{"id":10916,"date":"2022-08-30T06:11:22","date_gmt":"2022-08-30T04:11:22","guid":{"rendered":"https:\/\/mio.one\/blog\/3-marketing-trends-that-will-shape-the-influencer-marketing-industry\/"},"modified":"2026-07-09T10:31:09","modified_gmt":"2026-07-09T08:31:09","slug":"3-marketing-trends-that-will-shape-the-influencer-marketing-industry","status":"publish","type":"post","link":"https:\/\/mio.one\/en\/blog\/3-marketing-trends-that-will-shape-the-influencer-marketing-industry\/","title":{"rendered":"3 Marketing Trends That Will Shape the Influencer Marketing Industry"},"content":{"rendered":"\n\n

Influencers are playing an increasingly significant role in consumers\u2019 purchasing decisions, especially among younger people, who consume content on social media, in video games, and online to a much greater extent than other generations. As a result, trends such as authenticity, meta-influence, and Pinterest\u2019s growing sales power are shaping a new direction that will further define influencer marketing. I\u2019ll explain all of this in this post. <\/span><\/i><\/b> <\/span><\/p>\n

As you know, <\/span>influencer marketing<\/span><\/b> emerged as a social media marketing technique in which a group of people with large social media followings\u2014who are considered experts in specific niches and, precisely because of that, have the ability to influence others\u2014were able to impact the sales of the brands that sponsored them through sponsored content and product mentions.<\/span> <\/span><\/p>\n

These <\/span><\/b>influencers<\/span><\/i><\/b> are actually the replacements for traditional <\/span><\/b>celebrities<\/span><\/i><\/b> who promoted products in the classic commercials from our childhood. In fact, some of the people we would have called back then <\/span>celebrities<\/span><\/i>have gone digital, becoming <\/span>influencers<\/span><\/i>. We can all think of several examples.<\/span> <\/span><\/p>\n

With the pandemic, social media use was boosted by the lockdown. During that period, consumers relied much more heavily on this channel to discover new products\u2014and even to purchase them\u2014leading to the emergence of new figures with significant influence over their followers. <\/span> <\/span><\/p>\n

Because of this, the world of influencer marketing is currently experiencing a new boom, in which <\/span>new trends<\/span><\/b> emerging in digital marketing will make this discipline even more important when determining the necessary tactics for any company\u2019s digital strategy.<\/span> <\/span><\/p>\n

Let’s take a look at what those trends are.<\/span> <\/span><\/p>\n

<\/span><\/h2>\n

What Is Shaping Influencer Marketing<\/span> <\/span><\/h2>\n

<\/span><\/p>\n

Here are the three latest marketing trends that are influencing and impacting influencer marketing.<\/span> <\/span><\/p>\n

<\/span><\/p>\n

The Imperative of Authenticity<\/b> <\/span><\/p>\n

In the wake of the pandemic, one of the things social media users value most is the authenticity of things and people. <\/span> <\/span><\/p>\n

One of the main factors influencing any digital consumer\u2019s purchasing decision\u2014during the consideration phase\u2014is recommendations from other users, particularly those made by people the consumer considers experts in the field, such as <\/span>influencer<\/span><\/i>.<\/span> <\/span><\/p>\n

However, if the consumer sees that the <\/span>rating<\/span><\/b> It’s not real; it will flee from that brand immediately. As the report on the \u201c <\/span>The State of Influencer Marketing 2022<\/span><\/i>\u201d produced by the American platform <\/span>GRIN<\/span><\/b>, \u201c<\/span>“For companies to be successful, a content creator must know the brand, use its products, and truly believe in them. Consumers can smell a fake endorsement a mile away. And when they do, they won’t come back.” <\/span><\/i> <\/span><\/p>

Another important factor related to authenticity concerns the <\/span>use of filters<\/span><\/b>. More and more consumers are expressing their discomfort with the use of filters on social media when they are related to the consumption or discovery of a product.<\/span> <\/span><\/p>\n

In fact, the <\/span>ASA<\/span><\/b> in the United States has banned \u201c<\/span>deceptive filters<\/span><\/i>“in beauty advertisements, which refer to any filter that enhances or exaggerates the effect of a product or procedure. Similarly, the <\/span>Conservative Member of Parliament from the United Kingdom, Dr. Luke Evans<\/span><\/b>, has proposed the <\/span>Digitally Altered Body Image Bill<\/span><\/b>, which, if approved, will require influencers to disclose when their face or body has been edited or altered in any way. In this regard, the advertising industry is supporting this movement by refusing to work with <\/span>influencers<\/span><\/i> who routinely alter their appearance, using technology to detect whether images have been edited.<\/span> <\/span><\/p>\n

This quest for authenticity is evident in the platform’s success <\/span>TikTok<\/span><\/b> (compared to Instagram), where unfiltered, unedited, and often unpolished content ranks among the most popular. Similarly, a new platform is emerging with the promise of allowing users to share content without the ability to apply filters. This platform is <\/span>BeReal<\/span><\/b><\/a>, and it’s taking the U.S. college scene by storm, racking up 8 million downloads so far this year.<\/span> <\/span><\/p>\n

<\/span><\/p>\n

The Metaverse and the Rise of Digital Marketing in This New World.<\/b><\/span> <\/span><\/p>\n

