Future of Influencer Marketing Landscape in UAE in 2023
Nowadays, brands of all sizes and industries are utilizing influencer marketing to establish consumer trust and produce genuine content. This may involve working with brand ambassadors, creating short campaigns, hosting events, and more. Influencers possess the power to connect with highly specialized audiences. As a result, the influencer marketing industry has experienced significant expansion in the past decade in Dubai, Abu Dhabi, and the rest of the GCC.
As the number of influencers on the internet continues to increase, it’s only natural to see a rise in specialized content and expertise. The growth of micro-influencers also presents brands with the opportunity for organic targeting. By analyzing an influencer’s content, values, and engagement, brands can strategically target their content to reach highly-relevant audiences. Influencer content is already specific to a particular niche.
Digital influencers strive to maintain creative control with brand partnerships, which in turn increases their authenticity and credibility with their followers. By working with brands that align closely with their personal values and passions, industry divisions and niche content areas become more prevalent.
Focus on Nano and Micro-Influencers – ‘Gamechanger’ for Influencer Marketing Companies
As people increasingly look for genuine and relevant content from real individuals, marketers are turning towards collaborations with Nano- and micro-influencers. These content creators generally have between 1,000 to 100,000 followers and a highly engaged audience. Smaller influencers tend to have a stronger connection with their community, giving them more influence. Consumers generally trust them for their knowledge, product reviews and service recommendations.
Difference Between Nano and Micro-Influencers
Nano-influencers, who typically have a following of 1,000 to 10,000, are renowned for their genuine engagement and authenticity. They are perceived as relatable and credible by their followers, and their endorsements hold significant influence. Nano-influencers are the perfect choice for brands seeking to establish a community-based marketing strategy and promote their offerings through word-of-mouth referrals.
Micro-influencers typically have a fan base ranging from 10,000 to 100,000. These individuals are recognized for their specialized knowledge and devoted following. They frequently establish a closer bond with their audience and their viewpoints carry more weight than macro-influencers.
Reason the Influencer Market Is Downsizing to Micro and Nano Influencers
The influencer marketing industry is shifting towards smaller, more targeted audiences. While large influencers still hold value, influencer marketing companies believe working with smaller creators offers brands opportunities to reach more niche communities on social media. This change is happening due to over-saturation in the industry, a desire for authenticity from consumers, cost-effectiveness, and better engagement with smaller influencers’ loyal audiences. By working with micro and nano-influencers, brands can create more targeted and effective campaigns that stand out to consumers. Here are a few reasons why this shift is occurring.
The influencer market is currently facing a problem of over-saturation, where numerous creators and sponsored posts are inundating social media platforms. This makes it challenging for brands to make an impact with their campaigns. However, working with smaller, more specialized influencers can help marketers create more focused and effective campaigns. This approach provides an opportunity for brands to stand out, even if they are targeting a smaller audience.
Consumers are becoming more intelligent when it comes to creator marketing. They prefer authentic and honest recommendations from trusted experts rather than sponsored posts and partnerships with multiple brands. Macro and mega-influencers may appear less authentic due to their numerous brand partnerships. In contrast, smaller influencers are perceived as more genuine and dependable. This is because they have a closer relationship with their followers.
When it comes to influencers, brands should take into account both cost and engagement. While famous influencers usually ask for thousands to millions of dollars, collaborating with smaller influencers from a particular niche may be more cost-effective, as they may agree to be sponsored for goods or services. Furthermore, micro and Nano-influencers have a dedicated fan base that brands can utilize to quickly increase engagement.
Collaborating with them can enable brands to reach out to a committed audience and potentially achieve better outcomes from their marketing initiatives.
When to Choose Micro-Influencers for Your Business?
Businesses Need Niche-Expertise and Trustworthiness
Micro-influencers have gained popularity due to their specialized knowledge and proficiency in specific areas such as fashion, beauty, home, food, and other such industries. They have a deep understanding of their followers and their preferences, which is highly beneficial for brands targeting specific audiences. Micro-influencers are considered more trustworthy and authentic than macro or mega-influencers, who may have numerous sponsored posts or endorsements. As a result, their recommendations are perceived as more genuine and impartial, leading to higher engagement rates and stronger brand loyalty.
Businesses looking for Affordability
Smaller brands may find that working with micro-influencers is a more cost-effective option than engaging macro or mega-influencers. This enables companies to benefit from influencer marketing without putting a large strain on their budget.
