Get App

Leaders
News Exclusives Events Awards Webinars More
Speak

Business
Marketing Digital Advertising Media Interviews Martequity People of More
Report Brands

ETMartequity Awards-… Brand World Summit 2023 Pride Means

Nominations open for The 5th edition of the Inclusion Mat
Brands, Agencies and… ETBrandEquity Brand World… Everywhere.

Exclusive Marketing 4 Min Read

The future of influencer marketing

trends to watch out for
Content creators with a substantial online following, also referred to as influencers, are
proving to be critical factors in shaping consumer behavior. However, with evolving
technology and changing consumer preferences, the future of influencer marketing is
undergo significant transformations. The author explores the emerging trends that w
the future of influencer marketing and the strategies brands should adopt to stay ahe
the curve.

R Ritesh Ujjwal , • ETBrandEquity

Updated On Jun 30, 2023 at 08:01 AM IST
Read by:
2212 Industry Professionals

Read by
2212 Industry Professionals
 Image used for representative purpose

Influencer marketing is emerging as a powerful tool for brands to

connect with their target audiences in today’s digital age. In the year
2022, the influencer marketing industry expanded to a staggering $16.4
billion from $1.6 billion in 2016. This extensive growth can be largely
attributed to the rise in short-video platforms during the global
pandemic, fueling data collection leveraged for social media marketing.
Content creators with a substantial online following, also referred to as
influencers, are proving to be critical factors in shaping consumer
behavior. However, with evolving technology and changing consumer
preferences, the future of influencer marketing is set to undergo
significant transformations. Let’s explore the emerging trends that will
shape the future of influencer marketing and the strategies brands
should adopt to stay ahead of the curve.
 Advt

Rise in micro-influencers
In recent years, the dominance of mega-influencers is being challenged
by micro-influencers, who have relatively smaller but highly engaged
audiences. Such influencers offer a more authentic and relatable
connection with their followers. Now, brands prioritize collaborations
with micro- and nano-influencers who align closely with their values and
niche target markets through thorough influencer profiling.
Approximately 39% of brands in 2023 chose nano-influencers (1,000-
10,000 followers) as their preferred partners, followed by 30% opting for
micro-influencers (10,000-100,000 followers). A significantly lower
number of brands decided to place their focus on larger influencers, with
19% opting for macro-influencers (100,000-1,000,000 followers) and only
12% for mega or celebrity influencers. As consumers increasingly seek
genuine experiences and trust, partnering with micro-influencers
provides brands with a more authentic voice.

AI-driven brand-influencer matchmaking

The future of influencer marketing is poised to be driven by
advancements in data analysis, automation, and machine learning. The
process of brand-influencer matchmaking is made drastically more
efficient with the use of AI to conduct exceptionally solid influencer
profiling as well as brand profiling, saving time and improving accuracy.
Approximately 56% of brands prefer joining hands with the same
influencer across different campaigns, further proving the necessity of
reliable matchmaking.

EVENT EVENT EVENT

Power of Brand World Brand W
Personalisation Summit 2023 Summit
2023 Certifica

Wed, 05 Jul 2023 Gurgaon Thu, 06 Jul 2023 MUMBAI Thu, 06

Register
Wed, 05Now
Jul 2023 Gurgaon Register
Thu, 06Now
Jul 2023 MUMBAI Register
Thu, 06N

Traditionally, the matchmaking process involved manual research and

negotiation. Now, influencer marketing platforms utilize advanced
algorithms to consider factors such as audience demographics, content
relevance, brand and creator sentiment analyses, and engagement
metrics, resulting in an airtight automated decision making process.
With the help of artificial intelligence and machine learning, brands can
also automate various aspects of influencer marketing campaigns, such
as contract negotiations, content approvals, and performance tracking.

Highly accurate predictive analysis

According to a study by Oracle and Brent Leary in 2022, as many as 37%
of consumers trust social media influencers over brands, with 28% of the
study participants stating they discover new products and brands
through influencers. Machine learning algorithms can accurately predict
the success of influencer-brand collaborations to identify the most
promising matches. Along with periodic content performance evaluation
and past campaign results, brand and influencer sentiment analyses
ensure accurate matchmaking that fits with both the influencer as well
as the brand’s values and audience. An emerging trend in influencer
marketing, brand and influencer analyses involve examining the
sentiment expressed in brand mentions and influencer content to
measure the emotional impact on the audience.
 Advt

Feedback loop for machine learning

With consistently improving machine learning algorithms becoming
smarter by the hour, the future of influencer marketing will involve
establishing a feedback loop to refine predictions. The feedback loop for
machine learning enables established algorithms to continuously learn
and adapt by collecting and analyzing real-time campaign data. Brands
highly benefit from such feedback loops, accurately delivering more
effective and efficient recommendations for influencer collaborations.

In the future, matchmaking between brands and influencers will be

enhanced by data-driven insights, ensuring optimized influencer-brand
partnerships. With automated decision-making processes, a majority of
the aspects of influencer marketing campaigns will get streamlined,
thereby reducing human error and ensuring accurate consistency.
However, it is essential to note that human creativity and authenticity
will always remain fundamental despite the necessity of automation and
data-driven insights. Brands as well as influencers must combine human
expertise with AI-driven technology to create sincere connections with
their target audience.

