State of Influencer Marketing

State of Influencer
Marketing
2022

Table of Contents
2
Table of Contents
01 Introduction 3
Understanding The Data 4
This Year’s Key Findings 5
02 The Current State of Influencer Marketing 6
The Crucial Role Influencers Play in eCommerce 7
The Evolution of Influence 10
The 6 Influential Personas to to Engage With in 2022 12
03 Social Channel Trends 14
What Channels Are Brands Investing In? 15
Average Engagement Rate By Follower Count 17
Engagement Benchmarks By Platform 19
Content Growth By Channel 21
04 Pricing & Budget 25
Cost Per Engagement 26
Influencer Marketing Budgets Will Rise 28
05 Production & Content 31
Campaign Health Remains Steady 32
Influencer Content > Studio Shot Content 34
06 The New “Return On Influence” 36
ROI Has Been Misunderstood 37
4 Ways to Calculate ROI 38
07 Looking Ahead 43
Influencer Marketing Best Practices 44
Our 2022 Predictions 46
Getting Started 49

Understanding The Data
01. Introduction
New year, new strategies. Aspire is back with our annual
industry benchmark report, The State of Influencer
Marketing, for the fourth year in a row.
This report uses statistics from Aspire internal data, as well
as surveys of over 1,000 marketers and creators, to reveal
insights about the ever-evolving influencer marketing
industry.
With Aspire Instagram Graph API access, we pull real-
time impressions, engagements, and get deeper audience
insights from our creators. Hundreds of thousands of opt-
in creators grant us access to performance data from
their official social network accounts. Opting in allows us
to track real-time data so we can share our learnings in
reports such as this one.
Industry trends that will carry on into 2022
How to accurately measure influencer
marketing ROI
Growing social media platforms
Cost per engagement per channel
Our predictions
And much more
This year, we’re leveraging
this data to dive deep into:
4

This Year’s
Key Findings
01. Introduction
Don’t have time to read through
the full report right now? Here are
some of the juiciest, must-know
insights from this year’s report.
76%
75%
70%
42%
74%
50%
of brands are planning
to increase their
influencer marketing
budgets in 2022.
Instagram remains
the biggest priority
for both brands
and creators in the
influencer marketing
space, with
of brands planning to
increase their presence
on the platform.
of brands are working
with nano and micro-
influencers to leverage
their highly engaged
audiences and low cost
per engagement.
On average,
the number of
engagements on each
campaign this year
has jumped
Nearly
since last year.
of brands and 75% of
creators are planning to
invest more into TikTok
in the coming year.
of brands are now
working with affiliates
and brand ambas-
sadors, indicating a
growing shift to ever-
green campaigns and
long-term brand part-
nerships.
5

The Current State
of Influencer Marketing
02
Influencer marketing has undergone many transformations
over the years, especially as the lines between social media
and digital commerce have blurred. In this section, we’ll discuss
the most pressing elements that affect the current state of
the industry: the role influencers play in brands’ ecommerce
strategy and the evolving definition of ‘influence.’

The Crucial Role
Influencers Play
in eCommerce
02. The Current State of Influencer Marketing
In 2021, we watched the world come back to life. But
despite gaining some “normalcy” back, some pandemic
trends have stayed intact — namely, the accelerated
shift to ecommerce. In fact, the pandemic boosted
online spending by $183 billion over the past year and
Americans are projected to spend $1 trillion online in
2022, according to a recent report by Adobe.
In order to get a piece of the ecommerce
pie, it’s crucial for brands to build digital
communities led by influencers who can build
a buzz online, provide social proof, and drive
conversions.
7

This is especially true as platforms like Instagram,
TikTok, and Pinterest ramp up on their in-app shop-
ping features — adding everything from Shopify
integrations to extensive creator monetization
tools — making social commerce more accessible.
While consumers have historically interacted with
ecommerce sites individually and independently
from other customers, social commerce is now
making way for online communities to engage
in conversations around a brand, share product
feedback with other consumers, and influence
each other’s purchasing decisions.
By activating influencers to lead the conversation,
brands can be a part of the consumer’s entire
shopping experience — from product discovery
and research, to checkout.
Social commerce:
a subset of ecom-
merce that entails sell-
ing products directly
on social media. This
means that the entire
shopping experience
— including product
discovery, research,
and check-out — takes
place on a social media
platform.
8

