Influencer marketing has changed the way businesses and consumers look at advertising. The advent and exponential rise of social media over the past two decades has opened new opportunities and completely reshaped direct-to-consumer (DTC) advertising.

While mass promotion is still an option, social media and, in particular, influencer marketing trends allow you to reach the people most likely to convert to customers.

You’ve likely seen influencer marketing trends before, and in some cases, you may not have realized the content you were consuming was sponsored. (This has changed in recent years, with new advertising regulations requiring influencers to explicitly disclose when they’re promoting a product as part of a business agreement.)

With the broad visibility of social media platforms, influencer marketing trends can be an innovative and cost-effective way for you to grow your business. This article will explain the tactic, how to choose personalities who align with your brand, and how to craft a stellar influencer marketing strategy.

Why influencer marketing?

The average person spends 143 minutes on social media every day. That’s over one month each year (36.75 days, to be exact). Leveraging influencers thus places your content right in the path of individuals where they spend much of their time.

Creator collaborations play a huge role in generating leads and driving sales for many businesses, especially eCommerce and retail brands. In fact, 74% of shoppers made a purchase after an influencer recommended the product.

Like social media apps, the influencer marketing world constantly changes. Therefore, to run engaging and profitable campaigns, you’ll need to keep a close eye on the Influencer marketing trends shaping the industry and adjust your strategy accordingly.

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Influencer marketing trends – Types of influencers

Influencer marketing trends encompasses much more than simply sponsoring a video, and what constitutes an influencer can be difficult to define.

An influencer is a personality or brand with a social media following and network who uses their platform to share information and impact their followers’ thoughts and actions. These can be existing celebrities, or they can gain fame through social media. Influencer content is shown to affect their audience’s buying decisions; when well-known names mention a product or wear a brand in a TikTok or Instagram video, that brand or product tends to see a spike in sales.

Of course, not all influencers are the same; commonly, they’re separated or ranked based on their number of followers, content type (e.g., blogger versus vlogger versus visual artist), and level of influence. If you segment them according to their follower counts, you’ll see the following categories.

Mega influencers

Those in this group have a huge number of followers on their social media networks, usually in the millions on a single platform. Many mega influencers previously gained fame offline as movie stars, professional athletes, politicians, or reality TV personalities. However, some grow their following exclusively through their online and social media activities.

Example: Hyram Yarbro, who has 4.5 million followers on YouTube and over 800,000 on Instagram.

Mega influencers are best suited for major brands, as their services can cost well into the hundreds of thousands or even millions per post, and their partnership requirements must strictly align with their personal brand.

It’s worth noting there’s a subcategory of mega influencers for those who reach extreme numbers. These are the top of the pack in terms of follower numbers, such as Charli D’Amelio, who has almost 152 million followers on TikTok and 45 million on Instagram.

Macro influencers

Smaller than the mega crowd, macro influencers are more accessible as marketing partners. They tend to have roughly a million followers on a single social media platform (but may have more). Often, this group is composed of online experts who’ve amassed a following by sharing content that resonates with a wide audience. They generally have a high profile and are great at raising awareness. Because the pool of macro influencers is larger than that of mega influencers, it’s usually easier to find a partner among this group.

Example: Ginny Di, with 685,000 followers on YouTube and 220,000 on Instagram.

However, macro influencers tend to have the highest instances of influencer fraud. This means some people in this category obtained their position by paying for followers, including bots and inactive accounts. If you choose a macro influencer, be sure to monitor the engagement on their posts to work out whether or not they have a genuine following.

Micro influencers

Micro influencers are everyday people who became known for their knowledge and personality in a specific niche. They’ve usually gained a sizable following from either devotees in their specialty or a group of followers in a particular region. It’s important to note that, while their numbers might not be astronomical, they often have strong relationships and higher engagement with their followers.

Example: Ann Handley, who has 22,000 followers on X.

