Influencer Marketing

Influencer Marketing Trends in 2023

By Editorial Staff

For brands looking to stay ahead of the curve and create successful influencer campaigns, it’s essential to keep up with the latest influencer marketing trends in 2023 to help traverse the ever-evolving influencer marketing landscape. Influencer marketing is a crucial component of modern marketing strategies, providing brands with the opportunity to create authentic connections with influencers.

In this article, we will explore the hot influencer marketing trends in 2023 that brands need to know to create effective and engaging influencer campaigns. These trends include:

  • The rise of micro-influencers
  • The importance of authenticity
  • The shift to video-form content
  • The growing emphasis on sustainability
  • The importance of diversity and inclusion in influencer campaigns

By understanding and leveraging these trends, brands can create successful influencer campaigns that resonate with their target audiences and help them achieve their marketing goals.

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Influencer Marketing is An Unstoppable Tide

In recent years, influencer marketing has grown rapidly from platforms like Instagram, YouTube, and TikTok. Influencer marketing involves partnering with social media influencers who have a large and engaged following to promote a brand or product. The influencer creates content that showcases the brand or product to their audience, which can range from a product review to a sponsored post or video.

For starters, TikTok influencer marketing has exploded in popularity over the years. With over one billion active users worldwide, TikTok has become a popular platform for brands looking to reach younger audiences. TikTok influencers, known as TikTokers, have amassed millions of followers and have become powerful influencers in their own right.

TikTok influencer marketing has become increasingly important for brands looking to tap into this platform’s massive user base. TikTokers create short-form videos that are often entertaining, educational, and engaging, making them a perfect fit for promoting brands and products. Many brands have already made use of TikTok influencer marketing to create sponsored content that showcases their products, and the results have been impressive.


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A post shared by TomFletcher (@tomfletcher)

One of the reasons why TikTok influencer marketing has been so successful is because it’s authentic. TikTokers have close relationships with their followers, and their content feels genuine and relatable. This makes them an ideal partner for brands looking to create content that resonates with their target audience. Additionally, TikTok’s algorithm favors organic content, which means that sponsored posts from influencers are more likely to be seen by users compared to other platforms where sponsored posts may be seen as intrusive.

If you’re looking to become an influencer, check out How To Negotiate with Brands as an Influencer. 

Trend #1: Micro Influencers

Likewise, micro-influencers have emerged as a significant trend in influencer marketing in recent years. Unlike traditional influencers, micro-influencers have a smaller but highly engaged audience that is typically more niche and targeted. These influencers may have anywhere from a few thousand to tens of thousands of followers, but their content often has a higher engagement rate compared to influencers with larger followings.

Micro-influencers have become an attractive option for brands. First, their smaller audience means they often have a more dedicated and loyal following, which can lead to higher engagement rates and better results for brands. Additionally, micro-influencers often have a niche focus or expertise, making them ideal for promoting products in specific industries or categories. They are also more affordable than traditional influencers, making it easier for smaller brands with limited budgets to access influencer marketing.

Another advantage of working with micro-influencers is that they can help brands tap into local communities. For example, if a brand wants to promote a product or service in a specific city or region, partnering with local micro-influencers can be an effective way to reach that audience. This approach can help build stronger relationships with local customers and drive sales in specific markets.

Trend #2: Authenticity

Authenticity has become one of the most crucial influencer marketing trends in 2023. Consumers are increasingly savvy about influencer marketing and are looking for content that feels genuine and authentic rather than promotional or staged. Authenticity is not only about being transparent about sponsored content, but it’s also about creating content that aligns with the influencer’s personal brand and feels natural and organic.

Authenticity in influencer marketing involves building trust with the audience. Influencers who share their honest opinions and experiences with products, even if it’s not always positive, can build a loyal following and help brands establish credibility. Consumers are more likely to engage with content that feels genuine and relatable, even if it’s sponsored.


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A post shared by rae (@valkyrae)

One way that brands are encouraging authenticity in influencer marketing is by giving influencers creative control over sponsored content. Brands are increasingly working with influencers to develop content that fits the influencer’s style and voice while still promoting the brand’s products. By giving influencers creative freedom, brands can create content that feels more authentic and less like an advertisement.

Another way that brands are promoting authenticity in influencer marketing is by partnering with influencers who align with the brand’s values and mission. This approach can help ensure that the influencer’s content feels genuine and resonates with the brand’s target audience. Brands are increasingly looking for influencers who share their values, such as sustainability, diversity, and social responsibility.

Find more successful influencer marketing examples here

Trend #3: Video Content

Video content has become another one of the biggest influencer marketing trends in 2023. Social media platforms, such as Instagram, TikTok, and YouTube, have all introduced video features that changed the way that influencers create and post. Video content allows influencers to showcase products and services in a more engaging and dynamic way, which leads to higher engagement rates.

