In a world where social media is at the forefront of our communication, brands have discovered a hidden asset for better reaching their target audience: influencer marketing. Influencers can make or break a brand’s reputation with a single post, from fashion to food, beauty to technology.
To stay ahead of the competition, brands must not only collaborate with influencers but also be able to identify emerging influencer marketing trends. As a result of the explosive growth of the influencer marketing space in 2023, the following are some of the trends you should keep an eye on for the future of influencer marketing.
Instagram and TikTok Reign Supreme
Instagram and TikTok continue to be the most popular platforms for influencer marketing.
Instagram’s popularity stems from its adaptability. Instagram caters to almost everyone, with the ability to create and share professional-looking photographs and short and long-form videos, but this also depends on your target audience. The content we see on Instagram is carefully curated – at least in the main feeds. Instagram Stories are great for showing real-time, ‘off-the-cuff’ content, and features like Reels and IGTV allow influencers to showcase their creativity and passion for content creation.
The majority of Instagram users are between the ages of 25 and 34, so to get the most out of your influencer marketing campaign, this should resonate with your brand’s target audience. Not only that, but Instagram is a great platform for building relationships with audiences and creating a sense of community, making it ideal for influencer marketing. After all, consumer engagement and loyalty are critical.
TikTok, on the other hand, has attracted a slew of world-famous social media influencers.
TikTok, like Instagram, allows users to like, comment, and share videos, but that’s where the similarities end. There are no options to repost or save content, but the app still has an impressive 689 million monthly active users worldwide. TikTok users are a younger demographic than Instagram users, with the majority of users aged 16 to 24, which is something brands should keep in mind to ensure their product aligns with this demographic.
As a brand, finding the right influencers works in a variety of ways, such as product reviews, short videos, or creating challenges that have the potential to go viral. Both social media apps provide users with an entirely different experience. Finding Instagram influencers and TikTok Influencers’ marketing campaigns for different reasons, with different audiences and content offerings.