Brands that are already leaning into this
strategy say they attribute an average of
32% of their sales to social commerce. It’s no
wonder they’re investing more into creators.
58% of creators told us that they’re earning
more now than they did in previous years.
Needless to say, influencer marketing is a must-have
ecommerce strategy for 2022 and beyond.
58% of influencers are earning more now than they
did in previous years, showcasing the increasing
value that brands are placing in creators.
9

The Evolution
of Influence
The influencer landscape has changed drastically since
its inception in the early 2010s. The idea of being an
‘influencer’ is no longer reserved for the few social
media personalities with millions of followers. In fact,
we’re seeing that some of the people with the most
influence may not have a social presence at all.
Today, influencers can be anyone who has an
opinion and is passionate about sharing their
thoughts, preferences, and experiences with
their community — whether it’s by sharing
products with thousands of followers or by
simply recommending a brand to a friend.
10
Influencer:
An individual who has
the power to shape
the perceptions and
purchasing decisions
of others, due to their
passion, valued opin-
ions, and high level of
trust.

11
Savvy marketers must expand who they consider to be
influential and evolve the ways in which they interact with
them. For example, brands can activate these influential
individuals through:
Sponsored social posts
Product feedback
Co-branded product lines
Co-hosted events and masterclasses
Expert testimonials
Revenue share partnerships
And more!
Everyone has influence. Whether it’s over a huge social
following on TikTok or in a small circle of friends, we’re
seeing a massive movement towards commerce being
driven by peer-to-peer communications. So, rather
than taking a transactional approach to influencer
marketing, brands need to focus on building real, long-
term relationships.
It’s a relationship game. Brands that don’t
revinest in their most passionate brand
enthusiasts are leaving money on the table.

Beyond traditional social media influencers, brands can activate 6 other members of their community.
The 6 Influential Personas to to Engage With in 2022
Industry
professionals:
Individuals with legiti-
mate credentials and
specialized knowledge,
who brands work with
to build consumer
trust, provide trans-
parency, and establish
credibility.
Creatives:
People working in the
arts, such as pho-
tographers, graphic
designers, and cre-
ative directors, who
create unique content
and bring new per-
spectives to products.
12
Brand
ambassadors:
Long-term advocates
who consistently pro-
mote the companies
they represent, ed-
ucate their audienc-
es about the brands
they endorse, and
implement products
seamlessly into their
lifestyles.
Affiliates:
Brand partners who
earn a commission for
promoting products
and bringing in leads
that ideally turn into
sales.
Loyal customers:
Individuals who
purchase a brand’s
goods and love the
brand’s products,
enough to leave
raving reviews online
and spread word-of-
mouth buzz.
Employees:
Company insiders
who work in corpo-
rate offices and
brick-and-mortar
stores to drive
growth and profit
for the business
everyday.

This year, in addition to their influencer partners, 49%
of brands tapped into affiliates and 43% joined forces
with brand ambassadors, indicating a growing shift to
evergreen campaigns and long-term brand partnerships.
Who else have
you worked with
besides social media
influencer this year?
60%
49%
43%
42%
31%
30%
Creatives
Affiliates
Brand
ambassadors Customers
Industry
professionals Employees
13

Social Channel Trends
03
There are 8 social media channels that form the core of
influencer marketing — Instagram, YouTube, Pinterest, TikTok,
Twitter, Facebook, Snapchat, and blogs. Let’s dive deeper into
the trends we’re seeing pertaining to each of these channels.

