Influencer marketing is constantly evolving, and these 20 trends are likely to shape the industry in 2023. By staying up-to-date with these developments, businesses can effectively leverage influencer marketing to reach and engage with their target audience in new and innovative ways.

Trend #1: Influencers will be vital to many affiliate programs.

Affiliate marketing, where businesses pay influencers a commission for promoting their products or services, is already a popular method of influencer marketing. In 2023, we can expect to see even more brands turning to influencers to promote their affiliate programs. By partnering with influencers who have a strong following and are trusted by their audience, businesses can effectively reach a larger and more targeted group of potential customers.

Trend #2: Micro and nano influencers will become more popular.

While celebrity influencers and those with a large following are still popular, there is a growing trend towards using micro and nano influencers in influencer marketing campaigns. Micro influencers are those with a following of around 10,000 to 100,000, while nano influencers have a following of around 1,000 to 10,000. These influencers tend to have a more engaged and loyal following and can often offer a more personal touch than larger influencers. As a result, we can expect to see more businesses turning to micro and nano influencers in their influencer marketing efforts in 2023.

Trend #3: Influencer marketing will place a greater emphasis on diversity and representation.

Diversity and representation are becoming increasingly important in all areas of marketing, and influencer marketing is no exception. In 2023, we can expect to see a greater emphasis on featuring a diverse range of influencers in marketing campaigns, including those from underrepresented groups such as people of color, the LGBTQ+ community, and people with disabilities. By featuring a diverse range of influencers, businesses can better reflect their target audience and show their commitment to inclusivity.

Trend #4: Video content will continue to grow in popularity.

Video content has been on the rise for some time, and this trend is likely to continue in 2023. Video is an engaging and effective way for influencers to showcase products and services, and it is also a popular format for social media platforms. As a result, we can expect to see more influencer marketing campaigns featuring video content in the coming year.

Trend #5: Brands will seek ongoing partnerships instead of one-time projects.

In the past, influencer marketing campaigns have often been one-off projects, with businesses working with influencers on a project-by-project basis. However, in 2023, we can expect to see a shift towards ongoing partnerships between businesses and influencers. This can help to create a more consistent and authentic presence for the business on social media and can also help to build stronger relationships with influencers.

Trend #6: Following preferred creators across multiple platforms will become more important.

As influencer marketing continues to grow, it is becoming increasingly important for businesses to follow their preferred creators across multiple platforms. This can help to ensure that they are keeping up-to-date with the latest content and trends and can also help to identify new influencers to work with. By following influencers on multiple platforms, businesses can stay ahead of the curve in the ever-changing world of influencer marketing.

Trend #7: Live shopping will play a bigger role in influencer campaigns.

Live shopping, where influencers showcase products and allow viewers to purchase them in real-time, has already gained popularity in recent years. In 2023, we can expect to see this trend continue to grow, with more influencer campaigns incorporating live shopping elements. Live shopping is an effective way for businesses to reach and engage with their audience, and it can also help to drive conversions and sales.

Trend #8: Marketers will invest more in TikTok advertising.

TikTok, a social media platform focused on short-form video content, has exploded in popularity in recent years. As a result, we can expect to see more businesses turning to TikTok for influencer marketing in 2023. TikTok offers a unique and highly engaged audience, making it an ideal platform for influencer campaigns.

Trend #9: Influencer collaborations will increase.

Influencer collaborations, where two or more influencers work together on a campaign or project, have become increasingly popular in recent years. In 2023, we can expect to see more influencer collaborations, as businesses look for new and creative ways to reach their target audience. Influencer collaborations can be an effective way to tap into new audiences and can also help to create more engaging and authentic content.

Trend #10: Influencers will become more specialized and professional.

In the past, influencers have often been seen as more casual or amateur content creators. However, as influencer marketing has become more mainstream and professionalized, we can expect to see more influencers adopting a more professional approach in 2023. This may include things like more formal contracts, more specialized and niche content, and a greater focus on brand partnerships. By becoming more specialized and professional, influencers can better serve their audience and provide more value to businesses.

