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Top Instagram influencer marketing trends in 2023

Are you aware of the latest trends in influencer marketing? In today’s digital world, businesses have shifted towards investing in influencers to promote their products and services. Influencer marketing is a type of social media marketing that uses endorsements and product mentions by people with a substantial social media following. The most popular platform for influencer marketing is Instagram, where brands collaborate with creators to boost their reach and engagement. In 2023, new trends in influencer marketing have emerged, including the rise of UGC creators and influencers turning into business owners.

Moreover, creator-focused marketplaces are exploding, leading to a decrease in filters and curation. Brands are now teaming up with influencers for the long haul, and employee influencers are the new norm. In this blog, we will uncover the top Instagram influencer marketing trends in 2023 so that you can stay ahead of your competition.

What is Influencer Marketing?

Influencer marketing involves partnering with influencers with extensive social media followers to promote a brand’s products or services. Influencers use engaging content, personalized experiences, emotional appeal, and authenticity to interact with their audiences and provide genuine opinions on products or services. Brands often offer incentives such as a fee, affiliate links, or free products to influencers in exchange for their endorsements. It is essential to follow Instagram’s Branded Content Tools and mark sponsored content to maintain transparency with the audience while keeping up with the latest trends in influencer marketing. Partnering with influencers can help brands increase their reach, build brand awareness, and gain the trust of their customers through the credibility of popular influencers. Per the latest predictions, influencer marketing will continue as a dominant brand strategy in 2023.

The best platform for influencer marketing: Instagram

For a good reason, Instagram has become the go-to platform for influencer marketing. It boasts various engagement tools and allows brands to collaborate with individuals with significant followers. Nano- and micro-influencers are gaining traction in the industry for their loyal and engaged audience bases. Brands are also beginning to focus on acquiring first-party data from social media platforms to maximize their return on investment.

Another critical aspect of influencer marketing is authenticity. Influencers are known for providing honest opinions and using the products they endorse, so choosing influencers who align with a brand’s values and mission is imperative. In 2023, the trend toward influencer marketing is set to continue, and brands must keep up with the latest developments to remain competitive in the market.

Instagram influencer marketing trend: Creator-focused Marketplaces Explode

In 2023, creators and brands must be more mindful of the economy when approaching sponsored content. The influencer marketing industry is already worth billions, which is expected to rise, leading to increased investments and budgets. As brands search for alternative ways to acquire users, creator-focused marketplaces like Shopify Collabs are gaining popularity. With the cost of goods rising due to inflation, maintaining customer loyalty has never been more crucial- brands must focus on branding activities instead of purely performance-based advertising to attract the cost-conscious consumer. By reframing content from an economically friendly perspective, influencers and brands can avoid accusations of insensitivity while remaining relevant in a rapidly evolving social media landscape.

Instagram influencer marketing trend: fewer Filters & Curation

The Instagram influencer marketing scene is evolving, and changes are happening rapidly. The need for filtered and curated content is declining as people want authentic content. Similarly, 2023 will include many new influencer marketing platforms apart from Instagram. With a projected market value of $24.1B by 2025, influencer marketing remains a top digital marketing strategy for companies to reach a large audience. Whitelisting ads through influencer marketing has performed better than traditional social media ads. Brands are now expanding their reach to various digital marketing channels to optimize their efforts beyond Instagram. In short, marketers should watch the evolution of influencer marketing and get ready to experiment with new trends that emerge in the coming years.

Instagram influencer marketing trend: The Rise of UGC Creators

Influencer marketing is becoming one of the essential tools for brand promotion, and it’s projected to be worth $24.1B by 2025. One of the critical Instagram influencer marketing trends in 2023 is the rise of UGC creators. User-Generated Content creators should understand their niche, brand, or product/service to accomplish better results. In addition, brands can now boost their UGC content through a new paid feature on Instagram called the “paid boost feature.” Understanding the difference between an influencer and UGC content is essential to ensure your strategy has the best outcome. Embracing these trends in influencer marketing can help brands achieve higher reach, better engagement, and higher ROI. Creator marketplaces and live shopping events will become critical trends in influencer marketing in 2023.

