Ben Jeffries Influencer Landscape Update November 2021

As co-founder and CEO of Influencer, I attribute much of our success to keeping up to date with key trends and being reactive within the industry. In these new monthly updates, I’ll share the key stats and trends in influencer marketing to help you stay on top of the ever changing influencer marketing landscape. If you’d like to receive these updates more frequently, please subscribe to my newsletter here!

Too Long; Didn't Read

• 87% of Gen Z will use social media for holiday shopping inspiration;
• 46% more likely to purchase from a brand that champions their purpose;
• Nike files multiple trademark applications as it prepares to enter the metaverse;
• Jack Dorsey, CEO of Twitter, steps down;
• Tiffany launch modern collaboration with Supreme; and
• Instagram to give live video users the ability to add moderators.

Consumer Behaviour

• Nearly 20% of consumers plan to shift holiday spending online;
• 87% of Gen Z will use social media for holiday shopping inspiration;
• Creators can help to build a loyal customer base as 39% are more satisfied with products they find through creator content and 38% say that they stay more loyal to a brand if it is promoted by creators;
• 49% of people (18-34) have been influenced to purchase the products they’ve seen being used in streaming video content;
• Only 15% of shoppers expect to ‘fully revert’ to their pre-pandemic shopping behaviours.
• 38% of consumers are more likely to trust brands that cast diverse people in their ads;
• 46% more likely to purchase from a brand that champions their purpose;
• 60% of marketers agree that influencer marketing provides better ROI for brand marketing campaigns compared with traditional advertising; and
• 73% of TikTok users feel positive and emotionally uplifted after viewing authentic content.

Brand Behaviour

• Facebook announces new ‘Meta’ corporate title, aligning with the next stage of digital connection; 
• Alexander McQueen, Dior and Prada are turning to digital avatars and AI idols to woo millennials;
• Jack Dorsey steps down as CEO of Twitter after almost 16 years;
• Nike has filed several trademark applications as it prepares to enter the metaverse;
• Hellman’s spotlights food waste with Cop26 installation;
• Coke partners with Cameo to gift personalised videos from Santa, debuting the first holiday campaign under its new ‘Real Magic’ platform;
• Tiffany collaborates with Supreme as they amp up efforts to modernise; and
• Maltesers teams up with Channel 4 to help support young mothers’ mental health as part of the #LoveBeatsLikes campaign.

General News

• Creators have the potential to increase their ROI by up to 30% for every channel their influence is added to;
• Out-of-stock messages were up 124% in November compared to January 2020;
• TikTok will surpass 1.5 billion users in 2022 as it’s cultural influence continues to spread around the world;
• TikTok could soon let you tip your favourite creators depending if they meet certain criteria;
• Instagram announce plans to give content creators in its affiliate program their own stores;
• Instagram plans to give live video users the ability to add moderators in bid to help creators manage comments;
• Meta delays encrypted messages on Facebook and Instagram to 2023 in response to increased safety concerns; 
• Facebook and YouTube ramps up climate misinformation detection to help combat the growing climate crisis;
• Snapchat launches a studio to create AR experiences which will tie into some of the shoppable features it is implementing to better serve advertisers; and
• Pinterest gets into live shopping with the launch of Pinterest TV.

Influencer Marketing in 2022

As we approach the end of the year in an ever-changing landscape, it’s hard to escape the thought of… what next? Mark Zuckerberg’s announcement that Facebook’s corporate name is changing to Meta in an increased focus on the metaverse has only acted as a catalyst for this question. This month, I’ve been fortunate to attend WebSummit alongside Influencer.com co-founder Caspar Lee to discuss Influencer Marketing in 2022 as well as hosting TalkWalkers webinar regarding upcoming Social Media trends.

Next month will see me pull together a summary of insightful updates I believe have defined 2021. Until then, don’t forget to keep up-to-date with the industry by subscribing to my weekly landscape updates here!