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In recent years, influencer marketing has become an increasingly important component of brand-building and marketing strategies. The rise of social media and digital platforms has given creators of all kinds the ability to monetize their content and reach audiences on a scale that was previously only possible for traditional media outlets. As a result, there has been a proliferation of revenue streams that are accessible to creators of all sizes, from sponsored content and affiliate marketing to merchandise sales and direct monetization through platforms like Patreon and OnlyFans.
In this newsletter, we'll explore some of the latest trends and drivers shaping the influencer marketing industry. From the democratization of monetization to the use of AI and technology in content creation, we'll delve into the major shifts taking place in the influencer marketing landscape.
One of the key drivers of these trends is the growing demand for authenticity and expertise. Consumers are increasingly looking to influencers and creators for recommendations and advice, and are placing a premium on content that is authentic and trustworthy. This has led to the rise of micro-influencers and specialists, who are seen as more relatable and trustworthy than traditional celebrity influencers.
Another driver of these trends is the increasing use of technology and digital platforms in influencer marketing. Brands are partnering with digital personas and virtual ambassadors to reach new audiences and create immersive experiences for consumers. Additionally, new business models for partnership and co-creation are emerging, enabling brands to match creators with complementary skills and interests.
In the dynamic and constantly evolving world of influencer marketing, it's crucial for brands and creators to stay ahead of the curve and make the most of the latest trends and shifts. In this newsletter, we'll explore seven trends driving the industry in 2023. From involving the community to utilizing AI and technology, we'll delve into each trend in detail, highlighting real-world examples of successful influencer campaigns. We'll also provide insights and best practices to help you build effective influencer marketing strategies that can succeed in this ever-changing landscape.
From co-designed jewelry collections to secondhand fashion styling, brands are working more closely with influencers as “creative directors” to co-create campaigns that resonate with their audiences. For example, Electric Picks has launched 19 product collaborations with influencers, while Tommy Hilfiger partnered with Depop sellers for a “Made by Tommy, Styled by Depop” campaign.
n the ever-evolving world of influencer marketing, brands and creators must stay ahead of the curve to make the most of the latest trends and shifts. One such trend is the rise of AI-powered tools in content creation and distribution. By partnering with AI, creators like travel influencer Tanyka Renee Henry can unlock new possibilities and reach a wider audience with their content.
Brands and influencers are leveraging their platforms to drive positive change and highlight the importance of being mindful of our impact on the environment and society. An example of this trend is Maddie Wells, a beauty content creator on TikTok with 300,000 followers, who is emphasizing the importance of finding products that work for individual needs. Wells created a series where she commented on items she noticed were the “most returned” while working in beauty retail. She believes that the “de-influencing” trend is an opportunity for customers and influencers alike to consider the fact that products cannot serve all people equally. By promoting more mindful and sustainable consumption practices, Wells is driving positive change in the beauty industry.
Involving the community is a growing trend among digital influencers. MrBeast's Feastables marketing campaign exemplifies this trend by inviting his 18.8 million Twitter followers to organize the messy product displays in Walmart. Fans responded with enthusiasm, and MrBeast turned this groundswell of support into a “Shelfie Clean Up” campaign. Participants could enter a $5,000 lottery by posting selfies of their tidy displays on social media.
With the trend of de-influencing gaining momentum, micro-influencers who provide personalized and curated recommendations are gaining popularity. An excellent example of this trend is Depop seller Christie Eccles, who has built a virtual storefront called Christie's Cupboard that offers a mix of “‘90s, Y2K and classic pieces.” Eccles has built a loyal following of 101k followers on Depop by providing personalized recommendations and showcasing affordable fashion, generating more income than her part-time job and making her a household name to users on the platform.
The rise of social media and digital platforms has enabled creators of all kinds to monetize their content and reach audiences on a scale that was previously reserved for traditional media outlets. One great example of this trend is Roblox, which has embraced NFTs as a new revenue stream, allowing creators to sell virtual items and experiences to players using blockchain technology. This has opened up new opportunities for creators to monetize their work and engage with fans in innovative ways.
Brands and retailers can play a significant role in helping creators overcome the obstacles they face in building their communities and brands. There is an opportunity to provide resources, including equipment and platform subscriptions, networking, career growth opportunities, and infrastructure. Sephora, TikTok, and Digitas have collaborated to create the Sephora x TikTok Incubator Program, which offers educational training modules, insights from #beautytok creators, and the chance to partner with Sephora's top-rated beauty brands. The program is designed to help emerging creators and entrepreneurs overcome obstacles to growth and is in conjunction with Publicis Groupe's founding commerce agency partnership with TikTok.
In conclusion, the world of influencer marketing is constantly evolving, with new trends and shifts shaping the industry. By understanding these trends and leveraging them in their campaigns, brands and creators can build sustainable businesses and make a positive impact on the world. For a more in-depth look at the latest trends and insights, be sure to download PSFK's new report: Influencer Marketing Snapshot 2023.