Instagram influencer marketing trend: Influencers Turned Business Owners

The influencer industry is evolving, and influencers have started to launch their businesses. With their authentic views and creativity, influencers are bringing a refreshing approach to running a business. The Instagram creator tools are also going through upgrades to keep the followers engaged. One of the most anticipated trends in influencer marketing is defining voices. Businesses collaborate with influencers who match their brand objectives to establish a trustworthy image that resonates with their fans. Acquiring first-party data will serve as viable intel for measuring the ROI of the influencer marketing campaign. In 2023, influencers might collaborate as co-owners with brands, working together as business partners rather than just as creative directors. These trends will make influencer marketing more cutting-edge, innovative, and effective in the future.

Instagram influencer marketing trend: Brands and influencers team up for the long haul

Influencer marketing through Instagram is expected to grow even further in 2023, with many brands looking to build long-term relationships with influencers for more effective campaigns. Brands will appoint Chief Influence Officers to lead their campaigns and identify KPIs for measurement. To create a more authentic content experience, companies will use employees and customers as Key Opinion Leaders for content creation. Social media platforms are investing in creator tools that work for influencers to keep them motivated and engaged. Brands must conduct thorough risk analysis before collaborating with influencers to avoid potential pitfalls. While organic reach is still crucial, paid advertising will continue to be essential for broad reach. By adhering to these Instagram influencer marketing trends, brands can successfully grow and enhance their online presence through influencer relationships.

Instagram influencer marketing trend: Employees become the new influencers

It is predicted that the Instagram influencer marketing trend of 2023 involves utilizing employees as brand influencers. Brands are now recognizing the importance of their employees as defining voices in achieving success in the social media landscape. This awareness can make influencer marketing more affordable and accessible for brands.

Additionally, with the help of API partners, brands are accessing influencer data to enhance their first-party data use in influencer marketing. It is a strategy that helps to reach new audiences and increase brand awareness through influencers’ diverse and valuable content on platforms like Instagram.

As part of this trend, influencer marketing platforms will continue to flourish in providing different content to brands. In addition, with the advent of employee influencers, engaging with influencers and expanding their brand’s reach is no longer a tedious task. Overall, companies will continue to invest in influencer marketing to stay ahead of the game in 2023.

Instagram influencer marketing trend: Influencer video content gets even more love

In 2023, influencer video content will be even more in demand than it already is. Brands are turning to nano- and micro-influencers with more authentic and engaged audiences than their macro-influencer counterparts. Instagram remains the most effective platform for influencer marketing. The rise of call-to-action, live videos, and other interactive features has made influencers more engaging with their viewers. As a result, influencer marketing has become integral to many brand strategies, helping them garner new audiences and driving sales. In the current age of social media, providing authentic views about products is crucial for educated consumers. Companies are therefore looking to collaborate with creators who align with their brand values to deliver credible content.


Keeping up with the latest trends in influencer marketing is crucial for your brand’s success. Instagram continues to be the primary platform for influencer marketing, and with the rapid growth of creator-focused marketplaces, more creators are stepping forward. Less filtering and curating are becoming increasingly popular among users, leading to a more authentic user experience. UGC creators are also on the rise, creating content that resonates with their followers. We see influencers becoming business owners and partnering with brands in the long haul. Employees becoming the new influencers opens up endless possibilities for a fresh and authentic perspective. Video content has also taken center stage in influencer marketing. You must stay informed of the latest trends to stay ahead of the competition. To learn more about leveraging influencer marketing for your brand, read our guide on the top Instagram influencer marketing trends in 2023.


IEMLabs is an ISO 27001:2013 and ISO 9001:2015 certified company, we are also a proud member of EC Council, NASSCOM, Data Security Council of India (DSCI), Indian Chamber of Commerce (ICC), U.S. Chamber of Commerce, and Confederation of Indian Industry (CII). The company was established in 2016 with a vision in mind to provide Cyber Security to the digital world and make them Hack Proof. The question is why are we suddenly talking about Cyber Security and all this stuff? With the development of technology, more and more companies are shifting their business to Digital World which is resulting in the increase in Cyber Crimes.


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