We're expecting rapid growth and a plethora of new trends emerging in this billion-dollar industry. Like anything else, social media has proven to be an unpredictable world, with new, innovative, and mercurial trends that tend to emerge sporadically. And so does user behavior.
Here are the top 5 trends that will continue dominating (and will dominate) the social influencers’ space this year.
1. Niches Get Niche-r
Last year we shared about niche influencers and how important it is for influencers to find and focus on their chosen niche. Since then, we have seen influencers and social influencers gravitating towards more detailed niches rather than sticking to traditional ones such as fashion, lifestyle, and beauty. Earlier this year, we saw this trend amplified even further.
We've seen people getting creative with their content — from book reviews and travel to tiny homes — all across various social platforms. Long gone are generic lifestyle influencers. Today, influencers are going towards a more specific approach in their niche and focus, such as sustainable style, home decor, mid-sized fashion — the list goes on.
Because of this, it is a bit easier for brands to filter the influencers they'd work with and find the ones that best suit their campaigns and key messages.
2. Livestream Shopping Partnerships
A 2022 post in Forbes predicted that Livestream Shopping will be a $500 Billion market size in 2023. While this has drastically changed how people shop and how influencers interact with their followers, it has also created a new kind of collaboration between influencers and brands.
For whatever reason, this trend has not caught on in the United States despite many people and platforms trying to make it happen. In Asia, however, utilizing this trend is a no-brainer.
The popularization of livestream shopping apps in these countries has revolutionized content creation on social media platforms. Now, users don't just watch a video; they can shop the products featured directly from the app. Moreover, this has led brands to be creative in marketing their products and finding the right influencer to help them get their products out there.
3. Influencers are De-Influencing
The hashtag #Deinfluencing on TikTok has over 620M views as of this writing. This trend has become the new “it” thing, and it's only natural for influencers to jump on board.
Deinfluencing is a TikTok trend that encourages consumers not to buy certain products with bad reviews. On the contrary, the influencers often promote more sustainability by not buying as much at the consumer level.
This stripped-down version of content creation has a certain charm — it focuses more on reality than perfectionism and encourages users to really think through it before buying online.
As an agency that works in influencer marketing, we have not seen this trend in paid partnerships or collaborations. This trend has emerged more in user-generated content on social media and online-shopping recommendations by influencers to promote tested and non-dupe products. It's a great way for influencers to be truly sincere in the products they are promoting.
Watch this video to learn more about Deinfluencing.
4. Transparency & Honesty in Brand Partnerships
It's no secret that influencers and creators have to be cautious about disguising brand partnerships and collaborations. Getting sued or being called out for not being transparent with their followers isn't a good look and could potentially ruin an influencer's credibility or even lead to fines.
Since our founding in 2015, we’ve required clear and conspicuous disclosure. This indicates that the post is sponsored, and followers can make an informed decision when it comes to clicking that "Buy Now" button. In our experience, good content isn’t hurt at all from an “ad” disclosure.
Honesty goes beyond disclosures, however. Creating content with a purpose on topics such as sustainability, mental health, and climate change for example, has become more critical than ever.
5. Long Form Content is Back
From a limited TikTok video of 15 seconds to now having a 10-minute video option, it's no wonder that long-form content is now back. Content creators can provide more in-depth information on a certain topic or share a longer story without cramming it all into the original 15-second limit.
Using social media platforms such as YouTube, creators are able to share longer videos with their followers without being limited by time constraints or having to cut out important information from their videos.
On a Data shared by DataPortal, almost half the world’s internet users watch video content for education and information purposes. This means that long-format content offers brands a massive opportunity to capture consumers who are ready to be engaged — and so this brings in more opportunities for influencers as well, making them lean back to long-form content.
This also allows influencers to be more creative and provide unique content for their audience — whether it be a long tutorial video showcasing their art skills, ASMR videos, or even having a longer Q&A session with their followers to get to know them better.
6. Everyone Wants Control
While the influencer industry is built around collaboration between influencers and brands, we’re starting to see both sides get a little pickier.
Brand’s are looking for higher quality content that can best help them reach their goals. This means being more particular when it comes to who they collaborate with — making sure that the influencer fits their brand's identity and also ensuring that the content is up to their standards. Holding up the product and smiling doesn’t cut it in 2023.
On the other hand, influencers are also more commonly seeking control over what campaigns they accept. Creators want to make sure their sponsors are within their personal niche and align with their values. That way, they can create higher-quality branded content that their audience will appreciate.
We like this trend, as the right matches lead to the best social influence.
The Bottom Line
It’s no wonder that influencers are looking to go to the next level, pushing the boundaries of what they can do and utilizing the latest trends to make an impact in their field. From having more control over branded content to creating longer-form videos for their followers — influencer-driven trends will continue to rise this year.
So, if you are an influencer, evaluate these trends and see how you can make the most out of them.
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