As influencer marketing quickly evolves, finding the right fit is key

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Influencer marketing is a rapidly evolving space and, with more businesses embracing it, we wanted to better understand the experiences of our network, from any challenges they are facing to the value it’s delivering, and how it’s impacting budgets in 2023. 

While this was an informal LinkedIn poll of our network, the results are insightful:

  • Half of respondents have experienced increased brand awareness, increased traffic AND increased sales from an influencer campaign
  • Over 30 per cent say it’s a growing responsibility in their job yet almost 70% say sourcing the right influencers is their biggest challenge
  • As many as 43% said their influencer marketing budget will increase in 2023 

Takeaways from our influencer marketing poll

It comes as no surprise that the pandemic accelerated the growth in influencer engagement. It filled the content void of a lockdown market with visuals that creators were able to safely create at home.  Scrambling to stay relevant, brands needed to rethink their usual tried and true tactics and make an authentic connection with an audience stuck at home. 

Since then, we’ve still only scratched the surface with respect to influencer marketing. It’s big now, and only getting bigger. New platforms, more sophisticated video technology and savvier content will lead the way, and influencers who are embracing these advancements are becoming increasingly sought after. For brands, finding the right influencers is key.

This is paving the way for what we’ll continue to see into 2023 – an increase in influencer content that acknowledges our personal circumstances (economic slow down anyone?); consumers becoming even more discerning about promotional content; influencers being leveraged in other promotional ways outside social media; and a requirement for more robust metric reporting. 

So get ready to take advantage of this quickly evolving world, and surround yourself with the right partners that will ensure your brand successfully navigates the course ahead.

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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