5 Influencer Marketing trends to adopt in your 2023 strategy

If you're not on trend on social media, you're missing out.

It may feel like it's hard to keep up with the latest trends, but staying up to date will make your content feel more natural to audiences who are surrounded by social media constantly throughout the day.

One advantage to partnering with a social media influencer is that they are probably so down with the latest trends that they already know what tomorrow's will be - but when it comes to planning content, here are a few trends that we think are here to stay (for now, anyway!)

1. It's all about video

   Video content tends to capture attention more effectively than static images or text. It has the potential to be more engaging, entertaining, and memorable. When influencers create entertaining videos, they capture the attention and interest of their audience, increasing the likelihood of your brand message being received positively. Compelling and shareable video content has the potential to go viral. When viewers find a video entertaining, informative, or inspiring, they are more likely to share it with their friends and followers, leading to increased brand exposure and reach. Viral videos can generate significant buzz and brand awareness within a short period.

2. No filter

   Social media users are becoming increasingly aware of how deceptive their favourite platforms can be. Gone are the days of airbrushing photography in magazines or photoshopping products to make them look more appealing. Savvy followers know these tricks, and they're not happy. Even when posting personal content, there's been a recent shift from perfectly filtered selfies to raw, less flattering photography. With noise around the impact of social media on mental health, there are even calls for social media platforms to expose te use of filters in content and prioritise unfiltered content. So be brave and work with influencers who are less likely to overproduce content and create something that looks real and honest. The impact on your audience will be greater as they will feel a higher level of relatability with raw, unedited, even flow resolution video footage.

3. The return of long-form video

   Remember vine? It peaked during the golden age of short-form content, but it was pretty short lived. Since TikTok increased the the maximum length of video uploads to 10 minutes last year, there's been a shift back to longer form content. These videos are less likely to go viral, but this opens up the perfect opportunity to create tutorial, demonstration and unboxing videos. Audiences can get cosy and watch for a few minutes, learning and getting your know your products intimately, rather than scrolling out of boredom looking for a quick entertainment fix.

4. Diversity & representation

   Inclusive influencer marketing ensures that a brand's audience sees themselves represented in the content they consume. By featuring diverse influencers, brands can connect with individuals from different backgrounds, cultures, identities, and experiences, fostering a sense of belonging and inclusivity. Younger audiences especially resonate with brands that use diversity to challenge traditional beauty standards, gender norms and racial stereotypes, and help break down harmful narratives. However, it's important to approach diversity and representation authentically and avoid tokenism. Genuine representation should go beyond surface level, reflected in your brand values at all time.

5. Be your own influencer!

   There's an increasing trend in companies creating content filmed in head offices, stores and branches featuring real colleagues as the stars of the show. Audiences love to see brands as human beings who get involved in TikTok trends and challenges, even it is sometimes a little cringeworthy! Your colleagues may not have the largest social following, but the content is genuine to the core and in a subtle way, shares intriguing behind the scenes moments were your customers get a glimpse at your company culture. This is real, honest content that shows your customers that you understand them, while keeping engagement levels high and your brand in their minds for longer.

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