As target audiences begin to shift for businesses, the appeal of influencers continues to make its way to the forefront of business marketing strategies. Learn the top influencer marketing trends to look out for your business in 2023.
The B2B industry is becoming more influential for audiences – especially in the digital space.
Influencer marketing isn’t a new trend - but the onset of the coronavirus pandemic led to change in approaches for businesses. Everyone was online – but their attention was constantly shifting as well.
Many digital marketing teams have begun focusing more on engagement rates, particularly with Gen-Z audiences that became key consumers during COVID-19.
It is also stated that the B2B industry will account for 40-50% of the influencer sector within the next few years. B2B companies can benefit from classic influencer marketing strategies used by B2C companies.
This article will showcase the top influencer marketing trends for 2023 that your business can easily include in their marketing strategy.
Top Influencer Marketing Trends for 2023
- Emerging content creators
- User-generated content through video and audio
- Thriving brand partnerships through creator platforms
- Shifting social media platforms
- Emphasis on diversity and representation
- Focus on authenticity
1. Emerging Content Creators
In order to target Gen Z, businesses are partnering with content creators in the same demographic.
While exploring social media websites and various sponsored posts, you will likely see a younger set of posters.
Gen Z is the youngest adult consumer generation, and while they resemble Millennials, their subgroup possesses greater tech skills and distrust of larger corporations. To capture Gen Z, businesses must focus on personalization, which they should notice in their content production as well.
Along with a younger demographic of influencers, they are now covering the workplace and other niche markets as opposed to the latest beauty trends.
For example, Corporate Natalie is a TikTok star known for her relatable corporate humor.
While posting content that everyone in an office position can relate to, she also posts ads for different products in a personable way.
In this video, Natalie portrays that coworker that’s constantly eating as a way to promote the CampbellWellYes campaign.
Natalie seamlessly uses common workplace scenarios to promote products and influencer content that receives attention and laughs.
Influencers will continue developing expertise in their industry, making them even more sought after by companies in those verticals.
Influencers should begin courting different brands to see they would be interested in a partnership.
As influencers become more specialized, we will also see a shift in the languages we use to describe them. Many of them labeled themselves as true artists or content creators – as a way to differentiate themselves from the classic image of an influencer.
For context, there are six different types of influencers – your business will likely be partnering with a nano-influencer or micro-influencer due to budget and opportunity.
Explore the different types of influencers:
Types of Influencers
- Macro-influencers: the influencer base with the largest follower count - think celebrities like the Kardashians.
- Mid-tier influencers: the influencer base that might not be considered celebrities but hold the position of powerful content creators with a wide reach of followers.
- Micro-influencers: the influencer base with fewer than 50,000 followers but can engage with smaller groups.
- Nano-influencers: the influencer base that focuses their content on specific, niche groups that many are trying to replicate in the B2B space.
- Informative influencers: the influencer base that is considered subject-matter experts in their fields; could range from beauty, B2B, politics, health, etc.
- Genuine influencers: the influencer base that strives to publish authentic content that doesn’t carry a promotional feel to connect with their audience.
Additional reading, ‘5 Types of Influencers for Social Media Success.’
2. Repurposing UGC with Audio and Video Content
If you’re online, you’ve likely heard popular sounds or seen popular images that aren’t in their typical form or medium.
With the release of Taylor Swift’s record-breaking album, Midnights, a selection from her song “Anti-Hero” made the rounds on social media.
“I’m the problem - it’s me” was repurposed for different scenarios – even on workplace TikTok.
Popular sounds and effects can be repurposed to fit your brand through Instagram reels, Tiktoks, and other live video content.
It is important to cite any photo, video, or sound your company uses to avoid any legal implications - make sure to always credit the author!
User-generated content (UGC) is a marketing strategy that helps create enticing content while building a brand's credibility.
Glossier has used celebrities to market their products with “Get Ready” posts on social media.
Giving users a view of someone using their product is the best way Glossier can market its services instead of posting a video or photo of the product.
Businesses can also share posts from their users based off tagged images and hashtags - this gives new customers an idea of the content you share and shows loyal customers that their investment is appreciated.
Additional Reading: ‘Social Commerce: The Ultimate Guide’
3. Thriving Brand Partnerships
When your company begins a working relationship with the right influencer, it is time to structure the idea of a brand partnership instead of a one-off project.