What Channels
Are Brands
Investing In?
03. Social Channel Trends
While Instagram remains the biggest
priority for both brands and creators in
the influencer marketing space, TikTok is
an extremely close second.
Our survey found that brands plan
to increase their presence on these
channels in 2022:
Which channels do you plan to
increase your presence on in 2022?
75%
27%
74%
26%
53%
10%
35%
6%
15

On the other hand, brands plan to
decrease their presence on the
following channels in the next year:
Which channels do you plan to
decrease your presence on in 2022?
38%
15%
37%
15%
33%
15%
17%
12%
16

Average Engage-
ment Rate By
Follower Count
As we discussed earlier in this report, influencers
can come in all sizes — from nano to macro. The
growth of social media channels has given anyone
and everyone the chance to influence their peers’
purchase behavior.
Now, follower count takes a back seat in defining
who’s truly influential. In fact, our internal data
revealed that nano-influencers consist-
ently achieve the highest engagement
rate, with an average of 3.69%.
This is more than double the engagement rate
that macro-influencers typically attain.
17
Average engagement
rate by follower count:
5,000-20,000 followers
20,000-60,000 followers
60,000-200,000 followers
+200,000 followers
3.69%
2.25%
1.62%
1.61%
Nano
Micro
Mid-tier
Macro

Brands are now working with more nano and
micro-influencers — or those with less than
60,000 followers — to leverage their highly
engaged audiences and low cost per engage-
ment (CPE). Our survey revealed that 70%
of marketers today are working with these
smaller creators.
What is the average
following of the
influencers you
work with?
46%
24% 24%
7%
Nano
5,000-20,000
followers
Micro
20,000-60,000
followers
Mid-tier
60,000-200,000
followers
Macro
+200,000
followers
18

Engagement
Benchmarks
By Platform
Based on thousands of posts analyzed
through our platform, we aggregated the
average number of engagements that
influencers received across all channels.
2,220
256
187,584 4,216
83
likes and comments
likes and
comments
views likes, comments,
and shares
post clicks, closeups,
and favorites
Average number of engagements:
As for engagement rate, the high engagement metrics
that TikTok and YouTube achieve validate why video
presents a bigger opportunity.
19

2.42% 17.88% 2.01%
Average engagement
rate per platform:
We’re also seeing these leading video platforms invest
in their integration with top ecommerce platforms such
as Shopify - further evidence that the era of social
commerce is upon us.
91%
of brands will
invest more in
video this year.
20

Content Growth
By Channel
Instagram Content Fosters Authenticity
Historically, still images have made up the majority of
content being posted by influencers on Instagram. This
continues to hold true today, with it taking up nearly 40%
of all influencer content on Instagram.
Instagram Story videos and carousel posts are also be-
coming increasingly popular among influencers. Through
vlog-style Instagram Stories and “content dumps” posted
as carousels, influencers are able to connect with their
audiences in a more authentic way than in the past.
Interestingly, Instagram Reels have yet to become a pop-
ular feature among influencers. As shown in the chart,
video posts only make up 5% of the content posted by
influencers on Instagram.
InstagramPost/
Image
InstagramStory/
Video
InstagramPost/
Carousel
InstagramStory/
Image
InstagramPost/
Video
39%
23%
21%
12%
5%
9.6M
Breakdown of Influencer
Content on Instagram
21

1 billion
74%
75%
=
monthly active users
of brands
of creators
are planning on investing
more into TikTok in the
coming year
45%
growth
TikTok Continues To Thrive
In September 2021, TikTok reported 1 billion monthly
active users worldwide, representing a 45% growth in
comparison to the previous year.
Consumers are not just flocking to TikTok for entertain-
ment — they’re also using it to discover new products
and make purchasing decisions.
In fact, 80% of TikTok users say the platform
helps them get ideas about new products and
brands.
Users try out all kinds of products in videos, showcase
before-and-after shots, and share their honest thoughts.
TikTok has become such a powerful commerce tool that
it’s become common for products that go viral on TikTok
to sell out both online and in brick-and-mortar stores —
hence, the hugely popular “TikTok made me buy it” trend.
22
Going forward, TikTok is a must-have channel in brands’
2022 influencer marketing strategy. In fact, 74% of
brands and 75% of creators are planning on investing
more into TikTok in the coming year. This is a big jump
from last year, when just 47% of brands and 48% of
creators planned to increase their presence on TikTok.

