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Catarina Alves de Sousa
– Social Media Manager & Content Writer –

As the digital landscape continues to evolve, so does the world of marketing. One strategy that has proven its effectiveness and is predicted to be one of the most powerful marketing tools in 2023 is – and continues to be – influencer marketing.

It’s hard to pinpoint precisely when influencer marketing began to be a widely adopted strategy by brands, but it’s easy to see that it’s still around because of the positive (and profitable) results it has brought to businesses.

Catarina Alves de Sousa
– Social Media Manager & Content Writer –

As the digital landscape continues to evolve, so does the world of marketing. One strategy that has proven its effectiveness and is predicted to be one of the most powerful marketing tools in 2023 is – and continues to be – influencer marketing.

It’s hard to pinpoint precisely when influencer marketing began to be a widely adopted strategy by brands, but it’s easy to see that it’s still around because of the positive (and profitable) results it has brought to businesses.

Influencer marketing, or creator marketing, as it is increasingly called, drives brand growth throughout the purchase funnel. Businesses have leveraged influencer strategies online and offline over the years, but 2023 looks to bring a new level of potential for this strategy.

In 2023, influencers are not only seen as promoters, but above all as storytellers and even creative directors. They have full control over content creation and brand communication, thanks to their deep knowledge of social platforms and audiences. Some companies have even started to officially employ famous influencers as part of their marketing leadership team. An example of this trend is Kate Moss, who became Creative Director of Diet Coke at the end of last year.

Source: Diet Coke/PA


“The era of creators as creative directors has arrived and will continue. This trend is an evolution of the product marketing collaboration model, which positions creators as innovators on behalf of brands. This model will not eliminate the influencer marketing modes that preceded it. This is an extension of how brands and influencers are working together.” – Sadie Schabdach, Dentsu Creative evp of influencer marketing


Alongside the growing role of influencers in companies’ marketing strategies, consumers’ use of social media is not set to slow down. 


Brands that have a well-defined influencer strategy, leveraging all types of content creators with measurable goals across all channels, are set to reap the biggest benefits. But what are the reasons – beyond social media time – that influencer marketing continues to have an impact? Let’s look at some possible explanations.

1. Consumers identify with influencers

There are obvious benefits to hiring celebrities to promote products. As well as being well-known and glamorous figures, they are quite aspirational. However, if a famous actor or actress makes a piece of content saying that they put cute little notes in their children’s lunchboxes every day, people probably won’t believe it, as it sounds like a commercial claim that doesn’t align with their lifestyle.

However, if instead of the actor/actress we put an influencer mom or dad, consumers tend to believe this scenario more and are more likely to follow their example.  

Audiences generally see influencers as more approachable. Many respond to messages that are left by followers on social media, so interaction also fosters this view of accessibility.

2. Influencers can yield better ROI

When a Hollywood star advertises an eye cream in a TV ad or magazine, sales of the cream will likely increase – but it is difficult to say by how much. Also, the increase will probably not be immediate. Influencers, on the other hand, generate sales conversions through direct links, which means that companies can get a faster return on their investments and know how much that specific influencer has generated.

As many influencers work independently, brands also save money when there is no agency representing them, i.e. when they handle everything directly with the influencer.

3. Influencers create more authentic connections with diverse audiences

Because influencers have followers from specific demographics, brands can use them to reach specific segments of their customer base. Consumers click on links shared by their favorite influencers because they see them as authentic.

Influencers are also able to be more creative. Because they produce fresh content that usually comes from their heart (or their innate authenticity), their fans don’t assume the content comes from scripts handed down by brands.


Source: Sprout Social


Working with influencers, yes! But… you have to know how to choose them.

Against the evidence, there is no argument, and given so much evidence of the effectiveness of this marketing strategy, there is little or no doubt that it works. But how can brands know which type of influencer to bet on? There is no one-size-fits-all here, and it’s worth studying the influencer landscape and influencer marketing trends to suggest a perfect match between influencer and brand. 

