Is influencer marketing over? - bicom

Is influencer marketing over?

At this point, almost everyone knows about influencer marketing – from your mom to your youngest siblings. Most people in 2022 have seen or been influenced by the phenomenon, either via TikTok videos, reposts on Facebook or Youtube videos.

As professionals in the industry, the question we get the most often is : what’s next for influencer marketing – haven’t we seen everything?

My answer is no. Much like media, technology, trends and habits, its always evolving, bringing Influencer Marketing to another level and adapting to its environment.

Curious to see what is coming for Influencer Marketing in 2023? We have some answers for you!


First things first: What is Influencer marketing?

 Influencer marketing is a type of marketing that focuses on using key opinion leaders to drive a brand’s message to the larger market, to the consumers, people like you and I. These leaders, or influencers, have a large following of people who trust their opinions and/or love their content, it’s as simple as that. And when they endorse a product or service, consumers are more likely to take notice.


Is this really still true?

In 2023, as was the case in 2022, authenticity will increasingly be important to consumers. Approximately 90 percent of consumers reported that authenticity played a factor in their shopping decisions. This comes as no surprise as consumer awareness increases in a very saturated market full of influencers and options. People are more likely to trust and buy products recommended by people who have no affiliation to the brand, that we’re aware of.  This is why businesses are increasingly incorporating user-generated content into their social media marketing strategies, allowing them to increase their brand exposure and reach a larger market.


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Example: Brands such as Rare Beauty use consumer content on their social platforms, making them appear more accessible and real in the eyes of the consumer.


On the other hand, using nano-influencers, people like me and you who are regular consumers active on social media are also a great way to connect with potential consumers. You can read more about this phenomenon on our blog to know more about this new Influencer Marketing trend and why it is becoming interesting for brands.


Videos are still king

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One of the most noticeable trends on social media in the past few years is the arrival of short-video content (stories, reel, TikTok) instead of very curated images. We have TikTok to thank for bringing this trend onto Instagram and YouTube.

Short videos are everywhere, and for good reason. This type of content captures just enough detail and key messages, and delivers it in a short and sweet package. Plus, back to our first point, videos come across as more relatable and organic than a perfectly curated picture.
Now, more brands are able to profit from Influencer Marketing as more information can be shared and an influencer’s charisma, the music used, the angle etc. make the products or services more memorable and recognizable.

There are many reasons why Influencer Marketing is going to stay – I’ve listed a few of them but the market is always ready to evolve and change based on the user’s activity. Social media giants like Facebook, Instagram, and TikTok will continue to accelerate their technical advancement.

Something to remember for a successful campaign? Keeping up with trends and news related to digital transformation is crucial to the success of brands and businesses, and trust the creator’s creativity and knowledge of their own audiences to create the most relatable and engaging content for their followers. Because at the end of the day, they are the ones giving the message – and it is important to *trust the process*.