Influencer marketing has become integral for many businesses. Check out this article for influencer marketing tips, trends, and statistics in 2023 and beyond.
Influencer marketing is a marketing style that uses influential people to promote products, services, and ideas. These influencers are often celebrities or other famous personalities with large followers on social media.
The idea behind influencer marketing is that people will see these individuals' recommendations as more trustworthy and credible than regular ads since others see them as experts in the field. It's why professionals in the industry sometimes refer to them as "KOLs" or Key Opinion Leaders.
Influencer marketing grew in the early 2000s when celebrities and bloggers began promoting brands in their social media posts. It's since become a massive industry, with businesses banking on the power of influencer marketing to help them grow. Meanwhile, more companies are offering influencer marketing services, including software to help manage their accounts.
If you're wondering what to consider before starting your influencer marketing campaign, keep reading. This article discusses key influencer marketing trends and statistics for 2023, tips, and tools to help you find social media influencers.
What You Should Know About
Influencer Marketing in 2023
As technology and social media continue to rise, people can expect influencer marketing to dominate in 2023 to attract people to do business with multiple brands. Platforms like Instagram, YouTube, and TikTok continuously gain traction, with more daily users, meaning even more opportunities to attract customers.
Before you get started on your own campaign, there are some things you should keep in mind and things that influencers can help you with.
·
Keep
your influencer marketing campaigns on-brand: If your brand is professional, it's probably not going to help if your
influencers are seen as people who aren't professional or don't know what
they're doing.
The same goes for if your brand is quirky or fun. You need to ensure that the
people who represent it will be perceived as having those same qualities.
·
Influencer
marketing can be costly: Your influencer marketing budget can be anywhere from slightly less than
$10,000 to over $500,000. Each influencer has a different price, so keep
inquiring and researching to find the best ones for you and your audience.
Ensure that their followers are relevant to the target demographic of the
product or brand and that they have a high engagement rate with their followers,
such as Likes, Retweets, and Shares.
-
Influencers
can generate conversations online: They bring more than just social media followers; they can also
initiate conversations with their followers that are important to your brand. These
can help businesses understand what they can improve and what their customers
want.
3 Top Influencer Search Tools [RL1] in
2023
Incorporating influencer marketing is much easier when you
have tools to help. These tools help you find social media influencers and
conveniently gauge how much each costs.
1. Storyclash
Storyclash is a free influencer search tool that allows users to research Instagram influencers who talk about your business. The primary feature of this tool is that it will enable you to find the appropriate personalities that fit your brand's demographics.
You want people who are knowledgeable about your products
and what you do, so your audience can relate. Establishing that connection can
result in more engagement and sales.
2. HypeAuditor
HypeAuditor ranks influencers' quality and engagement rates to help you determine the top Instagram influencers. Simultaneously, its AI ranks the quality of an influencer's followers to analyze how much authentic engagement they receive.
The software also allows users to narrow down the information about each influencer. These include:
- Audience in a specific country
- Main topics of influencer posts
- Estimation of authentic engagement
- Number of followers
3. AspireIQ
AspireIQ is a community intelligence marketing platform enabling users to create communities that involve like-minded customers, experts, and brand representatives. Its database includes over six million content creators, offering collaboration opportunities.
One thing to consider is that this software is not free, and you'll need to avail yourself of a plan to utilize all its features. However, it is free for creators to join and will only charge for the software that helps scale communities and influencer programs.
Influencer Marketing Statistics[RL2] and Trends[RL3] to Watch in 2023
The influencer marketing landscape continues to change. Stay
updated with the latest trends below.
1. Following creators on multiple
platforms
As social media grows, influencers are also branching out into new platforms. For example, Instagram influencers now often have a YouTube channel and vice versa. This trend makes it easier for people who've already subscribed to an influencer on one platform to follow them on another without having to create a separate account.
It also means that brands can reach out to influencers
through different means. Even if the platforms differ in purposes, it's still
part of the influencer's identity, so it's essential to know where influencers
are and what they do.
2. Influencers become key to
affiliate programs
Influencers have become a crucial part of affiliate programs because their followers trust them and are likely to use products aligned with their values.
