The report suggests that Influencer marketing will grow from Rs 900 crore to Rs. 1,200-1,300 crore in 2022. Influencer marketing growth was 40 percent in 2021, around 900 crore INR.
Instagram, Snapchat, Youtube, Etc., have long been part of Influencer marketing. In 2021, InfluencerHai‘s report suggests Influencer marketing was at Rs. 900 crores; in 2021, it reached around Rs. 1,300 crores in 2022. Instagram is the #1 platform in influencer marketing, despite YouTube(the world’s largest social media platform). Even though the pandemic has slowed lives, Influencer marketing offers enormous potential.
Active Social Media Users in India
India’s total population is 1.40 billion, and the total number of active social media users in India is .467 billion. By picking out the figures, a brand can understand the potential of Influencer Marketing and its growth in 2022.
Top 6 Active Social Media Users by Platforms
- #1 TikTok was one of India’s popular social media platforms, with 500 million users. However, on June 29, 2020, the Govt. of India banned 59 Chinese apps, including TikTok.
- #2 Youtube is the largest video platform in the world, with 467 million active users.
- #2 Instagram photo and video networks have 1.2 billion users worldwide, of which 230 million make up 19% in India, followed by 159 million in the United States, 119 million in Brazil, 63 million in Russia, and 52 million in Turkey.
- #4 Pinterest has 433 million active users in Q2 2022 worldwide, of which 176 million make up 46% in India.
- #5 Snapchat has around 500 million users in Q2 2022 worldwide, of which 144 million make up 28.8% in India.
- #6 Twitter has 350 million users worldwide, with 23.6 million in India.
Overview of Influencer Marketing 2022: Growth hardly slowed down
Seventy-nine percent of respondents in a study conducted by an Influencer Marketing Agency said that Instagram is necessary for influencer marketing. Influencer marketing is growing significantly – despite the restrictions that the Covid-19 pandemic has brought with it so far. The influencer Market can jump from 900 crores to 1300 crores in 2022 after an economic slowdown in 2021.
In addition, analyses say 62 percent of brands expressed a sales uplift when they work with influencers on social media ad campaigns.
Which industry can advance particularly well using Instagram Influencer Marketing?
The current report shows that in 2021 most influencers on Instagram represented the lifestyle sector (11.5 percent), followed by music (6.5 percent), photography (5.6 percent), and beauty (5.2 percent).
The topics that come up with the highest growth in 2021 are again music (with 632 percent more content), humor & fun & happiness (579 percent more content), and literature & journalism (340 percent more content on the topic).
Types Of Social Media Users and Influencers
With all the topics played out and discussed on Instagram, YouTube, TikTok, and Co., the question often arises, especially for brands, about how the user groups are composed demographically. InfluencerHai report provides information on this forty-three percent of Instagram users are between 25 and 34 years old, making a core target group for many brands. On TikTok, users are even younger – although more seniors are now discovering the app for themselves. Sixty-seven percent of users stand between 13 and 24 years old.
On YouTube, on the other hand, 67 percent of users are between 18 and 34 years old; on average, it is also still young and thus also a suitable target group for brand loyalty processes.
Many social media users also act as creators or influencers, often only on a small scale. On Instagram, 47 percent are among the micro-influencers that InfluencerHai features, with 10,000 – 100,000 followers.
Nano influencers (1,000 to 5,000 followers) are 18.7 percent represented. On TikTok, on the other hand, more than half of the influencers are nano influencers (53.5 percent). Around 28 percent are micro-influencers, and only 0.26 percent are mega-influencers.
However, the Nano Influencer also has the highest engagement rate at 17.9 percent. In the case of mega influencers, it is “only” 13.7 percent. This sensation is also evident on Instagram. The engagement rate of nano influencers in 2021 was five percent, which is well above the average of 2.2 percent. Brands should not ignore this fact when choosing a suitable influencer for product promotion.
Brands Coming to Social Media Platforms
Social media is now a business section mainly benefiting from the corona pandemic. People use platforms to exchange ideas and thoughts to entertain or communicate.
Although growth in influencer marketing has been dampened by the pandemic, as many brands have scaled their budgets and acted more cautiously in 2021, brands’ focus on online and social marketing has continued to support influencer marketing.
The calculated reach of famous brands on social media by the number of influencers who promote the same brand, views, and estimated reach. We’ve concluded TikTok, Instagram, and YouTube notch a very diverse picture.
The “State of Influencer Marketing 2021” report by HypeAuditor shows several other developments in influencer marketing. On the company’s website, you can find him and learn more. InfluencerHai analysis and information may vary from other sources. But the developments shown here will give marketers an impression of how the advertising landscape for influencer campaigns has developed in 2021 and will also be in 2022. It can no longer deny that TikTok will play an increasingly important role alongside Instagram and YouTube starting in 2022.