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The rise of social media and addiction to the internet gave rise to influencer marketing. This is the concept of leveraging an individual audience to promote a product. While far from a new idea, influencer marketing is becoming an increasingly popular way to reach your target audience.
catch?
Finding influencers and offering products or services they endorse is not easy. Even influencers need to follow trends so that their message is not lost and their advertising attempts are not left indifferent. There are more nuances to understanding the trends influencers must follow, but this is the same pitfall that all advertisers deal with.
2023 promises to be a big year for social media influencers. Especially when the influencer marketing market size growth forecast of 14.5% holds true. Driving the projected growth is the influencer trend expected to take off in 2023 and drive user engagement.
Trends fluctuate and are difficult to pinpoint without allowing for some margin of error, but there are some key trends that could improve influencer marketing in the coming months. However, before diving into these individual trends, it’s worth knowing the markets they dominate and where advertisers can expect their money to go.
Where do influencers distribute their content
There are several social media spaces that influencers can use to distribute their content. The major platforms for social media networking in general include Facebook, Twitter, TikTok, YouTube, and Instagram, but there are two platforms that influencers apparently flock to and trust when it comes to pushing content. .
According to the 2023 Influencer Marketing Report, TikTok dominates as the leading platform for influencer marketing. Its interactive format and complex algorithms are geared primarily to audience interests and viewing tendencies, resulting in less content wasted by disinterested audiences.
Instagram has followed TikTok closely as it remains primarily visual based than most other social media networks. Combining general image or video-based content with short-form reels provides a variety of ways to reach your target audience.
The two platforms go hand in hand as they offer the most visual platform that has really shaped some of the trends to watch in 2023.
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Why influencer marketing?
Before we delve into the “what” of influencer marketing, let’s take a look at why advertisers insist on working with influencers. Influencers provide an opportunity for advertisers to better connect with their communities through consumer-facing creators, and iOS 14 really boosts the need for influencer marketing.
The latest iPhone operating system allows consumers to opt out of having their data tracked. This is important for standard advertising methods. Once-effective options such as Facebook and Twitter ads are becoming less effective as they can no longer target users who have opted out of data tracking.
But influencers are immune to this. Their content is organically viewed by followers and discovered by viewers with similar interests. Advertisers will have to rely more on the organic reach of influencers as they will lose the means to serve ads via the data they collect.
The quality of creative assets, such as those found in Facebook ads, is also more important than ever. Ad targeting isn’t what it used to be because of the lack of data collected by platforms, so brands need to rely more on putting out quality ad creatives. , is a great asset when outsourcing the creation of compelling ad creatives.
Influencer trends to watch in 2023
It’s difficult to pinpoint exactly what trends will catch on and which will splash into the obscure parts of social media, but based on the platform’s current trajectory, the next influencer trend will be in 2023. It’s safe to assume it’s worth your attention.
Utilization of micro-influencers
The whole point of influencers is to reach a wider audience in general. Micro-influencers are the same concept, but on a slightly smaller scale. Micro-influencers with less than 50,000 followers offer advertisers the ability to reach small audiences more organically. This means less money is wasted on ads for databases that don’t reach your target audience.
Using micro-influencers allows advertisers to work with more content creators at once without using too much of their advertising budget. And because reach on short-video platforms like TikTok is more organic, that money is more likely to be put to good use and reach a receptive audience interested in your product or service. .
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Focus on user-generated content
There was a time when advertisers gathered around long tables tossing ideas about the next big commercial. The influx of marketing has increased our reliance on user-generated content.
In the context of influencer marketing, user-generated content refers to things like videos created by influencers at the request of advertisers. Sometimes it’s very direct and obvious, sometimes it’s a little more subtle, but it’s always presented as if the influencer has used and experienced the product or service firsthand.
As an example of this, a beauty influencer used one product and shared a short video to briefly explain its benefits. Most of the time, user-generated content feels a little inorganic and can be pinpointed.
Influencer marketing in 2023
As usual, 2023 presents challenges for advertisers looking to get into influencer marketing. One of the biggest obstacles is the fact that there are only a limited number of influencers that can fit into a company’s niche. A shift to micro-influencers would mitigate this a bit, but there is no doubt that there will be competition among advertisers trying to secure influencers.
With average spend on TikTok and Instagram between $360 and $460, the organic reach provided by influencers makes it worthwhile for advertisers to make the move.
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