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What Were Some of The Best Influencer Marketing Campaigns in 2022?
Influencer Marketing
At this point, a majority of marketers believe that influencer marketing is a viable and effective tactic. In fact, 93% of marketers have been involved in some way with an influencer marketing campaign. However, not everyone is equipped with the best tips and tools to use it.
Let’s round up some of the best examples of influencer marketing campaigns in recent history, discover why they were successful, and learn what trends are coming for influencer marketing in 2023.
What Are Some of The Best Recent Influencer Marketing Campaigns?
As a relatively new innovation, influencer marketing has already evolved so much in the last few years.
Use some of these social media influencer marketing examples as inspiration to develop a successful campaign of your own.
Ralph Lauren
For the 2019 U.S. Open Tennis Championship, clothing brand Ralph Lauren collaborated with Diana Silvers, an actress and influencer, to target younger potential customers. They created a series of videos with her that amassed a large number of views. Additionally, utilizing the hashtag, #winningRL, they encouraged user participation by creating a challenge that enticed people to submit videos where they were winning, offering a prize for the best ones.
Eos
In 2021, Eos spent 15% of their marketing budget on TikTok and it paid off. The brand leaned into some of the app’s more niche communities, such as #ArtTok, to promote their new Eos Flavor Lab lip balm. They partnered with 11 artists on the app to create custom art pieces out of the new balms, boosting and linking the posts to encourage views and purchases. The videos, along with the campaign hashtag (#eosflavorlab), gained millions of views for the brand, making the campaign successful.
Revolve
Fashion brand Revolve found success last year when they launched their very own brand ambassador program. This program allowed engaged customers to become more involved with the brand and receive incentives. Ambassadors would receive free products from the retailer as well as event invitations and other commissions. The launch of this program drew a waiting list of over 10,000 applicants and increased their online traffic, but time will tell how effectively they utilize these brand ambassadors in the future.
What Trends Will We See In Social Media Marketing for 2023?
In the constantly changing space of social media marketing, 2023 is sure to bring new changes and trends. Here are the top 5 things we predict for influencer marketing in 2023.
- Continued transition from text content to images, audio, and video. While this trend has already been seen across platforms, we believe it will only continue in the years to come. Apps like TikTok, which has a personalized feed filled with short-form video content from a variety of creators, have encouraged the popularity of video content. Instagram recently launched Reels, their own version of vertical video content. Even Twitter, which is primarily used for sharing text and images, just released an update allowing users to place multiple content formats into a single tweet, further encouraging this trend.
- The rise of the nano- and micro-influencer. While celebrities and macro-influencers have a large audience base, typically, it’s actually nano and micro influencers that have a higher engagement rate. Since they are cheaper to work with and often have more influence per follower than larger creators, more brands may try to find and work with these kinds of creators in the years to come.
- Creators will find more specific niches. Influencers are often encouraged to “find their niche,” or their specific area of interest and expertise. In 2023, we expect that due to the increasingly competitive content creator talent pool, influencers will have to get more creative and specific with how they position themselves. For example, some fashion influencers could dive more into sustainable fashion, or foodies might funnel themselves into one diet type or metroplex.
- More backlash and more influencers “canceled.” Generation Z is a decidedly moral generation when it comes to how they view celebrities and brands. In fact, 77% have taken some form of action for a cause they believe in and 23% have even boycotted a brand. Influencers will need to place a major focus on their personal brand, and companies wanting to work with influencers will find that vetting them has never been more important.
- Sustained focus on diversity and inclusion. Since 2020 especially, there has been an increased focus on diversity, equity, and inclusion. Brands that are continuing to be inclusive are seeing increased success. Going into 2023, brands should focus more on diversity and inclusion in their influencer marketing campaigns.
Let Lionize Help You Plan An Influencer Marketing Strategy for 2023
Lionize’s influencer marketing software can help simplify the entire influencer marketing process, saving you time and money. From finding the right influencers to tracking campaign results, our software lets you get everything done on one, easy-to-use platform. Contact us today to see how we can help you tackle influencer marketing in 2023.
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