Influencers set to diversify sources of income, content categories next year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2021, 2:23 PM UTC

According to a HypeAuditor survey, influencers will have more channels than just paid promotions to earn income and gain traction.

Along with new channels of income, 2022 will also see fresh categories of influencers. Books, TV shows and movies are among the new channels also expected to collaborate with influencers. Besides partnerships, brand ambassadorship programmes are also likely to replace one-time deals.

These include “finfluencers” or financial influencers who offer content on financial topics like cryptocurrencies and stocks. Similarly, brands are also collaborating with influencers to advertise their skincare products. Influencers from the baby boomer generation are also becoming popular, especially with brands like Nike, Fashion Nova and Amazon.

Brands must aim to build strong relationships with influencers to rely on them as brand advocates. With the growth of social ecommerce, businesses must prioritise first-party sales, influencer marketers and other social selling windows.

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