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  • Writer's pictureAlexander Matambo

Commerce, Content and the Creator Economy: 3 Trends That Will Fuel Influencer Marketing in 2022

Influencer marketing is constantly in flux. In recent years, digital technologies have developed and innovations have emerged that provide creators with a platform to express themselves authentically, and audiences are here for it!

Advertisers are now waking up to the value of influencer marketing in the overall marketing mix. In a survey by the Influencer Marketing Hub, 90% of respondents confirmed that they believe influencer marketing to be effective.

With this growing acknowledgement of the role of influencer marketing in the wider mix, the question brands ask has changed from "Why use influencers?" to "How do we use influencers?"

As the second part of our influencer series, this article will explore three key drivers behind the evolution of influencer marketing, and by the end, you'll likely consider a career shift.

1. Multiverse Communities

In 2021, Facebook officially changed its name to Meta, a move that stems from the company's long-held strategy to build the next big thing: "the metaverse". In summary, it is an interactive digital space where users don't only consume content but are fully immersed in it.

The metaverse will likely have an interesting impact on the influencer marketing space and will offer unique opportunities for brands. Interacting with following and establishing communities comes naturally to influencers, making them the ideal candidates to engage in the coming virtual worlds. Virtual meet ups with your favourite creators are soon gonna be more than a prospect.

Influencer marketing is also primed to capitalise on the possibilities of blockchain technologies, such as NFTs, cryptocurrencies and crypto coins. Going forward, we will see the emergence of these technologies within the creator economy.

2. The Dawn of Creator Commerce

After two long years of lockdowns and social restrictions, audiences have become increasingly more reliant on technology, giving rise to a pandemic-driven boom in e-commerce. According to eMarkerter, the social commerce market surged by 38% to $27 billion and is set to increase significantly in 2022.

TikTok, Instagram, Facebook, and Facebook caught on to this behaviour and dedicated significant resources to the ongoing development of commerce capabilities. Like Instagram adding a dedicated shopping tab onto their platform.

The power of influencer marketing coupled with the rise of eCommerce and the continued investment in social shoppability primes influencer marketing to have a strong potential to drive sales. Clever content distribution and leading commerce tech should be a top consideration for brands whose goal is to convert influencers' followers into paying customers.

3. Live Shopping Becoming a Cornerstone of Social Commerce

Staying in line with social commerce technology and techniques, influencer live shopping could offer brands a way to tap into an engaged audience with an immediate impact. Drawing inspiration from The Home Shopping Network, live shopping puts brands in the centre of a sales-oriented content experience, placing influencers as "presenters".

The longer-form content provides an effective way to deliver specific details about a product to a pre-selected audience that's perceptive to sales messaging, accelerating the journey to purchase.

Live shopping connects brands to consumers in a place where their target audience is actively seeking product information and recommendations, Thus, live selling will likely be more prevalent in influencer marketing going forward.


In 2022, a significant amount of marketers and advertisers will adopt and refine their influencer marketing strategies as the new capabilities allow them to realise their full potential. The emerging trends are deepening the value of influencer marketing for brands looking to drive quantifiable results.

Time for a career change?


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