Filtered is Out. Real is In.
Consumers can spot sales pitch content quickly and tend to steer clear and ignore creators who they feel are trying to sell them something rather than forming a genuine connection. Research proves that the engagement numbers will remain high on Tiktok because the content pushed out on that platform is not super brand heavy. Consumers want to see content that is unfiltered and authentic.
Repurposing Will Help Make The Most of Partnerships
Content created and posted by influencers tends to perform exceptionally well, which is why they are considered to be the experts. One method many brands should consider taking on is repurposing the content influencers make for them and reposting it.
The Metaverse and Web3 Are Open For Exploration
In 2023, more brands will look into opportunities they can take advantage of in the metaverse. The metaverse is an excellent platform for content creators and followers as it is highly engaging and interactive. Instead of businesses taking a financial hit by jumping into the metaverse and learning as they go, influencer marketing is a great way to experiment with it without making as large of an investment upfront.
Big Business Continues to Invest in Creator Tools
Creators are so successful online because they bring in large engagement numbers. Because of this, many platforms are more willing to provide ways for these influencers and followers to have more control of the content they consume. These large platforms understand influencers’ value and do their best to keep them engaging with their audience by providing them with all the tools they need to continue to be successful.
Live Shopping Gains Traction
Live shopping continues to be a growing industry. Large creators can play a large role in live shopping. Because of these creators’ great influence, they can impact the sales of specific products and services and keep the consumer moving through the marketing funnel.
Scrutiny on Sponsored Content Increases
Influencers are held to a higher standard than smaller creators online. As mentioned previously, consumers are less likely to engage with content that they know is sponsored or feels unauthentic. Therefore, brands need to give influencers some flexibility in their sponsored content to be themselves still.
Niches Will Become Even More Specialized
Generally speaking, influencers find their success by narrowing down on a niche and connecting with an audience that also resonates with them. In the future, it is expected that the niches will continue to get more and more specific.
Instagram Still is Number One, While Other Platforms Thrive Creatively
Instagram continues to be one of the most popular platforms for content creators and their brand partnerships. TikTok is another successful platform for creators where they can be more creative with the type of content they post.
Read more about Influencer Marketing at forbes.com