms by using live video and other interactive content.
Platforms like Amazon, Facebook, Instagram, and TikTok have all begun to focus on Livestream shopping tools and partnerships.
4. Diversity and representation will be key
It comes as no surprise that the world has witnessed various race crimes and is now advocating for people’s rights. With a more significant priority on diversity and representation, users are now consciously following and supporting minorities, people of color, and more.
Therefore, it’s important for brands to also include this representation in their campaigns by shifting their corporate messaging, ethics, and more to concentrate on inclusivity of all kinds of people.
5. Micro and nano-influencers will get their time to shine
A 2019 report from Later and Fohr, stated that micro-influencers with fewer than 25K followers garner the highest engagement rates at about 7%.
Considering Instagram’s constantly changing algorithm and declining engagement rates, influencers with a smaller audience that post more consistently and explore the newest features are able to maintain their high engagement rates. Working with these influencers also allows brands to work with more influencers or for more extended periods of time.
In conclusion, are influencers still relevant in 2022?
The short answer is absolute!
If the pandemic has taught us anything, it is to believe in the power of people. To have faith in humankind, even if those humans are on a screen trying out a new product or learning a new skill at home.
Contrary to popular belief, even though Instagram sees a relatively high rate of influencers, the age of Facebook influencers is not dead and with tools such as IMTB, 2022 is a great year for all Facebook influencers.