Latest Influencer Marketing Trends
Influencer marketing has become a crucial component of a brand’s marketing strategy. This isn’t surprising with the rise of social media and the increasing influence of social media influencers.
As we enter 2023, new influencer marketing trends and technologies are emerging to transform the future of influencer marketing.
From the increasing use of AI and automation to the growing importance of micro-influencers and niche communities, these 17 hot influencer marketing trends will set the tone for the influencer marketing landscape in the coming year.
Whether you’re a brand looking to expand your influencer marketing efforts or an influencer looking to stay ahead of the curve, this article is a must-read.
17 Hot Trends in Influencer Marketing
1. Shift to Nano- And Micro-Influencers
Coca-cola recently launched a successful influencer marketing campaign, #ThisOnesFor, involving 14 Instagram influencers.
The success of this campaign proved that big brands could make the most of their marketing efforts by putting nano- and micro-influencers at the forefront.
These influencers typically have more engaged audiences than larger ones, leading to higher engagement levels for brands. Moreover, working with micro-influencers can be more cost-effective for brands than working with larger influencers, as micro-influencers typically charge lower fees.
With higher engagement rates and more targeted audiences, brands can expect a higher return on investment from their influencer marketing efforts when working with micro-influencers.
Overall, the shift towards nano- and micro-influencers reflects a growing trend towards more targeted, effective, and cost-efficient influencer marketing strategies.
2. Shift From Using Vanity Metrics to Quality KPIs
Brands want to see a return on their investment in influencer marketing, and vanity metrics like followers and likes do not provide a clear indication of ROI. These metrics are also easily manipulated; hence they are unreliable measures of success.
Platforms like Sprout Social, and SocialPilot, offer insights into key metrics like engagement rates, reach, and impressions. Influencer marketing platforms such as AspireIQ, Traackr, and Hypetap also offer features for tracking influencer campaigns.
By using these tools and technologies, brands can gain a deeper understanding of the effectiveness of their influencer marketing campaigns and make data-driven decisions to optimize their strategies.
3. User-Generated Content (UGC) Will Gain Momentum
Shoppers perceive user-generated content as more authentic and trustworthy compared to traditional marketing messages. UGC provides social proof that a brand’s products or services are popular and well-regarded. Hence, it’s easier to convert prospects with this type of content.
Many brands have leveraged user-generated content in their marketing efforts successfully.
For example, Nike has encouraged users to share their experiences with the brand and its products through hashtags like #JustDoIt and #NikeWomen, resulting in a large amount of user-generated content. Coca-Cola did something similar, too, with its “Share a Coke” campaign.
Overall, UGC provides valuable insight into what customers are saying about your brand, allowing you to make informed decisions about your product development.
4. Influencer Compensation Challenges
As the influencer marketing industry grows, brands may struggle to accurately measure the impact of its campaigns. And this problem will persist as the industry becomes more complex and the metrics for performance evaluation expands.
Balancing the cost of influencer marketing with the impact it has on business will likely put many companies in a situation where they struggle to determine fair compensation for influencers. And even when performance metrics are well-defined, companies and influencers may have different goals for compensation, leading to challenges in determining a fair agreement.
For example, influencers may prioritize earning a high rate per post, while brands may be more focused on paying for conversion. These challenges highlight the need for brands to be strategic and proactive in their approach to influencer marketing and be prepared to adapt to the changing landscape of the industry.
5. The Rise of Influencer-Generated Content
We can expect a rise in influencer-generated content in 2023 because it’s a highly effective way for brands to engage with their audience and drive results. Influencer-generated content allows brands to leverage the influence and credibility of their chosen influencer while also tapping into their creativity and unique perspectives.
This collaboration results in high-quality, authentic content that resonates with the influencer’s audience. It also spurs engagement and conversions. Additionally, influencer-generated content can be more cost-effective than traditional advertising, as brands can negotiate lower rates for influencer-generated content than traditional ads.
Moreover, influencer-generated content can help brands to build relationships with their audience and increase brand awareness and loyalty. Given these benefits, it is not surprising to see brands capitalize on influencer-generated content in 2023.
6. Repurposing Influencer Content Across Social Networks
Repurposing influencer content across social media platforms is likely to become a trend in 2023.
This strategy can help them reach new audiences and drive results across multiple platforms, increasing their return on investment and maximizing the impact of their influencer marketing efforts.
