Influencer Marketing reached impressive milestones in 2022 and it looks like it will reach its maximum boiling point in 2023.
With this powerful marketing strategy you can expand the reach of your brand, company or venture in a massive and intelligent way.
Did you know that this niche is currently valued in billions of dollars?
In this article I will introduce you to three Influencer Marketing trends that will continue to revolutionize the market in the next 12 months and that could be very useful for your business.
The idea is that you can adapt them to your own companies or ventures so that you can successfully achieve your goals.
What is Influencer Marketing?
Without a doubt, it is one of the most powerful and influential marketing strategies you can imagine.
Its purpose is clear: to establish collaborations between brands and the most respected influencers in a certain industry, to promote new launches, special discounts or certain products and services.
I’ll be honest. Influencer Marketing did not emerge recently. But despite that, it has not stopped driving brands, companies, businesses and ventures towards the peak of success in recent years.
Influencers, also known as “influencers”, have marked a before and after in the growth, expansion and profitability of a wide variety of companies.
And while many doubt the reputation or credibility of these social media celebrities, the statistics don’t lie.
According to a report from the Influencer Marketing Hub , more than 75% of marketers are trying to invest in influencers by 2022.
As if that were not enough, this industry could have reached 16.4 billion dollars this year.
After interpreting these statistics, you could be clearer about the impact and relevance that influencers have on brands or businesses when it comes to:
- Make new launches of products or services.
- Promote events.
- Promote growth in social networks.
- Attract high-quality leads.
- Increase desired conversions, such as sales, registrations or downloads.
- Humanize your brands.
trengthening alliances with influencers who enjoy social credibility, and who also have a good online reputation, can be a winning card to scale your business successfully in 2023.
Three Influencer Marketing Trends for 2023
These are the three Influencer Marketing trends for 2023 that could translate into greater liquidity for your companies, or a great opportunity to scale your business like an expert:
1. Greater role of micro influencers
2023 could be a great year for micro-influencers and also for many businessmen or entrepreneurs.
Especially if they can’t invest thousands or millions of dollars in collaborators or influencers.
How many sports brands would like Cristiano Ronaldo or Messi to promote their products? Surely more than you are imagining right now!
However, these soccer greats can charge up to seven figures for a sponsored social media post (honestly, this is a sum of money that not everyone can afford).
Consequently, emerging brands could be more interested in closing alliances with micro influencers in 2023.
If you’re running a start-up, or a small business, and you can’t afford to work with celebrities, you’re bound to reap huge benefits from this trend.
Marketing myths that we must destroy
There is nothing wrong with investing in micro influencers. On the contrary, it is one of the smartest strategies you can execute to reach your goal.
If you think that you can only succeed by paying millions to a TikToker , you have believed in one of the biggest marketing myths.
You really don’t need large sums of money to promote your products or services with big public figures.
If you know your customers, and have figured out what they’re looking for, you could make a big impact on them with a bigger budget.
Make modest and strategic investments
According to HubSpot figures , 56% of marketers are currently actively investing in micro-influencers.
Likewise, you should pay attention to the following data if you are really interested in promoting your products or services at the hands of these figures:
- 89% of marketers will increase or maintain their investments in Influencer Marketing over the next year (HubSpot) .
- 17% of them plan to invest in micro-influencers for the first time in 2023 ( HubSpot ).
- The growth projection of Influencer Marketing expenses, for 2023 and 2024, (only in the US), is 6.170 and 7.140 million dollars respectively ( Insider Intelligence / eMarketer ).
Success story: Google
Google, the technological giant that we all know, bet on the micro influencers “The Sorry Girls” to promote its new laptop (the Pixelbook).
Instead of investing millions in a big tech influencer, he chose to work with these two creators, as their engagement on Instagram is incredible.
Google relied on this account to achieve its launch goals. And success was not long in coming!
With just one promoted post, based on a Pixelbook giveaway, these micro-influencers attracted 7,000 entrants.
While the post garnered over 11,000 likes (according to an UpWork review ).
2. Influencers will control the narrative
2023 will be the year to say goodbye to extremely prefabricated promotions.
Have you ever heard the expression “think outside the box”? That is exactly what brands should do when hiring small or large influencers.
Today’s consumer is increasingly demanding. In addition, it is able to quickly identify promotions that are more invasive or direct in nature.
By them we mean publications that focus primarily on direct selling, rather than elevating the customer’s shopping experience.
Let’s be honest, we don’t always want to be sold! And that is the mistake that many entrepreneurs or businessmen usually make when they ask the content creator to only focus on selling.
Greater creative autonomy
According to data published by Shopify , this will change radically in 2023. Therefore, influencers are expected to take control of the narrative.
Why? It’s simple: they know their audience very well, they understand their pains and they know how to satisfy their needs.
This allows them to design more effective and “organic” campaigns or collaborations (at least in the eyes of their followers).
The more creative freedom you give the influencers you decide to work with in the coming year, the more effective, compelling, and impactful their promotions will be.
So the best advice we can give you, taking this tendency into account, is to give up control and trust in your power and your talents.
Sure, you can give them some generic guidelines, but don’t try to control the entire creative process if you’re looking to maximize your investment.
If you dare to trust this interesting trend, the results could surprise you.
Success story: Glamorise
The Glamorise team , (a company that markets bras for women with large busts), anticipated the changes and decided to trust this trend.
He literally handed over all creative control to his influencers and the results of his campaigns exceeded all expectations.
Specifically, the company captured a large audience by hiring large-busted micro-influencers to promote these pieces that are not easily available on the market.
Where was the trick? There were none! They simply trusted the creative proposals of their influencers and they succeeded in attracting potential customers and boosting sales.
3. Influencers in the Metaverse
Did you think that influencers can only be flesh and blood? If you answered yes, you are very wrong.
Brands are expected to spend more money on influencers within the Metaverse next year.
Statista has estimated that the global market for the Metaverse will be worth $678.8 billion by the year 2030.
Further iteration of the internet is also expected to spur brands to further venture into the Metaverse in the coming months.
For many this will be one of the most ambitious and challenging trends in Influencer Marketing in 2023.
Especially since the investments are not usually modest, much less brief.
At the moment, there are already several companies such as Nike, Gucci and Coca-Cola trying to scale and maximize their profitability in the Metaverse.
Success story: Olaplex!
Olaplex is one of the most famous brands in the aesthetics and beauty market.
Despite the fact that its products sell massively in the real world, the company made two decisive bets: it joined the Metaverse and created its own influencer (Kai).
This virtual character hosted a contest with massive reach across the Metaverse, with the winner receiving $2,500 for designing a new hairpiece, as a Non-Fungible Token (NFT), according to a Shopify review .
Invest in Influencer Marketing!
The Influencer Marketing trends you just learned about could boost your businesses or ventures massively and strategically in 2023.
It is true that some require large budgets, but there are others that only require a little ingenuity and common sense to succeed.
Your challenge will be to adapt these changes to your own brands, products or services based on the money you can invest in influencers, whether on a small or large scale.