Trend #11: Performance-based deals will become more common.

Traditionally, influencer marketing campaigns have often been based on a flat fee or commission. However, in 2023, we can expect to see a trend towards performance-based deals, where influencers are paid based on the performance of the campaign. This can be a win-win for both influencers and businesses, as it aligns the interests of both parties and can help to drive better results.

Trend #12: Authenticity will be a top priority.

Authenticity has always been important in influencer marketing, but in 2023, we can expect to see an even greater emphasis on this aspect. With the rise of social media, it is easier than ever for audiences to see through inauthentic or insincere content, and businesses are taking notice. In 2023, we can expect to see a greater focus on authentic, genuine influencer partnerships and content.

Trend #13: Obtaining first-party data will be crucial.

First-party data, or data collected directly from the business’s customers or clients, is becoming increasingly important in marketing. In 2023, we can expect to see businesses placing a greater emphasis on obtaining first-party data in their influencer marketing efforts. This data can help businesses to better understand their audience and create more targeted and effective campaigns.

Trend #14: Employee-generated content will increase.

Employee-generated content, or content created by a business’s employees, is a powerful tool for influencer marketing. In 2023, we can expect to see a trend towards more businesses leveraging employee-generated content in their influencer marketing campaigns. This type of content can be highly authentic and engaging, and it can help to humanize the business and build trust with the audience.

Trend #15: Paid advertising will be necessary for broad reach.

Organic reach on social media can be challenging to come by, and in 2023, we can expect to see a trend towards businesses using paid advertising to reach a broader audience. This can be particularly important for influencer marketing campaigns, as it can help to ensure that the content is being seen by the intended audience. By utilizing paid advertising, businesses can more effectively reach their target audience and drive conversions.

Trend #16: Brands may appoint a Chief Influence Officer.

As influencer marketing becomes more important to businesses, we may see a trend towards brands appointing a Chief Influence Officer (CIO) to oversee their influencer marketing efforts. The CIO would be responsible for developing and implementing the company’s influencer marketing strategy, as well as managing relationships with influencers and measuring the success of influencer campaigns. By having a dedicated CIO, businesses can better coordinate and optimize their influencer marketing efforts.

Trend #17: Influencer marketing will become more integrated with other marketing channels.

In the past, influencer marketing has often been viewed as a standalone marketing channel. However, in 2023, we can expect to see a trend towards more integration with other marketing channels. This might include things like incorporating influencer content into email marketing campaigns, using influencer-generated content on the business’s website, or leveraging influencers in traditional advertising campaigns. By integrating influencer marketing with other channels, businesses can create a more cohesive and consistent marketing strategy.

Trend #18: Influencer marketing will place a greater emphasis on customer experience.

In 2023, we can expect to see a trend towards influencer marketing campaigns that focus on the customer experience. This might include things like personalized recommendations from influencers, interactive content that encourages audience participation, or influencer-led events or experiences. By prioritizing the customer experience, businesses can create more engaging and memorable influencer campaigns.

Trend #19: Influencer marketing will be more transparent.

As influencer marketing has grown in popularity, concerns have been raised about transparency in the industry. In 2023, we can expect to see a trend towards greater transparency in influencer marketing, with businesses and influencers being more upfront about sponsored content and partnerships. This can help to build trust with the audience and ensure that the content being shared is authentic and genuine.

Trend #20: Artificial intelligence will play a larger role in influencer marketing.

Artificial intelligence (AI) is already being used in a variety of marketing applications, and in 2023, we can expect to see AI playing a larger role in influencer marketing. This might include things like using AI to identify and target potential influencers, automating influencer outreach and communication, or using AI to analyze and optimize influencer campaigns. By leveraging AI, businesses can streamline and optimize their influencer marketing efforts.

Influencer marketing is constantly evolving, and these 20 trends are likely to shape the industry in 2023. By staying up-to-date with these developments, businesses can effectively leverage influencer marketing to reach and engage with their target audience in new and innovative ways.