For example, a brand may create an Instagram post with an influencer and then repurpose that content for a TikTok video or a Facebook ad. This allows the brand to reach a wider audience and drive results on multiple platforms.
However, brands need to approach content repurposing with caution. The repurposed content must be appropriate for each platform and align with the audience’s values and expectations.
7. Influencer Content Will Become More Authentic
Authenticity is a key factor driving success in influencer marketing, and consumers are becoming increasingly savvy about detecting spurious content.
There have been high-profile cases of influencer fraud, where influencers have been caught using fake followers, bots, or other deceptive tactics. This has increased consumer skepticism about influencer content and has made them more cautious about the content they engage with.
In 2023, we can expect to see a shift towards influencer content that is more natural, organic, and reflective of the influencer’s personal experiences and perspectives.
This type of content is more likely to resonate with the influencer’s audience and drive higher engagement and conversions.
To achieve this level of authenticity, brands will need to work closely with their influencers to create content that not only aligns with their brand values, but reflects the influencer’s unique personality and experiences.
Brands will also need to be transparent about their influencer marketing efforts by labeling their influencer content clearly as sponsored or promotional.
7. Long-Term Partnerships Will Become Increasingly Popular
When brands work with influencers over an extended period, they have the opportunity to build deeper relationships with their partners. This relationship can lead to more authentic and effective influencer content.
Additionally, working with the same influencer over time ensures consistent representation of the brand and messaging across multiple campaigns.
Long-term partnerships create an opportunity to negotiate more favorable terms with influencer partners. Moreover, companies can benefit from the economies of scale that come with working with the same influencer over multiple campaigns.
Nike has had a long-standing partnership with LeBron James, one of the most popular basketball players in the world. This partnership began in 2003 and has continued for over a decade, making LeBron James one of Nike’s most recognizable ambassadors. It remains one of the most prominent examples of a long-term influencer partnership in the sports industry.
8. Diversity and Inclusion Will Become More Important in Influencer Marketing
This trend is expected to continue as consumers become increasingly aware of and sensitive to issues of diversity and inclusion. Brands will be looking for ways to reach a wider and more diverse audience.
And what better way to do this than partnering with diverse influencers who represent various backgrounds, interests, and perspectives?
This approach can also help to build brand trust and credibility, as consumers are more likely to trust and engage with brands that are inclusive and representative of the diverse communities they serve.
Rihanna’s Fenty Beauty line has been praised for its focus on inclusivity and diversity, and the brand has partnered with various influencers, including women of different races and sizes, to promote its products. Other companies can learn from this step to create campaigns that are representative and relevant to their audience.
9. The Rise of Virtual Influencers
Virtual influencers are digital avatars created to promote brands, products, and services on social media. Brands typically use them to reach a younger, tech-savvy audience that is more likely to engage with digital content.
Virtual influencers offer brands several benefits, including the ability to control their image and message and save on costs associated with traditional influencer marketing campaigns.
The growth of virtual influencers is fueled by several technologies, including artificial intelligence (AI), 3D modeling and animation, virtual and augmented reality (VR/AR), and cloud computing.
Altogether, these technologies create immersive human-like experiences for virtual influencers. They allow brands to customize campaigns and showcase their products and services in new and innovative ways.
10. More Brands Will Take Advantage of Cross-Channel Campaigns
Cross-channel campaigns allow brands to share content to their target audience on multiple platforms, such as social media, email, and other online sources.
This approach allows them to have a more comprehensive view of their target audience and tailor their content to them more effectively.
Cross-channel campaigns also provide brands with greater flexibility in terms of their influencer marketing strategy.
For example, they can test and evaluate different approaches and tactics across different channels and then refine and optimize their campaigns based on the results. This approach helps to ensure that their influencer marketing efforts are more effective and aligned with their target audience and marketing goals.
Coca-Cola is an excellent example of a company that has taken advantage of cross-channel influencer marketing campaigns. The brand has established partnerships with diverse influencers, including bloggers, vloggers, and social media personalities, to reach its target audience across multiple platforms and channels.
11. Influencers as Creative Directors
We can expect to see a trend where influencers take on a creative director role, working with brands to create unique, engaging, and memorable marketing campaigns. This trend will likely result in even more effective campaigns and will further solidify the influencer’s role as a key player in the marketing landscape.
