Influencer marketing is arguably the most popular marketing tool a business can utilize in 2023. Over the years, more and more brands have found the ROI of an influencer marketing strategy comparable to other marketing initiatives. With the right influencer, content, and product – you can leave a meaningful impression on your target audience. This level of authenticity is unreachable with other marketing channels. 

It’s estimated that over 1 in 4 marketers are currently using influencer marketing. We only expect this number to increase as the need for authentic content and UGC grows.

Whether you’re a B2C or a DTC – there are ways to incorporate influencer trends 2023 into your marketing plan. We’re here to walk you through some of the most influential trends 2 of 023 and how you can use these ideas to enhance your strategy. 

1. Capitalize on Authenticity

Over the years, many influencers have gotten a ton of hate for overusing filters and editing their photos to make them look unrealistic. This unobtainable level of perfection is not relatable and is more off-putting than influential. 

The younger generations now crave authenticity, all-natural looks, and genuine connections with the influencers they follow and trust. No one is no longer on the hunt for an out-of-reach perfectionism. As a brand, you can capitalize on this need for authenticity to find influencers that complement your brand’s initiatives. 

In a recent survey, 94% of consumers believe authenticity is the driving force when choosing to follow an influencer. As a business, you can build authenticity and transparency into your strategy by giving power to the influencer. Ask them how they want to incorporate your product into their content and give them the creative freedom they need to create organic content that makes sense for their feed and gives them the brand recognition they deserve. 

2. Switch to Micro-influencers

The truth is – you don’t need to spend thousands of dollars to leave a lasting impression. There are influencers with less than 100,000 followers with a more close-knit community of followers that trust what they say than someone with half a million followers. These influencers are typically more affordable, communicative, and passionate about their job. They also have higher engagement and a better ROI than macro or celebrity influencers. Studies suggest that Micro-influencers get 47% more engagement on their sponsored posts and get 3x more likes per follow. 

If you plan to incorporate micro-influencers into your influencer marketing strategy, you’ll want to start by researching the individual’s reach and look at the type of content they create. Will your product resonate with its audience? Will a post or a video about your brand feel organic, or will it feel forced? This will help you get the most out of your influencer marketing plan and help you produce the best possible return on investment. 

3. Focus on Instagram

Even with the rise of TikTok, Instagram is still on top. Instagram is the top choice for brands looking to build an influencer marketing strategy. With this platform, you can use images, video content, and stories to engage with an influencer’s audience and leave a favorable impression on their following. 

It’s expected that there are over 500,000 active influencers on Instagram and over 1.22 billion monthly users. To take advantage of this level of reach, you’ll want to connect with influencers that create an influencer marketing plan that incorporates different content types into their posting cadence. This will ensure you can maximize your reach on the platform and increase your brand visibility on all fronts. 

4. The Need for Ongoing Partnerships

Gone are the days when brands reach out to a handful of influencers for one-off projects. Brands are now looking for partnerships with influencers. Think of these as long-term brand ambassadors or even freelancers for your business. These types of individuals increase the longevity of your marketing initiatives and help you grow your trust with your influencer’s audience over time. If their followers see your product being used daily, it will feel less like an ad and more like a recommendation. This creates a more authentic, credible experience for the individual. 

As a brand, you can capitalize on this influencer marketing trend by building a package of assets and content influencers can use to create content for an extended length of time. This will help influencers come to the table with fun, innovative ways to your brand in their content and sustain a partnership with you. 

5. The Rise of Specialized Influencers

Every year, influencer marketing tends to advance and change with the trends and the current social landscape. We’re seeing more influencers now market themselves as specialists in a field or industry. All of the mom Tiktokers, Instagram foodies, lifestyle vloggers, and professional development influencers have a niche – and you can capitalize on it, too. 

As a brand, you’ll need to focus on researching influencers that have a specialist. You can’t only rely on an influencer’s engagement and following to provide results. You’ll want to consider who is following them, what type of creatives they create, and how your brand will fit into their content. This will help you get the most from your current influencer marketing strategy and connect with an audience already interested in your products and services. 

FAQ for Influencer Marketing: What, Why & How

What are the influencer trends of 2023?

There are a few influencer marketing trends to keep an eye on this year. For starters, influencers will be more like an employee than an influencer. Brands want to build long-term relationships with the individuals they choose to represent their brand. The demand for authentic and organic UGC will continue to grow too, and we’ll notice more influencers position themselves as industry-expert content creators. 

Why influencer marketing is effective in 2023?

Consumers crave authentic content. They want to feel like they organically discovered your brand. When influencers create UGC for your brand, it helps their following visualize what it would be like to use your products and incorporate them into their lifestyle. 

How to have an effective influencer strategy?

There are three things you’ll want to focus on to build an effective influencer strategy in 2023. 

• Finding the right influencer
• Tracking the right KPIs
• Choosing the right social media platform for the campaign

This will help you create an effective campaign that resonates with your target audience. 

How to track the performance of your influencer marketing campaign?

There are a few ways to track the success of your influencer marketing plan. For starters, you can provide the influencers with a unique promo code. 

This way, you can track how many orders that individual can bring to your brand. You can also set up specific landing pages, add UTM parameters to links, and use affiliate links. Throughout the duration of your campaign, you’ll want to keep an eye on conversions, landing page views, and any other KPIs you have tied with the campaign. 

Elevate Your Social Media Game With Kanbar Digital

Influencer and social media marketing are some of the best marketing strategies to capitalize on in 2023. These strategies help you persuade potential customers to shop with your brand and keep your offerings top of mind at every stage of the buyer’s experience. 

If you’re ready to revamp your strategy to meet your customer’s needs – contact us today.