State of

What, where, and who of influencing in 2023

TRENDS • 01 — 05

CHOOSE YOUR OWN ADVENTURE

Creators: Going micro for mega returns

Trust is the new currency for business

Retailers go 'all in' on social commerce

Future prediction: All new realities for retail

Get the full State of Influencer Marketing report for more in-depth findings

Download full report

Privacy

Legal

Accelerating the move to new digital technologies and platforms, or expanding into new markets, segments, or geographies.

— Influencer marketing is an ideal way to achieve your goals

* Survey result from more than 20 CMOs around the world

T—01 • What, where and who

T—02 • Going micro for mega returns

T—03 • Trust is the new currency

T—04 • Retailers go 'all in'

T—04 • Future prediction

Scroll for more insights

T—01 • What, where and who

T—02 • Going micro for mega returns

T—03 • Trust is the new currency

T—04 • Retailers go 'all in'

T—05 • Future prediction

5.1 +

Billion people use the internet

The global average time people spend using the internet each day is

06h

37m

#StateOfInfluencerMarketing’23

#SIM’23

What, where, and who of influencing in 2023

TRENDS • 01 — 05

CHOOSE YOUR OWN ADVENTURE

Creators: Going micro for mega returns

Trust is the new currency for business

Retailers go 'all in' on social commerce

Future prediction: All new realities for retail

Get the full State of Influencer Marketing report for more in-depth findings

Download full report

Privacy

Legal

Recent evidence suggests internet users in 2023 are not loving digital advertising

35.7 %

use ad blockers

37.2 %

decline cookies at least some of the time

17.2 %

feel represented by the advertising they see

In spite of this news, the global digital advertising spend in 2022 was a staggering US$667.3 billion, amounting to a 73.3% share of advertising revenue across all media and channels.

However, brands are investing relatively little of their overall digital budgets in influencer marketing even though consumers and brands alike prefer influencer marketing to other digital advertising

Influencer

TV advertising

The influencer is

87 %

more memorable

Facebook advertising

The influencer is

182 %

more memorable

YouTube advertising

The influencer is

73 %

more memorable

TREND — 01

What, where,

and who of

influencing in

2023

TREND — 02

Creators —

Going micro

for mega returns

TREND — 03

Trust is the

new currency

for business

TREND — 04

Retailers go

‘all-in’ on

social commerce

TREND — 05

Future prediction:

All new realities

for retail

What, where,

and who of

influencing in

2023

Influencer marketing is already improving the ROI of social commerce campaigns, according to research from Influencer Intelligence.

KEY — INSIGHTS

Most successful platforms for influencer-led social commerce

68%

— Instagram

Although pushed to 2nd place by Tiktok as the most common channel used for Influencer marketing, Instagram is out in front for its integrated social commerce features that make it easy for brands to create layered, frictionless buying experiences for consumers.

40%

— TikTok

After a long run, Instagram has been unseated as the network of choice for influencer marketing campaigns.

35%

— Facebook

While brands rush to TikTok, it’s worth noting what consumers are doing. In 2023, Facebook remains the world’s most used social platform

32%

— YouTube

27%

— Twitter

11%

— Twitch

— Snapchat

— Pinterest

UP — NEXT

Creators:
Going micro for mega returns

See the trend — 02

Creators —

Going micro

for mega returns

When it comes to influence, small communities can make an outsized contribution to the effectiveness of a campaign.

KEY — INSIGHTS

The top motivator for creators is independence. Treat them like partners, not employees

It can take years for a brand to develop a profitable social following,

— the highly engaged, hyperlocal communities of micro- and nano- influencers shortcut the process.

32%

of brands say they will work with nano-influencers in 2023

consistent higher engagement rates for micro-infleuncers in social commerce

Micro-influencer rates are also affordable, even for smaller retailers.

UP — NEXT

Trust is the
new currency for business

See the trend — 03

Trust is the

new currency

for business

Brands and agencies who build trust with consumers foster long-term brand loyalty. Brands who are viewed as bad actors will suffer the wrath of a polarized social media environment

KEY — INSIGHTS

Collaborating with influencers is a great way to add exponential value to the trust equation for brands.

Gen Z consumers say they trust influencers because:

40%

Teach me new skills

37%

Make recommendations based on experience

35%

Share my values

According to the 2023 Edelman Trust Barometer, consumers have serious trust issues. 59% of consumers say they will not buy from a company they don’t trust.

UP — NEXT

Retailers go 'all in'
on social commerce

See the trend — 04