INFLUENCER MARKETING

Key influencer marketing trends for 2022 in latest Ogilvy PR study

By our News Team | 2021

For every channel that influence is added to, the potential to increase return on investment by up to 30% is introduced, PR experts claim.

Ogilvy PR’s 2022 Influence Trends Report reveals how influencer marketing is set to radically change next year – and how brands can be ahead of the curve, both in the real world and the new virtual realms.

The international public relations company explores the emerging trends, hot topics and strategic approaches that will define campaign activations next year and beyond.

Ogilvy’s report reveals that influence work performs best when integrated into the wider communications and marketing efforts. By integrating with paid media and testing against traditional ads, it can be evidenced how influencer-led creatives impact the bottom line.

The researchers found that for every channel that influence is added to, the potential to increase ROI by up to 30% is introduced. At the intersection of the marketing mix, PR and influence are increasingly integrated.

Photo by Blue Bird from Pexels

“Influence is a key ingredient, not a garnish. It’s growing and growing fast. In the last 11 years, I’ve seen the industry mature right from its infancy, through to the bourgeoning adolescent we know today, with no sign of slowing down,” said Rahul Titus, Ogilvy’s head of influence for UK and EMEA.

‘The future of influence is the future of marketing’

“Throughout our report, we showcase the key growth areas – the industry’s confidence and, indeed, the newfound infrastructure which makes its positioning undeniable. The future of influence is the future of marketing and, in 2022, the brands who recognise this will be the brands that we’re talking about in 12 months’ time.”

In 2020, the B2B influencer industry was estimated to be worth US$4.6-billion and counting, with this trend expected to continue in 2022, Ogilvy says. The reason for this shift is that online content drives purchase decisions, no matter the industry. But for B2B influence to be effective, brands must identify the right people and platforms for content.

Ogilvy’s insights indicate that the best B2B influencers can be a business’ own employees – who serve as a real human face for products by addressing audiences as individuals. Beyond LinkedIn, the report reveals some of the best channels can be podcasts or audio, where longer-form storytelling can shine.

In the report, Ogilvy also explores what the metaverse will mean for influencer marketing. Although the plans for the metaverse will not be fully realised for at least 5 to 10 years, consumers are already gravitating towards the technological suite that underpins the concept.

Researchers predict that authenticity will be the key draw for audiences. Post-pandemic, the façade of many digital personas is fading, allowing raw, unfiltered personalities to prevail.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.