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2022 Trends Report

We dug into how, where and why consumer behavior on social media will evolve as the “new normal” of 2022 and beyond takes shape. We compiled key stats on crucial demographics and content trends, then projected how they could impact the Influencer Marketing industry over the next year.


  • Shoppertainment will go mainstream. US social commerce will more than double between 2021 and 2025, reaching $79.64 billion. 
  • Authenticity will be king. More than 85% of Gen Z and Millennials agree that authenticity is important or very important in the brands they choose. 
  • More immersive, more sensory content. In 2022, 87% of content will be the video content that platforms like TikTok thrive on. But video is only part of the story. 67% of TikTok users prefer to see videos from brands that feature popular or trending songs.
  • The influencer ecosystem will expand. With the NCAA’s new NIL ruling, new groups like college athletes are now in the arena with the potential to make thousands to millions of dollars.