Does Influencer Marketing Work in 2023?

Jess Ailion 17 February 2023
Does Influencer Marketing Work in 2023?

The million-dollar question on everyone’s mind is: Does influencer marketing work? Especially as a business or brand, you may be wondering if influencer marketing is worth your time and money. Surely there are other ways to reach your target audience, so why bother with influencers?

Well, there’s no denying that influencer marketing is on the rise and is more effective than ever before. It has the potential to increase conversions more than any other form of digital marketing – given the extensive reach and high engagement influencers have on social media. In fact, according to the Influencer Marketing Benchmark Report 2023, the influencer marketing industry is set to grow to around $21.1 Billion this year.

But before making a decision about whether to build an influencer marketing strategy, it’s important to understand what influencer marketing is and how it can work for your business. This blog post will explore the basics of influencer marketing, its benefits, and everything you need to know about this growing trend.

influencer marketing

How Does Influencer Marketing Work?

Influencer marketing is a form of digital marketing that focuses on tapping into the vocal power of influencers within social media networks. It is an effective way for businesses and brands to reach their target audience in a more meaningful and personal way. It leverages the power of established influencers or celebrities to promote products, services, or messages in order to increase awareness, engagement, and conversions. Rather than simply posting promotional content, companies work with influencers to create visually appealing endorsements and tutorials across platforms.

With the rise of social media platforms like Instagram, TikTok, and YouTube, influencer marketing has become one of the most powerful digital marketing strategies available today. It allows brands to reach target audiences in ways traditional ads never could. 

Influencers are individuals who have established themselves as authorities or experts in a particular field or niche and have built a large, engaged following. They create content that resonates with their followers, often taking the form of sponsored posts on social media platforms.

The benefit of influencer marketing is that influencers put credibility behind a brand’s message and can help it reach an entirely different audience compared to traditional advertising methods. With this type of marketing approach, brands are able to gain more visibility while authentically connecting with customers on a personal level.

Customers who view influencer content are more likely to be engaged because of a sense of trust that has been established between them and the influencer. All in all, influencer marketing is a great way for companies to easily tap into their target markets and build relationships with their customers – ultimately leading to greater levels of success in terms of both exposure and conversions.

influencer marketing likes

Does Influencer Marketing Work?

The answer to this question is a resounding yes. In today’s world, influencer marketing is one of the most effective digital marketing strategies available. The reason why influencer marketing works so well is due to its ability to target a specific audience through leveraging already established relationships between influencers and their followers. This highly targeted approach helps brands reach the right people at the right time with messages that resonate on an individual level. 

Additionally, influencer marketing has proven to be more effective than traditional forms of advertising because of the authentic connection between brands and customers that influencers can provide.

The success of influencer marketing can be measured through statistics. According to recent reports, the influencer marketing industry is set to grow to around $21.1 billion in 2023. Its rapid growth is indicative of how much value marketers are placing on its capabilities and how it is starting to become a pillar of the digital marketing landscape. 

In today’s digital ecosystem, one in four marketers leverage influencer marketing, while 92% of marketers believe in the effectiveness of influencer marketing. 

Influencer marketing is invaluable because 72% of Gen Z and Millennials follow influencers on social media, so the potential reach is something brands cannot afford to ignore any longer. In fact, 50% of Millennials trust influencer product recommendations.

Interestingly, although it’s the newest kid on the block among the biggest social media platforms, TikTok is now the most popular influencer marketing channel. It’s being used by 56% of brands with an influencer marketing strategy, surpassing Instagram’s 51% and Facebook’s 42%. 

Overall, these figures prove how influential and effective influencer marketing has become in today’s digital age. As platforms like TikTok continue to grow and attract new audiences, it is clear that this is only the beginning for this form of digital marketing – with even greater potential for success yet to come.

influencer marketing engagement

Examples of Successful Influencer Marketing Campaigns

Successful influencer campaigns often include thoughtful collaborations, creative content, and a well-defined goal or action that viewers can take. A great example of a successful influencer marketing campaign is Airbnb’s #HostwithPride campaign featuring notable members of the LGBTQ+ community telling their stories. The campaign achieved approximately 46 million impressions, 326, 000 social likes, and 65,000 social shares. In total, it generated roughly 2.1 million earned impressions. The share rate was 1.8x the campaign’s target. It was an indisputable success for Airbnb. 

Another example of a successful influencer marketing campaign is the 10+ years partnership between Nike and Neymar Jr. As part of the campaign, Neymar posted his running routine on social media and encouraged others to join him while wearing Nike apparel. The campaign was highly successful in encouraging participation and building brand recognition for Nike.

