2023 Influencer Marketing is Literally For Everyone: What’s Hot, What’s Out, What You Should Be Doing Now
Dana Pulis Owner and Principal
I want to start this blog with a soap box speech that has virtually nothing to do with trends, but if I had my way it would be the number one trend in influencer marketing speaking directly to influencers. Here it goes.
Stop. Stop now. In fact, go fix your past mistakes in post copy and video reviews if you can, but for the love of all things, stop using this one influencer pop culture trend:
“Guuuyyyyssss… you have to check this out. I just got it today, and I am obsessed.”
Can we bring the entire world together and rally behind this one thing? Stop saying you are obsessed with XYZ products. We’re done with it. Moving on…
As for trends in Influencer marketing:
In 2023, influencer marketing continues to be a hot topic in the world of marketing–but just for those big, sexy brands–right? Not true. All brands could benefit from an influencer marketing strategy.
Brands are constantly evolving their strategies to stay ahead of the curve and connect with their target audience. However, like any marketing strategy, influencer marketing is constantly evolving, and there are new trends and practices that you should be aware of. The new year brings new influencer marketing trends. This is what they are, with some real-life examples of brands that are successfully implementing these strategies.
Micro-influencers are becoming an increasingly popular choice for brands in 2023. These influencers have a smaller following but are often more engaged with their audience and can be a more cost-effective option for brands. Glossier, for example, has built a successful influencer program that focuses on long-term collaborations with micro-influencers who are passionate about the brand and can create authentic content that resonates with their audience.
Video content is still on the rise
In 2023, video content is more important than ever. Working with influencers to create video content can help you reach a wider audience and increase engagement. Sephora, for example, launched a live streaming program in 2023 called “Sephora Live” that features a variety of influencers and beauty experts who showcase Sephora’s products and provide beauty tips and tutorials.
Consumers are becoming more savvy and can spot inauthentic influencer posts from a mile away. In 2023, it’s essential to work with influencers who truly believe in your product or service and can create authentic content that resonates with their audience.
Buying followers or engagement is a practice that has plagued the influencer marketing industry for years. In 2023, brands should be more cautious than ever about working with influencers who have a suspiciously high number of followers or engagement. One-off collaborations: In 2023, we’re seeing a shift towards long-term collaborations between brands and influencers. This approach can help build a stronger relationship between the brand and the influencer, which can lead to more authentic and effective content.
Influencers who don’t align with your brand values
In the past, brands may have been willing to work with any influencer who had a large following. In 2023, it’s more important than ever to ensure that the influencers you work with align with your brand values and can authentically promote your product or service.
What You Should Be Doing Now
Building long-term relationships
One-off collaborations are out, and long-term collaborations are in. Building long-term relationships with influencers can help you create more authentic and effective content that resonates with their audience. Glossier’s influencer program is a great example of this strategy, as they work with micro-influencers on an ongoing basis to create authentic content that resonates with their audience.
Authenticity has always been important in influencer marketing, but in 2023, it’s essential. Consumers can spot inauthentic influencer posts from a mile away, so it’s crucial to work with influencers who truly believe in your product or service and can create authentic content that resonates with their audience. Nike, for example, has worked with a diverse range of influencers who authentically represent their brand values and can create content that resonates with their audience. Nike worked with the transgender athlete and activist Schuyler Bailar to promote their new line of activewear. This campaign was praised for its authenticity and inclusivity.
Embracing new formats
Video content is on the rise, and new formats like live streaming and interactive content are gaining popularity. Experiment with different formats to see what works best for your brand and your target audience. One example of this is Sephora, which launched a live-streaming program in 2023 called “Sephora Live.” The program features a variety of influencers and beauty experts who showcase Sephora’s products and provide beauty tips and tutorials. This format allows Sephora to reach a wider audience and create more engaging content that resonates with their customers.
Implement these strategies in your influencer marketing campaigns and create more effective campaigns that resonate with your target audience. Remember to prioritize authenticity, build long-term relationships, and experiment with new formats to stay on par with trends.
Owner and Principal
Since launching Kinetic in 2007 from her heart and the living room of her Billings home, Dana Pulis has focused on moving businesses forward through creative marketing communications. Her intense focus has produced amazing results for a long list of local, regional and national clients. That focus has dramatically grown Kinetic from a local firm to a national agency that has won awards against some of the largest ad agencies in the country.
Dana is a nationally-known marketing expert. She’s an award-winning writer, accomplished public speaker and respected business leader. She recruits top pros – account directors and project managers looking for the next challenge, and designers and writers looking to push their creative boundaries.Read more about Dana