Creator trends taking over in 2023: Eye-opening info about the changing influencer culture and business opportunities

Gina Martinez

Gina Martinez

Jul 11, 20234 min read

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Creator trends taking over in 2023: Eye-opening info about the changing influencer culture and business opportunities

In the ever-evolving world of social media, influencer marketing has become a powerful tool for brands to reach their target audience. However, as the industry continues to grow, so does the need for new strategies and trends to stay ahead of the game. One of the key trends taking over in 2023 is the emphasis on authenticity and microinfluencer partnerships.

According to Krawowski, certain forms of content are trending because they can feel personal and authentic. The enduring popularity of the "get ready with me" style of video is a testament to this. People are drawn to content that feels genuine and relatable, and brands are taking notice. They are increasingly partnering with microinfluencers who have smaller but highly engaged audiences. Corey Smock, VP of business development at creator marketing agency Cycle, highlights the benefits of working with microinfluencers, stating that they are generally open to longer-term partnerships. This allows them to deliver more content than larger influencers, providing brands with a consistent presence and the opportunity for deeper connections with their audience.

However, in the pursuit of these partnerships, it is crucial for brands to make influencers feel valued. Smock emphasizes the importance of building genuine relationships with talent, rather than treating them as mere transactions. In an industry saturated with influencer agencies and automated solutions, it is easy to lose sight of the human element. Brands must prioritize authentic connections and foster meaningful collaborations to truly harness the potential of influencer marketing.

"We're using numbers wrong": Number mean nothing and stories are everything

Numbers can be powerful tools in making a persuasive argument, but relying solely on cold statistics can often fall flat. As the saying goes, "one death is a tragedy, a million deaths is a statistic." The true differentiator lies in translating numbers into stories that evoke emotion and resonate with the audience.

For example, let's consider the impact of driving a fuel-efficient car. Simply stating that driving a Prius instead of a standard fuel-efficiency car can save you 50% in gas is informative but lacks the power to inspire action. However, when we connect this number to tangible experiences, the story comes alive. Imagine that by driving a Prius, you can save enough money in a month to go on a fancy dinner date. In six months, your savings would cover a weekend getaway. And in a year, it would cover your annual gym membership. Suddenly, saving 50% becomes more than just a statistic; it becomes a pathway to experiences and financial freedom.

To give numbers real value and life, it is essential to personalize the savings and impact they can have on individuals' lives. Highlight what people can do with the extra money or the added time. By scaling up the impact and demonstrating the long-term benefits, you can inspire change and encourage individuals to stick with the desired behavior. Additionally, when numbers are difficult to grasp, comparing them to categories that people intuitively understand can provide a frame of reference. Finding the largest category that your number can dominate can also help emphasize its significance.

In conclusion, both the influencer marketing industry and the use of numbers in communication are evolving. Embracing authenticity and building genuine relationships with influencers can yield long-term partnerships and meaningful connections with audiences. Similarly, translating numbers into stories that resonate with individuals can make them more relatable and impactful. By incorporating these strategies into your marketing efforts, you can stay ahead of the curve and create a lasting impression on your audience.

Actionable advice:

1. Prioritize authenticity and build genuine relationships with influencers to foster long-term partnerships and meaningful connections with your audience.

2. Translate numbers into stories that evoke emotion and resonate with individuals, emphasizing the personal impact and benefits they can experience.

3. Personalize the savings and impact of your product or service to inspire change and encourage individuals to stick with the desired behavior. Highlight what they can do with the extra money or time, and scale up the impact to demonstrate long-term benefits.

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