The Future of Influencer Marketing — New Strategies and Predictions | by Paul Dughi | Stronger Content | Aug, 2023

Influencer marketing has seen tremendous growth in recent years. By 2028, it’s projected to be a $29.7 billion dollar industry according to Business Insider. As this promotional tactic continues to evolve, what are some of the key trends and changes in strategy expected in the future of influencer marketing?

One shift will be greater focus on nano and micro influencers. These are influencers with smaller, more targeted audiences, often ranging from 1,000 followers on the low end up to 100,000 followers on the upper end. Although they don’t have the reach of celebrity influencers, nano and micro influencers make up for it with higher engagement and connection with their niche. Their influence over specific demographics makes them appealing for brands seeking precise targeting. According to Mediakix, nano influencers have engagement rates between 7–15% compared to 1–3% for mega influencers.

Influencer marketing strategies will adapt as new social media platforms take off. Right now, TikTok is seeing massive growth, especially among Gen Z audiences. Brands will allocate more influencer marketing budgets to TikTok creators as users continue to flock to the video-sharing app.

Will Meta’s new Threads be a force?

In the past, influencer content has been criticized for simplistic product promotion without much added value. Brands are now looking for influencers who can creatively weave in educational elements and compelling storytelling around products.

This could take the form of tutorials, product reviews, Q&As, or behind-the-scenes stories. The goal is authentic content that engages audiences while organically integrating brand messaging.

Speaking of authenticity, this will remain a driving force in influencer marketing strategies. Audiences can detect disingenuous sponsorship relationships from a mile away. Brands and influencers will need to carefully ensure partnerships feel…