INFLUENCER TRENDS YOU SHOULD CARE ABOUT IN 2022Create culture. Don't just be a part of it 4 Don’t be a bandwagon brand 8 Inclusive influence equals better results 12 Experience is the new e-comm 16 The sleeping giant that is B2B influence 18 Influence goes metaverse 22 Think system, not silos 26 Final thoughts 28 H aving matured into adolescence, and grown in size, influence is still defining itself within the world, jockeying for position among more established routes to consumers. At the outset, many were skeptical of this approach to comms. Indeed, as social media matured, this new kind of stardom, or at least fame, was not wholly embraced. How solidly persuasive could these kids with smartphones really be? Can they really do a better job of resonating with a target audi

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