Influencer marketing trends play an active role in shaping the landscape of social media, but for a trend to occur, an influx of a certain influencer activity is needed. This changes year on year and, in turn, affects the way brands carry out their influencer marketing.
With the industry set to reach $21.1bn by the end of 2023, social media behemoths are recognising the importance and benefits of investing in influencer marketing. Through successful influencer marketing campaigns, brands are able to increase ROI, brand visibility and engagement – as well as experience a whole host of other benefits.
Knowing this information, it comes as no surprise that 93% of marketers have used influencer marketing in one form or another, and consider it a key marketing strategy for their business.
This article will take a deep dive into the influencer marketing trends shaping the industry in 2023 and how brands can take advantage of them to increase their chances of success.
The influencer marketing trends shaping the industry in 2023
1. The growth of social searching
First to grace our list of influencer marketing trends is the rise in social media platforms doubling up as a search engine tool.
According to Google, 40% of young people prefer TikTok and Instagram as search engines over Google. Social media platforms have become digital storefronts. Nowadays, the content shared on them is what connects most brands to their audiences. Because of this, brands are adopting an always-on approach to maintain relevance within their community. In turn, this increases their likelihood of being found through search engines.
In fact, TikTok has taken advantage of its stance as a search engine for Gen Z and now sees many brands run their own SEO strategies via the platform to increase reach to relevant audiences, as well as social presence.
If you’re not already using social media as a search marketing strategy, then now’s the time to start. If you are, then consider how you can use it more effectively.
2. Additional revenue streams for influencers
Today, it’s very rare to stumble upon an influencer who doesn’t own their own business or have multiple additional revenue streams. The bottom line is that influencers are becoming more entrepreneurial. This is simply because there is now more incentive to do so, due to consumers looking to influencers to inform a purchasing decision. What’s better than recommending their own product?
The modern day influencer is proving they are more than just a sponsored post by leveraging their audience for new business ventures.
Notable influencer businesses include:
Krissy Cela – Oner Active
Arianna Ajtar – Mars The Label
Mitchell Halliday – Made By Mitchell
Expect to see more and more influencer-owned small businesses pop up throughout the year!
3. The rise of influencer-generated content
Next up on our list of influencer marketing trends should come as no surprise to anyone.
Influencers have the job that they do because of their innate ability to create impactful content, which is why more and more brands are working with influencers to get visuals for their channels. Not only does this benefit the brand now having trendy content to share, but it also appears more authentic having been created by someone who knows the importance of authenticity. Not to mention it’s significantly cheaper to hire an influencer than organise an entire photoshoot.
The rise of IGC goes hand in hand with more and more brands entrusting their creative director roles to established influencers. Think Pharrell Williams for Louis Vuitton and – more locally – Molly Mae Hague for Pretty Little Thing.
4. The popularisation of stock content
IGC isn’t the only content hack changing the face of influencer marketing in 2023. The answer to keeping up with the demand for streams of fresh content? Stock content.
Natasha of @shinewithnatasha describes it as “B-roll footage for low-lift high-impact content”. By B-roll footage, we mean anything from the influencer filming themselves making a cup of coffee or simply walking towards the camera wearing their OOTD.
Influencers can publish this ready-to-share footage in between sponsored content and their high-production/niche-specific content. Oftentimes this stock content will come in handy when the influencer doesn’t have the energy to put all their efforts into filming in-depth content or when the influencer wants to allocate more time to connecting with their community without filming obligations interrupting this.
5. The rise of UGC creators
Of all the influencer marketing trends listed thus far, the rise of UGC creators is one which we’re certain the majority of marketers are already aware of.
A UGC creator is someone who creates organic-looking content which appears as user-generated content, for brands. From an audience perspective, UGC is typically seen as more trustworthy and is also great for building an aesthetically pleasing Feed.
For brands looking to keep up with a consistent stream of content, leaning into what UGC creators can offer is a reliable and cheaper way to achieve this.
Our prediction? UGC creators will soon become just as valuable and in-demand as traditional influencers.
6. Long-form content will make a comeback
If TikTok – the pioneer of short-form content – can increase its video length to 10 minutes, that’s all the proof we need for long-form content making a comeback (or perhaps it’s the millennial in us hoping it will).
Of all influencer marketing trends this is certainly the underdog for changing the face of the industry over the course of the next year.
But why is this?
As Raffiti explains, “short-form content is toilet content … long-form content is intentional, builds a relationship, forms a community. Long-form content’s where it’s at”.
From vlogs to educational content, brands now have ample opportunity to reach their target demographic via other avenues. YouTube’s format is perfect for brands willing to tackle long-form content. For more long-form influencer marketing content tips, check out our blog for running integrated and dedicated sponsored videos on YouTube.
Consider pushing your marketing efforts outside of their comfort zone, you might be surprised by what you can find.
7. Increase in live shopping partnerships
Projected to reach $25bn in 2023, live shopping is one of the influencer trends on our radar this year.
Just because the Instagram Shopping tab didn’t last as long as we thought it would, it doesn’t mean other platforms aren’t still putting their all into making live shopping events a priority. TikTok is a prime example of this. More and more brands are partnering with influencers to run live shopping events on TikTok, persuading more than 40% of Gen Zers to buy at least one item or service whilst watching.
From MyProtein to PrettyLittleThing – brands are recognising the importance of real-time interaction with their audiences and expanding upon the possible ways to reach them. Live shopping events also provide them with the utmost authenticity as the live event offers no chance for editing sections out or manipulating content in general.
To celebrate its launch on TikTok Shop, PrettyLittleThing held several live shopping events each featuring a different, well-known influencer.
8. Branching out into new social media platforms
Though platforms like Instagram and Facebook will always prevail, the rise of newer platforms with heaps of potential, should not be dismissed.
Take the launch of Instagram’s new platform – and Twitter’s rival – Threads, for example. This text-based conversation app was designed as a space for the unification of communities to come together and discuss shared hobbies and important topics. Building communities and being at the centre of meaningful conversations is imperative for brand success nowadays – is Threads the answer?
For more insights, click here to find out whether we think Threads will stay or fray.
9. Less filters and curation
Our list of influencer marketing trends would not be complete without a nod to the influx in raw content. Perfectly imperfect content is the new wave on social media and is fast becoming a growing influencer marketing trend too.
Long gone are the days of high-production videos and overly-polished images. Instead, less filtered and more in-the-moment content is that which prevails.
The Booktok community over on TikTok are those who have nailed this approach already.
Many Booktok videos feel like a facetime call and are, therefore, more enticing and engaging.
The key takeaway from this influencer marketing trend? In 2023, brands no longer need to worry so much about finding influencers with the “perfect aesthetic”.
There you have it – our list of watch-worthy influencer marketing trends for 2023. There’s no doubt more and more landscape-altering influencer marketing trends will pop up in the years to come – but until then, consider how you can effectively optimise the above to increase your chances of influencer marketing success.
If you want to find industry insights, visit our influencer marketing and social media blogs here.