Trends that reshaped the world of digital influencing in 2023
In the ever-evolving realm of digital marketing, influencer collaborations have emerged as a dynamic force, shaping trends and redefining brand-consumer relationships. Digital influencers, armed with a potent mix of authenticity and reach, have become pivotal players in steering consumer preferences and trends. Sahil Chopra, founder and CEO of iCubesWire shares some top trends that were seen in the field of digital influencing in 2023.
Multiple platforms
While Instagram remains a powerhouse, influencers are diversifying their platforms. This year, brands in collaboration with influencers have jumped over conventional boundaries, reaching spaces like Twitch, a platform for interactive live streaming. "Leveraging a mix of social media channels garners unique engagement opportunities, pulling in diverse audiences and allowing influencers to connect with communities with specific interests," says Chopra.
Virtual reality
"As technological advancement picked up a steady pace, we saw how virtual and augmented reality added an edge to creating immersive experiences for audiences," observes Chopra. Immersive experiences allow audiences to interact with products and services in novel ways, enhancing overall engagement. A couple of renowned brands experimented with the Metaverse to create more interactive content, informs Chopra.
Digital avatars
From brainstorming to client pitches, artificial intelligence has made its way into every conversation. While some are busy welcoming avatar-based online identities, some brands have partnered with virtual influencers to engage with their audience in innovative ways. "However, this has also drawn our attention to the importance of drawing lines between real and virtual identities," explains Chopra.
Micro-influencers
Today brands and influencers are coming together to offer more value to the audience. Micro-influencers, with smaller yet highly engaged followings, are gaining prominence. "There is a huge inclination towards micro-influencers, given their highly engaged audiences," says Chopra. In addition, hyper-targeted marketing to reach niche markets has picked up. Brands are recognizing the power of niche audiences and the authentic connections that micro-influencers foster.
Purpose-driven content
Influencers are aligning with social causes and promoting purpose-driven content. Audiences appreciate influencers who use their platforms to advocate for positive change, leading to a significant shift in brand collaborations. According to Chopra, genuine and transparent narratives among brands and influencers shape what and how the audience perceives a brand. Today, influencers who voice their personal beliefs and interests have higher credibility.