Businesses Focusing on Higher Customer Engagement
Micro-influencers frequently possess audiences that are highly engaged and have more personal connections with their followers. This can result in better rates of likes, comments, shares, and conversion rates. According to Dash Hudson’s data, micro-influencers have an Engagement Rate that is 96.8% higher than that of mega-influencers.
When to Choose Nano-Influencers for Your Business?
Nano-influencers are a great option for brands that want to develop a community-based marketing strategy, create real relationships with their target market, and boost word-of-mouth referrals. There are various reasons why your brand should consider Nano-influencers:
Nano-influencers are highly trusted by their smaller and engaged audiences, leading to high levels of engagement and brand loyalty. They typically have the highest Engagement Rate compared to other influencer types. Brands that prioritize the quality of the relationship rather than the size of the influencer will see the greatest benefits, even though Nano-influencers may not yield the same direct returns as macro and mega-influencers.
Collaborating with Nano-influencers is frequently less expensive than collaborating with larger influencers, making it a cost-effective option for small businesses or startups.
Scripting New Success Story: Micro-Influencers and Nano-Influencers in 2023 and Beyond
Smaller businesses new growth story from micro-influencers and Nano-influencers
Micro-influencers and Nano-influencers are expected to become valuable assets for smaller industries. In the current digital era, it can often be challenging to determine the competence of a business based solely on their website or online profile. Influencer Marketing agencies believe word-of-mouth referrals will play a crucial role in the hiring process, especially for smaller industries. Consultants anticipate that in such industries, micro-influencers will gain more trust from prospective clients compared to mega-influencers with perfectly curated Instagram profiles. This trust stems from the perception that micro-influencers are more genuine and transparent in their approach.
Micro-Influencers and Nano-Influencers will make Businesses more Lucrative
Influencer Marketing Consultants predict that micro-influencers will become even more influential in 2023. As businesses aim to maximize their ROI, micro-influencers’ dedicated and engaged audiences are proving to be more lucrative. Compared to major influencers who often charge exorbitant fees and report inflated numbers, micro-influencers offer a better chance of achieving direct sales, which is a vital performance indicator.
Micro- and Nano-Influencers Will Be More Thoughtful When It Comes to Paid Partnerships
In 2023, micro-influencers are expected to be more mindful of their paid collaborations. They are aware that the number of paid posts has increased in recent years, and audiences now prefer organic content that reflects the influencer’s genuine personality and interests. Therefore, micro-influencers will be more selective about the brands and products they endorse and will prioritize collaborations that align with their values and beliefs.
Micro-Influencer and Nano-Influencer Marketing will rule over Traditional Influencer Marketing
The latest research suggests that micro-influencer marketing will be the focus of larger spending increases than traditional influencer marketing in the future. This is because these micro-influencers are more affordable, whilst still being considered trustworthy. Despite having less of a reach than their counterparts, these influencers can deliver a more meaningful impression per post. As a result, micro-influencer marketing is expected to keep growing.
In 2023, brands are expected to increase their usage of micro-influencers owing to their affordability in advertising campaigns. Micro-influencers produce content that complements user-generated content, which can be effectively utilized for social media campaigns. They are often more affordable and provide brands with targeted audiences. As such, more brands will incorporate micro-influencers into their campaigns to reach a sizable audience.
Future Trends in Influencer Marketing in 2023 and Beyond
Live Shopping to become increasingly prevalent in Influencer Marketing campaigns
Live shopping has seen significant growth in popularity in 2021 and 2022 and is expected to continue into the new year. Key thought leaders and influencers will remain active in promoting products to their followers using live video and interactive content on social media platforms. Recent statistics indicate that livestream shopping is becoming a preferred method of social media purchasing.
Major players such as Amazon, Facebook, TikTok, and Instagram have responded by developing their own livestream shopping tools and partnerships. Instagram, for instance, has launched Live Shopping, which enables users to directly purchase products via the platform. This format offers shoppers an immersive way to discover and buy products. Live shopping has also become a successful tool for influencers to partner with brands, as seen in Walmart’s partnership with 10 TikTok creators for a live shopping experience in 2022, with more collaborations expected in 2023.
More Influencers will use live videos to endorse products, while their followers express their feedback in real-time. This trend is a must-have for your 2023 influencer marketing plan as it allows you to quickly reach a large audience.
Video Content is expected to grow even further
Popularity of video content has been growing steadily for the past eight years. This trend is not just limited to influencer marketing but is prevalent across all marketing sectors. The main reason behind this trend is the improvement in internet bandwidth worldwide.
