We are now at the halfway point of 2023. the team at B. Rogers and Associates thought it would be good to take a quick look at the latest trends in influencer marketing and how it can benefit your business:
Micro-Influencers are On The Rise
While macro-influencers (those with millions of followers) have been popular in the past, micro-influencers (those with smaller but highly engaged audiences) are likely to gain even more prominence. Brands recognize the value of micro-influencers in niche markets, as they tend to have higher trust and authenticity among their followers.
Brands may opt for long-term partnerships with influencers instead of short-term collaborations. This allows for deeper brand integration, continuity, and the development of more authentic relationships between influencers and their followers. Long-term partnerships also allow influencers to become ambassadors for the brand.
Authentic Content and Storytelling
Consumers crave authentic content from influencers as they become more discerning. In 2023, there may be an increased emphasis on storytelling and genuine experiences rather than purely promotional content. Brands will look for influencers who can effectively share their brand’s message in an organic and relatable way.
Video Content and Domination
Video content has grown in popularity, which is expected to continue in 2023. Influencers who can create engaging video content through vlogs, live streams, or short-form videos will be highly sought after. Platforms like TikTok, YouTube, and Instagram Reels will continue to be essential for video-based influencer marketing.
Influencers may go beyond collaborations and launch their own products. This trend has already begun, with influencers leveraging their personal brands to create and sell products directly to their followers. In 2023, we may see more influencers enter the entrepreneurial space and develop their own lines of merchandise, fashion collections, or even digital products.
Data-Driven Influencer Marketing
With the increasing availability of data and analytics, brands will continue to invest in data-driven influencer marketing strategies. They will use analytics to identify the most effective influencers for their target audience, measure the impact of campaigns, and ensure a higher return on investment. Artificial intelligence and machine learning tools will assist in optimizing influencer selection and campaign performance.
Social Causes and Sustainability
Influencers who align with social causes and promote sustainability are gaining popularity. In 2023, we can expect to see more influencers using their platforms to advocate for social and environmental issues. Brands may partner with influencers who share their values and support causes that resonate with their target audience, contributing to the growth of purpose-driven influencer marketing.
Remember that these trends are speculative and may evolve differently in reality, because as we all know, this industry changes rapidly!
Are you looking for expert media/marketing consultation? We would love to hear from you! Contact B. Rogers and Associates today to schedule a no-obligation 20 minute consultation to see if we are a fit for your business! For over 10 years, we have worked with our clients in many capacities, many of whom we are proud to have as long-term partners. We strongly encourage all marketers to (at the very least) evaluate your process, and to do this, a 3rd party, like B. Rogers and Associates, can provide you with an unbias approach to identify what works and where improvements can be made to ultimately grow your business.