Influencer marketing: eMERGING TRENDS THAT WILL SHAPE THE REST OF 2023

By harnessing the power of word-of-mouth and scaling it via the medium of social media, it’s no secret that influencers play an increasingly active and important role in moulding the online marketing landscape as it continues to evolve. Often defining the content we consume, there are several emerging trends in influencer marketing that we will redefine the way brands connect with their audiences.

From the rise of artificial influencers and beige-fluencers, to what it means to be de-influenced and the unexpected return to QVC-style live shopping, it’s crucial that brands remain at the forefront of these developments to effectively activate content creators in a way that is appropriate in the current climate.

Here are 6 trends from the world of influencer marketing that are emerging as we head into the final quarter of 2023.

Influencer Investment - An Investment in Advocacy

Research reveals that 31% of senior decision-makers have witnessed improved brand sentiment through influencers, while 38% rely on influencers for product insights. Influencers play a significant part in fostering a sense of community and warmth between brands and consumers and therefore often have the ability to generate campaign content with positive sentiment.

While some still struggle to convince management about the merits of influencer marketing, brands must acknowledge the significance and value of creators.In 2023, they do more than just promote a product. They act as powerful advocates for your brand, building trust, reaching niche audiences and reinforcing authenticity.

This is expected to jump a further 29% to an estimated $21.1 billion in 2023, highlighting the sheer importance of influencers on consumer behaviours and habits.

Live shopping

In a remarkable example, beauty influencer Cariad Ryan generated £90,000 in sales within four hours on Black Friday 2022, demonstrating makeup looks live on TikTok.

Imagine QVC on a social media platform, accessible at your fingertips but hosted by young, trendy influencers. This is what we call a game-changer.

Brands must embrace live shopping not only to boost sales but also to enhance brand visibility and awareness in a hugely saturated marketplace.

AI INFLUENCERS

AI has made significant strides in influencer marketing, seamlessly integrating into operations as companies refine influencer data and partnerships. Major high-street brands like M&S, have started to explore AI influencers. They introduced ‘Mira’ in 2022 – their first virtual influencer, designed to tap into a younger audience and promote the retailers fashion line. As M&S turn their efforts to food-only outlets, and are looking at closing over 60 shops, virtual influencers offer greater efficiency when it comes to social, and removes the costs often attached to real-life influencer partnerships.

However, it’s clear that AI has limitations, particularly in content creation. While it can generate content, AI struggles to deliver on making it captivating and emotionally resonant – and therefore misses out on truly connecting with audiences. While Mira might be at the forefront of innovation, her content feels light-years away from the formats and creativity that real influencers are putting into their own posts.

Brands must also be cautious of the potential negative impact of AI-generated content, such as the risk of misinformation. Over 75% of consumers express concerns about misleading information in AI-generated content. To maintain trust and credibility, brands need to carefully monitor and verify AI-generated content.

DE-INFLUENCING

The phenomenon of “deinfluencing” is quickly gaining momentum on social media. Influencers are challenging the traditional script by advising their followers on products to steer clear of. Whether it’s expensive cosmetics or trendy gadgets, they aim to provide honest opinions that cut through the marketing hype. The hashtag #deinfluencing has amassed millions of views on TikTok alone.

This movement seeks to minimise waste and empower consumers to make informed decisions, encouraging them to question the influence of influencers and adopt a more critical mindset when it comes to our purchasing choices.

beige-fluencers

Finally, introducing the rise of Beige-fluencers. Say hello to the monotonous world of so- called perfect living, where ordinary, mundane activities have become the epitome of aspirational living. It seems that the key to a fulfilling life lies in actions like wearing co- ordinated pyjamas, adhering to strict routines, and frequenting Starbucks (spiced pumpkin latte, anyone?).

Our screens are inundated with videos showcasing bedtime rituals and coffee shop outings, while influencers like Molly-Mae Hague and Matilda Djerf, with their beige aesthetics, amass millions of followers. The promise? Routine and rituals will bring you profound satisfaction. Here at eight&four, we have a mixed response to this - a marmite trend in the making perhaps?

BRINGING LONG-TERM INFLUENCER PARTNERSHIPS TO LIFE

We’re approaching a new era of influencer partnerships that is beyond transactional. Brands are starting to look at ways to drive meaningful connections that transcend sales, working with those who have a mutual passion for the product.

79% of influencers are actually now looking for long-term partnerships – allowing them to build a genuine relationship with the brand and produce content which is original and natural for their audience. At eight&four, we’ve developed influencer programmes that do just this – warming audiences, generating engagement and ultimately delivering business ROI.

CASE STUDY: GENESIS FRIENDS

eight&four successfully demonstrated the effectiveness of long-term influencer activations through the Genesis Friends initiative. This 6-month partnership involved influencers targeting the UK, Swiss, and German markets collaborating with Genesis Europe, a premium Korean automotive brand.

Throughout the 6-month duration, the Genesis Friends were provided with their own Genesis model, enabling them to create monthly social media content with a customized focus. They also participated in at least two significant brand events tailored to their respective markets.

Consequently, Genesis Europe enjoyed a continuous flow of high-quality influencer-generated content, thanks to the ongoing nature of the partnership. The influencers’ communities benefited from this long-term collaboration, as they had the opportunity to authentically learn about the Genesis brand through a trusted third-party voice. The Genesis Friends received a significant number of inquiries from their communities, demonstrating interest in obtaining more information about the brand, car specifications, and booking test drives.

WORK WITH US

If you need any guidance on forming an effective and bespoke influencer strategy for 2023, our specialised teams are here to help. Get in touch - we’d love to hear from you: ines.casas@eightandfour.com