Pinterest Builds Creator Relationships
Pinterest has long been the channel that consumers use
to research and discover new ideas. Now, the platform is
betting on creators to become the next best ecommerce
channel.
In October, Pinterest invested $20 million
in its first ever in-product monetization
program for influencers called ‘Creator
Rewards,’ and created more opportunities
for creators to get paid for meeting certain
engagement-based goals.
Most recently, Pinterest announced Pinterest TV — a live
shopping feature that includes a host of “shows’’ from
creators, where fans can interact and ask questions while
participating in the live shopping event.
As Pinterest ramps up its shopping features and creator
monetization tools, we’re seeing brands follow suit.
23

The number of brands that are planning
to invest more in Pinterest has also hit an
all-time high at 35%.
Plus, over the past year, brands have started running
more influencer marketing campaigns on the platform,
shown by the steady growth in the graph below.
0
2.500
5.000
7.500
10K
12.5K
15K
17.5K
April June July August September October November December
2021
24

04
Over the past decade or so, the influencer marketing
industry has seen immense growth. In due course,
influencers have grown more expensive when meas-
ured on a cost-per-engagement (CPE) basis. In this
section, we’ll cover the average CPE for each social
media platform and discuss how brands’ influencer
marketing budgets will change in the coming year.
Pricing & Budget

Cost Per Engagement
04. Pricing & Budget
While there are a multitude of factors that go into how
much brands pay an influencer — such as the influencer’s
experience, relevance, industry, and joint work history —
the average cost per engagement (CPE) on Instagram is
$0.54, based on the thousands of Instagram partnerships
on Aspire in 2021.
Average pricing on
Instagram is about
$0.54 per recent
average engagement.
This is a 69% year-over-year increase from
last year, when average CPE was $0.32.
Price per IG post (CPE) = Recent
average engagements x $0.54
26

From this base rate, brands typically pay
a higher rate based on these factors:
Engagement vs. reach
Quality of content
Post requirements
Verified checks and agents
Value of free product provided
Cost per engagement
per channel:
$0.54
$0.43
$0.10
$0.06
$1.10
$0.47
27

Influencer Marketing
Budgets Will Rise
Last year, during the thick of the pandemic, 60%
of creators told us they were willing to accept
lower rates due to the effects of COVID-19. As
things have settled and influencer partnerships
have ramped back up, 64% of influencers have
increased their rates to fit their growing audience
and boosted engagement.
Accordingly, in 2022, 76% of brands
are planning to increase their influencer
marketing budgets.
64%
of influencers
have increased
their rates
At the same time, 75% of influencers are willing to
work with a brand for just free products as long as
they love the brand or the product value is high.
Would you
work with a
brand for just
free products?
Yes, if I love
the brand Yes, if the
product
value is high
No
43% 32%
25%
28

If you’re struggling with a tight budget,
here are some great ways to stretch
your funds.
Try product seeding:
Send well-aligned influencers (of all sizes)
your product with no expectations
that they’ll post or create any content
around your brand. While product
seeding doesn’t guarantee that you’ll
get anything in return, getting your
products in the hands of potential part-
ners is still a great first touchpoint. If an
influencer does choose to organically
mention your product on social media,
the shoutout can lead to amazing
results.
1.
PRODUCT SEEDING SUCCESS STORY
SKINN Cosmetics
To stretch its small budget, SKINN decided to
bet on influencer product seeding — getting
its products into influencers’ hands with no
obligation to post but hoping to build a buzz
through word-of-mouth.
520+
19%
100K
Pieces of content
The Results:
Increase in web traffic
Impressions
29

