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Influencer Marketing Trends in 2023

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Influencer marketing trends 2023

The realm of influencer marketing is a constantly changing one, with new creators, platforms, regulations, and trends emerging constantly. 

But, fear not! Our team of influencer marketing experts dove into top trends that have been happening in social media and influencer marketing in 2023 so that you don’t have to. 

Follow along as we discuss the trends currently being seen in the influencer marketing industry and how this creator-based marketing remains an effective strategy today and into the foreseeable future.

What Will Be The Top Influencer Marketing Trends For 2023?

Social media has had a huge impact on marketing, and our ability to effectively target the audience you’re looking for. But with so much digital noise out there, from regular social media users to influencers to other brand accounts, it can be extremely difficult to attract and keep people’s attention. 

Let’s take a look at some of the trends happening within the influencer marketing space right now so that your content can break through the noise and reach who you want it to. 


In recent months, the term “de-influencing” has gone viral on TikTok. Influencers are known for giving great product recommendations – but some are starting to do the reverse. In an attempt to be more honest with the products they pitch to their followers, some content creators have started being forthcoming about things that they’d avoid buying. For example, gamers have begun to speak out about chairs, accessories, and other gaming-related purchases that they felt were a waste of money. Beauty influencers and skincare gurus have done the same, and have also started turning their attention more toward cheaper options that emulate popular branded products (called “dupes,” short for “duplicates”).

Micro-Influencers on the Rise

We’ve talked before about up-and-coming content creators having the potential to be a brand’s secret superpowers. Influencer accounts with lower followings and fewer brand partnerships, also known as micro-influencers or even nano-influencers, are a growing source of success for numerous companies. Since these smaller creators are cheaper to work with than celebrities and macro-influencers and have often built more authentic engagement within their following than the others, we anticipate that more brands will try to find smaller creators to work with in 2023 and beyond.

Content Creators Turned Creative Directors

Brands are beginning to place trust in influencers as more than just creators. Some companies are leaning on their long-term creative partners to drive the larger marketing strategy for their organization, even going so far as to hire them as their in-house Creative Directors. This has happened for celebrities, such as Kate Moss for Diet Coke and Pharell Williams for Louis Vitton, as well as for influencers, such as fitness influencer David Laid for GymShark and Love Island contestant Molly Mae for PrettyLittleThing. 

Video Content Is Everything

It’s no secret that TikTok changed the game in many ways. Instagram, Facebook, and YouTube have all rolled out different versions of a TikTok-like feed, with short- and long-form vertical videos and an easily swipeable experience. Even Spotify, the music streaming giant, is rolling out a new TikTok-esque feed. With more and more platforms adopting this addictively scrollable content consumption style, video content has never been more important. If they want to be noticed in today’s digital space, savvy marketing teams should begin incorporating engaging vertical videos into their strategy if they haven’t already done so.

These influencer marketing examples illustrate some big changes in the industry, with power generally shifting away from brands and towards creators, as well as the social media platforms they’re posting on. 

Will Using Influencers Remain An Effective Marketing Strategy?

As we’ve discussed here and in other blogs, influencer marketing can be a highly effective, highly targeted, and highly cost-effective marketing method. However, like any marketing strategy, its effectiveness can vary depending on many factors, such as the brand, product, influencer, target audience, and more. 

Here are some influencer marketing statistics that showcase its power and keep us believing that it’s here to stay as a viable strategy for the foreseeable future:

  • According to a survey by Influencer Marketing Hub, 89% of marketers say that the ROI from influencer marketing is comparable to or better than other marketing channels.
  • A survey by Mediakix reported that 80% of marketers find influencer marketing to be effective for raising brand awareness.
  • According to a study done by Collective Bias, 70% of millennials prefer non-celebrity influencer product endorsements over those from traditional celebrities and nearly 60% of consumers have considered content from a blog or social media post when shopping in-store. 

How Lionize Can Help With Your Influencer Marketing 

Learn how our cutting-edge, easy-to-use technology can help with your 2023 influencer marketing strategy on a quick demo call today!