Key influencer marketing trends for 2022 in latest Ogilvy PR study

“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.