2023 influencer marketing trend predictions.
From niche content creators to economy conscious content. What are the influencer marketing trends emerging in the industry as we head into 2023?
Influencer marketing at Part Three Digital.
Over the past 2 years I have focused heavily on Influencer Marketing services within Part Three Digital. Creating entertaining, informative, best-practice content that drives tangible results for the brands we work with. Including; Danone, Outcider, Magners, [yellow tail] and Santa Rita Wine Estates.
Working closely and building relationships with AMAZING content creators and their agencies across the UK and Ireland.
Influencer marketing is one of the fastest growing marketing channels. An industry set to reach $16.4 billion in 2022, with no signs of it slowing down any time soon.
In Part Three Digital:
· There has been 37% growth year-on-year in our influencer marketing services
· Influencer marketing accounted for 34% of our business last year
Taking on a new role as Influencer Marketing Manager, I’m looking forward to bridging that gap for brands struggling to find the ‘right’ influencers to work with. Helping to create more authentic and long term partnerships between brands and content creators.
KPIs for the win.
We’re always results focused at Part Three Digital. Delivering the best outcomes that we can for our clients remains front of mind, ensuring that KPIs are set and met.
Forming KPIs on our own formula, which considers influencers’ engagement rate, past collaborations, average ROI and following – as well as industry benchmarks.
However, 2023 will see Influencer Marketing results being more important than ever. Think; rising advertising costs and more budgets being placed into influencer marketing pots, meaning a heavier focus on ROI.
Okay, influencer marketing is a key channel for 2023. But how do I choose the ‘right’ content collaborators to work with?
Flexibility first.
First up, collaborators with flexibility on deliverables. Instagram’s algorithm is ever-changing. In summer 2022, due to a significant change we observed some strange patterns across influencer accounts while qualifying them. Calculating average reach or engagement for influencers became more difficult as we saw fluctuations in content going viral one day, with dips the next.
Social media platforms in general can be unreliable. Campaigns, competitions, and content can unexpectedly flop due to external and digital factors. Therefore, if a campaign’s goal is sales or ROI, we can’t just be stuck with ‘one chance’ to get it right.
In 2023, content creators who are more flexible on deliverables will, understandably be, more desirable to work with. Influencers who are genuinely brand fans. Collaborators who you’ve been able to build authentic, long-term relationships with. The content creators who won’t mind popping up a competition countdown or an extra reminder, should their post not get the desired results mid-campaign.
This won’t always be the case and as so much comes down to budgets, it’s important to also have a Plan B [and even C and D!]. At Part Three Digital, we aim to leave room for ads rights within our agreed budget to promote posts for longer periods of time if necessary. We also ask influencers to send across raw content during approvals, should any last minute changes be required from brands, regulatory boards, or unforeseen circumstances.
Influencers who are using multiple channels.
It just makes sense that paid-for-content can be repurposed and optimised for more than one social channel.
In 2023, influencers who have strong reach and engagement on Instagram and TikTok will be extremely desirable to collaborate with, when creating content specific to each channel. Especially when your brand & their audience are active on these channels.
The growth of TikTok alone as a social channel is outstanding:
· Generating around $4.6 billion revenue in 2021 [+142% YOY]
· 1.2 billion monthly active users at the end of 2021, set to increase to 1.8 billion by the end of 2022
Take the lovely Nadia El Ferdaoussi @nadia_dailyself for example. Nadia is a self-declared ‘new F1 super fan’. She has found her niche on TikTok for her Formula 1 content, while posting her lifestyle food/travel/clothes aesthetic content for across both channels. A gal who knows how to work both platforms hard to suit her audience!
Niche content is getting ‘nicher’.
Watch this [niche] space! Another note for 2023 is that many creators are finding their niches. Consider keeping niche content creators in mind for specific campaigns, rather than going ‘too general’. Be prepared to see fees reflect this also.
Economy conscious content.
Many of us will have less disposable income in 2023. It is so important to be tuned into factors like this that will affect how consumers think, live, shop and travel. Before planning on who is the best, most authentic fit to work with, as well as the type, style and theme of content you’d like to be created.
Collaborations and content should never come across as ‘tone deaf’. Some brands and influencers will already be conscious of this. Some surprisingly not so…
Take this example of well-established British influencer Lydia Millen. We are used to seeing ‘aspirational’ lifestyle content from Lydia, who works with various luxury and premium brands. Recently, however, she has received backlash for ‘not reading the room’ after posting that she was checking in to the £800+ per night Savoy hotel, as her heating was broken. She was also criticised for how she responded to backlash from an audience who gave their perspective on a ‘reality check’, with many struggling to pay their own heating bills, never mind frequent extravagant hotels.
Brands and content creators should be able to pivot their content plans for 2023. Providing their audience with entertaining, informative, or helpful content. Which considers more sustainable and affordable ways to live, cook, shop and travel.
It’s time to get creative! Look at @greensregoodforyou, whose brand is built on renting clothing. Encouraging customers to re-wear and share, saving on clothing waste. We’ve also seen influencers pivot on social, considering this, for example the wonderful @lillyhiggins creating amazing zero food waste recipes.
Avocado and toast. Wine and Cheese. SEO and Social.
The modern day love story of SEO and Social. In 2023 these will go together, hand in hand, more than ever, so it’s important to make sure you’re treating social channels as search engines.
Something we’ve always been passionate about is bridging the gap between and providing these heavily interlinked services. A huge part of the reason why Part Three Digital was founded.
Social platforms are overtaking Google Search & Maps for “informational and discovery search queries from Gen Z”. NBC News reported that around “40% of Gen Z use social media platforms like TikTok and Instagram for search rather than Google”. TikTok especially is expanding its search capabilities.
Some influencers are already ahead of the game when it comes to Social SEO. Take the amazing Sarah Hanrahan @i_come_undone who is excelling through her travel videos on both TikTok and Instagram. Her content is beautiful, endearing, and aesthetic. Giving her audience snippets of all the wonderful and making them inquisitive to try out some of these unusual and fun ideas. All while building in SEO rich search terms, that tourists and home-town audiences alike would be searching around ‘things to do’ in Ireland.
So, what’s not changing in 2023?
Those of you who aren’t partial to change will be glad to know that in 2023, some 2022 influencer marketing trends aren’t going anywhere!
Building relationships that are open, honest and transparent will always be key. Collaborative briefing that combines the creator’s knowledge for their audience and the type of content they enjoy consuming, paired with the brand’s key messages and any regulatory guidelines, will remain essential.
Make sure to keep an eye on our socials and blog for what’s next.
Fancy a chat, coffee, or a cocktail on all things influencer marketing? Drop me a message on our socials or contact ali@partthreedigital.com