2023-05-04 15:28:25
Blogging is a young and rather chaotic industry by nature. The events of 2022 have become a driver of even more dynamic and unexpected changes in the international influencer marketing market. All players are adapting to the situation in different ways, but the general trends are already noticeable and will certainly continue throughout 2023. Warketing Digital will tell you about the latest trends of the season!
Expertise
Truly expert content has become more valuable. Now, users and bloggers are striving to avoid information noise, and the weight of every word and information product is rated twice.
This is also important for cooperation. If earlier blogger integrations relied on their image, now bloggers convey the benefits of the product with the help of rational arguments that the influencer manager must necessarily describe in the task description.
Dynamic instead of static content
Video content remains the most promising format. Despite TikTok, other social networks are successfully adapting short vertical videos to their platforms. Instagram Reels and YouTube Shorts have the highest audience coverage. Longer videos are also in vogue: in the new decade, YouTube shows have already firmly replaced TV shows. Therefore, ad embeds shot as shorts or sketches are very popular and will be trending for a long time.
Stay Honest
The trend is for sincerity and awareness instead of hype and PR over high-profile news. Users are avoiding aggressive content on the web, bloggers have also become more cautious and attentive to the feelings of their audience. Influencers openly broadcast their position if they trust it and have a high level of trust in the public.
Selectivity of bloggers
As a result of the reasons mentioned above, bloggers have become much more selective in their approach to offers. They are afraid of losing the trust of the public and their own reputation, so they confidently refuse advertisers who offer questionable services or goods. Previously only a few influencers could do this, now selectivity is more the rule than the exception.
The cross-platform approach
Bloggers started duplicating content and running more and more channels at the same time. There are new social networks that are actively attracting influencers to their sites (Yappy, Tier, Be Real, Vero, Now, etc.) Skepticism is giving way to pragmatism, so content creators are willing to master new apps.
Micro and nano-bloggers are always on horseback!
archyde news by large bloggers has not become cheaper, and provided marketing budgets in general are drastically reduced, companies find cooperation with micro and nano-bloggers more efficient. They are influencers in their niche, they have an engaged audience that trusts them. The quality of subscribers of micro bloggers is often much higher than that of many millionaires.
Non-standard collaborations and approaches
In 2023, brands and influencers will increasingly unite and exchange audiences through joint products, stories, events and other new and non-standard cooperation formats. Marketing in the new reality should be bright and memorable, so cooperation with bloggers will be associated not only with online , but also with offline events, promotions and information guides.
Mechanical CPA (Cost per action)
In general, marketing aims to calculate the ultimate effectiveness of cooperation with bloggers. Not all advertisers can afford image placements. Therefore, more often, marketers will offer mechanisms intended for a specific action of subscribers, and the payment for integration will also depend on this criterion.
Thus, influencer marketing continues to grow, despite all the obstacles. Perhaps 2023 will be even more eventful for the industry than the previous one. After all, the experience will allow the player to come up with new formats faster and more interesting and create truly effective collaborations.
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