As we near the final days of 2023, we are reflecting on this past year of social media and influencer trends. We saw Twitter become X, TikTok invest heavily into long-form content, and countless influencer campaigns come our way. So let us reflect on 3 of the biggest takeaways from influencer marketing in 2023 and use these lessons to guide your marketing efforts for the upcoming year.
1) Video still reigns supreme.
That’s right, TikTok, Instagram Reels, and other short-form video platforms are here to stay if 2023’s numbers are anything to go by. For the first time ever, TikTok became the most popular platform for brands using influencer marketing, with 56% of brands utilizing TikTok and 51% using Instagram, according to Influencer Marketing Hub’s 2023 Benchmark Report. Video allows for easy product demonstrations as well as creative ways to highlight a product, so continue to incorporate videos into your campaign strategies.
Consider adding long-form video content in particular into your strategy, as platforms like TikTok further invest into longer videos by testing 15-minute videos with some creators and rewarding creators who post longer videos through their Creativity Program.
2) It’s about the experience, not just the talking points.
On that note, consumers are more likely to engage with content that feels authentic and unique to the individual influencer, rather than branded content where it feels like the influencer is reading off a script. Go ahead and provide influencers with a list of key call-outs, but work with them to develop branded content that feels natural to the individual’s creative style.
Off of social media, real-life experiences through events, gifting, and interactive experiences can also enhance a consumer’s or influencer’s experience of your brand. Look beyond simple social media posts and explore unique influencer partnerships that elevate your brand.
3) Engagement metrics beat vanity metrics.
Likes aren’t everything, and in fact, they don’t do a great job of indicating if viewers are meaningfully interacting with branded content. Engagement metrics, like the number of comments, shares, story replies, link clicks, and saves on a post, are a stronger indicator that a viewer is interested in the content they are seeing and can give you a better sense of if those viewers will turn into customers. Focus on developing campaigns that encourage interaction to up your engagement metrics and establish new brand customers.