Thread by @Kristian_Sturt

What does the future of influencer marketing look like?

Why a field that's gone from $1.7b in 2016 to $16.4b in 2022 is unsurprisingly NOT slowing down, but continues to adapt. (Image @StatistaCharts)

Let's discuss 💻

Thread 🧵

1/ Influencer marketing is expected to become an even more lucrative industry in the coming years.

The global influencer marketing industry size is expected to grow exponentially even though 'experts' predicted it'll slow.

Experts have said the same thing since 2016...

2/ Micro and nano influencers will continue to gain popularity. They're defined as someone who has a smaller, niche-specific following.

Brands will be targeting them more and more, as they usually have more engaged audiences.

3/ Although the field has taken huge steps, there's still so many businesses and marketing officers that seek vanity metrics. This will continue to dissipate. "Follower quality” metrics will continue to increase in popularity instead.

4/ The funnel approach will continue to pick up pace with all budgets that can afford it.

A combined approach between:

Celebrities
Mega-Influencers
Macro
Mid-Tier
Micro
Nano-Influencers

will often produce the best results and more brands are seeing that's the case.

5/ Social commerce will continue to gain traction. Same with the subscription model if executed correctly. I also expect affiliate deals to come back into the forefront WHEN combined with decent up front offers.

6/ Greater regulation and oversight. The FTC / ASA and CAP have already begun cracking down on deceptive influencer campaigns, so brands and influencers must remain compliant in order to succeed.

7/ Cross platform utilisation will increase.

Influencer marketing is no longer limited to sponsored posts, video reviews, and blog posts. Expect to see more interactive content such as polls, giveaways, and quizzes across different platforms.

8/ Youtube shorts monetisation? Vine returning? Proper Twitter monetisation? The growth of Hive and left/right wing platforms. Less monopoly from the top platforms?

Every single point there individually can change the influencer marketing landscape & all may happen in 2023.

I'm Kristian, director of influencer marketing @ColossalSocial. I brokered my first brand deal in 2012 & have built an audience of 1.5m on social media.

Make sure you follow for more #influencermarketing threads and thoughts!

Also check out my blog - colossalinfluence.com/influencer-mar…

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