This partnership is something that the brands sponsoring them want to take advantage of. If you can get influencers to promote your product, you'll get customers who are already familiar with your brand and may even trust it more because of the endorsement.
However, if an influencer promotes a product they don't
believe in, they risk alienating their followers, who might otherwise have
trusted them when it came to buying products they actually do believe in.
3. Video content is on the rise
Video content helps brands stand out from the crowd because it offers them a way to connect with their customers on an emotional level. The video also provides an opportunity for brands to showcase their products or services in a creative way that helps consumers understand what they offer and why they should choose them.
The largest video-sharing social media platform, YouTube, had roughly 785 million users in 2022; experts forecast it to reach about a billion by 2028. The platform's sheer size means it's ripe with opportunities for your brand to market with influencers.
Other notable social media that have become prominent with
videos are Instagram, Twitter, and TikTok.
4. Influencer collaborations
Collaborations between influencers are becoming increasingly popular for brands to reach their target audience, especially when reaching new audiences or engaging existing customers in a more authentic way than traditional advertising methods.
A growing phenomenon is the emergence of contenthouses. The concept of the house is to allow influencers to network with
each other, increase influencer campaigns, and generate more earnings. When two
or three influencers collaborate on a promotion, they can serve as each other's
advocates, increasing engagement while simultaneously building brand loyalty.
5. User-generated content (UGC)
becoming trustworthy
Many people see UGC as trustworthy because it comes from consumers sharing their own stories and experiences with a brand. It helps build a more genuine connection with a brand's target audience.
For example, if an influencer is an avid user of a product, they can share their experience using it on Instagram or Twitter using hashtags so that other users can see how they like it too. In addition to creating a more personal experience for users, UGC allows brands to connect with new audiences by sharing their unique experiences with products or services.
It creates an opportunity for companies to reach people who
may not be familiar with them yet, and they can provide their insights through
multiple means. Content such as YouTube Shorts and Instagram Reels have become
popular, so traditional videos and photos don't always have to be the go-to
option.
An Email Template You Can Use to Reach Out to Influencers
When drafting an email for an influencer, you want to catch their attention immediately. It starts with a catchy subject line; if you start the email with a dull tone, they may not even open it. Examples of bland messages include:
- Want to collaborate with us?
- Interested in a partnership?
- Offer to collaborate:
Instead of having these average, common subject lines, you can personalize them. Let them know you are knowledgeable about their content and who their audience is. You're essentially speaking their "language," which will pique their attention.
Lastly, you don't want to drag your message out too long. You want to be concise and get to the point. The influencer may lose interest in you if they don't understand what you do and what you are offering, so getting the important details out is necessary.
Influencer Success Stories[RL4] to Inspire You
It can feel overwhelming to start your influencer marketing
campaign. Below are a few examples to get the gears turning in your mind about
ideas for your campaign.
1. What's Inside the Nike Air Vapormax?
Many know Nike as the leader in manufacturing athletic wear and equipment. In 2017, the company collaborated with the YouTube channel, What's Inside, to promote the brand's new Air Vapormax line of shoes.
A modest father and son team primarily run the channel, cutting open everyday items to show their millions of subscribers and viewers what's inside.
The Youtubers created a series of seven videos involving Nike, integrating the brand's messaging on their channel.
The video slicing open a Nike Air Vapormax alone received 3.6 million views and
over 32,000 likes, effectively creating buzz around the new line of shoes.
2. Subaru's Meet an Owner Influencer Marketing Campaign
In 2017, Subaru worked with 20 influencers from various categories to promote their Meet an Owner campaign. Each influencer created content centered around a Suburu car but put a unique spin on it using their distinct personalities. The Subaru campaign had an engagement rate of 9%, which generated thousands of comments and likes for 58 sponsored posts.
The company reported a rise in sales and brand awareness as
a result of the campaign.
Standing Out from the Crowd
Many businesses have realized the power of influencer marketing. Apart from sales and brand awareness, its ability to utilize the hottest platforms and current trends makes it relevant today.
It's become necessary for businesses to create a solid online presence in today's digital world; working with social media influencers can help with that. You can expect new trends and more users on platforms as 2023 continues. Taking advantage of this will merit benefits in the long run and allow your business to continue growing.
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