Top 5 Influencer Marketing Trends for 2023 and Their Use in Digital Business
With the digitalization of all industries, advertising is also actively moving into social media. Today, such type of promotion as influencer marketing is gaining enormous popularity.
It involves the creation of sponsored posts on the pages of famous people and bloggers. This article describes the main influencer marketing trends for 2023 to clarify how you can take advantage of its growing popularity.
Influencer Marketing Brief Overview
Influencer marketing is becoming the leading option on the market today. You may notice such advertisements if you are an active social media user.
Moreover, you may have even started using new products and services after seeing such ads.
Large corporations frequently cooperate with international celebrities, which costs quite a bit. However, micro or middle influencers are an excellent choice for small and medium-sized companies.
For example, mid-influencers have up to about 100,000 subscribers. However, their audience is often even more active than bloggers with millions of followers.
Let’s explore some statistics:
- Influencer marketing reached $16 billion in 2022
- 61% of users trust the influencers’ recommendations
- Instagram is considered the top platform for promotion – 97% of marketers choose it
- Influencer marketing ROI is 11x higher than banner ads.
Main Influencer Marketing Trends in 2023
Influencer marketing does not stand still and is constantly evolving. Therefore, to gain maximum benefits, you should pay attention to the following trends:
1. Stricter regulation.
Previously, when brands collaborated with bloggers, this fact was not mentioned in any way in the advertising content.
However, today the situation has changed. Now, all sponsored content is marked with special hashtags, such as #sponsored or #ad. Such an approach increases user credibility.
Also, Instagram has created a unique feature – Branded Content Tools. It considerably simplifies the creation of sponsored content.
2. Coverage of several platforms
As we have already mentioned, influencer marketing operates on Instagram most actively. However, you should still pay attention to other platforms.
For example, Facebook is in second place among the most popular platforms for advertising. Also, short promotional videos on TikTok are gaining immense popularity. Covering multiple platforms at once can boost your ROI.
Best influencer marketing platforms
3. Using specialized software
There is specialized software to simplify influencer marketing. Using such software reduces the process to a few simple steps:
- Start with searching influencers with various filters
- Once you have chosen a blogger, send him an application by e-mail
- Discuss all the terms of cooperation and pay for the advertisement
- The influencer designs and publishes a sponsored post on his blog.
A great example of such software is TapInfluence.
4. Tracking metrics
This trend is critical for any advertising campaign in general. Yet, in the case of influencer marketing, the tracking tools may differ from what you’re used to.
An example of tracking options is promo codes. By assigning a unique discount code to each Influencer, you can quickly determine the number of users who have purchased after seeing advertising from a particular blogger.
There are also tools such as UTM parameters or branded hashtags. But you can use any that seems appropriate to you.
5. Useful content
Today customers are no longer interested in traditional advertising, which describes the brand’s pros and how someone likes its products.
Instead, more conversions will be brought by photo and video content showing interaction with the product and describing the practical benefits of your company’s services.
It’s also vital for ads to be really interesting and hook users at first glance. The more creative the sponsored post is, the more benefits it will bring.
Examples of Influencer Marketing Usage
The industries that use promotion with sponsored posts today are very diverse. For instance, many giant companies turn to bloggers and celebrities for advertising. Let’s explore a few examples of how businesses in different industries have used influencer marketing:
Travel businesses are actively digitalizing and often choose influencer marketing for promotion. An instance of such a company is Airbnb. Their approach is quite simple: they offer celebrities a free stay, and in return, they get a sponsored post.
The enormous popularity of the service shows that their strategy brings its benefits. So, if you plan to make an app like Airbnb, try to adopt their advertising approach.
Airbnb sponsored post
This industry actively uses all existing methods of online promotion. Such a giant as Amazon is no exception. Moreover, the platform cooperates with both micro-influencers and celebrities. They work with about 11 influencers and do about 14 sponsorship posts a year.
Even this industry actively collaborates with bloggers to promote their products. For example, Next Games turned to 5 macro-influencers to announce their new game, The Walking Dead.
Then, YouTubers created short videos that appealed to both fans of the show and those who had never heard of it.
Influencer marketing is an excellent way to make your brand popular and attract customers. You just need to identify your target audience, highlight your key goals, and use all your creativity.
Yuliya Melnik is a technical writer at Cleveroad. It is a web and mobile app development company in Ukraine. She is passionate about innovative technologies that make the world a better place and loves creating content that evokes vivid emotions.