Build an affiliate program:
Chances are, there are individuals who
are already big fans of your brand and
may already be promoting your prod-
ucts without being asked to — so why
not reward them by turning them into
affiliates? Because you pay affiliates
only for the conversions that they drive,
you can reap the benefits of increased
awareness, traffic, and sales without
breaking the bank.
2.
AFFILIATE PROGRAM SUCCESS STORY
Mountain Rose Herbs
Instead of finding influencers with the
most followers or likes, Mountain Rose
Herbs turns customers, professional
herbal educators, and real brand fans
into affiliates. The brand pays affili-
ates a 10% commission for each con-
version they drive, incentivizing them
to continue promoting Mountain Rose
Herbs products.
The Results:
$330K+
In revenue
95K+
Clicks
900+
Conversions
30

05
What does the average influencer marketing campaign
look like? We gathered insights from every campaign run
through Aspire in 2021 to give you an inside look at how
brands are running their campaigns.
Production & Content

05. Production & Content
Campaign Health
Remains Steady
As the world has gained back some sense of “normalcy,” so
have influencer marketing campaigns. The number of active
campaigns on Aspire have remained relatively balanced from
month to month, compared to the rollercoaster of campaigns
created per month last year.
0
50
100
150
200
250
April June July August September October November December
32

This year, the average
campaign had:
20
90
43
116,344
Creators
Pieces of
content
Posts
Engagements
While the number of creators, posts, and pieces of con-
tent are similar to last year’s figures, the average number
of engagements has jumped 42% since last year. This can
be credited to the high quality relationships that brands
are building with creators, resulting in more genuine con-
tent and better engagement.
42%
Increase
in average
engagement
33

Influencer Content >
Studio Shot Content
Although it may seem like just a byproduct of an
influencer marketing campaign, influencer-generated
content is a powerful tool that can benefit brands in
many different ways. Instead of running professional
photoshoots, we’re seeing more brands leverage
influencer content by repurposing it on:
Their own social channels
Paid media
Website
Emails
Out-of-home activations
34

Influencer-generated content
Quick to source
Cost-effective (or even free, in some cases)
On demand
Authentic
High volume
Diverse subjects and locations
Optimized for digital and social channels
Built-in audience
Always relevant
Adds social proof
Studio-shot creative
Long turnaround time
Expensive
Planning-intensive
Time consuming
Batched photos
Low volume
Similar subjects and locations
Rarely optimized for mobile or paid
social channels
No built-in audience
35

06
The New “Return
On Influence”
Let’s demystify influencer marketing ROI. This
section unveils actionable ways to understand,
measure, and prove real impact.

06. The New “Return On Influence”
ROI Has Been
Misunderstood
For years, “return on investment” has seemed like an
ambiguous term to describe some arbitrary measure-
ment of brands’ marketing success. Because of this,
brands have oversimplified ROI — defining it solely by
short-term direct sales or a vague “brand awareness”
metric that didn’t ladder up to long-term ROI.
The truth is, there is no one-size-fits-all
approach to measuring ROI. The impact of
influencer marketing is multi-pronged and
highly dependent on each brand’s goals, as
well as the stage of the business.
To extrapolate true influencer marketing ROI, brands
need to understand how to shape their influencer strate-
gies based on short-term and long-term campaign goals,
and how they can work together.
Short-term ROI:
the number of direct, trackable
sales an influencer can drive
Long-term ROI:
the future sales that will be generated
as a result of the affinity built for the
brand over time
vs.
37

4 Ways to
Calculate ROI
Trying to accomplish both short-term and long-term
goals in one campaign isn’t an effective method.
Instead, focus on one objective per campaign —
the #1 objective that’s valuable to the business.
What is your main
goal for 2022 when it
comes to influencer
marketing?
38%
29%
24%
8%
Sales
Brand
awareness
Brand
engagement
Content
38

