6 Influencer Marketing Trends for 2023!

From hyperlocal communities and iCommerce to virtual experiences powered by artificial intelligence and subscription services, influencer marketing will create a new world order for brands.

Ogilvy presents the most important trends in influencer marketing, whose global value has grown from $1.7BN in 2016 to $16.4BN in 2022. The report's findings will help brands build awareness, improve engagement and increase revenue in 2023. Each of the six identified trends will give brands access to the flourishing influencer economy. The full report is available for download here.

iCommerce and TikTok as a commercial force

One of the key trends is iCommerce, or the influence economy. TikTok has become the third-largest social platform and the strongest cultural and commercial force for today's consumer. This applies not only to Gen Z and Gen Alpha, as 36% of the platform's users are over 30. #TikTokMadeMeBuyIt has over 29.3 billion views and drives iCommerce through live product testing of purchased items. This trend gives brands unprecedented insight into a campaign at every stage and demonstrates remarkable effectiveness — 49% of TikTok users have already reported making purchases through the platform.

- Influencer marketing works because people trust people more than they trust brands. Influence allows brands to reach audiences and connect with them in an authentic way. - says Rahul Titus, Global Head of Influence for Ogilvy PR and author of the report - As we head toward economic uncertainty, it is important for brands to be efficient and effective in their spending. Some of the influencer-related trends, harnessing the power of hyperlocality, allow them to bypass mass-market sales models and reach their target audience in an authentic way.

Subscriptions and AI in the service of creators

Other trends examined include subscription services and artificial intelligence. Platforms such as OnlyFans and Patreon are becoming mainstream. This business model will define 2023, unlocking a new revenue stream for creators that goes beyond paid advertising. Even artificial people — in the form of AI — are becoming more real. Another significant trend concerns Health Influence. 40% of people say that information found on social media influences how they cope with a chronic illness, their approach to diet and exercise, and even their choice of doctor.

- At a time when consumers feel overwhelmed by advertising content reaching them from many different places, Influence is becoming a new, effective and constantly evolving frontier of marketing. For consumers, authentic credibility has overtaken hard selling when it comes to trust. The future of influence is real people with real stories, making a real impact. - adds Rahul Titus.

The most important influencer marketing trends in 2023

You can see the full report here.

Edited by: PN

Summary

The Ogilvy report identifies six trends that will shape influencer marketing in 2023, as its global value grew from $1.7 billion in 2016 to $16.4 billion in 2022. Of key importance is iCommerce driven by TikTok, where 49% of users have already made purchases, along with the growth of subscription models such as OnlyFans and Patreon.

Artificial intelligence and health influence are also playing an increasingly important role — for 40% of respondents, social media content influences health decisions. As Rahul Titus emphasizes, consumers' authentic credibility has overtaken hard selling, which makes influencer marketing an effective tool in times of economic uncertainty.