One picture to see the marketing trend of overseas celebrities in 2022
As an effective marketing method, overseas influencer marketing can expand brand influence through influencers of influencers and quickly reach target users and consumer groups.
This marketing method is closely related to overseas social media operations. In the previous article "In the operation of overseas KOLs, you can't step on these pits", we learned how to operate KOLs strategically. Today, by interpreting the marketing trends of overseas influencers in 2022, we will explain from a macro perspective that each brand is a popular influencer Marketing concerns and priorities.
Interpretation of 2022 Overseas Influencer Marketing Trends
☆ Omni-channel creators are getting more and more attention
Nowadays, celebrities have more than one social media account and fans not only pay attention to the only social media account of the celebrity, and it is the choice of more and more marketers to cooperate with the same influencer in omni-channel marketing, which not only saves cost and energy, but also can Reach and win more potential users across platforms.
☆ Influencer marketing and affiliate marketing are closely related
Influencer marketing is usually closely related to affiliate marketing. Nowadays, influencers become the exporters and "spokespersons" of brand products, which directly drive sales; influencers directly sell products by providing fans with exclusive discount codes or guiding jump purchase links, which is highly efficient. to achieve a closed sales loop. Brands can also pay commissions based on transaction volume or conversion rate, which is a more cost-effective partnership.
☆ Content changes from text and pictures to audio and video
Audio and video not only touch the nerves of users more directly, but are also the most popular social content today, and various social media platforms are increasing their stakes on short videos. It is easier to obtain better results by cooperating with influencers on video content;
☆ Influencer marketing begins to focus on live streaming shopping
As a leading social media that cannot be ignored today, TikTok is carrying out a global live broadcast e-commerce project and continuously updating the live broadcast shopping function. Secondly, there are more and more celebrities in live-streaming shopping nowadays. Brands going overseas should pay attention to this link and this type of celebrities, educate consumers one step ahead, change their consumption habits, and lay the foundation for future marketing.
☆ Brands tend to have long-term cooperation with influencers
Long-term cooperation with influencers is conducive to the long-term publicity of the brand, and it is also more trustworthy for users. At the same time, long-term influencers are more familiar with brand tonality and can produce more appropriate content; brands are also familiar with the way of interacting with the same influencers, and can even obtain more competitive asking prices.
☆ Results-oriented cooperation increases
In the future, influencer marketing will focus on data and metrics (such as conversion rate, reach rate, etc.), and result-oriented cooperation will soon become mainstream. In the article "You can't step on these pits in overseas KOL operations", we also explained how to cooperate with celebrities by setting goals.
☆ Paid advertising is becoming more and more important in influencer marketing
Paid advertising content that cooperates with influencers will also have a higher rate of return, which can achieve a multiplier effect for both influencers and brands. Even with social media post collaborations with influencers, brands can advertise on the posts for greater exposure and engagement.
☆ The variety of celebrities is unique and rich
As the key users of today's social media platforms, Generation Z has unique tastes and aesthetics. Brands should pay attention to their uniqueness and richness when choosing celebrities;
☆ Small and medium-level celebrities are more popular
Small and medium-sized influencers have higher interaction rate and participation, and are more cost-effective. Nowadays, more and more brands are more inclined to invest in this type of influencers.
☆ The cooperation among celebrities has increased
The cooperation between celebrities and celebrities is more visible. For many fans, it is like a "dream linkage", which can attract more target users to pay attention to the brand. Each overseas brand may wish to cooperate with multiple celebrities and carry out "matching marketing".
☆ Staff-oriented content will increase
Social content from the perspective of brand employees is also gaining popularity, and content like Behind the Scene often wins over users. In the future, brands will also tend to use employees as celebrities for marketing;
Epilogue
By interpreting overseas influencer marketing trends and understanding today's popular trends, we can formulate brand influencer marketing strategies more accurately and achieve the desired results. In addition, the Marketing Cloud FindInfluencer tool can also help brands match and evaluate different types of influencer KOLs on Instagram, YouTube and TikTok, helping brands go overseas. If you are interested in this feature, please leave your contact information and we will arrange someone to contact you.