Influencer marketing strategies are a fundamental tool that all companies should consider to reach a segmented audience effectively. This digital marketing technique can significantly increase brand reach and engagement by efficiently targeting a specific audience.
In addition, using influencers as spokespeople for the company provides greater credibility and trust to the brand. However, to be successful in this strategy, it is important to consider several factors, as Influencer marketing trends are constantly changing and offer new opportunities for brands.
In this article, you will learn the key influencer marketing strategies of 2023 that will help you position your brand above your competitors.
Benefits of MAKING MARKETING STRATEGIES WITH INFLUENCERS
One of the main benefits of collaborating with influencers in your strategy is the great visibility they can offer your brand. By having different audiences on each of their platforms, you will be able to promote your products and impact different potential customers.
Hiring influencers who are present on various platforms is very beneficial when it comes to communicating your message. The strategies of companies are no longer limited to Instagram to sell their products, taking much relevance TikTok and Twitch to find new faces and make the content viral.
Some of the reasons why you should include Influencer Marketing in your business strategy are the following:
- Expanding reach and visibility: collaborating with influencers allows you to reach a wider and more diverse audience, which increases the visibility of your products. In addition, by being able to take their audience from one platform to another, the influencer further expands their reach.
- Increased engagement and traffic: by being on various platforms, influencers can generate more engagement with their content and drive more traffic to your company’s website, impacting a more varied audience.
- Increased credibility and trust: Influencers often partner with brands that match their lifestyle and personal values, making them more authentic and credible to their audience.
- Increased opportunity to generate conversions: you have the opportunity to run different campaigns with specific objectives on each platform of the content creator, increasing the conversion options.
- Higher ROI: Compared to traditional media, such as television and radio, influencers are often a more cost-effective option for companies. They can create sponsored content with a lower investment and still achieve a high ROI.
influencer marketing strategies 2023
Selecting the right profile is essential to develop effective social media influencer marketing strategies. Contrary to what one might think, the trend for 2023 is to opt for micro and nano influencers, who have a smaller number of followers, instead of hiring macro influencers or making very specific collaborations with them.
The cosmetics company Rituals has implemented an excellent influencer marketing strategy, which includes macro influencers as well as micro and nano influencers. For example, they have collaborated with @gracyvillareal and @annafpadilla, who have over 600,000 and 800,000 followers on Instagram, respectively. In addition, they have also worked with content creators with smaller communities, ranging from 20,000 to 100,000 followers.
This strategy allows the brand to gain high visibility through macro influencers, while at the same time positioning itself in the consumer’s mind by creating constant content with influencers with smaller but highly engaged communities. In this way, Rituals is able to increase its reach and engagement by working with a wide variety of influencers and reaching diverse audiences.
NANOS AND MICRO INFLUENCERS ARE THIS YEAR’S FOCUS
Nano and micro influencers are an excellent option for brands with small budgets or looking to generate regular content for their social networks through UGC. While it is true that a content creator with 300,000 followers can be more effective in certain actions in networks, this does not always translate into a greater return on investment for the company, since the cost of a profile with this reach can be around 3,500 euros per post and some stories.
For small businesses with budget constraints, investing such amounts of money without a positive return can significantly affect their budget. For this reason, an influencer with 50,000 followers can create content for your brand and, at the same time, perform a sales-focused action for a much more affordable price of around €500, which is a more affordable option for small businesses.
In addition, it is important to keep in mind that as the number of followers increases, the segmentation of the target audience decreases. Therefore, working with micro and nano influencers can be a more effective and economical strategy to reach a specific audience and obtain better results in terms of engagement and conversion.
The booming sectors in influencer marketing: Gaming, fitness and healthy living
While the technology, fashion, beauty and lifestyle sectors continue to be the most popular, it is undeniable that the video game and e-sports market is experiencing exponential growth. If your target audience falls within these categories, collaborating with influencers, gamers and e-sports can be highly beneficial in terms of visibility, as this is a booming industry.
