Brands are moving beyond one-time deals and signing up influencers as ambassadors

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 15, 2021, 5:50 PM UTC

Businesses are now looking to offer customers multiple touchpoints using branded content to make the brand more recognisable.

After the influencer marketing boom in 2021, brands are now moving past one-time deals to signing up influencers for long-term deals. Audiences tend to find influencers who promoted fewer brands, more authentic than those who advertise brands frequently.

Additionally, brands find it challenging to narrate their stories in just a single influencer post. Apart from partnerships with brands, 2022 will also offer more monetisation opportunities for influencers in addition to social media.

These include TV, books and reality shows. Influencer categories are also expanding, with new sections like “fintok”, “petfluencers”, “skinfluencers” and “granfluencers” expected to gain momentum in 2022. With Facebook announcing its plans on creating a metaverse, digital characters will increasingly double up as virtual influencers.

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