However, the role of a creative director is a highly responsible and demanding position that requires a wide range of skills and experiences. Brands must carefully consider the qualifications, background, and track record of the influencer they consider for a creative director role.
12. Increased Video-Based Video Content
With the rise of video-based social media platforms such as TikTok and Instagram Reels, video content has become more accessible and appealing to consumers, making it an attractive option for brands looking to reach their target audience. Additionally, it’s often more engaging and memorable than other forms of content.
Proving the popularity of video content, Cisco reports that 82 percent of global internet traffic will come from either video streaming or video downloads in 2022.
Video content allows influencers to showcase their creativity and personality and helps to build a stronger connection with their audience. Thanks to several video capture software on the market, producing professional clips for campaigns is no longer a hassle.
13. Influencer Marketplaces Will Increase
While influencer marketplaces are already popular today, they are expected to grow exponentially in 2023. This expectation is valid because influencer marketing is becoming increasingly attractive to brands, particularly in an environment where traditional forms of advertising are becoming less effective.
Additionally, with an increasing number of influencers entering the space, there is money to be made in the influencer market. Influencer marketplaces can be a great source of business for them.
Marketplaces provide influencers with access to a larger audience, a simplified payment infrastructure and more lucrative partnerships, allowing them to focus more on creating great content and cultivating genuine relationships with their followers.
As the industry expands and evolves, so does the needs and expectations of both brands and consumers. Marketplaces must continually innovate and provide new services, tools and features to remain competitive.
14. More Regulations for Influencer Collaborations
As more businesses are jumping onto the influencer marketing bandwagon, there’s a growing need to protect consumers from false advertising and unregulated endorsements.
It’s not only businesses that stand to benefit from these new regulations but also influencers. By introducing measures such as disclosure rules, influencers are able to better protect themselves and their brand by making sure they comply with industry standards.
As such, we can expect to see more of a focus on transparency when it comes to influencer collaborations in the near future. This move will transform how businesses and influencers collaborate. It’s also necessary for the continued growth of this booming industry.
15. More Cosplay Influencers and Live Streaming
Cosplay influencers are popular on social media because of their amazing ability to dress up as pop culture characters. Many have huge followings on YouTube, Instagram and other social media platforms. And as the popularity of cosplay continues to grow, so will the number of cosplay influencers.
Live streaming is also going to become more popular in 2023. This is where people broadcast themselves live on the internet, often while gaming, singing or doing some other activity that they’re passionate about.
Live streaming is a great way to connect with your audience and share your unique perspective on the world.
These social media influencers will become more popular in 2023 due to the rise of low-cost streaming services. Nearly everyone has a smartphone in their pocket, and services like TikTok and Twitch have made it easier than ever to stream live content. This means that more people than ever before have access to streaming and can engage with content creators.
16. Influencer Marketing Will Be More Budget-Friendly
In 2023, brands will become more adept at using social media platforms to identify and engage with influencers that align with their goals. Also, influencer marketing teams will work smarter, leveraging automation and AI to craft campaigns and measure ROI.
Brands can also make their budgets go further by tapping into the power of micro-influencers. Plus, they have the potential to target a wider audience by partnering with multiple influencers or developing relationships with existing followers.
All these moving parts inherently lower the costs of influencer marketing.
17. Brands and Influencers Co-creating Products
Brands and social media influencers have always had a complicated relationship. On the one hand, brands rely on influencers to reach new consumers and create engaging content. On the other hand, influencers need brands to provide them with lucrative sponsorship opportunities.
But in 2023, this relationship will change as brands and influencers begin to co-create products. This collaboration will be beneficial for both parties. For brands, it will allow them to reach new consumers through the influencer’s audience. And for influencers, it will give them a chance to create high-quality products they can be proud of.
This trend will likely take off in 2023 as there is a growing demand for high-quality content from consumers.
Pricing influencer marketing servicesInfluencers often use cost plus pricing for their packages. Learn more about this popular pricing strategy in our detailed breakdown of cost plus pricing.
How to Start Influencer Marketing in 2023
Now you know what to expect and consider it an opportunity to stay ahead of the curve; you need to start thinking more strategically about how you partner with influencers. To get started, consider mapping out a plan to partner with influencers who have a good engagement rate on their social media posts and connect them with the right creative campaigns.