The <\/span>Metaverse<\/span><\/b> is also influencing other areas of digital marketing, and although it may seem like a passing fad to some, the truth is that major companies are investing heavily in a world that is set to revolutionize the digital landscape.<\/span> <\/span><\/p>\n

Brands such as, for example, <\/span>Gucci<\/span><\/b>, have launched digital items for sale on <\/span>Roblox<\/span><\/b>, while others, such as <\/span>Balenciaga<\/span><\/b>, has allowed players of <\/span>Fortnite<\/span><\/b> buy their own digital outfits within the game. In turn, the metaverse platform <\/span>Decentraland<\/span><\/b> launched its own fashion week in March, during which several brands created digital fashion that can be purchased and worn as NFTs.<\/span> <\/span><\/p>\n

This means that <\/span>a new landscape is emerging in which brands need to position themselves<\/span><\/b> and build relationships with their target audience, under different rules and codes. Similarly, new competition will emerge for the same <\/span>influencers<\/span><\/i>, through the creation of new <\/span>influencers<\/span><\/i> virtual, with avatars that make them look like real people, but managed by the brands themselves. This gives brands greater control over this type of influencer marketing, allowing them to take full advantage of the opportunity to have a <\/span>influencer<\/span><\/i> exclusively, even if they created it themselves.<\/span> <\/span><\/p>\n

Take Prada, for example, which relaunched \u201cCandy,\u201d a virtual model, as the face of its new fragrance. Described by Prada as an \u201cinvitation to rethink reality,\u201d Candy is Prada\u2019s attempt to connect with a younger generation on platforms such as <\/span>TikTok<\/span><\/b> and <\/span>Twitch<\/span><\/b>, as well as becoming an <\/span>influencer<\/span><\/i> who can easily transition to other digital channels.<\/span> <\/span><\/p>

Conversely, we may also encounter <\/span>celebrities<\/span><\/i> e <\/span><\/b>influencers<\/span><\/i><\/b> who enter the Metaverse through an avatar<\/span><\/b>, as has been the case with <\/span>Justin Bieber<\/span><\/b> which partnered with the virtual entertainment company <\/span>Wave<\/span><\/b> last year for an interactive concert on stage, during which Bieber controlled his digital avatar using a motion-capture suit.<\/span> <\/span><\/p>\n

<\/span><\/p>\n

Pinterest’s growing appeal as a creator-driven shopping platform.<\/b><\/span> <\/span><\/p>\n

Usually, <\/span>influencers<\/span><\/i> They focus on platforms where their content can easily go viral, such as Instagram or TikTok. Pinterest, on the other hand, is a platform focused on discovery, since users browse for ideas, which makes it very difficult to build an audience. Despite all this, <\/span>Pinterest’s growing purchasing power could lead to <\/span><\/b>influencers<\/span><\/i><\/b> to turn to this platform<\/span><\/b>. In fact, following the release of its tool <\/span>AR Try On<\/span><\/b> which allows users to \u201ctry before you buy\u201d\u2014currently for home and beauty products\u2014sales are skyrocketing on this social network.<\/span> <\/span><\/p>\n

But this isn’t the platform’s only move. Given the power of <\/span>TikTok<\/span><\/b> available for <\/span>streaming<\/span><\/i>, Pinterest has also launched its own live-streaming sales tool, <\/span>Pinterest TV<\/span><\/b>. The idea behind this product is that creators with an interest in or experience with a niche category\u2014ranging from knitting to cooking\u2014can interact directly with an audience on Pinterest through interactive live videos, something we haven’t seen on the platform until now.<\/span> <\/span><\/p>

Another factor is the recent creation of \u201c<\/span>Takes<\/span><\/i>“which is the way Pinterest has enabled users to respond to a creator’s content. This, along with a monetization program,” <\/span>Creator Rewards<\/span><\/i>\u201d clearly signals the company\u2019s intention to compete with <\/span>TikTok<\/span><\/b> and attract the <\/span>influencer<\/span><\/i> to its platform.<\/span> <\/span><\/p>\n

At <\/span>MioGroup<\/span><\/b> , we create comprehensive social media strategies in which\u2014based on our clients\u2019 interests and goals\u2014we combine \u201c<\/span>push\u2019<\/span><\/i> and \u2018<\/span>pull\u2019<\/span><\/i>campaigns, through <\/span>influencers<\/span><\/i> or paid campaigns and follower engagement. <\/span>Want to talk?<\/span><\/b> <\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"

Influencers are playing an increasingly significant role in consumers\u2019 purchasing decisions, especially among younger people, who consume content on social media, in video games, and online to a much greater extent than other generations. As a result, trends such as authenticity, meta-influence, and Pinterest\u2019s growing sales power are becoming a… <\/p>\n","protected":false},"author":4,"featured_media":9065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[249],"tags":[392,391,393,390],"class_list":["post-10916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-en","tag-influencer-marketing","tag-influencers","tag-marketing-trends","tag-social-media-2"],"acf":[],"yoast_head":"\n3 Trends Shaping Influencer Marketing<\/title>\n<meta name=\"description\" content=\"Social media is becoming more and more popular, which is why influencer marketing is growing in importance every day. 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