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Kristy Sammis Jan 12, 2023 3:32:09 PM 4 min read

Influencer Marketing 2023: The Yes and No

We’ve seen a LOT a lot of “2023 Predictions” published about the future of influencer marketing. And while some were absolutely spot-on, many were just… cringe. So, as true industry vets, we feel obligated to share our top three YES and NOs for the year ahead.

YES: Creator payment transparency. 

This is the year many sources (agencies, organizations, and influencers themselves) start publishing influencer payment scales publicly. Our industry needs a much better shared understanding of how to properly value influencer work.

NO: Exploiting influencers.

Undervaluing and underpaying influencers is never a good idea; not just because it’s unethical, but because influencers talk. They know and share who the best brands are to work with and who to stay away from. Do your research (or ask us) to ensure you’re not lowballing your potential partners.

YES: Sticking with what works!

We enter 2023 facing a lot of uncertainty everywhere (economy, climate change, public health, etc.), so let’s not rock the boat further. TikTok and Instagram are still hot. We don’t need to chase new platforms for “the next big thing” right now. Let’s focus on what’s already working and make it better.

NO: Twitter.

What was once a platform rife with brand-friendly opportunity is now an angry, predominantly political platform wholly unsafe for most brands. And that’s when it's functioning properly. We are staying far away until or unless it implodes, reverts, or a new clear winner takes its place.

YES: A little messy is a good thing.

Audiences love real. Creators attract followers because they are relatable. The best branded content needs to be relatable, too. Give influencers creative freedom! Let their hair be out of place, let the product shot be a little blurry. If the branded content is helpful, inspiring, or funny, audiences will love and remember it.

NO: It’s 2023 and Influencers are STILL not ad units.

Influencer marketing is only really effective when the creator is genuinely invested in working with a brand and genuinely wants to share with their audience. That’s when magic happens! But brands lose that “magic” when they treat influencers like ad units: commoditized, underappreciated, over-managed, and cheap. Great programs will always prioritize the uniqueness of its influencers.


Thoughts? Suggestions? We'd love to hear from you! We're always happy to help our clients make the case for winning influencer marketing budget. Leave a comment below or click to schedule a conversation with a specialist, or fill out the form below and we'll get right back to you.