What you should consider when choosing the most suitable influencer for your brand:

  • Relevance to your target audience: analyze their demographics, interests, and the type of content they produce. Make sure their audience matches your brand’s target audience.
  • Alinhamento com os valores da marca: avalie se a marca pessoal do influenciador está alinhada com os valores, a imagem e as mensagens da sua marca. Reveja as suas colaborações e conteúdos anteriores para ver se promoveram produtos semelhantes ou se expressaram opiniões que se coadunam com a sua marca.
  • Authenticity and credibility: assess the influencer’s authenticity and credibility. Consider their engagement rates, follower growth patterns, and audience interaction. Look for influencers who have genuine connections with their followers and maintain high-quality engagement.
  • Content quality: Examine the quality of the influencer’s content, including production value, creativity, and storytelling ability. Make sure the style of the content matches your brand aesthetic and tone.
  • Performance metrics: Examine influencer performance metrics such as reach, impressions, engagement rates, and conversion rates of sponsored content. Assess the impact they have on your audience, and how effectively they drive actions or sales
  • Reputation and behavior: conduct thorough research on the influencer’s reputation and behavior. Look for any controversies, ethical concerns, or inconsistent messages that could reflect negatively on your brand.
  • Long-term potential: consider the influencer’s potential for a long-term partnership. Building lasting relationships with influencers can result in greater brand affinity and more authentic endorsements over time.
  • Micro-influencers and niche experts: don’t overlook micro-influencers or niche experts who may have smaller but highly engaged audiences in your target market. This type of influencer can offer a more specialized influence and create a deeper connection with their followers.

Remember to carefully research and vet potential influencers before making a final decision. By considering these factors, you can find an influencer who not only aligns with your brand principles but also effectively communicates the desired message to your target audience.

Another thing you should keep in mind is that “influencer” is now a profession that is called content creation. As content creators, influencers are launching their brands, and products and creating large communities. In short, they are making more money than ever in this new profession and, more than that, they are gaining creative confidence. Today’s content creators recognize their value and demand – rightly – to be (well) paid for their work and access to their communities.

Brands must therefore adjust to this new landscape and be prepared to reward the influencers who can generate so many sales for them.

Source: Influencer MarketingHub


Influencer Marketing trends in 2023

In the ever-changing digital landscape, influencer marketing remains a powerful strategy for brands to connect with their target audience in authentic and impactful ways. So let’s explore some of the trends in this area for 2023.

1. Instagram and TikTok remain the main platforms for influencer marketing;

2. Diversity and representativeness are strong trends to take into account;

Source: Baddiewinkle Instagram


3. Long-term collaborations between brands and influencers (rather than multiple influencers on sporadic campaigns);

4. Brands leverage micro-influencers for macro results;

Source: Sugsean Instagram


Source: Influencer MarketingHub


5. Content featuring company employees (more humanization of once institutional content);

6. UGC (User Generated Content) is here to stay;

7. Video is even stronger;

8. Content is king, paid content is queen (authentic content yes, but with a boost: by sponsoring influencers’ content through paid advertising, you can more easily silence the noise and capture the attention of your target audience, without interrupting the user experience);

9. Live shopping – influencers are now showcasing their favorite products in real time so their followers can interact in real-time too;

10. Co-creation of products between brands and influencers.

Fonte: NA-KD

11. “De-influencing”

This trend emerged on TikTok and has been spreading to other social networks, representing a significant shift in the way we look at influencer marketing. It’s a trend that highlights influencers and everyday users sharing products they’ve bought but ultimately found unnecessary or ineffective. This shift is driven, above all, by a growing distrust of influencers’ recommendations. De-influencing is a call for authenticity and accountability, showing that the public values truth and transparency. While it may seem like a rejection of influencer marketing, de-influencing is an evolution of it. Influencers are learning to “de-influence” to regain the trust of their audience before promoting another purchase. This trend underscores the need for influencers to adopt a more authentic stance and for brands to focus more on building lasting relationships with consumers.


It’s worth investing time to find the right influencer/content creator. They can do wonders for your brand with less money – and a more natural touch. Be sure to follow our short guide to find the perfect fit for your brand, and remember to bet on budding creators (micro or nano influencers) who you see yourself collaborating with in the long run for a profitable, win-win relationship. As a final tip, remember that an influencer who truly loves your product will promote and defend it with genuine passion and it is precisely this authenticity that brands are looking for.