Here are the 4 main influencer marketing goals and the
best ways to measure success based on each objective.
To prove the impact of a
brand awareness campaign,
evaluate metrics like:
To calculate, focus on cost-per-
impression (CPM). Divide your total
spend on influencers (payments or
boosted posts) by the number of
impressions.
EXAMPLE:
$2000 (influencer payment
fees) / 40,000 (impressions)
= $0.05 CPM
True impressions
Reach
Branded search volume
Social media mentions
Web traffic from social
media channels
Overall uptick in web
traffic
Brand awareness is what kickstarts the buyer’s journey.
The more people are aware of a brand, the more they
become familiar with it and trust it. This sentiment is
extremely valuable when consumers are making purchas-
ing decisions down the line. In fact, 71% of consumers say
it’s important that they recognise a brand before they
make a purchase, and 52% of consumers consider brand
recognition the most important factor leading to a pur-
chase.
In the long run, brand awareness will increase the chanc-
es of generating leads and conversions. Thus, the ROI of
a brand awareness campaign is the number of new
potential customers who become aware of
the brand or product through the influencer cam-
paign.
KPIs
How to Calculate
Goal 1: Visibility
These metrics can help track the number of new potential
customers. And as consumers get more familiarized with a
brand, these numbers will ideally turn into leads and sales.
39

Brand engagement is the hero metric for long-term ROI,
as it will help forecast how a business will continue to
grow over time. Engagement metrics are a good indica-
tor of how consumers feel about a brand, and can be
considered actions to show purchase intent.
Accordingly, the ROI of a brand engagement campaign is
the number of people who take action with the
brand on social media or its website.
Goal 2: Engagement
To track engagement,
evaluate metrics like:
To calculate, focus on cost-per-
engagement (CPE). Divide your
total amount spent by the number
of measured engagements.
EXAMPLE:
$10,000 (influencer payment
fees) / 50,000 (engagements)
= $0.2 CPE
KPIs
How to Calculate
Engagement on social
posts
Social post saves
Cost-per-engagement
Email subscriber count
Follower growth on
social channels
Add-to-cart
Notably, it’s important to understand how the engage-
ment on each influencer’s post impacts engagement
rates on the brand-owned channels, such as social media
or the website, because that is where sales happen.
40

Influencer-generated content (IGC) is an essential, yet of-
ten forgotten way to measure the ROI of influencer mar-
keting. IGC can have an impact on your entire marketing
funnel and can be seen as an incredibly powerful bonus
on top of the ROI you see from visibility, engagement and
sales.
To track content ROI, focus on the money you’ve
saved on content production. This takes into ac-
count total media value (TMV), which compares influencer
campaign ROI to more traditional campaign ROI, as well as
the actual $ amount you’ve saved by repurposing content.
Goal 3: Content
To further measure the impact IGC has
on your business, look at these metrics:
Number of creator
partners
Posts by channel
Pieces of content
Production costs saved
Time saved
Content performance
across other marketing
channels
To calculate TMV on Instagram, use the following numbers:
Impressions
$0.003
Views
$0.05
Likes
$0.15
Comments
$1.00
Clicks
$3.00
How to Calculate
Then, use this formula.
(# of impressions *$0.003) + (# of likes * $0.15)
+ (# of comments * $1.00) = TMV
41

For most brands, sales is arguably the most important
goal, as it is an obvious marker of revenue growth. The
good news is that each of your influencer marketing acti-
vations will lead to sales in some way. Long-term sales will
happen as a result of your brand-building initiatives over
time, while short-term sales will be through seasonal acti-
vations or special sales-focused campaigns like Black Fri-
day discounts, summer flash sales, and the like.
With this in mind, the ROI of a sales-focused campaign
entails every sale that can be directly attrib-
uted back to influencer marketing through
promo codes, tracking links, and whitelisted ad analytics.
Goal 4: Direct Sales
Pay special attention
to these metrics:
To calculate, focus on cost per
sale. Divide the total amount paid
to influencers by sales driven
through trackable links.
EXAMPLE:
$5,000 (influencer payment
fees) / 30,000 (sales) = $100
cost per sale
KPIs
How to Calculate
Promo codes sent
Number of sales driven
through influencers
$ amount of sales
driven through the
program as a whole
42

