The scope and practice of influencer marketing in India are escalating. Big brands are not skeptical anymore, they are either welcoming social media influencers or directly approaching influencer marketing agencies. Influencers easily fit into the marketing stunts of brands and are now an integral part of their digital marketing strategies. 

With an impactful industry evolution on social influence, marketing trends are directly having an impact on the influencer marketing realm. The marketing shape-shifting of different media, including discovery platforms, has encouraged influencers to experiment in campaigns. The influencer marketing agencies in India are also in a race to connect more brands and creators for the better. Let’s discuss some of the marketing trends and how they're shaping the influencer marketing industry in 2022. 

Influencer Marketing on Pinterest 

Influencer marketing is typically practiced more on social media platforms like Instagram or TikTok. Content created on these platforms can easily go viral on app feeds. Content marketing of all types has been the point of attraction on social media. On the other hand, Pinterest focuses on the discovery, where people can search for particular categories or ideas. But the newly updated commerce and creator features have accelerated the power of Pinterest as a shopping platform, and this has also built the presence of influencers on Pinterest.

Pinterest is turning into a consumer’s playground, as is the large selection of active influencers. Having a Pinterest business account comes with various features. However, the best way to access everything it has to offer to eCommerce brands is to become a verified merchant. The saving and discovery platform also has a live shopping tool. Pinterest described it as ‘a series of live, original, and shoppable episodes featuring creators’. Influencer marketing on Pinterest is active and it has continued to be dynamic for a long time.

Meta-Influencers

The Metaverse might be an overhyped buzzword for some, but it does have an impact on the marketing industry. It will also be an active influencer marketing hub as it is expected to be the future interactive realm. Even Facebook’s rebranding to Meta has undoubtedly brought on interest in the digital environment. Tech giants and brands are creating digital goods that can be traded or bought across space. Creators and influencers will have more opportunities to establish their presence in the metaverse as well as connect with brands who want to target consumers over there. Lil’ Miquela was one of the first virtual influencers, but the Metaverse will shape more relevance to virtual influencers in the future. We will also see real-life influencers creating their own avatars or digital characters in the future.  

Authenticity as an Integral Part

Along with technology and features, brands are also forced to demonstrate authenticity. The authenticity imperative is one attribute that people, consumers, and digital natives want to see more often from brands. For influencers, value for money and social responsibility go hand in hand. Similarly, authenticity has also been a key part of influencer marketing. 

The demand for or push for authenticity has been driven by wider public opinion on the harm that social media and content marketing can expose younger generations too.