HypeAuditor Unveils Key Influencer Marketing Trends Across TikTok, Instagram & YouTube

HypeAuditor, the AI analytics platform for brands who want fair and transparent influencer marketing, has released its third annual “State of Influencer Marketing” 2022 report, unveiling the key Influencer Marketing trends in 2021 across TikTok, Instagram and YouTube.
Overall, the report reveals that the influencer marketing industry is going strong and HypeAuditor conservatively estimates that the global Instagram influencer market will grow from $US13.8 billion in 2021 to $22.2 billion by 2025. The rise of social commerce, and the redistribution of the advertising budget from television and offline towards digital advertising, are some of the key drivers of this growth.
When it comes to fraud, HypeAuditor’s data reveals that almost half of Australian Instagram influencers (49 per cent) continued to be impacted by fraud in 2021. Despite this high number, there has been a decrease of 6.16 per cent since last year, indicating a slight and rather slow progress by Instagram in its fight against the use of fraudulent methods on its platform. Micro (1k-5k followers) and Nano (5k-20k followers) influencers experienced the most decrease in fraudulent activities with 4.41 per cent and 6.76 per cent decrease respectively.
After a year of releasing multiple new features and functionalities to inspire creativity and help users better engage with content, TikTok took the first place as the top growing social media platform in 2021 reaching 1 billion active users – an 18.3 per cent increase in 2021. Two-thirds (64.8 per cent) of TikTok users are under the age of 24, of which 39 per cnet are between 18-24 years of age.
However, despite the significant growth in active users, the engagement rate (ER) across all influencer tiers on TikTok has dropped compared to 2020. Mega-influencers (over 1m followers) have the highest ER of 13.9%. Some of the fastest growing influencer accounts on TikTok include comedian @Adammilardovicc who saw a 4064% growth, fashion model @unicewani grew her TikTok account by 1018 per cent reaching 4.8m followers and Melbourne-based @rusalien with 4.7m followers following 755 per cent growth.
When it comes to marketing specialists preferred social media channels, Instagram came out on top with 68% saying they use the platform for their marketing campaigns. Instagram creators open up huge opportunities for brands looking to market their products and services in an authentic way as customers get to know about a brand from someone they trust and have been following already.
On the other hand, due to its highly engaging visual medium that boasts a massive viewer count of 2 billion logged-in monthly users, 56 per cent of marketers name YouTube videos as the most important type of content for Influencer Marketing. Short form video content continues to offer a huge advantage to digital marketers. The ultra-snappy nature of Shorts allows marketers to funnel bitesize chunks of information to followers, without demanding they watch a long video. The other big advantage of Youtube is its reach – 26,400 influencers on YouTube have more than 1 million subscribers, which represents a big opportunity for brands to reach new demographics and audiences.
Alexander Frolov, CEO and Co-Founder at HypeAuditor commented, “The influencer marketing industry continued to gain momentum and popularity in 2021, in part due to the increased reliance of consumers on social media as e-commerce platforms. Consumers and brands alike are increasingly realising that TikTok is a force to be reckoned with. Australia has witnessed more and more politicians, even Prime Minister Scott Morrison, join TikTok in the past 12 months to connect with the younger generation ahead of the upcoming federal election.
We can expect social commerce to become more mainstream in 2022 as more social media platforms continue to provide new and innovative selling solutions to make shopping within the platform as easy as possible. ”
Other key findings from the report include:
-
On average, brands will get $4.98 of Earned Media Value for each $1 paid for Instagram Influencers promotion
-
Finance was the top trending topic on Instagram in 2021 as Australians seek to learn more about how to manage their money
-
The top three most mentioned brands by Australian influencers on Instagram are Kmart Aus (5.4k mentions), Woolworths (4.6k mentions) and Coles Supermarkets (3.5k mentions)
-
The most talked about brands on TikTok include Fashion Nova (10,960 mentions), Netflix (7,280 mentions) and McDonalds (4,940 mentions)
-
Brands can expect to pay from $60 for a YouTube sponsored video when partnering with a nano-influencer to over $2500 when partnering with a mega-influencer
For more details about the “State of Influencer Marketing 2022” report, click here.
Latest News