The jury is out on the number of followers micro influencers have; it’s usually under 50,000 on a single social media platform but more than 1,000. This category is a fantastic option for eCommerce brands due to their accessibility and close relationships with their audiences. They’re also less expensive to work with and are often regarded as more trustworthy than celebrity endorsements.

Nano influencers

The newest type of celebrity to gain recognition is the nano influencer. These individuals have small followings, often under 10,000 per social media platform, but they’re regarded as experts in their highly specialized fields or niches.

Example: May Zune Win, with 14,000 followers on Instagram (she recently increased her follower account).

Nano influencers are sometimes more inexperienced and have a considerably shorter reach than the other types of influencers. However, that doesn’t mean you should overlook this group; perhaps you sell or want to start selling a niche product that would be a perfect fit for their audience.

Influencer marketing trends 101

At the most basic level, influencer marketing is a form of social advertising that makes use of endorsements and/or product mentions from influencers. The reason this type of marketing works and continues to grow is the high level of trust influencers develop with their following; their recommendations serve as social proof for your potential customers.

Influencer marketing trends leverage several forms of content and activities including but not limited to the below list (either separate or as part of a combined package).

Blogs

Blogs are everywhere and cover just about every topic imaginable, but social media bloggers and influencers — especially in the micro category — have the most authentic and active relationships with their fans and the most targeted audiences. Successful blogs have a large and, more importantly, active readership, meaning fans hit the blog every time a new post lands.

In a blogging agreement, the influencer could mention your store or products and link to them in a post. Or, you might be able to guest post on their blog, which allows you to share your store or products in both the copy and your author bio.

Vlogs

Content is king, and video content specifically has taken the throne. YouTube is a longtime player in the game, and the addition of Instagram video content (stories, reels, etc.) combined with the overwhelming growth of TikTok has led to consumers watching more videos.

Previously, brands mostly sought out partnerships with YouTubers, but as audiences move to shorter-form video content on TikTok and Instagram, it’s time for companies and product managers to shift gears and meet consumers where they’re at.

Many video creators have loyal followers who tune in to every video as they’re posted. So, depending on their audience size and type of channel, a short video could grab the attention of hundreds or even thousands of potential buyers.

Podcasts

Podcasts have become increasingly popular over the last few years. Audio content is attractive to audiences due to the ease and convenience of listening, as opposed to watching or reading information.

With podcasts, you have the option to sponsor or advertise on a particular show, or you can work with the host to create unique content to promote your business. As a bonus, many podcasts are filmed concurrently with the audio recording, scoring you two pieces of content for the price of one.

Social media

Social media influencers come in many shapes and sizes, from differing niches and audience sizes to preferred platforms. One of the most popular stages today is Instagram, and photo content is an awesome fit for many eCommerce professionals as well because it presents products in an aesthetically pleasing way (and we know aesthetics sell).

A social media influencer can publish multiple posts on Instagram at a price per post or per story, or they could share plugs on their Facebook page or X feed. The opportunities are vast, and your chosen partners may cross-promote even non-sponsored content, thus earning you even more exposure.

The benefits of influencer marketing for eCommerce brands

If you’ve enjoyed success with tried-and-tested marketing tactics like pay-per-click ads and email marketing, you may wonder if you even need influencer marketing trends. But this strategy is a worthwhile investment when executed correctly, bringing advantages like:

• Accelerated sales: Influencer content’s potential virality allows you to transform clicks and likes into sales fast. With a well-crafted strategy, you can produce profitable campaigns time after time.
• Maximize your ad budget: The diversity of available influencers means you can split your ad budget among different creators, from micro-influencers to celebrities, thus allowing your cash to stretch further. That also leaves more cash for other campaigns and projects.
• Make your products more discoverable: Influencer marketing campaigns can explode your brand’s reach and give you more chances to convert.
• Unearth new, profitable audiences and niches: Influencers cover many niches, industries, and topics. As you work with different personalities, you can find lucrative sub-niches for your business to branch into.
• Access more user-generated content (UGC): UGC is huge for winning buyer trust, and influencer marketing provides a rich opportunity to build a portfolio.

