Simply put, influencer marketing is going absolutely nowhere but straight to the bank if you look at the global figures. According to multiple sources (you can check out some of our international references at the bottom), influencer marketing is (still) going strong, with predictions stating that influencer marketing spend will reach $15 billion globally (reaches for champagne).
This growth is driven by increased spending from existing brands that have seen value in influencer marketing (check out some of our campaigns and content we are proud of here). So while many brands and businesses have had to reduce marketing budgets overall, influencer marketing still appears to increase and enjoy the lion’s share of budget allocations.
Researchers are going so far as to say that by 2025, influencer marketing will total an eye-watering $24 billion, because consumers obvs love what they’re seeing, and brands love influencers’ work in getting their message out there. So based on our experience - and also what global researchers are saying - here are our predictions for what influencer marketing could look like in 2023:
Earlier this year we went live with our TikTok channel, and many of the influencers we work with love love love this platform. The algorithm is still ‘pure’ and content can go viral without relying on a large following, but here's the thing…Instagram is still the most popular and most used social platform for influencer marketing. TikTok comes in second (it is the fastest-growing), with IG enjoying a cool 1.46 billion users in 2022. According to New York-based Insider Intelligence, influencer marketing spend on TikTok will exceed Facebook by the end of 2022 and YouTube in 2024.
However, due to TikTok’s fresh face on the marketing scene, it is still considered an ‘experimental platform.’ And as you know, social media is a fickle place. International brands and specialized marketing agencies are still not 100% sold on a consistent TikTok strategy.
Check out the table below for stats and predictions taken directly from The B2B House, showing the influencer marketing spend share on social media platforms (% of total influencer marketing spending).
When it comes to your average (social media) Joe in 2022, they’re engaging with an average of 6 to 7 different social media platforms. Don’t believe us? Think about it. There’s Pinterest, Facebook, Instagram, TikTok, LinkedIn, YouTube, Whatsapp and Telegram (and many more). That means a lot of cross-pollination is going on in terms of ideas and sharing content, making cross-channel campaigns a ‘must-do’ for brands in 2023. If you’d like to check out some of the multi-channel campaigns we’ve done, follow this link.
Cross-channel collabs bring the reach most brands want - especially start-ups and new product launches. Your TikTok user is very often different to your Facebook user, but the interest could still be there. For example, TikTok brings entertainment, IG brings the #inspo, the socializing, the sharing of products and the recommendations, while FB brings the longer-form captions with more info.
Therefore, if you’re doing an influencer collab on both TikTok and The Gram, your product could be shared in a fun way on TikTok, but more informative and aesthetically pleasing on IG.
We consider all options when brands approach us for influencer marketing strategies and campaigns, so if you’re unsure about which platforms work best or which would align well with your product or audience, we’re the team for you!
This brings us to our next point about cross-channel campaigns... coordinating and co-creating social feeds. We’re going ‘coco’ (sorry, we couldn’t resist) for this trend!
In 2022, we’ve been involved with many product launches showing up across various platforms, with brand ambassadors all using a consistent look and feel to grow better brand association. This trend is definitely part of many fashion and lifestyle brands’ influencer marketing strategy.
Obviously, way too many things to include in just one blog. So now that you have a better idea of where your brand could and should be showing up, for more practical tips on what influencer marketing will look like in 2023, we will be releasing PART TWO in the next few days…
If you’d prefer to talk to one of our team about a personalized influencer marketing strategy for 2023, then get in touch here or give us a follow on Instagram, Facebook, LinkedIn and TikTok where we’re always sharing advice and industry-leading tips.
While we’re South Africa’s leading specialized influencer marketing agency, we’re not the only ones in the world doing influencer ‘tings,’ we’re often looking at trends overseas and these are just some of the many reads we considered when writing this blog:
Simply put, influencer marketing is going absolutely nowhere but straight to the bank if you look at the global figures. According to multiple sources (you can check out some of our international references at the bottom), influencer marketing is (still) going strong, with predictions stating that influencer marketing spend will reach $15 billion globally (reaches for champagne).
This growth is driven by increased spending from existing brands that have seen value in influencer marketing (check out some of our campaigns and content we are proud of here). So while many brands and businesses have had to reduce marketing budgets overall, influencer marketing still appears to increase and enjoy the lion’s share of budget allocations.
Researchers are going so far as to say that by 2025, influencer marketing will total an eye-watering $24 billion, because consumers obvs love what they’re seeing, and brands love influencers’ work in getting their message out there. So based on our experience - and also what global researchers are saying - here are our predictions for what influencer marketing could look like in 2023:
Earlier this year we went live with our TikTok channel, and many of the influencers we work with love love love this platform. The algorithm is still ‘pure’ and content can go viral without relying on a large following, but here's the thing…Instagram is still the most popular and most used social platform for influencer marketing. TikTok comes in second (it is the fastest-growing), with IG enjoying a cool 1.46 billion users in 2022. According to New York-based Insider Intelligence, influencer marketing spend on TikTok will exceed Facebook by the end of 2022 and YouTube in 2024.
However, due to TikTok’s fresh face on the marketing scene, it is still considered an ‘experimental platform.’ And as you know, social media is a fickle place. International brands and specialized marketing agencies are still not 100% sold on a consistent TikTok strategy.
Check out the table below for stats and predictions taken directly from The B2B House, showing the influencer marketing spend share on social media platforms (% of total influencer marketing spending).
When it comes to your average (social media) Joe in 2022, they’re engaging with an average of 6 to 7 different social media platforms. Don’t believe us? Think about it. There’s Pinterest, Facebook, Instagram, TikTok, LinkedIn, YouTube, Whatsapp and Telegram (and many more). That means a lot of cross-pollination is going on in terms of ideas and sharing content, making cross-channel campaigns a ‘must-do’ for brands in 2023. If you’d like to check out some of the multi-channel campaigns we’ve done, follow this link.
Cross-channel collabs bring the reach most brands want - especially start-ups and new product launches. Your TikTok user is very often different to your Facebook user, but the interest could still be there. For example, TikTok brings entertainment, IG brings the #inspo, the socializing, the sharing of products and the recommendations, while FB brings the longer-form captions with more info.
Therefore, if you’re doing an influencer collab on both TikTok and The Gram, your product could be shared in a fun way on TikTok, but more informative and aesthetically pleasing on IG.
We consider all options when brands approach us for influencer marketing strategies and campaigns, so if you’re unsure about which platforms work best or which would align well with your product or audience, we’re the team for you!
This brings us to our next point about cross-channel campaigns... coordinating and co-creating social feeds. We’re going ‘coco’ (sorry, we couldn’t resist) for this trend!
In 2022, we’ve been involved with many product launches showing up across various platforms, with brand ambassadors all using a consistent look and feel to grow better brand association. This trend is definitely part of many fashion and lifestyle brands’ influencer marketing strategy.
Obviously, way too many things to include in just one blog. So now that you have a better idea of where your brand could and should be showing up, for more practical tips on what influencer marketing will look like in 2023, we will be releasing PART TWO in the next few days…
If you’d prefer to talk to one of our team about a personalized influencer marketing strategy for 2023, then get in touch here or give us a follow on Instagram, Facebook, LinkedIn and TikTok where we’re always sharing advice and industry-leading tips.
While we’re South Africa’s leading specialized influencer marketing agency, we’re not the only ones in the world doing influencer ‘tings,’ we’re often looking at trends overseas and these are just some of the many reads we considered when writing this blog:
We’d love to hear from you. For any enquiries, questions or conversations, feel free to contact us.
