8 Influencer Marketing Trends To Watch In 2023

Co-founder and CEO of SocialPubli, an award-winning influencer marketing platform with 200,000+ opt-in influencers across 35 countries.

Influencers play an active role in shaping the social media landscape. Not only are they defining the types of content we view and enjoy, but brands are increasingly recognizing influencers as professional publishers with valuable audiences.

Even behemoth social media companies recognize the pull influencers have in connecting people and keeping them engaged on their platforms—so much so that they’re actually designing some of their new features specifically to support creators’ business efforts.

As we head into a new year, influencers will continue to gain traction with their communities. Here are some trends brands should consider as they prepare for 2023.

Filtered is out. Real is in.

Gen Zers, who are digital natives, are adept at spotting sales pitches online. They tune out ads but flock to the influencers with whom they feel a genuine connection.

The trendiest platforms right now capitalize on the ability to be unpolished and authentic. As expected, TikTok exploded in 2022 and continues to report strong engagement numbers because creators post clever, interesting content that’s not brand-heavy. And BeReal broke into the playing field this past year and headed the Google Play best apps list because its fans appreciate the ability to share authentic, unfiltered content.

Some brands are going a step further and hiring influencers for their internal teams. That’s not necessarily a requirement, but brands can and will make the most of their influencer marketing investments by finding ways to repurpose the content provided through their creator partnerships.

The metaverse and Web3 are open for exploration.

Expect more brands to explore their opportunities in the metaverse. It’s a great fit for content creators and their fans, as followers typically want to receive deeper, more interactive engagement with the influencers they follow.

Developing spaces within the metaverse can be costly and require some additional regulatory hoop-jumping. Influencer marketing may provide a reasonable way for brands to dip their toes and experiment at a lower investment.

For example, brands might work with fashion influencers to show off their latest lines in the metaverse. Athletes or personal trainers could teach techniques in a more hands-on virtual format.

Big business continues to invest in creator tools.

Creators are more than platform users. They drive the platform’s success by creating and promoting engagement. Platforms eager to keep influencers and their followers engaged have announced new features that give content creators more control. For example, YouTube has announced monetization for short-form videos (in an attempt to lure influencers from TikTok), and Instagram and TikTok have added subscription services. Platforms have realized the value influencers generate and are investing in tools to keep creators motivated and engaged.

The same goes for brands. Last year, I shared that platforms were exploring collaborative content tools that would increase engagement on their platforms. Major retailers also want in on the potential to monetize influencer relationships. Walmart recently launched Walmart Creator (along with developing a program to support Black creators) as a way to incentivize creators to feature—and earn commissions on—their products. At the same time, Walmart will gain additional access to metrics and data about what’s working for influencers. Expect other large brands to follow suit as they try to get a piece of the content creator pie.

Live shopping gains traction.

Think of it as QVC on digital marketing steroids. Social shopping continues to grow, and live commerce is making a big splash in China. The live shopping market grew to more than $171 billion over three years.

Influencers are ideally positioned to play a role in live shopping efforts. We’ve already seen them drive sales and integrate into every phase of the marketing funnel. Adding the additional engagement of live shopping can help to accelerate the sales process even further.

Scrutiny on sponsored content increases.

Because of the very real impact creators have on their audiences, they’re being held to a higher standard. SEC guidelines require an #Ad or #Sponsored tag for paid posts, and they’ve recently stepped up their enforcement efforts. Kim Kardashian, for example, was recently fined $1 million for failing to mention that she was paid $225,000 to endorse the cryptocurrency EthereumMax when she posted about it on Instagram.

Influencers and the brands they work with will need to consider the regulatory environment in their industries and manage the content creation, review and approval processes accordingly.

Niches will become even more specialized.

Finding your niche has long been advised for content creators and influencers. With the seemingly unquenchable thirst of audiences for content, niches are likely to become even more specialized in the near future.

When strategizing niche content, it needs to balance feeling genuine against feeling intrusive. Tying back to the concept of authenticity, if the content is too hyper-targeted, consumers may feel spied on or may doubt whether the influencer’s partnership is genuine.

Instagram is still on top, but other platforms thrive creatively.

Instagram is still very popular for influencers and brand partnerships. However, TikTok is the platform that’s driving creative, engaging content. Brands should continue to invest in their Instagram influencer partnerships while also investigating what’s working elsewhere. They can then decide whether they should be on those platforms or whether they can adapt ideas for their existing platforms.

Social media is a must-have channel for brands to connect with consumers. Influencer partnerships provide an intermediary between brands and consumers, creating an authentic connection that can’t be derived from traditional one-way marketing. As we enter 2023, expect to see the power of these partnerships grow as brands eagerly tap into all that influencers can offer—relevancy, connection, reach and true marketing partnerships.