Another successful influencer marketing campaign in recent times was a partnership between Fabletics and personal trainer influencer Kayla Itsines. The campaign featured Itsines promoting Fabletics’ activewear on her various social media platforms while also engaging her followers to join her in challenging workouts wearing the brand’s clothing. This campaign resulted in an increase in sales for Fabletics within the first quarter of its launch.

Through Nike’s collaboration with soccer star Cristiano Ronaldo, the brand was able to reach Ronaldo’s huge fan base and capitalize on his influence as one of the world’s most popular athletes. As part of this collaboration, Ronaldo shared stories about his fitness journey and encouraged his fans to follow him in his pursuit of excellence as he wore Nike apparel during his training sessions. This proved highly effective in driving engagement with Nike products amongst young sports enthusiasts around the world and drove significant growth for the company.

In addition to these examples, some brands have also had success using micro-influencers – those who have smaller followings but more dedicated fan bases – in their campaigns. For instance, ASOS recently ran a series of Instagram posts featuring micro-influencers wearing ASOS clothing, resulting in an increase in overall sales due to higher engagement rates compared to traditional ads or celebrity endorsements.

Overall, influencer marketing has proven itself as an effective way for companies to reach wider audiences and engage customers on a personal level. When done correctly, it can be an invaluable tool for businesses looking to drive conversions and build lasting relationships with their target markets.

Benefits of Influencer Marketing

By leveraging influencers and working with them to create content for their respective audiences, you can successfully reach your target market in a new, engaging way. The greatest advantage of using influencers to achieve various marketing objectives is that it gives credibility to the brand and product being promoted. Influencers, who have already established trust among their followers, can help foster real relationships with customers and strengthen brand loyalty. As a result, influencer marketing has become increasingly popular for companies looking to boost their profile without having to pay for expensive advertising campaigns or get lost amid conventional marketing strategies that feel outdated in today’s digital-first world.

Other benefits include the fact that influencer marketing can be more cost-effective compared to traditional advertising campaigns and that campaign performances can be tracked in real-time to allow for continuous optimization. 

Finally, using influencer marketing can help build brand awareness in ways traditional ads never could. Not only does working with influential personalities create opportunities for increased exposure, but it also allows your brand to tap into new audiences that would otherwise be difficult to reach through traditional methods. By collaborating with established content creators, your brand can gain visibility while authentically connecting with customers on an individual level – something no other form of digital marketing can achieve quite like it.

Overall, there’s no denying that influencer marketing could be one of the most powerful tools you have at your disposal when it comes to reaching your target audience in meaningful ways. When done right, this type of strategy has the potential to help you achieve greater levels of success in terms of both exposure and conversions – making it well worth giving a try.

influencer marketing social media likes

How to Get Started with Influencer Marketing

If you’re looking to get the most out of your influencer marketing campaigns, following these few simple tips can help you achieve the results you want. 

First and foremost, identify who your target audience is, as it’s important to choose an influencer that will resonate with that audience. Then, take a look at potential influencers, making sure the person you select is relevant to your product and market niche. Analyze and research their previous campaigns to gain an understanding of their style, approach, and platform habits. Also, make sure that the influencer you choose has relevant experience in your industry – this will ensure maximum efficiency from your campaign. 

Once you have identified the appropriate influencer for your campaign, start by collaborating together on creative content. This allows each of you to establish trust and friendship before jumping into measuring results. Consider offering incentives such as discounts or free products to encourage followers to interact with your posts.

Care must be taken not to impose overly strict guidelines; while it’s natural to want control, working with an influencer should optimally be a two-way process – one that allows for creative input and the adoption of ideas on both sides. You must ensure that you work with an influencer who is genuine about your product or service. Otherwise, the collaboration may appear insincere and ineffective.

Next, be sure to keep track of results so that you can diversify your strategy as needed. Reviewing performance data during your campaign enables you to make adjustments based on successes or failures along the way. It’s a good idea to identify key metrics ahead of time so that they’re easier to track once the campaign is underway. 

Finally, ensure there is a plan in place for extending and optimizing ongoing content after the initial launch. 

With thoughtful research and strategic execution, influencer marketing can help you reach new customers efficiently.

influencer marketing camera


Influencer marketing can be a powerful tool to reach new audiences and promote your product or service. When done right, it can lead to increased sales, improved brand awareness, and more engaged customers. But there are some things to watch out for when working with influencers – make sure you do your research, set clear goals and objectives, and avoid any potential legal pitfalls. By following these tips, you’ll be on your way to successful influencer marketing campaigns that deliver results.

Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
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