Influence marketing. In France, the study conducted by Reech on content creators, partnerships and social networks is eagerly awaited. But it is not the only one. Like every year, the Influencer Marketing Hub site publishes a comprehensive report on the state of the influencer marketing sector. ” Influencer Marketing Benchmark Report 2023 was published last February. To highlight the biggest trends in the world of influence and social media, 3,500 marketing agencies, brands and other professionals were questioned.
With this document, we learn more about “the current state of influencer marketing, as well as some predictions for how people expect it to evolve over the next year and into the future. “, writes the team. By way of introduction, the report recalls that after the Covid, companies in the sector must face a new challenge: to succeed in continuing, despite the economic consequences of the crisis. “Unsurprisingly, many businesses have struggled to survive in this new environment. And those that have succeeded must find new ways of marketing to stand out in the minds of consumers. Creators and influencer marketing seem to be more important than ever to connect brands with their target customers,” the team reassures.
What does influencer marketing look like in 2023?
The influencer marketing industry is constantly evolving (and we keep telling you this). Once again, this report shows us how fluid and rapidly changing everything is. To give you a quick overview of future trends, and what is already present, here is a review of 5 figures that we believe are relevant to know at the start of the year.
- The influencer marketing industry is expected to grow to around $21.1 billion in 2023.
- 63% expect companies to use AI in the execution of their influencer campaigns, 2/3 of these brands will use AI for influencer identification. Good news for platforms.
- 71% of respondents (brands, agencies and influencers) admit to having increased the amount of content they produce and share.
- There is a strong preference for working with small (39% nano and 30% micro) influencers ahead of big-ticket macro influencers (19%) and celebrities (12%).
- TikTok (used by 56% of brands using influencer marketing) is now the most popular influencer marketing channel, ahead of Instagram (51%) for the first time and well ahead of Facebook (42%) and YouTube ( 38%).