06. Looking Ahead
In 2022, 38% of brands are focusing on
sales, while 29% are prioritizing brand
awareness. What is your company’s
main goal? This is key to figuring out the
right strategies and metrics to accu-
rately track return on investment once
the campaign is over.
Find authentic brand fans, whether they
be traditional social media influencers,
or customers, or employees. Remember
that a customer who writes a glowing
review can also influence purchases, as
can an in-store employee who shows a
shopper their favorite picks. Focus on
authenticity, rather than follower count.
Define your #1
business objective.
Redefine influence.
1 2
As the influencer marketing industry
evolves, so should brand strategies.
Here are 6 best practices to
incorporate in 2022.
Influencer
Marketing
Best Practices
44

Nearly 50% of brands are growing their
affiliate and ambassador programs.
Join these forward-thinking marketers
by fostering long-term relationships, as
opposed to one-off campaigns.
While Instagram remains the biggest
priority for brands in the influencer
marketing space, TikTok and YouTube are
becoming bigger contenders. Try running
campaigns on different channels to create
multiple touchpoints with your audience
and source a diverse array of content.
Build long-term
relationships.
Diversify your
channels.
3
4
Solutions like Aspire automate the
difficult parts of influencer discovery,
vetting, negotiation, content creation,
payments, and analytics. The more
brands invest in strategy, both in prepa-
ration and tools, the more output they’ll
see in terms of ROI.
Influencer-generated content is
generally comparable to the quality
of studio content — and it’s typically
more engaging and diverse. Not to
mention, repurposing content allows
brands to save drastically on content
creation costs.
Invest in an influencer
marketing platform.
Repurpose
content.
6
5
45

06. Looking Ahead
With everything we’ve learned
in mind, here are the top 6
influencer marketing predic-
tions we have for 2022.
Our 2022
Predictions
91% of brands are planning to invest
more into video content in the coming
year. And thanks to popular formats like
TikTok and Instagram Reels, we predict
that short-form, vertical video will espe-
cially thrive in 2022.
35% of content posted by Instagram
influencers are Instagram Stories. It’s
no wonder Instagram is allowing longer,
60-second Stories. This year, influencers
and consumers alike will embrace Stories
even more to share their authentic and
unique experiences.
Video will continue
to be king.
Storytelling will be
crucial for engagement.
$
1 2
46

This year, we see the creator economy
booming even more, as social platforms
build out their creator monetization tools
and as brands invest more into creators.
In fact, 58% of influencers are earning
more now than they did in previous years,
showcasing the increasing value that
brands are placing in creators.
The creator economy
will be more equipped
than ever before.
4
With the high usage volume of collab-
oration features like TikTok Duets and
Stitches, it’s clear that there is a desire
for online comradery. It’ll be more impor-
tant than ever in 2022 to leverage
co-creation features with influencers (and
other community members) to reach new
audiences and increase brand affinity.
Consumers desire
community.
3
$
$
47

Smaller creators achieve high engage-
ment, while macro-influencers have
extremely wide reach. In 2022, we see
brands leveraging a mix of micro and
macro-influencers: micro-influencers
for cost-effective and high-quality
content, and macro-influencers for
maximum brand awareness.
Brands will work
with a bigger mix
of influencers
5
Brands already attribute 32% of their
sales, on average, to social commerce.
But as social media platforms build
more in-app shopping capabilities
and make it easier to track influencer
marketing ROI, we predict brands will
lean in further into social commerce.
Social commerce
is here to stay.
6
100M
1000
500K
$$
$
48

To elevate your influencer marketing pro-
gram, invest in a smart solution like Aspire.
Aspire is the leading influencer marketing
platform empowering ecommerce brands
to build and cultivate influential communities.
Getting Started Our software includes:
To learn more about how Aspire helps
brands achieve success, visit Aspire.io.
Two Channels of Influencer Discovery
Campaign Workflows For Streamlining
Creator Relationship Management System
Shopify integrations to Drive Sales
ROI Measurement & Analytics Suite
Content Management System
And more!
49

Thank you!
EMPOWERING BRANDS AND THE PEOPLE WHO INSPIRE THEM
IRE THEM

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