Top 5 Influencer Marketing Trends for 2023

Social Media, Trends

by Ashley | January 2, 2023

It is true that influencer marketing has become a powerful tool for brands seeking to reach and engage with consumers through social media. With a projected value of $24.1B by 2025, it is likely to remain a popular marketing strategy for brands in the coming years.

To make the most of influencer marketing, it is helpful for brands to stay up to date with the latest trends and developments in the industry. Some of the key trends that brands should be aware of include the increasing importance of authenticity and transparency, the growing popularity of “perfectly imperfect” content, and the emergence of niche influencers who specialize in specific areas or topics.

By staying informed about these trends and adapting their strategies accordingly, brands can effectively leverage influencer marketing to reach and engage with their target audiences.

We cover the top 5 trends for influencer marketing in 2023 below!

  1. Shift in Influencer Marketing

It is possible that as more platforms emerge that offer discoverability, collaboration, and other tools for influencer marketing, the role of traditional influencer marketing agencies may shift. Some agencies may choose to specialize in certain areas, such as providing expertise in a specific industry or helping brands to identify and assess potential influencers. Others may focus on offering more comprehensive services, such as managing entire influencer campaigns from start to finish. It is also possible that influencer marketing agencies may need to adapt and evolve to stay relevant in a changing landscape. For example, they may need to develop new skills and expertise, such as understanding and utilizing new technologies or platforms, or offering additional services to their clients.

Ultimately, the evolution of relationships between agencies and influencers will depend on the needs of brands and the services that agencies are able to offer. It is important for agencies to stay up to date with the latest trends and technologies in the influencer marketing industry in order to remain competitive and meet the needs of their clients.

  1. No filter is your filter

It is true that “perfectly imperfect” content, which is often raw, unedited, and spontaneous, has become popular on social media. This trend is in part a response to the heavily curated and polished content that was prevalent in the past, which many people found to be inauthentic and unrelatable.

By sharing more “in-the-moment” content, influencers and creators can give their followers a more genuine and authentic look at their lives, which can help to build trust and foster a sense of connection. This type of content can also be more engaging, as it feels more real and relatable.

In the influencer marketing space, this trend towards “perfectly imperfect” content may require brands to shift their approach and be more open to a less polished and more authentic aesthetic. It may also require influencers to be more transparent and genuine in their content, rather than presenting a perfect and unrealistic image. Overall, this trend towards “perfectly imperfect” content can help to create a more authentic and engaging influencer marketing experience for both brands and followers.

  1. Niche becomes even more niche

It is true that as the influencer market becomes more saturated, it can be increasingly challenging for creators to stand out and find their place. As a result, many influencers are finding success by focusing on specific niches or areas of expertise, rather than trying to appeal to a broad audience.

For example, an influencer who focuses on sustainable style may find that they have a more dedicated and engaged following, as their content addresses a specific interest or concern that resonates with their audience. Similarly, an influencer who focuses on local lifestyle content may be able to build a following by showcasing the unique culture and experiences of their community.

By narrowing their focus and finding a niche, influencers can differentiate themselves from the competition and build a more dedicated and engaged following. This can also make it easier for brands to identify and work with influencers who are a good fit for their campaigns and target audience.

  1. The Influencer Entrepreneur

It is true that many influencers have turned their influence into successful businesses, often by leveraging their platform and audience to sell products or services, such as clothing, beauty products, or online courses.

For brands, partnering with influencers who have their own businesses can be a great opportunity to create mutually beneficial collaborations. By working with both the influencer’s personal account and their brand account, brands can reach a wider audience and potentially drive more sales or engagement.

However, it is important for brands to carefully consider whether a collaboration with an influencer’s business makes sense for their campaign and target audience. It is also important for brands to be transparent about any sponsored content and ensure that the influencer is following all relevant laws and regulations regarding endorsements and advertising.

Overall, partnering with influencers who have their own businesses can be a great way for brands to reach new audiences and create engaging and authentic content, as long as it is done in a transparent and responsible manner.

  1. Loosening the grip on creative control

It is generally accepted that giving influencers creative control and allowing them to authentically endorse a product or service can lead to more successful influencer marketing campaigns. This is because influencers know their audience best and are often able to create content that resonates with their followers in a way that feels genuine and authentic.

As Benjamin Carter, Director of Digital at Dulcedo, suggests, trusting influencers to create content that speaks to their audience can be more effective than imposing strict content obligations. This approach can also help to foster a more positive and collaborative relationship between the influencer and the brand.

However, it is important for brands to clearly communicate their expectations and goals for the campaign and to provide any necessary guidance or resources to the influencer. Brands should also work with the influencer to ensure that the content aligns with their brand values and meets any necessary legal or regulatory requirements.

It can be beneficial for brands to adopt a collaborative approach with influencers rather than a prescriptive one in order to create more successful and authentic influencer marketing campaigns. By working closely with influencers and giving them creative control, brands can tap into their expertise and insights about their audience, which can lead to more engaging and authentic content.