Influencer Marketing Trends – Staying Ahead in 2023

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Karen Lin

Instagram 101 | Nov 13, 2023

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Remember when people created social media profiles to connect with their friends? Well, today, it’s a lot more than that. Becoming an influencer can pave the way for significant revenue. By staying updated with influencer marketing trends, you enhance your income potential.

Did you know the influencer marketing market will be worth around $69.92 billion by 2029? 

So, all the influencers you see online aren’t just doing it all for fun. Companies of all sizes are working with influencers to reach their potential customers. Even brands like Nike, Coca-Cola, and Dior use influencer marketing. 

And, of course, influencers don’t do these collaborations for free. They get paid for every collaboration with a brand. 

Besides collaborations, there are many ways you can earn as an influencer. So, why not explore the opportunities? Let’s start digging into new influencer marketing trends for 2023 and beyond. 

A person is holding a phone with the profile of an Instagram influencer on screen. 

Why Is Influencer Marketing Important?

Every time you open your Instagram, you see a new influencer. While it may seem like some brand-new trend, it’s more than that. Influencers make tons of money from it with brand collaborations and business ventures. 

But are brands spending so much of their marketing budget on influencer marketing? 

Let’s try to learn why influencer marketing is important even in 2023:

  • Authentic Recommendations: Influencers have a loyal following. If they like and recommend a brand to their audience, people take it as an authentic review. This helps increase the popularity and sales of a product. 
  • Targeted Reach: Brands can seek niche influencers who impact their target audience. This way, brands reach customers directly with products and messages.
  • Cost-Effective: Traditional advertising can be costly at times. But, influencer marketing often proves to be a more cost-effective marketing channel. Brands can find influencers that fit all sizes of budgets. 
  • User Engagement: In marketing, influencers excel at fostering higher engagement. Their followers trust and actively engage with them, boosting campaign effectiveness.
  • Creative Content: Every influencer adds their touch to brand campaigns. This evokes creativity and authenticity, making it more appealing to consumers.

Influencer Marketing Trends in 2023

When it comes to digital advertising in 2023, influencer marketing is still king. Let’s take a closer look at the forces shaping the growth of influencer marketing in and beyond 2023.

Influencer Subscriptions

Have you come across Instagram’s new subscription feature? It enables influencers to offer paid subscriptions. They deliver premium content and services to their audience in exchange. Through this subscription-based model, influencers can generate a steady stream of revenue. 

This is another opportunity for influencers to get more value for their work. They can expand their earning, cater to their audience better, form stronger bonds, and gain more devoted followers.

This feature is available to all 18+ US-based creators. They are eligible if they have 10,000 followers and follow Instagram’s regulations. These subscriptions are invite-only in Australia, Canada, the UK, and other eligible countries.

There’s a high chance more and more influencers will adopt this marketing trend. It will help them broaden their audience and revenue possibilities. With that said, this trend might impact the influencers more than any other.

Content creators might become more selective in their brand partnerships. This might potentially result in higher charges for collaborations. 

For marketers, this implies that establishing genuine connections with influencers is more crucial than ever. That’s the only way they can avoid spending excessive sums of money. Find influencers who are already raving fans of yours and recruit them to represent your brand. 

An Instagram influencer is recording a video showing her glasses.

Additional Revenue Streams for Influencers

In general, it seems that influencers are becoming more entrepreneurial. They are not limiting themselves to sponsored posts only. Which is a good thing, isn’t it?

We’re seeing a growing trend in influencers starting their businesses, offering services, and selling their products. This is common for niche Instagram profiles focusing on specific topics but also works for other niches. All that matters is the audience’s relationships with the influencer. 

This trend is getting an additional boost from Instagram’s live shopping feature. It enables customers to make purchases during Instagram Live broadcasts. This format is gaining popularity because it gives users a more dynamic shopping experience.

Many popular Instagram stars have formed successful collaborations with major brands by utilizing live shopping. Retail giant Walmart has joined forces with TikTok stars to present in-store events. So, in the coming year, you will likely see an increase in similar collaborations.

Long-Term Brand Collaborations

Brands are increasingly favoring long-term collaborations with influencers over one-off influencer marketing campaigns. That isn’t just a random trend. There are many good reasons for this change. However, the main reason is that it takes time to generate a sale. 

You can’t expect people to get convinced with a one-time collaboration. It will be hard for even the most popular influencers to make a real difference with only one sponsored post. They must post a series to create an impactful narrative influences their audience enough to buy. 

For instance, a long-term promotional campaign with a specific influencer will work better than a short campaign. Also, brands want to build more solid connections with influencers like brand ambassadors.

Building ongoing partnerships allows you to establish a more significant impact and rapport with your audience. You will also be able to provide brands with consistent exposure.

So, whenever you’re signing up for a collaboration, try to convince the brand to build a long-term connection with you. This won’t only favor the brand but also enhance the authenticity of your content. 

A woman is creating user-generated content for a beauty product

Rise of Social Searching for User-Generated Content 

Another notable trend in influential marketing is the shift from using Google and other traditional search engines. Instead, people are preferring social media platforms. This shift isn’t absurd; in fact, there’s a good reason for it. Social media sites provide a far superior user experience to generic search engines. 

It helps surface relevant content with its personalized algorithm. The algorithm considers each user’s preferences and browsing history. Users also have greater access to user-generated content on these platforms. This content is often valued higher than commercial content. That is because it feels more familiar and reliable to the audience.

User-generated content’s inherent authenticity as a marketing and advertising format allows it to establish social proof. 

There’s nothing quite as convincing as an endorsement from someone who feels relatable, someone you know and trust. These messages, coming from real individuals, tend to hold more sway. Hence, it makes users more inclined to trust and engage with them.