Further, ethical considerations like transparency, authenticity, and

disclosure will continue to be crucial in influencer marketing. With the
rapid evolution of the industry, more guidelines and regulations are
bound to be implemented to maintain the trust of consumers. The use of
advanced technologies such as matchmaking algorithms, brand and
influencer profiling, predictive analysis, automated decision-making,
brand and influencer sentiment analyses, and feedback loops for
machine learning is revolutionizing how brands connect with their target
audience through influencers.

In this ever-evolving digital landscape, brands should leverage data-

driven insights and automation to optimize their collaborations with
influencers, enhance the effectiveness of their campaigns through
performance marketing, and build stronger connections with their target
audience.

(The author is the co-founder and chief executive officer of Kofluence.)

Influencers become 'influesters' for Deciml in new

ad

Published On Jun 30, 2023 at 08:01 AM IST

MOST READ IN MARKETING

Disha Patani unravels the

secret to Indian strength in
new ad

Volkswagen unveils plan to

boost flagship brand

Everything you should know

about marketing attribution
 Why are marketers
preferring account-based
marketing?

Be the first one to comment.

Comment Now

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Subscribe For Free

influencer marketing kofluence trends social media marketing brand strategy

content creators trends of influencer marketing ai brand influencer micro-influencers

performance marketing

Home / News / Marketing / The Future Of Influencer Marketing: Trends To Watch Out For

Marketing 2 Min Read

Bayern Munich and Qatar end

sponsorship deal which riled fans
Bayern and the Qatari state-owned airline said in a joint statement that the sponsorsh
"ends by mutual agreement on 30 June 2023 after five very exciting years together."

AP
Published On Jun 29, 2023 at 12:30 PM IST
Fans get their way as Bayern Munich and Qatar decide not to renew contentious sponsorship deal (file
image)

Bayern Munich and Qatar Airways said Wednesday they are ending a
sponsorship deal which caused tension between the German soccer
champion and its fans.

Bayern and the Qatari state-owned airline said in a joint statement that
the sponsorship "ends by mutual agreement on 30 June 2023 after five
very exciting years together."

Bayern's players wore the Qatar Airways logo on their sleeves and
regularly traveled to Qatar for winter training camps, including one in
January this year.

Fan groups critical of the human rights record of the 2022 World Cup
host nation had campaigned not to renew the deal when it expired at the
end of the season.
 Advt

Bayern fans booed the club's directors at the club's 2021 annual general
meeting when officials refused to allow a vote on the sponsorship deal.
Bayern management defended the sponsorship by saying that it had
helped to bring positive change to Qatar, which was heavily criticized
ahead of the World Cup for the conditions of migrant workers.

Fans who had criticized the deal welcomed the announcement

Wednesday.

"I'm very pleased, even if it came unexpectedly. The signs in the last few
days and weeks had been saying something else," Michael Ott, the
Bayern member who led the 2021 effort to force a vote on the Qatar
Airways deal, told German news agency dpa.

"It shows me that fans can have an impact when they know how to use
the resources that they have. This is a wonderful sign for sport, FC
Bayern and us fans."

The end of the deal follows the departure of one of its strongest
supporters at Bayern, Oliver Kahn, who was fired as chief executive last
month after a disappointing season.
 Qatar remains a significant player in European soccer through its
ownership of Paris Saint-Germain and a Qatari banker who is bidding to
buy Manchester United.

BCCI sets Rs 350 cr base price for lead

sponsorship rights

Published On Jun 29, 2023 at 12:30 PM IST

bayern munich bayern qatar airways qatar manchester united sponsorship

bayern Munich sponsporship deal ends

News
See whats happening in Marketing & Advertising right now

Exclusive
Read and get insights from specially curated unique stories from editorial
Leaders Speak
Business leaders sharing their insights

Events
Explore and discuss challenges & trends in India's leading B2B Marketing events

Awards
Recognise work that not only stood out but was also purposeful

Webinars
Join leaders & experts for roundtables, conferences, panels and discussions

Join the community of 2M+ industry

professionals
Subscribe to our Daily Newsletter

shraddhashivani@bitmesra.ac.in

Subscribe For Free

By continuing you agree to our Privacy Policy & Terms & Conditions

Advertise With Us
We have various options to
advertise with us including
Events, Advertorials, Banners,
Mailers, etc.
 Get in Touch

Download
ETBrandEquity App
Save your favourite articles
with seamless reading
experience

Get updates on your

preferred social
platform
Follow us for the latest news,
insider access to events and
more.

Guest- RSS
Post Feed
Guidelin
About Us Sitemap
es
Contact Us
RSS Guest-
Newsletters Post
Feed
Guidelin
Sitemap es

The Economic Times Business Verticals

Auto Retail Health Telecom Energy CIO

Real Estate CFO IT Security BFSI Government Hospitality

HR Legal ET TravelWorld Infra B2B CIOSEA

HRSEA HRME

Trending
Marketing News • Advertising News • Digital News • Media News • Business Brands News • The People Report
• DigiPlus Fest'23 • Ola Cabs • Paytm News • Jio News

@2023 ETBrandEquity.com. All Right Reserved. Privacy Policy Terms and Conditions