On social media the only constant is change. Influencer marketing plays an active role in shaping the social media landscape, as they define the types of content we see and enjoy, while influencers are increasingly recognized by brands as professional creators with valuable audiences.
Even the giant social media companies are recognizing the appeal of influencers in connecting people and keeping them active on their platforms, so much so that they are designing some of their new features specifically to support creators’ business efforts.
2023: 5 trends for influencer marketing
In 2023, influencers will continue to gain ground in their communities. These are the main trends that brands should consider for the coming year if they want to strengthen their brand position by working with influencers.
1. Bet on the “real”
A trend that continues to gain followers, especially among the youngest, reads like this: “filters out, now let’s be real.”
Generation Z, whose members have been raised as digital natives, are experts at spotting online sales strategies. They tune out ads, but flock to influencers with whom they feel a genuine connection.
The most modern platforms at the moment capitalize on the ability to be more “authentic”. TikTok blew up in 2022 and continues to report strong engagement numbers because creators post smart and interesting content that isn’t perceived as “branded”.
BeReal burst into the social media space last year topping the list of best apps on Google Play because its fans appreciate the platform’s ability to share authentic, unfiltered content.
2. Storytelling will be key
Consumers don’t want to see traditional ads, and Gen Z in particular is adamant about this stance, with more than two-thirds of its members using ad blockers or skipping them where possible.
Consumers no longer have an appetite for superficial initiatives or boring, static messages that focus on the goodness of the product, but do nothing for them. What does that mean for brands? It means aggressive brand messaging is out and storytelling is in.
Storytelling creates a different user experience. In fact, audiences of all ages are more interested in personal stories and REAL that brands can create with influencers and that are aligned with the brand’s own narrative. According to a recent survey by Kimpton Hotels, consumers indicated that they want true stories that reflect the joys and challenges of travel rather than sweet but far-off messages.
Working with influencers gives brands the opportunity to become embedded in the stories and lives of their audiences. And, when brands give influencers strategic direction, but allow them to work their own magic with messaging and creativity, the brand’s message gets across in a way that truly speaks to their audience.
3. Instagram is still at the top, but other platforms are stepping on it
Instagram continues to be very popular for brands to work with influencers, which also generates the highest ROI among all social platforms. However, TikTok is the platform that generates the most creative and engaging content.
Brands should continue to invest in their partnerships with Instagram influencers while investigating what works on other platforms. They can then decide if they should be on those platforms or if they can adapt ideas for their existing platforms.
Social networks are an essential channel for brands to connect with consumers. Influencer associations provide an intermediary between brands and consumers, creating an authentic connection that cannot be derived from traditional one-way marketing.
4. Exploration in the metaverse and Web3
Brands are exploring their opportunities in the metaverse. It’s ideal for content creators and their followers, as they generally want deeper and more interactive engagement with the influencers they follow.
Developing spaces within the metaverse can be expensive and require some additional regulatory steps. Influencer marketing can provide a reasonable way for brands to dive into the metaverse/web3 and experiment with less investment.
For example, brands can work with fashion influencers to showcase their latest lines in the metaverse. Athletes or personal trainers could teach the technique in a more practical virtual format.
Generation Z is bypassing search engines and doing their searches on their favorite social platforms.
When these youth are looking for a local lunch spot or shopping experience, 40 percent say they are more likely to use Instagram or TikTok to find options. They choose social networks as their preferred search engine because it feels more personal and because the results are easier to access.
Social platforms are responding in kind by improving their search capabilities and making it easier for consumers to access the information they want. For example, Instagram recently added a map feature to its Explore tab, so users can see restaurants, hotels, and other places as they make purchasing decisions.
Influencers continue to play a prominent role in that shift, with more than 80 percent of consumers making purchases through social recommendations. Brands looking to take advantage of this upcoming convergence can benefit from both the influencer’s larger audience and the opportunity to make their content more visible long-term through search.