Influencer marketing trends in 2023 are explored in Mintel’s new research report, highlighting the importance of generational preferences, platform dynamics, and creative adaptation.

Influencer Marketing on the Rise

The world of social media is evolving, and the role of content creators and influencers is becoming increasingly prominent. According to recent Mintel research, a significant 19% of social media users consider themselves to be content creators (10%) or influencers (9%).

This trend is even more pronounced among Generation Z, with 28% of Gen Z users identifying as influencers (11%) or content creators (17%). Moreover, the allure of being a social media personality is evident as 76% of self-proclaimed influencers are successfully making a living solely through content creation and advertising.

82% of Social Media Users Follow an Influencer

When it comes to general social media usage, almost all (98%) online adults use at least one social media platform on a daily or weekly basis—jumping to 100% of Gen Z.

Mintel research reveals that four in five (82%) social media users follow at least one type of social media personality (content creator or influencer). Spanning the engagement spectrum, three-quarters (72%) of social media users say they create or would like to create content for other’s entertainment and one in seven (15%) don’t post on social media at all.

Tailoring Influencer Strategies

Brian Benway, Gaming and Entertainment Analyst at Mintel Reports US, emphasizes the importance of tailoring influencer strategies to cater to diverse user bases across different platforms. He asserts that understanding generational preferences and the distinct social dynamics of each platform is key to successful influencer marketing. As Generation Z gains prominence as a significant consumer group, brands must adapt to these shifts in trends and preferences:

Our research reveals that influencer marketing will continue to grow in the near future as Gen Z becomes a more powerful consumer group. To succeed in influencer marketing, brands must be aware of generational preferences on each platform, as well as the different social dynamics at play. Influencer and content creator-based marketing is highly impactful, dynamic, and responsive. Keeping on top of the latest trends can help brands capitalize on the growing market and tap into the spending potential of social media users.

Social Media Preferences by Generations

Mintel’s research delves into the preferences of social media users who follow content creators and influencers.

Baby Boomers lean toward Facebook (75%) to follow these personalities, while Gen Z gravitates toward YouTube (62%), TikTok (62%), and Instagram (56%). The influence of video formats on young adults is evident. Remarkably, over half (54%) of adults following social media personalities do so across all platforms, demonstrating brand loyalty, and 51% would trail them onto new platforms. Additionally, 53% of followers express a sense of missing creators when they don’t post regularly, and 48% feel a personal connection to these content creators.

Crafting Effective Influencer Strategies

Benway emphasizes the importance of maintaining brand identity across platforms while adapting tone and delivery to suit each format. Tailoring influencer partnerships to platform demographics can optimize results through viral potential or precise ad targeting. Insights into generational preferences are advantageous, enabling brands to tailor ads to receptive audiences.

Brand identity shouldn’t change across platforms, but tone and delivery should fit the format. When deciding to team up with a social media influencer, brands, and agencies must be mindful of the different platform demographics and capitalize on each platform’s benefits, such as the viral hit potential or precise ad targeting. Preferences by generation can be advantageous. For example, knowing that older platforms like Facebook and Pinterest have established user bases that are familiar with the platform makes it easier for brands to target ads to an audience they know will be interested.

The potential for success also lies in collaborating with influencers who specialize in niche categories, allowing brands to tap into untapped audiences.

Brands could also focus on topics with fewer influencers but more followers since partnerships can reach a larger audience and offer more potential for success. Alternatively, the possibility of collaborating with influencers who have a strong presence in different niche categories could prove highly beneficial for brands.

Full Mintel Research Report

The rise of content creators and influencers has reshaped the social media landscape. As the lines between creators and consumers blur, brands must refine their influencer strategies to resonate with diverse user bases.

Mintel’s research report demonstrates how to effectively harness the power of influencers and navigate the evolving world of social media marketing.

For those interested in purchasing the full report, please visit the Mintel Store.