Finding the right influencers for your business

Now that you know the types of influencers and the activities you can leverage, the next step is to choose a personality to represent your business. It’s imperative to find one who aligns with your brand, so your selection requires careful consideration. Think about your budget, goals, and existing audience before you write up the partnership agreement.

When seeking out an influencer for marketing campaigns, you have two options: take the search into your own hands or approach an agency to assist you.

Solo research

Depending on the scale of your business and how much time you have, you can look for influencers yourself through a broad internet search or by digging into a particular social media platform.

Start with a quick search for influencers in your industry using a tool like SparkToro or even Amazon’s Influencer Network. If you sell camping supplies, for instance, look for outdoor enthusiasts who share their adventures online and cross-reference those results against your business needs.

If you conduct your own partner search, you’ll need a deep understanding of influencer marketing or be prepared to let the influencer take the reins (a risky choice) and handle all onboarding and campaign tracking alongside them.

Hiring an agency

An influencer marketing agency is a great option for busy eCommerce professionals. Companies like Viral Nation, Clutch, and INF Influencer Agency are experts in this type of marketing and boast wide-reaching networks of influencers to draw from.

An agency will match you with the influencers best-suited to your business and can even act as a liaison throughout the campaign, as well as help you develop KPIs and other metrics to measure.

How to approach potential influencers

The best way to broach a new relationship is to reach out in an authentic manner. If you work with an agency, they’ll handle outreach and introductions, but if you operate solo, do your homework first.

Begin by familiarizing yourself with your potential influencer’s content. Clearly define what you like about it and determine whether or not they’re already working with your competitors. Then, reach out via their preferred channel. Influencers who regularly partner with companies usually have contact information for business inquiries in their bios or on their websites.

Top influencer marketing trends to watch

To support successful creator collaborations with your brand, it’s essential to study the road ahead and craft a strategy that anticipates and can adapt to fluctuations. Let’s run through the most significant influencer marketing trends.

Customer acquisition costs keep rising

Thanks to increasing costs, you now need to pay more to play and even more to win in ad channels like pay-per-click. This is bad news for eCommerce brands that rely on such tactics for customer acquisition.

Luckily, influencer marketing is not only cost-effective but still growing: It reached 21.1 billion in 2023, more than tripling since 2019. Also, the vast size and variety of the industry can fit any budget. These characteristics make influencer marketing an excellent alternative to draw more eyes to your products and acquire new customers.

Consumer trust in traditional ads will continue to wane

Fatigue and distrust toward traditional ad channels like celebrity endorsements are fast becoming the norm. People instead value authenticity and put faith in suggestions from those they like and trust (i.e., their friends, family, and influencers they follow).

To put that in perspective, 37% of consumers place more trust in social media creators than in brands. So, you’ll need to pick influencers with sparkling reputations and engaged audiences for this marketing strategy to bear fruit.

eCommerce platforms are jumping on the influencer marketing trends bandwagon

Entrepreneurs aren’t the only ones who’ve noticed the rise of influencer marketing; leading eCommerce solutions have caught on too. Amazon, Shopify, and Walmart Marketplace specifically have created influencer connection platforms to simplify finding and working with the right personalities. So, if the potential workload has made you hesitate to give influencer marketing a try, now’s a great time to test the waters.

Video promotion goes viral

With apps like TikTok, Instagram, and YouTube gaining a global reach thanks to innovative, video-led content, creators are finding new ways to bring products to life through video. From short, inspirational reels to engaging and informative unboxing videos, the options for developing a strong brand and showcasing offers are plentiful.

Social commerce is on the upswing

More shoppers have started to embrace social shopping opportunities, with avenues such as live shopping and social stores gaining ground fast. As a result, social commerce rakes in $700 billion worldwide each year. Brands that can blend their social selling initiatives with influencer marketing will therefore fare well. Put the social selling trend to the test by adding features on your pages or setting up events and stores in partnership with influencers.