With 5G technology and fiber internet being more widely available, people are consuming more video and audio content than ever before. This is evident in the growing influence of creators on various platforms such as TikTok, YouTube, and podcasts. As per video statistics, people have an insatiable appetite for video content, with more than 50% wanting marketers to create even more of it.
Influence Marketing will overlap with Affiliate Marketing
In the past, influencer marketing and affiliate marketing were considered two separate entities. However, recent developments have shown that these practices are closely related. Both strategies involve an external party endorsing a product and encouraging their supporters to make a purchase.
As influencer platforms integrate with eCommerce, the line between affiliate and influencer marketing becomes blurred. Smaller businesses can benefit from the trustworthiness of micro-influencers. Historically, affiliates have been publishers or bloggers who display product information, tutorials, and reviews on their websites. To get the most benefit, they often promote multiple programs, even if they are from competing companies.
However, now, influencers only recommend products they trust and use themselves to avoid alienating their followers. This has resulted in brands discovering that influencers can be true advocates for their products. Influencers can personally endorse products, provide demonstrations and calls to action, and guide their followers through the entire sales funnel in an authentic and personal way.
‘Specialized’ Influencers on the Rise – More Focus on ‘Niche’ in 2023
Influencers are continuously establishing their own niches, and it seems that this trend won’t slow down anytime soon. As influencers specialize and gain expertise in their respective fields, they become more desirable for brands operating in those verticals. If you’re an influencer, it’s high time to determine the industries that excite you the most and start seeking partnerships with brands that align with your vision.
For a while now, the suggestion for prospective influencers has been to discover their area of expertise. Due to an increasing number of influencers, there is a need to create fresh and original content to stand out. As influencers become more specialized, the language used to refer to them might change. Terms such as “creators” or “content creators” may replace “influencers” or “internet celebrities,” demonstrating that many influencers intend to be recognized for their creative abilities. As the industry continues to develop, more transformations in the terms used to talk about influencers can be anticipated.
Big Shift towards Ongoing Partnerships instead of Short-term Projects
In 2023, brands and influencers are expected to collaborate on long-term projects rather than one-off sponsored posts. Influencer marketing Consultants predict that this trend will become the norm moving forward. The shift is primarily since making a sale takes time. Even influencers with highly engaged audiences may struggle to make a significant impact through a single sponsored post.
To take advantage of this influencer marketing trend, we suggest creating packages that include several sponsored posts over a period, like running ads on other platforms. Joining an influencer marketing network can also help establish legitimacy when offering your services to brands.
Expected Rise in Influencer Collaborations
In the coming years, influencer marketing is expected to witness an increase in connections and collaborations among influencers. Influencer houses have already gained popularity and it’s likely that more such networks will emerge to boost influencer marketing campaigns and achieve better returns on investment. This trend is exciting because it will benefit all stakeholders involved. Brands will be able to run more effective campaigns, influencers will be regarded as professionals, and consumers will have access to the products they need at competitive prices.
More Investments in Paid Advertising for wider audience reach
In 2023, influencer marketing and paid advertising are being coupled together. Brands and influencers can utilize Facebook Ads and other social media advertising tools to target their audience with well-crafted content provided by influencers. To make sure that the experience feels unique and isn’t like conventional marketing, the content should be authentic. By combining influencer marketing and paid ads, brands can create a remarkable experience for their intended users.
‘Real’ Content will be the King in 2023
Recent years have put a focus on “authentic” content for influencers and brands alike. To engage their followers, influencers must ensure the content they share for a brand resonates with their audience. On the other hand, the brand should collaborate with those whose audiences overlap with theirs.
The key to authentic content is not in production value or location but in conveying genuine enthusiasm for the product. Audiences desire to have deeper connections with the influencers they follow, and content that has value. To create content that meets these expectations, influencers can do Q&As, tutorials, or showcase a product in action instead of just a sponsored post. They can even discuss unfavorable aspects of the products, if they clearly still believe it’s the best option. This will build trust and loyalty for the brand.
Influencer marketing will thrive in 2023, despite economic concerns, as people are increasingly using social media. As influencer marketing continues to expand in popularity and reach, successful businesses must keep up with the latest advances in technology and trends to create tailored content, partner with micro-influencers, and remain relevant.
To ensure success, HelloPixels can help you build a robust influencer marketing plan that incorporates a variety of content creators and measurable goals across all channels.
Following these tactics can have a huge positive impact on your brand’s success in the expanding landscape of influencer marketing.