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.

Influencer Marketing

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.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.