Influencer marketing in 2023
An overview of the most important trends
Why you should continue to use influencer marketing in 2023
Influencer marketing has undeniably been a prominent strategy for several years now. Nevertheless, even in 2023, this subtle advertising approach remains in vogue. To keep you updated, we’ve compiled the latest trends surrounding digital influencers and the essential developments you mustn’t overlook.
1. Influencers = content creators
Influencers are now identifying themselves as content creators rather than solely as influencers. They are positioning themselves as experts in their respective fields, boosting authenticity within the community and moving away from classic advertising.
2. Nano- & micro-influencers
The signals from the communities are crystal clear: Authenticity prevails over celebrity status. Nano- and micro-influencers, despite having a smaller reach, impress audiences with their genuine approach. This allows them to cultivate dedicated and loyal followings. Brands are now acknowledging the significance of this connection and reaping the benefits of the heightened credibility. The engaged community actively participates and, in some cases, even creates user-generated content that complements brand content. This further boosts engagement and trust, positively impacting conversion rates.
3. Influencers as niche experts
Content creators are now fully aware of their external influence and are becoming more discerning about their collaborations. The reason behind this is their growing emphasis on specific topics, enabling them to establish themselves as experts in their chosen niche within the community. As a result, partnerships and collaborations must align seamlessly with the influencers’ chosen direction so as not to jeopardise their authenticity.
4. Performance-based deals
The compensation of influencers is now more closely tied to their performance. While this shift might not be immediately apparent to users, it holds significant implications for the collaboration dynamics between brands and influencers, particularly in terms of engagement and motivation.
5. Cross-channel campaigns
In today’s social media landscape, being active on just one platform is no longer enough. To reach followers across various platforms, content creators often decide to establish a presence on multiple channels. This multi-platform approach improves visibility and strengthens the bond between influencers and their communities.
6. Influencer-generated content
Influencers are increasingly being sought after as content creators, entrusted with creating materials that companies can incorporate into their marketing communications. These collaborations often result in high-quality content that resonates with the audience far better than traditional corporate advertising.
7. Video first
TikTok videos and Instagram Reels serve as compelling evidence: Video content is still gaining importance! Dynamic, short clips have become integral elements in collaborations. Their defining traits are their vibrant, interactive nature, perfectly tailored to the interests of the community.
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