How to dominate with influencer marketing trends

To excel at influencer marketing, you’ll need a realistic budget, creativity, and an open mind. Once you’ve checked those off your list, it’s time to put together a winning strategy.

Choose your social media channels and influencers wisely

Two critical components of influencer marketing trends are your platform and influencer selections.

Platforms

With 60% of Instagram users taking to the platform to find new products, and 500,000 influencers on the platform, Instagram is the go-to platform for creator campaigns.

But don’t stop there — research other portals where your target customer spends time and test them with small campaigns. Double down on the niches, audiences, and stories that work and cull those that underwhelm. Some social media platforms you can experiment with include:

• TikTok
• YouTube
• Facebook
• Pinterest
• X (formerly Twitter)

Influencers

Who you work with will play a huge role in determining whether your influencer campaigns are a hit or miss. Ensure you and the creator align on critical elements like:

• Brand look and feel
• Mission and beliefs
• Audience members

Tell great stories to increase engagement

People learn and connect through stories. So, naturally, the best influencer campaign has a captivating storyline that hooks viewers and encourages them to learn more. To craft your own scroll-stopping narratives, use your product’s unique value proposition as a guide and expand upon it.

For example, say you own a vegan, celiac-friendly snack line. You could share your buyers’ stories on how their quality of life has improved by having access to more delicious snacks that promote their health. You could also spotlight any charitable initiatives you’re involved in to show how your products make a positive impact.

Repurpose influencer and UGC content into ads

Combining influencer and UGC from your campaigns into a PPC ad is a fantastic way to extend your reach. It also maximizes your influencer content utilization to help you squeeze a higher return on investment (ROI) out of them. While there are many content formats you can request from customers and influencers, for best results, start with:

• Videos (short, reels, and long-form)
• Testimonials and reviews
• Photos

Test collaborations with micro-influencers

In the influencer marketing trends space, nano and micro-influencers reign supreme, with their market share hitting 44% and 26%, respectively (and still growing). So, seize the opportunity to find budget-friendly creators who match each of the customer personas you target.

You can also find micro-influencers in niches you’re eager to break into or have products launching in soon. For instance, if you offer a fitness brand but hope to branch out to swimwear, you can find micro-influencers in those niches and test them simultaneously.

Mesh influencer marketing content into your social stores

Social stores are growing in popularity and are the perfect place to house some of your influencer content. You can take it a step further by working with creators to be the cover of a collection or item in your portfolio and share the news via your partner’s page to drive even more eyes to your social shop.

Leverage influencer marketing trends tools

Whether you aim to stay local or want to run multi-territory campaigns, there are tools available that’ll help you find and monitor your influencer partners, store contracts and agreements, payouts, and more.

Examine what areas you need help with and adopt tech solutions to fill the gaps. Here are a few to assist with setup and running your first campaigns:

• Discovery and collaboration platforms: Shopify Collabs, Pixlee, Phlanx
• Campaign design and management: Grin, CreatorIQ, AspireIQ

Creating a tailored influencer marketing trends strategy

Like any strategy, there’s no one-size-fits-all solution for influencer marketing. Your business has its own unique challenges and opportunities, so it’s important to outline those needs and then craft your strategy around them.

Set goals

Start by establishing goals for the partnership. Do you want to increase traffic to your site? Boost brand shares? Sell more of a particular item or category of products? When you outline your objectives, it’s much easier to understand the steps you need to take to achieve them.

Establish a cadence for marketing collateral

Once you’ve aligned with one or more influencers, you need to determine the appropriate cadence of posts (this should be ironed out before your campaign kicks off). If you have a longer campaign, such as six months, you might set a biweekly schedule of posts to go live. If your time frame is shorter, you could have two posts in a single week.

Sometimes your campaign will involve influencers engaging in activities on multiple platforms, so you could have several posts each week across two or more channels. Consider what cadence fits your needs and confirm the schedule with your influencer.

Payment agreements

Payment agreements can vary widely based on the influencer you work with and the strategy you create, but it’s common to have one of the following in place.

