The Influencer Marketing Landscape - Trends and Insights for 2023

The Influencer Marketing Landscape - Trends and Insights for 2023

In the fast-paced digital world, influencer marketing continues to shape the way brands connect with consumers so it's crucial to explore the latest trends and insights in the field over the last year. This article examines the dynamic landscape of influencer marketing, shedding light on the emerging strategies and brand-influencer relationships that are reshaping the industry. From the rise in investments to the power of short-form content, we uncover the key factors driving success and provide valuable insights for brands navigating the influencer marketing landscape.

Brands Are Doubling Down On Investments in Influencer Marketing:

Influencer marketing has continued to surge in popularity among brands over the past year, as evidenced by a survey conducted by CreatorIQ. The study revealed that 67% of organisations reported an increase in their influencer marketing spend compared to the previous year. Concurrently, the teams dedicated to creator marketing have also grown, with 61% of brands having hired more marketers specifically for influencer campaigns, a rise from 52% in the previous year. Moreover, 55% of brands indicated that they now have at least three personnel dedicated to managing influencer marketing activities. This increase in investment highlights the growing recognition of the role of creators in driving return on investment (ROI). Major companies such as Disney, Amazon, and ABinBev have embraced influencer marketing software to scale their programs and gain valuable insights into campaign effectiveness. By leveraging tools like these, they can access first-party audience data on platforms like TikTok, enabling data-driven decision-making for optimised results.

The Impact of Short-Form Videos on Influencer Marketing:

While TikTok has experienced a remarkable ascent in the creator economy, Instagram continues to be the favoured platform among brands, agencies, and creators. According to CreatorIQ's review, an overwhelming 99% of creators surveyed regularly use Instagram. Additionally, 66% of brand respondents identified Instagram as the platform that delivers the highest return on investment (ROI). However, TikTok is quickly gaining ground due to its advanced ad tools and unique creator discovery capabilities. In fact, 26% of brand respondents considered TikTok to be the best platform in terms of ROI. Interestingly, all respondents agreed that video content presents the next significant opportunity for innovation. A staggering 71% of creator respondents recognized Instagram Reels as the most powerful type of content on Instagram. With the boom in short-form video content, brands are expected to increase their collaborations with creators who excel in this medium, tapping into its potential as a goldmine for engaging and impactful marketing campaigns.

Creator Compensation Is Increasing:

In the past year, there has been an improvement in creator compensation, as indicated by the findings of the report. Around 50% of the surveyed creators reported an increase in their pay compared to the previous year. Notably, brands also revealed that they have been paying more creators than before. This increase in compensation has been met with optimism from creators, who expressed hope for further improvements in the upcoming year. Compensation emerged as the most significant factor influencing a creator's satisfaction with a brand partnership or collaboration, as well as their decision to promote the brand. The report also highlighted that product quality plays a crucial role in attracting creators to partner with a brand. It emphasised the importance for brands to clearly communicate the value of their products to potential partners. Building on this, the report emphasised the long-lasting relationships that can be fostered between brands and creators when there is a strong alignment of values and content. By sending or gifting products to creators who resonate with their aims and values, brands can initiate mutually beneficial relationships that extend beyond a single collaboration. Recognizing the impact creators have on purchasing behaviour and sales, brands are incentivized to provide reasonable compensation to encourage continued collaboration. According to the report, many brands indicated that they pay nano and micro influencers (those with less than 100k followers) between $500 and $2.5k for a single Instagram post, highlighting the value placed on influencer partnerships.


Influencer marketing has become a cornerstone of modern brand communication, and as we navigate the next quarter, staying abreast of the latest trends is imperative for success. From the growing investments in influencer campaigns to the shifting preferences of creators across platforms, brands must adapt their strategies to seize new opportunities and engage their target audience effectively. By leveraging the power of creators and fostering authentic partnerships, brands can unlock the full potential of influencer marketing and forge meaningful connections with their customers. As the influencer marketing landscape continues to evolve, keeping a finger on the pulse of these trends will empower brands to stay ahead of the curve and thrive in an increasingly competitive digital landscape.