5 Influencer Marketing Trends for 2023

2022 is soon coming to an end. So it’s time to look into 2023 and see what’s waiting for us. In this article we share 5 influencer marketing trends that will benefit you in the new year. Take notes and imply these trends in your strategy to make the most of your influencer marketing campaigns!

Continuous rise of video-based content

A completely new approach to sponsored content has emerged with the popularity of TikTok and Instagram Reels. Many creators now prefer to express themselves through the creation of enjoyable, easily consumable content in video format. Instagram is stimulating this with new features almost every week.

Brands are using both platforms to boost their campaigns by developing challenges and TikTok dances, for example, in addition to creators using Instagram Reels and TikTok to express themselves and reveal more details about their lives.

In 2023, TikTok will overtake other social media platforms in terms of total monthly active users (MAUs) and surpass Instagram as the most popular medium for influencer marketing. In contrast, TikTok will have the fastest rate of growth for influencer marketing in 2023. Lots of creators can of course still be found on Instagram. It provides a huge range of content formats, the majority of which support shoppable moments. Marketers will continue to spend money on Instagram thanks to features like Instagram shopping,

 The rise of cross-channel campaigns

On average, social media user interacts with 6-7 different social mediaplatforms on a daily basis. Cross-channel campaigns are essential for marketers as the typical consumer uses multiple platforms on a daily basis.

Reaching a much larger audience is feasible by engaging in cross-channel cooperation. For instance, Instagram is used for socializing, finding inspiration, and receiving product suggestions, but TikTok is primarily used for fun. In other words, when working together on TikTok and Instagram, the final product might be published in a fun, creative way on TikTok, but in a more aesthetically pleasing and educational way on Instagram.
On the Influentials platform we therefore advice to split up your campaigns per social channel. This way you get the most out of each platform and creator!

Focusing on data and measuring ROI

The majority of marketers use email and direct messages to coordinate their influencer partnerships. But here's the issue: without real-time data and reporting, it's hard to tell if the partnership was effective or not.

The marketer should make sure that the influencers' audience aligns with the brand's target demographic before selecting them. One of the factors contributing to the rise in popularity of influencer marketing platforms is the fact that these platforms offer real-time audience demographics obtained directly from the social media platform.
On the Influentials platform you can access the real-time audience demographics from all creators in our network. Use our filters to explore the network to find the best creator for your brand and next campaign.

The rise of influencer-generated content

One of the creators special skills is content creation, which is why more and more firms are collaborating with creators to generate images for their social media channels.

We're not shocked that this trend, which began to pick up steam last year, is now increasing even more. First off, it assists brands in obtaining current, visually appealing material. Second, creators content has a much stronger sense of authenticity and relatability than content that has been professionally created, which results in more engagement. Thirdly, it is considerably less expensive than planning picture shoots on your own.

The forerunner businesses have already started employing in-house content producers to make material for digital platforms!

Focus on building influencer relationships

Like with other marketing strategies, more and more companies are using influencer marketing year-round, not only in the run-up to the major holidays.

Long-term influencer collaborations are something we always advocate for because they not only stand out on social media but also give the company greater results because they appear more reliable. Not to add that long-term partnerships require less of the marketers' time.

More brands are fighting for high-quality influencers as a result of the expansion of influencer marketing. It makes sense to make influencers into brand ambassadors once the company has identified them.

Brand ambassadors utilize the company's products on a regular basis and promote them both on and off of social media, taking influencer marketing to a whole new level. Therefore, there is so much more impact than with a single campaign. A single campaign is much harder to evaluate on what worked and what didn’t. Seeing valuable and reliable results is only possible over time.

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