Explore ideas that can make your business relationship a mutually beneficial one.
Platforms like Amazon, Facebook, and Instagram have also developed livestream shopping tools and partnerships.
Paige Desorbo is a social media influencer with a role on a popular Bravo show and podcast.
Because of those followings, Desorbo has become a fashion influencer, using platforms like Amazon to market idea lists, photos, and livestreams.
Recently, Desorbo held a live shopping experience with her holiday gift guide, letting users know her recommendations for gift giving and fielding questions.
This partnership is mutually beneficial – Desorbo scores a commission with each sale.
E-commerce partnerships are becoming a staple for influencers that they’ve taken to creator platforms and marketplaces to help with long term relationships and generate conversions.
Within the last year, TikTok launched Creator Marketplace to help brands and creators find each other for collaboration – Instagram also launched a similar tool.
Businesses and agencies can use these platforms to streamline communication, explore marketing budgets and creator fees, and find the right influencer to help drive sales.
What Can Brands Achieve with Influencer Marketing?
Still not sure if your business needs to invest in influencer marketing campaigns?
Here is what influencer marketing can do for a brand while following the latest trends:
- Higher engagement with high-quality content
- Expanded brand awareness and trust
- Increase in sales
- Potential earned media value online and within social networks
To meet all of the right metrics, ensure that your company is using the right social networks for your audience while remaining transparent with your content.
4. Shifting Social Media Platforms
The traditional social networks for influencing like Facebook, Instagram, and TikTok are still being used, but in upcoming years, other social networks will be seeing prominence.
Similar to Corporate Natalie on TikTok, a lot of attention is focused on LinkedIn and their set of influencers.
LinkedIn was traditionally only career-focused and built for networking - it seems to be transforming into a more traditional social media site, even launching their own creator fund.
B2B influencers are conquering LinkedIn and other marketing platforms. With the B2B industry, there is a tricky marketing landscape – all of your campaigns have to be hyper-focused while emphasizing the importance of your product and/or service. Because of this, a lot of research needs to be done on audiences, buyer stages, and more.
When looking to hire a B2B influencer, make sure they have the right experience and commitment level.
In addition to exploring new social media platforms, we will likely see new, experimental forms of influencer content through AI and the metaverse.
In 2024, global spending on metaverse technologies is expected to rise up to $72.8 billion. In the Metaverse, physical reality is combined with AR/VR - so expect to see influencers and brands enter this space with their own personal avatars.
In the metaverse, brands can have giveaways, run events, and collaborate with others behind their keyboards, and with the character of their choice.
Additional Reading: ‘How to Join the Metaverse in 3 Steps’
5. Emphasis on Diversity & Representation
The emphasis on diversity and representation isn’t exactly a new trend in the influencer marketing space.
Both consumers and brands are analyzing messages and campaigns to ensure that everyone is equally represented. Businesses can shift their corporate cultures to focus on inclusivity with promotions that show diverse faces and campaigns that tell diverse stories.
Explore: ‘Why is Diversity Marketing Important?’
Love Island UK 2022 Finalist Indiyah Pollack became the first marketplace ambassador for PrettyLittleThing’s sustainable fashion brand.
With over a million followers, Pollack can promote the clothing line while becoming a diverse face in a traditionally-lacking space.
6. Focus on Authenticity
Social media is no longer about painting the picture-perfect image. Consumers want to see authenticity in campaigns and the influencer marketing industry.
Delivering authentic content will also showcase your products in a way that resonates with consumers.
Influencer Emma Chamberlain models for high fashion brands like Cartier, but posts realistic, everyday content with funny captions that appeals to her target audience - Gen Z.
Being authentic also goes beyond images or videos - genuine excitement about what a product can do will go a long way with consumers. For example, someone might do an unboxing to show products - if they are honest about what they or do like, that appeals to consumers.
Look away from the filters and oversaturated images - being real is the best step for your brand awareness.
Additional Reading: ‘What is BeReal? A Guide for B2B Providers’
Influencer Marketing Will Continue to Grow in 2023 and Beyond
Influencer marketing can go a long way for businesses in this digital age. By following these influencer marketing trends, businesses can increase their brand awareness, develop authority in their industry, and even grow sales.
Once you’ve found the best influencer for your business, it is time to think of what authentic content your target audience wants to see.
Explore how influencer marketing can take your business to new heights.