Influencer Marketing: Trends and Best Practices

1st September, 2023
Influencer Marketing: Trends and Best Practices featured image
3min Read
Author: Adam

In today’s fast-paced digital landscape, influencer marketing has become a powerhouse strategy for brands looking to connect with their target audience authentically. In 2023, influencer marketing has been evolving, ushering in a new era of the strategy. In this article, we’ll explore the latest trends and best practices in influencer marketing to help your brand stay ahead of the curve.


Micro-influencers are the new stars

While mega-celebrities once dominated influencer marketing, a significant shift has occurred towards micro-influencers. These individuals may have smaller followings, but boast highly engaged and niche audiences. Partnering with micro-influencers allows brands to create more genuine connections with consumers – and often at a lower cost.

Best practice: Identify micro-influencers who align with your brand’s values and audience. Their authenticity and relatability can yield exceptional results. 


Long-term partnerships for authenticity

In 2023, the emphasis is on building long-term relationships with influencers. Rather than one-off campaigns, consider ongoing partnerships. This approach fosters authenticity and trust, as influencers become genuine advocates for your brand.

Best practice: Select influencers who share your brand’s long-term vision and values. Consistency in messaging is key to successful long-term collaborations.


Authenticity above all

The influencer landscape is shifting towards transparency and authenticity. Audiences crave genuine content and connections. Influencers who are open about sponsorships and partnerships, and can blend this seamlessly into their content, are viewed more favourably. 

Best practice: Encourage influencers to disclose partnerships clearly. Authenticity builds trust and credibility.


Measuring beyond likes and followers

Gone are the days of focusing solely on vanity metrics like likes and followers. Brands are now looking at deeper metrics like engagement rates, conversion rates, and return on investment (ROI). These metrics provide a more accurate picture of an influencer’s impact.

Best practice: Use analytic tools to measure the real impact of influencer collaborations. Track conversions and customer acquisition attributed to influencer campaigns.


Authentic content over polished aesthetics

Authenticity extends to content as well. Audiences are responding more positively to raw and relatable content rather than overly polished aesthetics. Embrace imperfections and showcase the human side of your brand.

Best practice: Encourage influencers to create content that resonates with their audience, even if it’s not picture-perfect. Reliability drives engagement.


Diversify your influencer portfolio

It’s crucial to diversify your influencer portfolio. Collaborate with influencers from various backgrounds, ethnicities, genders, and age groups. Diversity reflects inclusivity, and it broadens your brand’s appeal.

Best practice: Ensure that your influencer partnerships represent the diversity of your target audience. Authenticity also means reflecting real-world diversity.


Legal and ethical compliance

With increasing scrutiny on influencer marketing, compliance with legal and ethical guidelines is paramount. Familiarise yourself with regulations such as the ASA guidelines in the UK, and ensure influencers are aware of their obligations.

Best practice: Develop clear contracts outlining compliance with advertising regulations and disclosure requirements. 


Influencer marketing is evolving into a more authentic, data-driven, and diverse strategy. By embracing these trends and best practices in this new era of marketing strategies, your brand can forge deeper connections with your audience, and achieve lasting success in the digital landscape of 2023. Stay ahead of the curve, and watch your influencer marketing thrive!


If you need a hand with your influencer marketing campaigns, we’ve got you covered here at Puddle. Just give us an email at [email protected].