Influencer marketing trends: Top 5 genuinfluencers to follow in 2022

It has been predicted that 2022 will see the rise of genuinfluencers – social media creators who are more interested in sharing advice on topics they are passionate about rather than pushing a new product or service. 

The latest influencer marketing trends demonstrate that the showboating era of Instagram fame is over as generation Z demands authenticity and information over sales and products. 

The glossy, posed, and overly promotional content that influencers create no longer resonates with audiences seeking authenticity.  

Genuinfluencers are becoming increasingly important for luxury brands due to their authentic content and actionable insights that they share with a highly engaged and trusting audience. This makes genuinfluencers a valuable partner with luxury brands seeking to reach and engage with Ultra-High-Net-Worth-Individuals. 

Genuinfluencers: authentic and purposeful content creators

So, who are genuinfluencers, and how do they differ from influencers? 

The term genuinfluencers was coined by trend forecasting company WGSN in December 2020 to differentiate influencers who are paid to promote a product or service and influencers with a genuine interest, passion, and knowledge in their subject area. Genuinfluencers are more interested in spreading truthful information, whereas influencers will typically promote a product or service based on payment rather than genuine interest or expertise. 

Genuinfluencers do more than post their morning routine and favourite place for a chai latte. Instead, they spread important information that can keep people informed, in addition to posts about products. Genuinfluencers are thought-leaders and are more interested in sharing advice and discussing their passions rather than a new product. If they promote a product, it will be one they genuinely believe in and is relevant to their community. 

This type of authentic content – which provides actionable insights for its viewers, rather than overly glossy, posed and promotional fluff – is precisely what today’s UHNW audiences are craving.

Because genuinfluencers tend to be noticed for high-quality content and their engaged community of followers, they can be a powerful partner for luxury brands. 

As a brand, finding a genuinfluencer whose beliefs align with their own is gold dust. The key here is to have a product or service that gives back. 

With this in mind, and in no particular order, we’ve researched some of the top influencer marketing trends 2022 to find the biggest influencers that offer real authenticity. Read on to discover the top 5 genuinfluencers you should add to your social network.  

If you want to learn more about genuinfluencers and what they mean for luxury brands, then explore our article here, where we take a more in-depth look at traditional influencer marketing versus genuinfluencers. 

Relevance’s pick of the most influential genuinfluencers

Genuinfluencers come in all sizes. Whether they be mega (over 1 million), macro (over 100,000), or micro (1,000 to 100,000), the impact they have on their audience is paramount. Their community has unwavering trust in these influencers and follow them for more than just their content, but for their opinions too. 

Genuinfluencer @amieesong – 6.2M followers 

Amiee is a genuinfluencer with a large following and is known for her chic style. Whilst being predominantly a lifestyle and fashion-focused influencer, Amiee is also very open about therapy and mental health. 

As a genuinfluencer, she has documented her journey with therapy on her Instagram, opening the barriers on this delicate topic and encouraging her followers to talk more about mental health and being open when needing help. Aimee is a New York Times Bestselling Author, Forbes 30 Under 30 and has her own fashion collection, Song Of Style. 

Amiee’s profile highlights that her work with brands continues but alongside this work, she promotes her passions and uses her platform to voice more than what one should be wearing this season. For example, during the pandemic, she posted feel-good #stayathome content with no promotional messaging. This authenticity makes her attractive to luxury brands. For example, she is a brand partner for luxury Italian brand Valentino and a ‘go-to’ influencer for the British fashion house, Burberry. 

Genuinfluencer @chrisellelim – 1.4M followers 

Chriselle Lim is a Korean-American fashion stylist, lifestyle and beauty blogger, and digital influencer. Despite her beautiful aesthetics that lean towards those of a ‘typical’ influencer, Chriselle has a strong passion for supporting parents, especially mums. This passion inspired her to launch Bumo Parent, a research hub for all things parenting. Among its many offerings, it offers help finding affordable childcare and co-working spaces for working mothers. As a genuinfluencer, Chriselle has also highlighted the injustice in the US system, having recently been featured in the LA Times discussing the lack of affordable child care that leaves too many parents, especially mothers, unable to earn a living. 

Genuinfluencer @diamond_april – 410K followers 

Karina Istomia of Diamond April is a Russian DJ, blogger, podcaster and ex-model with a passion for music, which she often shares on her social media platforms. 

Karina is very open about how her lifestyle (which seems glamourous to some) has impacted her mental health. She runs a weekly YouTube show discussing various aspects of mental health. In an interview with drink’s brand Red Bull, she explained that: “lack of sleep, flights, parties – all this seriously affects my health. Damaged daily routine influences the attitude and shatters mental health, and that’s why I attend therapy sessions once a week.” 

Genuinfluencer @mumroebergdorf – 564K followers 

Munroe Bergdorf is an English model, genuinfluencer, and activist who discusses racial injustice and LGBTQ+ rights. She has walked several catwalks for fashion brands, including Gypsy Sport at London and NYC Fashion Weeks. Bergdorf was the first transgender model in the UK. 

Bergdorf uses her social platforms to discuss issues she believes in. 

Genuinfluencer @frankiebridge – 1.5M followers 

Frankie originally shot to fame as one-fifth of the former UK girl band The Saturdays but now uses her fame to speak openly about her depression and encourage anyone struggling to talk. 

She runs a podcast called Open Mind, in which she opens up about her ongoing journey from her breakdown to her breakthroughs and invites her guests to share their experiences with mental health. In opening up about her battles, Frankie hopes to help a generation of people to be more open about their mental health.

There is a fine line between promotion and saturation, especially for ultra-luxury brands. It’s best to look for influencers that spread unbiased information and produce quality content because they take it seriously. 

And this is where the genuinfluencer comes in. These influencers are a great option for luxury brands seeking to keep a sense of exclusivity. 

Relevance helps luxury brands navigate the complex area of influencers. Our team stays on top of the ever-changing influencer marketing trends, helping our luxury clients find trusted genuinfluencers that align with their audience’s values and ethos. Contact us to learn more about our social media services and how we can put together an influencer marketing strategy to elevate your brand further.

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