Packaged campaign pricing

A packaged pricing agreement means you pay one lump sum for an agreed-upon deliverable from your contracted influencer. Often, the package includes a free product plus a fee in exchange for the deliverables laid out in your agreement.

So, over the course of a month, you might pay your influencer a total of $X for six Instagram posts, one story that’s two minutes in length, and one blog post as part of your campaign.

Per-post payment

Some influencers and eCommerce professionals prefer to work per post, or ad hoc. In those cases, each post will have a unique fee and may not be a part of a larger campaign. Per-post payments are common when working with multiple influencers and are a good option for testing out different audiences or platforms to find the right fit.

Payment through tracking

Have you ever seen an Instagram post where the influencer tells you to “use coupon code [MYNAME20] to save 20% off your order”? That coupon code is trackable and demonstrates the buyer who used it was directed to your store thanks to the influencer. In these scenarios, the influencer often receives a portion of the sale as payment for their post or mention.

Affiliate links are another common tracking method to capture the sales an influencer drives. With affiliate links, you’re able to track customers and understand their behaviors. You can also customize them to an individual post or larger campaign to monitor performance. Tracked payments on referred sales are often paid out once a particular threshold is hit.

Product or service as payment

Product or service as payment is a common agreement between eCommerce professionals and influencers, though the product or service may not hold enough value for influencers to be sufficient compensation on its own.

Common elements of an influencer marketing strategy

Several common elements pop up in most (if not all) influencer marketing strategies. These best practices will help ensure your campaigns are measurable and successful and that all parties are held accountable for their respective duties.

Affiliate links

Affiliate links are unique strings created specifically for influencers to share when promoting your brand or products. They can be tracked to measure campaign success, from understanding how traffic increases during it to capturing conversions and recording payments (when applicable).

These links are featured in blog posts, author bios, social captions, and video descriptions to push potential buyers to your site.

Agreements and activations

Agreements and activations are the two most important documents you’ll share with an influencer when kicking off your campaign.

The agreement is your legal contract that outlines the terms of the partnership between you and the influencer. It includes all relevant information about pricing, payment, campaign deliverables, timelines, and any other important details such as targeting and more.

An activation, meanwhile, is a document that details everything your selected influencer requires to do their job. This includes but is not limited to:

• Links (including affiliate)
• Hashtags
• Business or product name
• List of items to promote
• Visuals such as logos or photos you want them to use

Social media guidelines

Clearly outline social media guidelines for your influencers to adhere to during the campaign. For example, if you prefer to keep it PG, your guidelines may prohibit profanity, nudity, and instances of violence.

These rules can also include the type of language and even art direction for the style of photography or videography you’d like to see or the platforms you’d like to use (or avoid).

Product as payment

As previously mentioned, product as payment is commonplace in influencer marketing. While it may not replace a monetary fee, a free product in exchange for deliverables is the bare-minimum requirement for an influencer to feature, review, and share your product with their followers. If you opt for this route, you could send the item to several influencers to test for free as part of your initial ask.

Campaign tracking and measurement

To realize an impressive ROI, you have to track and measure your campaign’s success. You can manage your monitoring in a dashboard through your influencer marketing agency (if you use one) or by having the influencer share their analytics with you on a regular basis. If you have special KPIs you’re trying to hit, your partner should work with you to make sure you reach them.

Wrapping up — Take advantage of influencer marketing trends to scale your brand

Influencer marketing is a great way to increase your brand visibility and reach new, targeted audiences through compelling content. With thousands of personalities now impacting buying decisions en masse, it’s an excellent time to leverage the power of social proof.

People flock to social media to engage with their network and find new and interesting content, so you need to build campaigns that feel authentic and people-centered rather than sales-y. Incorporate your target customer into your influencer marketing plans as well to boost engagement. That’ll also make it easy for potential buyers to take the next step, whether it’s signing up for an email list or buying a product.

Select an influencer who fits your brand to promote and elevate your image, increase sales, and expand your customer base on new platforms.

Published: December 6, 2022
Updated: March 20, 2024