The Power of Feedback and the Changing Influencer Culture in 2023

Gina Martinez

Hatched by Gina Martinez

Mar 14, 2024

3 min read


The Power of Feedback and the Changing Influencer Culture in 2023


In today's fast-paced world, communication and feedback play vital roles in personal and professional relationships. However, when it comes to giving feedback, it is easy to let our biases and assumptions cloud our judgment. That's where the Situation-Behavior-Impact (SBI™) tool comes into play. Developed by the Center for Creative Leadership, SBI™ helps remove judgment and subjectivity from the feedback we give, making it clearer and more effective. In addition to this powerful feedback tool, the landscape of influencer marketing is also evolving rapidly. Let's explore the trends and opportunities that are shaping the influencer culture in 2023.

The Power of Situation-Behavior-Impact (SBI™):

The SBI™ tool is a game-changer when it comes to delivering feedback. By focusing on the situation, behavior, and impact of someone's actions, we can provide objective feedback that is devoid of assumptions and judgments. This tool allows us to understand the context in which the behavior occurred, analyze the behavior itself, and evaluate its impact on individuals or the organization. By using SBI™, we can foster a culture of open communication and growth, where feedback becomes a catalyst for improvement rather than a source of tension.

The Changing Influencer Culture in 2023:

With the rise of social media and the increasing influence of online personalities, the world of influencer marketing has undergone significant changes. Authenticity has become a driving force in the industry, with consumers seeking genuine connections with influencers. The enduring popularity of "get ready with me" videos is a testament to the power of personal and authentic content. People want to see influencers in their natural state, sharing their experiences, and engaging with the audience on a deeper level.

Microinfluencers: The Rise of Authentic Partnerships:

One significant shift in the influencer landscape is the growing importance of microinfluencers. These individuals have smaller but highly engaged audiences, which allows for more personal and meaningful interactions. Corey Smock, VP of business development at creator marketing agency Cycle, highlights the advantage of microinfluencer partnerships, stating that they are more open to longer-term collaborations. This longer-term commitment enables microinfluencers to deliver a consistent stream of content, providing brands with increased visibility and a more authentic representation.

Valuing Influencers: Building Real Relationships:

In the world of influencer marketing, it is easy for relationships to become transactional and superficial. With the proliferation of influencer agencies and automated solutions, the human element is often lost. However, to build long-term partnerships, it is crucial for brands to make influencers feel valued. Corey Smock emphasizes the importance of developing real relationships with talent, going beyond email correspondence and automated solutions. By nurturing these connections and treating influencers as valued partners, brands can tap into their authenticity and create meaningful collaborations.

Actionable Advice:

  • 1. Embrace the SBI™ Feedback Tool: Incorporate the Situation-Behavior-Impact framework into your feedback practices. By focusing on objective observations and the impact of behaviors, you can provide feedback that is constructive and actionable.
  • 2. Seek Authentic Connections: When engaging with influencers, prioritize authenticity. Look for influencers who align with your brand's values and can deliver personal and relatable content. Building genuine connections will resonate with your audience and create long-lasting partnerships.
  • 3. Value Relationships: Instead of treating influencers as mere marketing tools, invest time and effort into developing real relationships. Engage in meaningful conversations, offer support and recognition, and foster a sense of partnership. By valuing influencers, you can unlock their full potential and create impactful collaborations.


In a world where feedback and influencer marketing hold significant influence, it is essential to adopt tools like SBI™ to improve communication and understanding. By removing judgment and assumptions, feedback becomes a powerful tool for growth and development. Simultaneously, the changing influencer culture demands authenticity and meaningful connections. Embracing microinfluencer partnerships and valuing relationships can lead to successful collaborations and resonate with audiences on a deeper level. As we navigate the evolving landscape of feedback and influencer marketing, let us prioritize open communication, authenticity, and genuine connections.

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