For several years, Reech has been publishing a study to decipher the trends in influence marketing. This year, in parallel, the marketing influence expert is launching a podcast: voices of influence. A great way to spread best practices to a wider audience…
Influencer marketing is not a new concept, far from it. Its ever-increasing relevance to brands is constantly changing the world of digital marketing, especially after the 2020 pandemic. Each year brings new platforms, new types of content and new ways in which brands can interact with their customers. prospects.
After complicated years like 2020 and 2021, during which brands struggled to update their marketing and advertising campaigns to reach an audience suddenly confined and forced to respect several health measures, 2022 offers new promises. Influencer marketing in particular is stronger than ever!
Video and audio content is gaining ground
Influencer marketing is stronger than ever with a continued shift from text and images to audio and video content. Text and images aren’t dead yet of course, with Instagram still being one of the most used major networks. But video and audio content are gaining more and more traction over the years, with a huge uptick in marketing strategies on TikTok and YouTube. Even Facebook, Twitter and other old social networks are now emphasizing video sharing and launching several social audio features.
The voice seems to be establishing itself as a new digital communication lever. Podcasts, in particular, are on the rise, making it one of the most promising pieces of content for brands to invest in marketing, especially in influencer marketing.
By partnering with content creators, there is no shortage of opportunities for businesses to place their brand and products on their channels. In fact, 74% of people exposed to an ad while listening to a podcast are more likely to visit a company’s website and 65% more likely to purchase a product or service (source: Ad Results Media and Edison Research).
Reech has always had a positioning as an expert and educator on the influence market, in particular thanks to its annual study providing a complete overview of good practices but also thanks to the various conferences organized throughout the year.
It is therefore quite naturally that Reech turned to the “podcast” format.
Reech launches Voices of Influence podcast
Reech first launched this September on 1er episode of Voices of Influence, a podcast series produced by Double Monde. This original creation is devoted to influence marketing in which 6 voices of influence speak and tell their job through their personal and professional experiences as influencers of the biggest brands.
“The idea for this podcast was born from Reech’s desire to change minds on the lever of influence and to disseminate good practices. The voices of influence is the extension of our positioning: an expert, but above all an educator and pedagogue on the market of influence since 2015. At the same time, agility and adaptability to the market are an integral part of the Reech’s DNA is even a driving force for us. It therefore seemed logical and necessary to us to adapt our pedagogy on influencing brands in a format that is popular today: the podcast! » Guillaume DOKI-THONON, CEO and co-founder of Reech.
“Being at the forefront of innovation in terms of communication is one of Double Monde’s credo. Producing the “Voices of Influence” podcast for Reech allowed us to go further into podcast content and media that themselves have an influence. » Marjorie MURPHY, founder of Double Monde.
These 6 stories, of around thirty minutes, have been available every Thursday since September 15 on all the usual listening platforms: Apple Podcast, Deezer, Spotify…
Those who wish can subscribe to receive a preview of the podcast episodes in their mailbox.
The page to register is available via this registration link.
Marketing influence: a lever that has become essential!
Today, influence marketing takes an essential place in the digital strategies of brands. In 2 years, the global influence market has grown from 5.5 billion euros in 2019 to 12 billion euros in 2021 according to the latest figures released by Reech. And again, 2022 offers new promise.
To see more clearly, Reech publishes a study on influence marketing every year. This year, on the occasion of its 6th edition, this benchmark in the world of influence marketing is changing format, this time giving the floor to communication and marketing professionals.
How do they view this new era of influence marketing? What is their approach with influencers? Do their methods and points of view correspond to the reality of the market and the expectations of influencers?
Brands and influencer marketing
Among the 600 respondents in the study, 74% of them claim to have carried out at least one influencer campaign in the past two years.
30% of them say they have integrated influence marketing into their communication strategy for 3 to 4 years against 17% for those who have been using it for less than a year.
On the whole, everyone has a very positive perception of it, which increases with the acquisition of experience in this field. An effective marketing lever for 86% of respondents, influencer marketing is widely perceived as:
- A means of establishing the notoriety of the brand (91%) or a product (87%);
- A way to generate brand preference (82%);
- A full-fledged direct sales channel (66%).
Preferred Influencer Marketing Networks
To carry out their marketing campaigns, brands obviously turn to social networks, starting with the unbeatable Instagram when it comes to influence marketing. 94% of respondents prefer this social platform by far, ahead of YouTube (42%), Facebook then TikTok, which nevertheless continues its meteoric rise.
As surprising as it may seem, brands seem to focus on the most popular networks, where agencies tend to diversify the networks used during campaigns, beyond the essential Instagram and YouTube.
Other key takeaways from this new study:
- TikTok is in the first place of rising networks to integrate into influencer campaigns in 2022;
- 78% of respondents confirm an increase in influence budget in their structure;
- The brands are mostly satisfied with their collaborations with influencers, giving the score of 7.1 / 10.
Click here to find the complete study proposed by Reech
Article written in collaboration with Reech