From micro-influencers to AI, revolutionising the world of advertising
Influencer marketing, or Influencer Influencer Marketing, has long ceased to be a fashion trend, becoming one of the key tactics in marketers’ armoury. From the use of celebrities to the involvement of micro-influencers, the field continues to grow, adapting to the changing needs of audiences and the capabilities of technology. But what’s behind these changes, and how are they shaping the digital marketing landscape?
How has the shift from a traditional focus on celebrities to a focus on micro-influencers changed approaches to influencer marketing, and how are these changes affecting the strategies of brands and marketers?
This article will explore influencer marketing, its evolution, and current trends. We’ll look at how the development of this field influences the choice of strategies marketers choose and what results can be expected from collaborating with influencers in different niches and platforms.
Key influencer marketing trends in 2023
Key influencer marketing trends in 2023In influencer marketing, 2023 has seen several significant changes and innovations. From the rise of micro-influencers to the introduction of cutting-edge technologies such as artificial intelligence, these trends significantly expand how brands engage with consumers. In this section, we’ll look at each key trend in-depth, assessing its impact on the market and how brands can use it to improve their marketing strategies.
Let’s analyse each trend in detail, starting with the role of communities and clubs in Influencer marketing.
Collaboration with collectives
In recent years, we’ve seen a shift in the focus of influencer marketing from individual influencers to entire communities and clubs. This approach fundamentally changes how brands interact with audiences, offering new, more profound forms of collaboration and engagement.
Community collaborations: Modern brands find unique value in collaborating with communities of people with common interests or purposes. These communities include sports clubs, creative groups, cultural associations, and commercial partnerships. The benefit of this approach is the ability for brands to engage with a broader and more diverse range of potential customers.
Brand empowerment: Working with communities allows brands to empower themselves by bringing elements of social responsibility, cultural integration and innovation into their marketing strategy. This amplifies a brand’s influence on social media and fosters more profound and meaningful connections with consumers.
Example of a successful collaboration:
- Dunkin’ ran a campaign in 2022 using unpredictable partnerships, including a collaboration with e.l.f. and the “America Runs on Munchkins®” campaign featuring Ben Affleck and rapper Ice Spice in a commercial. This campaign created a great response and appealed to a broad audience.
AI-powered digital opinion leaders
Among the groundbreaking trends in Influencer Marketing in 2023, artificial intelligence (AI) influencers stand out. This trend combines advances in AI technology with the growing desire for brands to engage with audiences in a more personalised and innovative way.
Technological innovation: AI Influencers are digital personas created using artificial intelligence technologies. They can generate realistic visuals and content, making them ideal for creating unique and memorable branded content.
High efficiency and cost reduction: From a cost perspective, AI Influencers can be a more cost-effective solution as they eliminate the need to source, select and negotiate terms with real influencers. This reduces costs and increases the effectiveness of campaigns.
Example of using AI influencers in marketing:
An example of using AI influencers in marketing is the work of well-known brands such as Prada, Versace, Red Bull and Tinder. They have activated AI influencers for online promotions. For example, the first AI influencer, Shudu Gram, a virtual model created by London-based photographer Cameron-James Wilson, was used to promote products and interact with audiences on social platforms. These AI influencers use advanced algorithms and machine learning techniques to create content and interact with audiences to create highly personalised and engaging content.
Targeted engagement of niche Influencer
The trend of using micro-influencers will significantly increase in 2023, especially in the context of more precise targeting in marketing. Micro-influencers have a relatively small but highly engaged and loyal circle of subscribers.
Local targeting and narrow specialisation: Micro-influencers are often strongly connected to a specific local audience or area of interest, allowing brands to target specific niches and communities more effectively.
Authenticity and trust: Because micro-influencers are generally perceived as more authentic and direct, audiences perceive their recommendations more genuinely. This contributes to the credibility of the advertised products and services.
Example:
Sephora’s campaign is an example of the successful use of micro-influencers in marketing. In 2019, Sephora launched the #SephoraSquad campaign, a marketing strategy with micro-influencers. The company created a partnership programme with micro-influencers passionate about makeup, making them new brand ambassadors. This annual programme became an essential element of their marketing efforts and significantly increased audience engagement. Sephora raised awareness of its brand by leveraging the authority and influence of micro-influencers.
Unconventional methods of profit for Influencers
The trend of alternative monetisation methods in Influencer Marketing in 2023 reflects Influencers rethinking traditional revenue approaches. These new methods include:
Proprietary products and merchandising: Many influencers are creating their brands of apparel, accessories, and other products and offering them to their audiences.
Paid access to exclusive content: Influencers offer paid subscriptions to exclusive content, including tutorials, personalised advice or unique content.
Sponsorship contracts and partnerships: Developing long-term partnerships with brands where Influencers act not only as the face of advertising campaigns but also as co-creators of products or services.
Promotion through health and well-being
In 2023, influencer marketing is increasingly focusing on promoting healthy lifestyles. This trend has become popular as more consumers pay attention to their health and well-being. Influencers specialising in healthy lifestyles actively partner with brands offering health and fitness-related products and services. This approach helps brands connect emotionally with their audience and demonstrate that they care about their customers’ well-being.
Sustainable trends in influencer marketing
Within this section, let’s look at the key trends that continue to stay relevant and influence Influencer Marketing strategies:
Multi-platform expansion
Influencers are actively using multiple platforms to increase their reach. For example, many are switching to TikTok to create creative video content while remaining active on Instagram. This allows brands to reach different audience segments.
Long-term collaboration strategies
Long-term engagement with Influencers is becoming favoured as it helps build trust and recognition. Brands like Nike and Adidas are utilising long-term partnerships with Influencers to create more compelling brand stories.
Uniqueness and creativity of content
The importance of unique and creative content emphasises brands’ desire to stand out. Influencers who create original content, such as “how-to” style content, attract more attention and increase engagement.
Emphasis on video content and multimedia
Video formats, especially on platforms like TikTok and YouTube, remain trending due to their high engagement and visual appeal. Brands like Red Bull actively use video content to showcase a dynamic and engaging lifestyle.
Final thoughts
In conclusion, influencer marketing continues to evolve, offering brands new strategies to attract and retain audience attention. Adapting to changing audience needs and interests and utilising innovative approaches and techniques remains a crucial success factor. Whether working with micro-influencers, focusing on HEALTH, using AI influencers, or developing unique ways to monetise, all open up new horizons for marketers. Your job is to catch and integrate these trends into your strategies to stay at the forefront of innovation and effectively engage with your target audience.
Take advantage of the opportunity to learn and apply these trends to strengthen your brand in today’s digital marketing world.
