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Petfluencers, skinfluencers and granfluencers will own Australia's media scene in 2022


By Shawn Lim | Reporter, Asia Pacific

November 16, 2021 | 4 min read

In 2022, brand ambassadorship will take over one-time influencer arrangements, as brands seek to implement long-term relationships with their influencers.


New categories of influencers are emerging, whilst standard categories are becoming much more fluid

Over the last few years, it has become clear that influencers that promote fewer brands over a longer period of time appear more authentic than those that advertise with different brands weekly, predictions for 2022 from HypeAuditor reveal.

Conversely, brands notice challenges in getting a comprehensive story across in just one influencer post, hence the rise in popularity of brand ambassadors.

“When audiences on Instagram have multiple touchpoints with branded content, the content becomes familiar and recognizable, and as a result, much more authentic,” said Alex Frolov, chief executive officer and co-founder of HypeAuditor.

“We have seen this in Australia with Instagram influencer Revie-Jane’s longstanding partnership with cosmetics brand Esmi, which has morphed into Revie-Jane branded product bundles.”

What are HypeAuditor’s predictions for 2022?

  • Influencers who have more opportunities to monetize their audiences will continue to blur the traditional lines of influencing.

  • A recent survey led by HypeAuditor highlighted that a career as an influencer may not be as lucrative as it may seem. On average, influencers earn US$2,970 per month from their Instagram account, while micro-influencers (between 1,000-10,000 followers) earn on average US$1,420 per month, and influencers with more than one million followers average US$15,536 per month.

  • As a result, only 4% of respondents live on income from an account. The recent outage on the Facebook and Instagram platforms, which stopped many influencers from posting, also illustrates the urgent need for influencers to diversify their income streams to avoid being negatively impacted in case a similar incident occurs again in the future.

  • New categories of influencers are emerging, whilst standard categories are becoming much more fluid.

  • In 2021, there is a rise of influencers and ‘fintok’, as well as petfluencers, skinfluencers, and granfluencers.

  • Finfluencers has gained new popularity in Australia particularly, with millennial women driving the trend. According to HypeAuditor, although finfluencers make up less than one percent of all influencers in Australia, the group is highly impactful, with #moneytok enjoying more than 3.8 million views and #stocktok more than 361 million on TikTok in Australia.

  • Virtual influencers are here to stay as many of today’s most popular virtual influencers were born out of pandemic limitations, such as social distancing, and the need for brands to seek evolved means of engaging with customers.

  • The market for virtual influencers is expected to reach A$1.3 billion in 2021 and drive an economy of A$22.4 billion, according to China’s iiMedia.

  • While social commerce was previously focused on ads or promotions, platforms are beginning to provide new and innovative selling solutions that focus on making the journey easier for buyers.

  • In late 2020, Instagram Australia hosted a world-first InstaNight Shopping event featuring exclusive sales and one-night-only product drops from more than 50 Australian brands such as Country Road, Bed Threads, and Write to Me.

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