The power of influencer marketing in 2022

Influencer marketing has experienced unprecedented growth over the last five years, creating exciting opportunities for brands of all sizes. In fact, according to the Influencer Marketing Hub, the global influencer market was valued at $6.5 billion in 2019 and is projected to reach $16 billion by the end of 2022. 

The widespread use of social media platforms, the prevalence of mobile and the ever-increasing demand for digital content have been the driving force of influencer marketing in 2022 as more brands seek to find ways to market directly to their target audience.

Influencers have an unbeatable voice when it comes to mobile digital marketing, helping brands expand their reach and generate leads. This makes an influencer marketing strategy a valuable choice for luxury brands seeking to reach and engage with UHNWIs. 

What is influencer marketing?

Influencer marketing is a powerful digital marketing strategy that involves a brand collaborating with an online influencer to market one of its products or services. It uses the concept of celebrity endorsement and places it into a modern-day content-driven marketing campaign.

However, influencer marketing in 2022 doesn’t just involve celebrities. Instead, it revolves around an individual who has worked to grow their following and become an authority in their niche. Be it a popular fashion photographer on Instagram or a respected marketing director on LinkedIn; these figures have the power to affect the purchasing decisions and behaviours of others because of their authority, knowledge, position, or relationship with their audience.

Why should you invest in influencer marketing in 2022?

According to Oberlo, the number of social media users amounted to 3.6 billion in 2019 and is expected to reach 4 billion by the end of 2022. Gen Z is the age group that most actively engages with brands on social media, with 86% of them using platforms like Instagram or TikTok to discover new brands. 

With social media platforms progressively evolving into real shopping spaces, brands are utilising influencer marketing strategies to reach and connect with new audiences. With 86% of consumers looking for advice and recommendations from social media influencers to help them with their purchasing decisions, most brands should plan to create an influencer marketing strategy in 2023. 

What are the benefits of influencer marketing in 2022?

Collaborating with macro-influencers with more than 200,000 followers is an effective way to help your brand expand its visibility and overall reach. Influencer marketing in 2022 has the power to generate digital conversation by creating engaging and interactive content that can help to boost online conversions. Influencers with a global online presence also enable brands to enter and trial new markets quickly and cost-effectively.  

Influencer marketing in 2022 is a highly cost-effective strategy. Brands can partner strategically with industry-relevant influencers and save time and costs when segmenting and targeting the market while driving targeted traffic to the sites faster and more effectively.  

Influencer marketing is also a superb way to build brand trust and authenticity. Data from Hootsuite shows that consumers are 2.4 times more likely to view user-generated content as authentic than content created by brands. In fact, 75% of marketers are working with influencers who align with their values to improve consumers’ expectations and loyalty (Tinuiti).

Finally, as social commerce increases in popularity, influencer marketing in 2022 is ultimately a great way to boost sales. With social media platforms becoming more sophisticated, influencers can include links to online shops in their videos or posts and convert users into buyers.  

Monaco influencers leading the way

To maximise the power of the influencer marketing strategy, brands need to ensure they are meeting the interests and expectations of their audience. Understanding the demographics and psychographics of the influencer’s following is critical to reach the brand’s targeted audience. Whether they be mega (over 1 million), macro (over 100,000), or micro (1,000 to 100,000), influencers are a valuable addition to any digital marketing strategy.

With this in mind, we’ve researched some of the most powerful influencer marketing strategies in 2022 to find the biggest influencers that offer real authenticity. Read on to discover our favourite Monaco influencers that you should add to your social network. 

@Victoriabonya – 9.1M

Victoria Bonya is a hugely successful Russian lifestyle blogger, celebrity, and star of a famous TV reality show. She climbed to fame after her appearance on the 2006 TNT Russian reality show, Dom-2. Victoria now resides in Monaco and predominantly promotes her fashion brand and hosts a successful TV programme which interviews many famous athletes. Victoria has also hosted the Cosmopolitan programme and appeared on various magazine covers, including Maxim and the Russian magazine Penthouse. 

Victoria is a frequent guest on the red carpet at film festivals and other famous events, including the Monaco Yacht Show and the Monaco Grand Prix.

@tocestyle – 1M

Antoniya Toneva is a Monte-Carlo and French Riviera-based full-time social media content creator and style influencer. She is also the founder of the swimsuit brand Freeze the Breeze and a fashion consultant. Antoniya shares daily insights about her luxurious Monaco lifestyle and her entrepreneurship journey.

She loves sharing fashion and beauty tips with her audience and showing them her everyday favourite items and brands via Instagram posts, stories and video content. Antoniya travels the world, attending events such as Monaco Fashion Week, the World Blogger Awards and Dior beauty events.

@ Olga_lavric – 1M

Olga Lavric is one of the many content creators giving hundreds of thousands of followers a unique glimpse of what life looks like in the glamorous Principality of Monaco. Olga Lavric is a fashion influencer who started her entrepreneurial career by creating her blog, Colourful Buttons, back in 2015. 

Olga’s success comes from her talent for capturing the beauty of Monaco. Here, influencers can create the most unique and beautiful content creation from breathtaking views, fabulous architecture, turquoise sea and white beaches, hotels, and luxury cars in the background. She was also recently nominated for the World’s Blogger Award in 2020, a Cannes event celebrating pioneering influencers.

@ Tomclaeren – 616k

Located in Monte Carlo, Tom Claeren is a young entrepreneur who owns a luxury goods and high-tech audio-visual company. Over the past three years, Tom has specialised in private cinema designs and creations with a target demographic of clientele and successful partner brands that appeal to high-end luxury, including Chopard, Louis Vuitton, Dom Pérignon and Montblanc. Tom’s evident talent for photography and cinema led to the creation of his lifestyle blog and digital magazine,, which launched in 2014. 

Tom officially became a partner and ambassador for Monte-Carlo SBM in 2016, a leader in hospitality in the principality and around the globe. Since then, Tom has travelled the world, participating in exclusive experiences and services, including the Monaco Yacht Show, Monte Carlo Formula 1 Grand Prix and International Cannes Film Festival. – 237k 

Lauren Amiri, better known as the LA way, is a luxury fashion, travel and lifestyle content creator based in Monaco. Lauren spends her time between London and Monaco, focusing most of her content on her lavish life in the principality. Lauren’s immaculate styling and elegant aesthetics have seen her loyal following grow. In 2020, Lauren started her fashion brand, Aavelle, designed to create a timeless, interchangeable and ageless wardrobe.

Lauren is a frequent guest of some of the most exclusive hotels and resorts worldwide, including Hôtel de Paris Monte-Carlo, Carlton Hotel Saint Moriz and Berkeley London.

Aligning your digital marketing strategy with the appropriate influencer is a highly effective strategy to improve brand awareness and exposure, reach your target audience, build brand authority and trust, as well as boost sales. Relevance can guide you through this, offering a superb network of luxury lifestyle influencers in Monaco and beyond. Contact our team to find out more about influencer marketing in 2022.

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