One reason why video content has become so popular in influencer marketing is that it allows for more creativity and storytelling. Influencers can create videos that tell a story, demonstrate a product, or offer a behind-the-scenes look at their lives. By doing so, they can create content that feels more authentic and engaging, which can help build a loyal following and increase brand awareness.

Another advantage of video content in influencer marketing is that it can be repurposed across different platforms. For example, a video created for Instagram can also be shared on YouTube or TikTok, allowing influencers to reach a wider audience and maximize their content’s value. This approach can be particularly effective for brands that want to reach audiences on multiple platforms with a cohesive message.

Brands are also recognizing the power of video content in influencer marketing and are increasingly investing in video campaigns. By partnering with influencers who specialize in video content, brands can create high-quality, engaging content that resonates with their target audience. Video content can also be used in a variety of ways, such as product demonstrations, tutorials, and reviews, making it a versatile and effective tool for influencer marketing.

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Trend #4: Sustainability

Sustainability is next on our list of top influencer marketing trends in 2023. Consumers are increasingly concerned about the impact of their purchases on the environment and are looking for brands and influencers who share their values. This shift in consumer behavior has led to an increase in sustainable and eco-friendly influencer campaigns, with brands partnering with influencers who prioritize sustainability and promoting products and services that are environmentally conscious.

One way that influencers are promoting sustainability is by sharing their own eco-friendly habits and promoting products that are sustainable. Influencers who advocate for a more sustainable lifestyle and showcase products that are eco-friendly can inspire their followers to make more sustainable choices. For example, an influencer might share a post about their favorite reusable water bottle or promote a clothing brand made from sustainable materials.


Greenwashing alert 🚨 #greenwashing #fastfashion #sustainablefashion #sustainablefashiontiktok

♬ Careless Cbat – There I Ruined It

Another way that brands are promoting sustainability through influencer marketing is by partnering with influencers who prioritize sustainability and align with the brand’s values. By working with influencers who share their values, brands can create campaigns that feel authentic and genuine, resonating with the target audience. Brands are also seeking out influencers who have a large and engaged following and can promote sustainability to a wider audience.

Influencer marketing can be a powerful tool in promoting sustainability. By partnering with influencers who prioritize sustainability and creating campaigns that focus on eco-friendly products and services, brands can promote more sustainable habits among their audience. As consumers continue to prioritize sustainability, we can expect to see more brands and influencers investing in sustainable influencer campaigns to create a better world for all.

Enjoying this article? For more information, check out Influencer Marketing Mistakes Every Brand Should Avoid

Trend #5: Diversity and Inclusion

Influencer marketing has evolved significantly in recent years, with brands and influencers adapting to changing consumer demands and trends. One important trend that has emerged is the focus on diversity and inclusion in influencer marketing campaigns.


@able im obsessed with you #plussizefashion #inclusivefashion #inclusivity #inclusivebrands #psootd #curvyfashion #sustainablebrands

♬ original sound – Hannah | Plus Size Fashion

With consumers wishing for more representation and inclusivity in advertising, brands and influencers are recognizing the importance of diversity. As a result, these people are now incorporating it into their campaigns. This has led to a rise in the number of campaigns that feature influencers from diverse backgrounds, including those from marginalized communities such as people of color, LGBTQ+ individuals, and those with disabilities.

Influencers themselves are also promoting diversity and inclusion by sharing their own experiences and perspectives. By using their platforms to speak out on issues related to diversity, they are helping to break down stereotypes and promote acceptance among their followers. In addition, influencers who come from marginalized communities can offer unique insights into their culture and experiences, helping to promote diversity and inclusion in influencer marketing.

Brands are also investing in campaigns that promote diversity and inclusivity, partnering with influencers who align with their values and represent a diverse range of identities and backgrounds. By creating campaigns that are more inclusive and resonate with a wider audience, brands can attract a more diverse customer base and promote acceptance and understanding.


pre performance energy

♬ Blicky – Fresh X Reckless


In conclusion, influencer marketing is a dynamic and evolving industry that continues to adapt to the changing demands and preferences of consumers. Brands and influencers are embracing new trends and techniques to create campaigns that resonate with their target audience, build trust, and drive engagement.

From the rise of TikTok influencer marketing to the importance of sustainability and the focus on diversity and inclusion, there are key trends that continue to shape today’s industry. Brands and influencers that can effectively incorporate these trends into their campaigns are destined to see success.

As influencer marketing continues to grow and evolve, it is essential for brands and influencers to stay up-to-date on the latest trends and techniques. By embracing these influencer marketing trends in 2023 to create campaigns that are authentic, engaging, and resonating, brands will be able to build a loyal following and drive meaningful impact. With the right strategy and approach, influencer marketing can be a powerful tool for brands and influencers to achieve their goals.

Keep up to date with all influencer marketing trends in 2023 with NeoReach!

This article was written by Katie Hale

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