Influencer marketing: predictions and opportunities in 2023 - Image

Influencer marketing: predictions and opportunities in 2023 – Image

The global economic downturn will not significantly impact brand budgets for influencer marketing

Despite the economic downturn, marketers should continue to invest in their influencer marketing strategies. The reason is simple: content posted through influencers is the cheapest form of brand communication.

As a result, influence marketing will become more important in brand communication. Thus, marketers will abandon strategies centered around one-time sponsored posts, as has often been the case over the years. On the other hand, we also expect brands to work with influencers directly internally, more and more often, to ensure the success of their campaigns.

Indeed, with consumers less inclined to spend in the current economic environment, brands will need to ensure that their collaborations with influencers remain relevant to their target audiences.

Aspirational type content from influencers will likely continue to attract large followings on social media. In our experience, lifestyle posts, for example, tend to get the most engagement from users in terms of likes and comments on Instagram. The engagement rate for this category is above average. Despite the gloomy economy, consumers will tend to welcome sponsored posts in a positive way as a temporary escape, providing a great opportunity for brands to target their audience.

Instagram and TikTok will remain the platforms of choice for brands

Marketers have already understood, a long time ago, the potential of these two platforms to establish an authentic connection with their audience.

However, they will increasingly adapt and diversify their marketing strategy to the specificities of these two networks, in order to take full advantage of the advantages they offer.

For example, on TikTok, marketers need to prioritize creative and entertainment content to generate the most engagement. The focus is on the content rather than the influencer. “Authenticity” is more prominent on TikTok than on Instagram. This is why nano and micro influencers are becoming more and more popular on this platform and becoming the category of influencers to bet on.

On Instagram, an influencer’s follower count remains a key metric to gauge their popularity, however brands should continue to watch out for bots and inauthentic accounts before agreeing to any partnership. According to our data, only 60% of accounts on Instagram are owned by real people.

Influencer marketers will capitalize on rising gaming influencers

Marketers will increasingly favor partnerships with influencers in the video game industry. These are often amateur players who broadcast their games online to millions of fans or professionals who participate in esports competitions, this sector being valued at more than 1 billion dollars in 2022 and expected to reach the $2.38 billion by 2025.

An influencer such as Markiplier can boast of having an audience of nearly 30 million followers. Ninja, on the other hand, can accumulate nearly 18.4 million views each time he plays the game, despite having a number of followers of only 11,000. In France, one of the most telling examples is Squeezie, which has more than 3 million followers – his Squeezie Gaming channel boasting over 500 million views.

The communities that follow these influencers are often very tight-knit. So, even if there is no obvious direct link between a brand and this category of influencer, partnering with them can offer many opportunities to target an audience in an authentic way. Samsung and Red Bull are some of the brands that have already taken the leap by signing partnerships with Ninja. In 2023, more brands are expected to follow this path.

The opportunities offered by the boom in live shopping

Live shopping has become a real asset for brands thanks to the unique experience that this avenue offers to consumers. As such, we expect merchants to increasingly prioritize live shopping in the coming year.

However, they will face the challenge of adapting to platforms such as Instagram and TikTok to attract customers, while providing them with a great experience throughout their shopping journey.

Thus, merchants will have to provide a seamless omnichannel experience while taking into account the traditional characteristics of e-commerce. Both TikTok and Instagram provide good creative tools that they can rely on, but they also need to ensure optimized integration with their own website.

Another key point: merchants will have to be able to manage the (sometimes quite significant) increase in the number of customers and orders generated thanks to live shopping. A flexible and scalable system must be at the heart of their strategy.

Finally, brands will also need to make internal adjustments to enable optimal collaboration between sales teams and marketing teams.

If merchants are able to meet these challenges, live shopping can become a major source of revenue for brands in 2023.

(The forums published are the responsibility of their authors and do not engage CB News).

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