The key to a successful marketing program is having effective influencers on your team.
Influencer marketing is a multi-billion dollar industry and more companies are developing ways to include it into their budget.
But with more of a focus on this strategy, there come new influencer marketing trends to consider as this sect continues to evolve. Read on for five of the trends to look out for in 2023.
1. Less is More
In the past couple of years, there’s been less of a focus on influencers with massive followings and more so on what is called micro or nano-influencers.
The thinking behind the shift is that smaller-scale influencers are able to establish a genuine connection with their followers and have a higher percentage of engagement.
Micro-influencers usually have between one to one hundred thousand followers and are seen as more trustworthy amongst users.
By targeting micro-influencers, companies can be more strategic with their campaigns and get the results that they’re after.
Many influencer marketing platforms like Humanz, Upfluence, and Grin have created platforms that simplify the process of finding the right influencer for your business. These have features that help to filter not only the influencers’ gender and age but also their followers’ location, age, and interests.
Some platforms, such as Humanz, have their own academy which allows learning some key factors like where to find micro-influencers, how to find the best influencers for your company, what can both sides expect from the collaboration.
This is a trend that will continue to grow as people are more concerned with following relatable people than those with large followings.
2. TikTok Takeover
TikTok’s popularity has skyrocketed since 2019 and it doesn’t show any signs of slowing down!
It’s quickly becoming the leading source for the content of all kinds. Every community is represented and stars are emerging from the platform. Naturally, brands have joined the app and launched successful campaigns as well.
This is an app to keep on your phone and become an expert on how to create the most creative videos possible to maximize your platform.
3. Social Justice
With so many conversations happening about social justice issues, it’s important for influencers to be well-versed on the topics.
They shouldn’t only be aware of what’s going on, however, but they should have a genuine interest in it. Nowadays, influencers need to be multi-faceted people who are both talented and knowledgeable.
4. Long-Term Collaborations
Originally, influencers would do a one-time post or post sporadically about a product but those days are quickly fading out. Now, there’s been more of a focus on long-term collaborations between brands and influencers and really cultivating the ambassador relationship.
Long-term investments take time to see results, but in the end, prove to be more valuable than searching for instant gratification from a one-time mention.
5. Representation
Not only does representation matter, but it’s vital to success. People want to see themselves in all aspects of life and that includes the influencer space.
It’s important for companies to gain a better understanding of their audience and seek out representatives that look like them. Big brands are making more of an effort to diversify the influencers they have on their team.
On the creative side, we’ll also see more collaboration being done with influencers from different backgrounds.
Influencer Marketing Trends for 2023 and Beyond
While influencer marketing may be a fairly new concept, it’s quickly proving to be one of the most effective ways to engage the public. We hope that you found our guide helpful and can use these trends in your business plan.
There’s no doubt that influencer marketing trends will continue changing over time, but we have a strong feeling that these five will be the ones to stand the test of time!
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