Consequently, brands are recognizing that collaborating with Instagram influencers is an effective method of optimizing their digital presence. It helps them tap into the power of social proof and authentic endorsements.

Merger of Influencer and Affiliate Marketing 

Businesses are looking for ways to turbocharge their sales with influencer marketing strategies. One new influencer trend is helping them do just that. By merging influencer and affiliate marketing, they are directly enabling sales for businesses and earning money from those sales, too.

Consider this the end of the days when these content creators’ influence was only good for raising awareness. They can now use their impact to increase the sales of businesses. Marketers are focusing on strategies that have a measurable impact on their bottom line.

Influencer marketing leverages the credibility and reach of influencers. On the other hand, affiliate marketing offers a performance-driven approach. Combining these forces helps brands extend their reach, build trust, and drive targeted conversions. 

Because of this approach, influencer marketers can now more accurately credit purchases to their efforts. They can give out discount codes, affiliate links, and revenue-sharing compensation so the sales can track back to them. 

Real-world success stories like Amazon and Sephora showcase the effectiveness of this collaboration.

Two Instagram influencers are reviewing a beauty product.

The Scrutiny of Sponsored Content Grows

Have you come across posts that have a paid promotion or sponsored tag? That’s not something influencers do as a trend. The law makes it mandatory for them to do so. The high bar is set because of content creators’ genuine influence on their fans in the social media landscape. 

The SEC has recently pushed its enforcement efforts to ensure that all paid posts include the appropriate #Ad or #Sponsored tag. This ensures that people are well-informed and not misled in their choices. 

For instance, take the recent incident with Kim Kardashian. She received a hefty fine of $1.26 million. Why? Because she forgot to mention that she earned $225,000 for promoting the cryptocurrency EthereumMax in one of her Instagram posts.

Influencers and brands need to be more responsible when planning how to create, evaluate, and support content. They must consider and apply the regulations in their respective industries. So, if you plan to become an influencer, remember to mention sponsored on a paid post. This one tiny mistake can cost you millions. 

A Shift Towards Niche Marketing

One influencer marketing trend that is here to stay is niche marketing. Wondering what it’s about? It’s when influencers dedicate their presence and influence to a specific interest or industry. This enables them to build their audience in their chosen field. So, the brands that belong to that niche approach them when they want to market their product. It’s a brand-new way of targeted marketing. 

As influencers keep working and collaborating within their niche, their presence on the platform will become even more valuable. More people and brands will begin to notice them and be interested in their work. This will lead to further collaborations and revenue-generating opportunities for influencers. 

There will also likely be a change in the language and terms as influencers become more specialized. For instance, some influencers now prefer being called “creators” or “content creators.” This categorizes them as something more than just internet celebrities. While they can be in both roles simultaneously, they prefer to specify their niches instead of just being called influencers. 

The entire industry, not just influencers, will begin to see themselves in a more professional light., an Influencer marketing platform Kolsquare predicted 2023 would mark “the end of amateurism” and the beginning of professionalism of influencer marketing. The industry is still in progress, but you cannot help but notice the signs. 

So, if you plan on starting your career as an influencer, you should specify your niche. Think about the field you’re most interested in. Then, build your presence around that field. Finally, you can seek out relevant brand partnerships.

Increase in Collaborations Between Influencers

Collaborations between influential people will rise dramatically in 2023. 

Why? Because influencers and brands can double their impact by working together. It gives them access to new audiences; they can create exciting content and form meaningful connections with other influencers in and outside their niche. 

For this simple reason, this strategy always turns out fruitful for everyone involved – both the influencers and the brand. It will be highly effective for anyone seeking engagement and an increased audience. 

A person is holding a phone with the profile of a nano-influencer on screen. 

Nano and Micro-Influencers in the Spotlight

Nano and micro-influencers are taking center stage in the influencer marketing landscape. While they may have more minor follower counts, they generate remarkable engagement and conversion rates. That is why marketers are shifting their focus towards assessing engagement rates. They need to be more flexible on follower numbers when considering influencer collaborations.

Previously, middle-tier influencers held the least power to attract paid partnerships. But it’s not the same anymore. Brands increasingly recognize that despite low follower counts, they can produce quality content. Even with their small numbers, they can generate significant engagement. 

Moreover, hiring them for collaborations is more cost-effective for brands. Since the nano and micro-influencers have smaller followings, they are usually more budget-friendly. While on the other hand, the mega influencers and celebrities come at a high price. It’s just like paying a premium for prime advertising space. 

However, they often tie their return on investment (ROI) to response volume, not conversion rates. Contrarily, a devoted micro-influencer can convert a more significant percentage of their followers into loyal customers.

Influencer Marketing Trends in a Nutshell

As we explored the newest influencer marketing trends, it’s clear that influencers have fresh and exciting ways to create audience engagement. So, while taking your first steps in your influencer marketing career in 2023, you must remember a few things. 

Follower count does not solely define success as an influencer. Instead, it hinges on authenticity, connections, and value you bring to your audience. 

To thrive in the ever-changing landscape of influencer marketing trends, remain open to new experiences, seize emerging opportunities, and embrace diverse perspectives. Building a thriving presence as an influencer means adapting and evolving with the industry.

Whether you’re a seasoned pro or a newbie, staying updated is something you can’t avoid. Adapting to the evolving trends can help you consistently deliver valuable content to your audience.With a decade of expertise, Path Social boasts an in-house network of Instagram influencers and a cutting-edge AI targeting system. Our unparalleled results ensure a lasting Instagram community for you. So start growing and gaining Instagram followers today!