In-Person Event! Hear From Ex-Monkey Justin Drape, BMF’s Christina Aventi, Dr. Karl Kruszelnicki (And All For Nix!)
B&T’s sister publication Travel Weekly will be hosting its annual Travel Daze conference in Sydney on June the 9th and better still you’re invited and, even more fantastically, tickets are free! Yep, zilch, zero, nix! The full-day event will be staged at Paddington’s Chauvel Cinema in inner-Sydney and boasts an incredible and eclectic speaker line-up […]

VOLY Election Day Campaign, Developed By In-House Creative Team, Hits Aussies Right At The Feels
On election day, instant grocery company VOLY, took to Sydney electorates to call out the wild and confusing things that make up our election process. The campaign featured a combination of walking billboards, social media and surprise ‘Democracy sausage’ deliveries to polling booths across Sydney. VOLY was able to cut through the noise and position […]

Destiny Rescue Unveils Powerful Spot Combatting Child Exploitation
Sunshine Coast not-for-profit Destiny Rescue is a step closer to ending sexual exploitation and trafficking of children thanks to creative collaborators.

DoubleVerify Report: As Ad Dollars Move to Connected TV, Fraud Schemes Spike 70% Globally
DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, today released its 2022 Global

Is The Age Of The Metaverse Over Before It Officially Began?
Plummeting prices of cryptocurrencies, hacking and stealing of overpriced non-fungible tokens, an uncontrollable market that seems to operate on the moods of those who run it… All these are elements which are making marketers pull the breaks on their plans to invest within the world of digital real estate. But is all this coming to […]

Feeling Uncomfortable Is Your Biggest Opportunity For Growth
In this guest post, Stu Wragg (main photo), chief strategy officer at Herd MSL, says your best work so often happens when you’re well out of your comfort zone… There’s a lot to be said for feeling comfortable but when it comes to professional development, it’s uncomfortable experiences, not comfortable ones, that matter most. For […]

Ecommerce Content, Product & Serves Site Youtime.Com Launches In Australia
Introducing youtime.com – a considered curation of content, products and services all designed to help enhance your ‘you time’. Unlike anything else in the Australian market, youtime is set to lead the way in a new-age breed of digital destinations; where editorial leads eCommerce, retail becomes a service, shopping meets experience, and everything is grounded […]

Integral Ad Science Announces Control Panel Suite
As with all control panels, the main benefit is being able to cackle manically in a spinning chair while petting a cat.

WhatsApp To Be Pulled From iPhone 5 And iPhone 5c Devices
WhatsApp set to be pulled from some iPhone devices. A blessing if you're in one of those highly chatty groups.

Clive Palmer’s $100 Million Marketing Budget Falls Flat With Voters
In good news for agencies and democracy generally, Clive Palmer spent $100 million and didn't even come close to a seat.

Fenton Stephens Makes Key Hires Off The Back Of New Growth
Melbourne-based independent agency Fenton Stephens have announced key hires after new business wins and an expansion of the agency’s CX offering.

NielsenIQ Unveils Omnishopper Data With New Receipt Panel
The omnishopper does sound somewhat ominous, like a retail-based supervillain, but we're told it's just a database.

SBS Launches New Free-To-Air Multilingual Channel Titled SBS WorldWatch
SBS has today launched SBS WorldWatch, an all-new free-to-air multilingual news channel. The dedicated 24-hour channel features news bulletins from leading international broadcasters in more than 35 languages and is home to SBS’s Arabic and Mandarin television news bulletins – SBS عربي News and SBS 中文 News. The launch of the channel builds on SBS’ […]

Rod Sims: “Meta Should Be Designated Under The World Media Code”
Rod Sims continues to twist the knife into Facebook. Mrs Sims starting to think, "Let it go, Rod, let it go."

InMoment Achieves Web Content Accessibility Guidelines
Another strong step in supporting people with disability, something that is always worth taking seriously.

Indie Agency Emotive Announces Seven New Hires
Emotive announces seven new hires and also gives them one reserve for staff inter-office volleyball team.

Urban List Celebrates 30 People Who Will Change The World By 2030
Meet the 30 people who will change the world by 2030. Alas, no sign of Tammy Hembrow or the Inspired Unemployed.

