It’s no secret that influencers and creators are the hottest property on social media. From beauty, lifestyle, fashion, to even law and medicine, influencers from different walks of life are omnipresent on social media channels.
Given that India is one of the steadily growing markets in the world (448 million users and a 21.2% yearly growth rate), the topic of influencers and influencer marketing has penetrated almost every domain there is. This has, naturally, brought about discussions on what the future of digital media and influencers looks like.
If you’re social media savvy and interested in building your influence on digital media, here’s a handy list of the trends experts believe will dominate 2022. Are you ready to listen and incorporate these learnings into your strategy?
Top 6 influencer trends in India in 2022
1. Social responsibility
The more rife social media is becoming with influencers making money, there is an indication that people will most likely follow an influencer who uses their fame to do good in the world.
As many of us observed during the devastating second wave of the COVID-19 pandemic in India, influencers were proactive about finding beds, meal services, ambulances, and medication for those severely affected by the virus. Several influencers also raised funds for local and pan-India causes, reinforcing the fact that social media can be a boon in times of crisis.
2. Podcast influencers
Podcasts are booming all around the world and especially in India. With more podcasts coming out every single day, it’s only a matter of time till brands start approaching popular podcasters for paid collaborations. So if you’ve been meaning to start that podcast, don’t hold off — this could be your chance to make it big!
3. Being inclusive
If your content does not reflect a socially conscious attitude, you’re likely to be chucked out of the game.
Having a commanding presence on social media now comes with an increased responsibility to make sure you aren’t glossing over important subjects such as fatphobia, impossible beauty standards, climate change, and more. Whether it’s brands or influencers, you are as popular or important as your campaign or content is inclusive.
4. Having a unique character
If your brand doesn’t showcase a more relatable and ‘regular’ side of you, your audience will simply not understand you.
Beyond all the glossy, high-end stuff lies the real, ‘raw’ truth, which is often more appealing to audiences as it can make them feel they’re not alone. And at the end of the day, that is what social media is for!
5. Quality video content
Video content is truly having a moment in the Indian digital landscape. Instagram has modified its most popular product — Reels — several times over the past year, with the video length going from 15 seconds to 30 seconds to 60 seconds. A continuing trend in 2022 is good quality video content, which is most likely to create more opportunities for influencers to carve a niche for themselves amongst specific audiences.
6. The rise of micro influencers
Gone is the notion that one must have a huge following on social media to become an influencer and land brand collaborations. In 2022, get ready to see the rise of micro influencers — people with followers between 5 and 30 thousand, who post quality content in different niches.
Statistics published in Digital Information World show that micro influencers are the go-to for many brands when it comes to collaborations as they tend to have more focussed engagement, which promises a high return on investment. It is also a great opportunity for influencers to make a brand for themselves as representatives of their local tastes.
All in all, it seems like a good time to be an influencer on social media!
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