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Despite inflation continuing into the new year, we believe that influencer marketing will endure.
Why? Trust may have a little something to do with it.
“I think that marketers are smart to turn to creators in times of uncertainty because we know that’s when people are the most wary of advertising,” said Angela Seits, head of strategic planning and insights at PMG, during our virtual summit earlier this month. “Creators who have established trust are the right voices to turn to.”
As influencer marketing grows, there’s bound to be shifts in what works—and what doesn’t. Here are five ways that the industry has shifted this year, and what may be on tap in 2023.
1. Images don’t cut it anymore
Gone are the days when an influencer could offer up a single image and call it a day. Today’s social media audiences want more.
“There’s a shift from photos to videos, but also an aspect of being relatable,” said Jane Ko, social influencer and the blogger behind A Taste of Koko. “They want to hear what’s happening in my life, or they want to see that I’m on a trip, or if I’m renovating my house.”
2. Shrinking attention spans mean shorter videos
Gen Z loses active attention for ads after just 1.3 seconds, according to a study by Yahoo and OMD Worldwide.
With increasingly short attention spans comes a need for increasingly short (but attention-grabbing) videos.
“You have to really hit the CTA in the message before people swipe away from that sponsored video, whether it’s organic or non-organic,” said Ko. “I’m seeing briefs now that actually say 15 to 20 [seconds], don’t go over 20.”
3. Influencer content is driving different behavior
As shoppable content has come into play, influencer marketing is moving further down the funnel.
“One of the strategies we’ll continue to explore in 2023 is driving users further down the funnel on unexpected platforms,” said Seits. For example, PMG’s client SurveyMonkey is using business…
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