Influencer Marketing Spring 2023 Report: Personal and Meaningful Content Takes Center Stage

Editorial Team
June 27, 2023
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The Influencer Marketing Spring 2023 Report is LIVE NOW! Download to access.

The buzz around AI is impossible to ignore these days. Opinions about its impact, both positive and negative, are scattered far and wide. Influencer marketing is also riding the AI wave, but here's the twist!

Despite AI's popularity, social media users crave human experience and emotional bonds with the content creators they follow. The journey towards meeting this demand has already commenced. During the second quarter of 2023, we witnessed brands and content creators doubling down on authenticity, meaning, and personalization in their content. 

Pizza Hut, Muddy Bites, Canon, and Budweiser are some big-name brands prioritizing authentic influencer content. Be it capturing influencer’s journey using products, organizing influencer brand trips, or executing bizarre YouTube stunts, brands are taking steps to generate honest content. Discover the latest influencer marketing trends brands follow to prioritize authenticity with our latest report!


Here is a sneak peek into the influencer marketing trends featured in our Q2 report.

1. Authenticity Over Polished Perfection With Influencers' GRWM Personal Sound Bites

The GRWM (get ready with me) TikTok videos have become more than just makeup tutorials. Influencers create such videos to share personal stories with their community, building genuine relationships. 

2. Is Investing in Brand Trips with Influencers Worth the Hype

Influencer brand trips are excellent for capturing the attention of millions. By organizing vacations to exotic destinations, brands can document the influencer’s journey and gain massive engagement. 

3. Extend NIL Influencer Deals Beyond Star Athletes to Other College Students 

Name, Image, and Likeness (NIL) is a great way for brands to leverage student-athletes for product promotions. But it is time to go beyond that by partnering with  college students from different disciplines.  

4. Make Way for Branded Stunt Videos Powered by YouTube Influencers 

While engagement remains an important goal for brands, so is generating awareness. YouTube stunt videos are the perfect way to engage thousands, even millions of people. And while you’re at it, you might break some world records like Muddy Bites and Pizza Hut did! 

5. Let Content Creators Use Your Products in Real-Life Situations 

When it comes to creating authentic content, influencer brand ambassadors are the way to go! Influencers who have previously used and talked about your products provide a more honest point of view. Canon used this approach when it hired Emma Chamberlain to showcase her creator journey using its cameras. 

6. Hiring Content Creators as Full-Time Employees

Hiring influencers as brand creative directors enables you to create captivating content on social media. You can tap into their expertise and connections with the followers. 

7. To Edit or Not to Edit? Assessing the Significance of Influencer Content

The authenticity of influencer content has its limits, which raises the question of whether brands should edit creator content. And how much creative freedom they should provide to the influencers. 

8. Rise of Incubator Programs to Cultivate Influencer Talent

Influencer incubator may not be a new concept, but it has certainly picked up pace in the last months. Brands like Sephora and L’Oreal are utilizing these programs to improve content quality. 

9. Leverage Influencers for Effective Sound Marketing 

Making content memorable for their audience is a big challenge for brands. This is where sound marketing comes in. Brands can launch music videos to increase brand recall and win the younger generation. 

10. Growing Emphasis on Sales-Based Payment Model For Influencers

The sales-based payment model or affiliate program for influencers is a smart move by marketers to navigate the influencer marketing landscape during an economic downturn. It is a cost-effective method to incentivize influencers. 

The creative approaches above allowed brands to capture their values while aligning their USP with the latest trends in influencer marketing. 

The Influencer Marketing Spring 2023 Report doesn’t stop there; it delves into the latest social media updates 2023 across 5 major platforms:

  1. TikTok
  2. YouTube
  3. Instagram
  4. Facebook
  5. Twitter

We have also included first hand Instagram-centric data for the top influencers, brands, and hashtags across 9 countries:

  1. The United States of America
  2. The United Arab Emirates
  3. India
  4. Malaysia
  5. Philippines
  6. Singapore
  7. Vietnam
  8. Thailand
  9. Indonesia


To learn more about how influencer marketing evolved in the first quarter of 2023, read our Influencer Marketing Trends Report Q1, 2023. is one of the fast-growing influencer marketing platforms that enables brands and agencies to bring their A-game to the creator economy. With advanced features, it allows users to streamline influencer search, facilitate lasting influencer relationships and execute completing campaigns. The platform has recently rolled out its one-of-a-kind generative AI for influencer marketers—Skye. 

Learn more about the influencer marketing platform. Book a free trial! 

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