In addition, the fitness and wellness sector is also expanding, as it is increasingly common to find people who care about their diet and healthy lifestyle. That is why several food brands such as Wetaca or Vegan Food Club are betting on marketing strategies with influencers, since through their social networks they can promote their products and communicate their message as a brand.
BENEFITS OF marketing strategies with influencers in Tik Tok
Hiring influencers who have a presence on TikTok and who create content in short video format is highly desirable for companies for several reasons. First, TikTok is a constantly growing platform and has a young and highly engaged audience. This can be very valuable for brands looking to reach a young, relevant audience and who want to make their content viral through the platform.
With the largest increase of influencers in the history of social networks, TikTok has become a very useful tool to convey your brand’s message in a short and highly viralizable format. In addition, content creators on TikTok are more varied than on Instagram, thanks to the large increase in new influencers that have emerged in the last year. Unlike Instagram, where the growth of followers and the emergence of new faces with a large reach is more difficult to achieve.
In a society that seeks immediacy, short videos are often more attractive and easier to consume. With a large supply of content on social networks, it is crucial to grab the user’s attention quickly and directly to stand out in the sea of information.
LONG-TERM PARTNERSHIPS
These collaborations can help build a relationship of trust and credibility with the influencer and their audience. In addition, by working with an influencer on an exclusive, long-term basis, you are more likely to get a greater return and reach from your marketing and advertising campaigns.
It is increasingly evident that influencer marketing strategies are an indispensable tool for brands. However, the overexposure of advertising in one-off collaborations can affect the credibility of the influencer. That’s why, in 2023, many brands are betting on long-term collaborations and sponsorships to gain greater credibility and brand exposure.
By incorporating the product into their daily lives, the influencer can show their audience how the product is part of their lives and thus create a more authentic and compelling storytelling. In addition, long-term collaborations allow brands to obtain better fees and negotiation terms, which benefits both parties.
exclusive product lines AS A MARKETING STRATEGY WITH INFLUENCERS
Launching an exclusive line of products with the collaboration of an influencer can be a very effective marketing strategy to attract a new audience through your audience. By working with a content creator, the brand can leverage their knowledge and expertise in the marketplace to develop products that appeal to their audience. In addition, the influencer can actively promote the exclusive line through their social media channels, which can generate increased sales and brand visibility.
There are several companies that have successfully implemented this strategy, such as Dulceida x MAC Cosmetics or MÓ with Laura Escanes. By collaborating with these influencers, brands were able to reach their audience through their RRSS, while humanizing their image.
Launching a product line with an influencer can be an excellent opportunity to position a brand in the market and outperform your competitors. In addition, working with them with a focus on long-term collaborations can also generate greater credibility and authenticity, which can lead to a stronger and more lasting relationship with your audience.
The importance of spontaneity in publications
Spontaneity is a fundamental trait that can make the difference when it comes to a marketing campaign. Followers look to influencers for authenticity that adds value to their lives and, therefore, it is important that collaborations are natural and do not seem forced or merely commercial.
If an influencer is able to show their personality and be spontaneous in collaborations with brands, they can not only increase engagement with their audience, but also generate a greater connection with consumers and help reinforce the brand’s image. Therefore, spontaneity can be key to achieving a successful and beneficial collaboration for both the influencer and the brand.
LESS REACH IN SPONSORED POSTS
Content that has a very direct action to sell or excessively shows the sponsorship of the brand, such as showing the logo or products in the first 5 seconds, usually has an engagement lower than 30% than normal publications. The audience perceives it as an advertising message and tends to interact little with the publication.
Influencer marketing strategies have experienced strong growth in recent years and are expected to continue to expand in the future thanks to the rise of new content creators and evolving platforms. These new trends can help brands reach their goals faster and more effectively.
If you still have doubts about the types of influencers or how to collaborate with them you can read our article where we explain everything about the different influencers you can find.