Craig McLachlan Drops Defamation Case Before Defence Has Day In Court
Craig McLachlan has dropped his long-running defamation case, now threatening to revive singing career to enact revenge.

Maurice Blackburn Lawyers Launches New Brand Campaign Via Howatson+Company
Suffer whiplash stumbling out of the pub? Maurice Blackburn Lawyers' no win, no fee could be your path to untold riches.

Google And Tinder Owner Company Come To Ceasefire Agreement About Payment System
Can't get a date on Tinder for love nor money? Perhaps this could be to blame? Or, it may possibly just be your head.

“Bizarre!” Barrie Cassidy Lambasts ABC Over Election Coverage
Surely there can be no one happier about an Albo win than ABC staff, the trade unions and university arts students.

“Not Your Everyday Garden Variety Wankers!” Margaret Pomeranz Returns To Brilliantly Skewer Netfix’s Byron Baes
Margaret Pomeranz deliriously skewers Byron Baes. Admittedly, the show itself providing plenty of content to work with.

Sunday TV Wrap: Nine’s Celebrity Apprentice Debuts To 404,000 Viewers
Nine's Celebrity Apprentice had a soft launch last night, as it again stretched the definition of "celebrity".

Saatchi & Saatchi Via The Neighbourhood Unveils “Moments” Brand Campaign For Arnott’s
Once again the oft maligned Orange Cream noticeable by its absence in Arnott's latest branding drive.

Koala And The Royals Spoof Lying Pollies For Election Day Campaign
When it comes to elections, why does no one think of those poor piggies that ended up as your democracy sausage?

Former Wunderman Thompson Boss John Gutteridge Joins Enigma As National CEO
John Gutteridge ends gardening leave for new role at Enigma. But not before delivering some award-winning hydrangeas.

CMO Appointed To Profectus Group To Establish Marketing Function From Scratch
Profectus also hires new marketing manager to greenfield a marketing division; part of CEO's vision to become a marketing-led organisation

OMD Launches Its Exec Next Program For Up-And-Coming Talent
Work at OMD? Not been picked for the Exec Next program? Maybe you're just not cut out for all this boardroom palaver.

Xandr Makes A Series Of Additions To Its Senior Team
Xandr today announced three key senior appointments to the team, the first under new ANZ managing director, Nicole Prior, as the company eyes expansion. Mark Serhan is appointed to the newly created role of commercial director, Philip Coetzee becomes associate director – product management, and Archana Ganesh becomes associate director – APAC product support lead. […]

M&C Saatchi Wins The Marketing For Sydney WorldPride 2023
WorldPride is coming to Sydney in 2023! So you've been warned when there's a rush on Nad's and tanning bronzer.

Loyalty Is The Key To Consumer Connection Beyond The Cookie?
We've been talking about the end of cookies for a good 12 months now and, really, we're only half-way there.

World-First Australian Fashion Trademark To Accelerate Demand for Australian Fashion Industry
The Australian Fashion Council (AFC) – the peak body for the Australian fashion and textile industry – has launched Australian Fashion Trademark. The Australian Fashion™ and ‘Fashion Evolution: From Farm to Industry’ launched at Afterpay Australian Fashion Week. Over the next 10 years, the industry has the potential to deliver an additional $10.8 billion in […]

Elon Musk Was Accused Of Sexual Misconduct And SpaceX Paid Heavily To Cover It Up
According to reports, the SpaceX and Tesla owner, Elon Musk, asked a flight attendant for an “erotic massage” then proceeded to touch her inappropriately without her permission. He then gave her over $350,000 to keep her from talking about it. The report, which originally came from the Insider, cites a close friend of the flight […]

IGNITE Bolsters Digital Marketing Capability With Three Specialist Hires
* IGNITE®, the award-winning digital agency servicing some of Australia's leading brands has added three new marketing experts to their deep bench of talent.

Fox Creative Breathes New Life Into On-Air Graphics For Fox Sports
Are you a Fox Sports fan? Well, don't let your team's crushing defeat this weekend distract you from the new graphics.

Subaru Teams Up With G Flip In New “I Like What I See” Campaign By Connecting Plots
Subaru clearly chasing the Millennial driver with new G Flip campaign. Actual cars, however, starting at $60,000-plus.