Every year, influencer marketing trends shift. This year will be no different. I anticipate some interesting influencer marketing trends for 2023. We are going to see more people make a living from their content. Whether you consider yourself a content creator, an influencer, or a KOL (Key Opinion Leader), one thing is for certain, exciting times await.
Every year, channels change and format preferences evolve. Where content creators want to spend their time will alway shift slightly year after year, while some staple content will always continue to be there.
As we shift into 2023, let’s take a look at some of my predictions for content creators in 2023.
As I previously outlined, brands will look to hold back on marketing spends in 2023. With everyone worried about influencer marketing during a recession, it’s natural for brands to spend less on marketing. But that doesn’t mean spending will go to zero.
Brands are going to start investing in creator relationships over the long-term. Instead of constantly looking for 100 new creators a month, brands are going to stick with their trusted creators, whether that’s 10, 100, or hundreds, and build the relationship.
These long-term relationships will drive frequency with audiences, increase brand recall, and improve the quality of content as brands/creators get to know each other better over time.
One trend that is likely to continue gaining momentum in 2023 is the use of short-form video content. With the rise of platforms like TikTok and Instagram Reels, more and more people are turning to short videos as a primary source of entertainment and information. However, with the launch of YouTube Shorts, YouTube is primed to take the lead in the short-form video content, as they are already seeing 1.5 billion monthly users.
Why? Monetization. YouTube is the superior platform for creator monetization. YouTube has the best terms and monetization products for creators. They are well prepared for the monetization of short-form video. As Shorts improves its algorithm and editing tools, we are going to see creators flock to YouTube Shorts as its primary platform and then reshare on TikTok and IG Reels.
Podcasts have been around for years. In the US, they are a $2 billion dollar industry. In Indonesia, they are just starting to be monetized. But the definition of “podcast” is quickly changing.
A “podcast” is no longer an audio only format. It’s fast becoming video first content, with the audio being used as stand alone content.
Again, YouTube is leading this charge and I have a few theories why we are seeing this shift.
In 2023, we are going to see more creators launch podcasts and add video to their existing audio podcasts to increase their monetization opportunities.
Live streaming is another trend that is expected to continue growing in popularity in 2023. We are seeing more startups and ecommerce platforms create their own livestream platforms. I don’t buy the hype…for several reasons.
I still think livestreaming will be a thing in 2023, don’t get it twisted, but I think we are going to see major fatigue from creators and they’ll be reluctant to invest time and energy into it. Artificial Intelligence Will Save Creators Time
ChatGPT is wild. It’s unbelievable. DALLE blew my mind when I first saw it. It’s easy to see a rise in the use of artificial intelligence (AI) in content creation.
How AI will impact content creators is still to be determined. Like any of these new tools, I’m always in awe of the creativity of content creators and entrepreneurs.
My best guess is that AI-powered tools will help creators save time more than it will help them create the actual content. Meaning, the creativity of content creators will still be key. This can’t be replaced by ChatGPT commands. But there are tools being created like AI-powered video editors and social media scheduling tools are making it easier for content creators to produce and distribute their work. Editing content will become easier as AI can predict a creator’s needs before they even know.
This will free up time for more creative tasks. While AI and automation can't replace the human touch, they can certainly make the content creation process more efficient and streamlined, enabling them to produce higher-quality content.
Overall, 2023 is shaping up to be an exciting year for content creators, with a number of trends and developments that are likely to shape the way content is created and consumed. From the continued rise of short-form video and YouTube podcasts, to the increasing use of AI and automation and decreased investment in livestreaming, there is no shortage of opportunities for content creators to succeed in the coming year.
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