Angela Seits with Insider Intelligence on Influencer Marketing in 2023

Last month PMG’s Head of Strategic Planning & Insights Angela Seits participated in the Insider Intelligence virtual summit on 2023 trends and predictions, sharing strategies and trends that will define influencer marketing in the year ahead. During the panel discussion, Angela commented that marketers are wise to “turn to creators in times of uncertainty because [they] know that’s when people are most wary of advertising.”  

As influencer marketing evolves and consumer interest in creator content grows, brand strategies should follow suit, as “creators who have established trust are the right voices to turn to,” she said. For some, this means engaging on “unexpected platforms” like TikTok. In 2023, Angela expects more influencer partnerships will be structured over the course of six months to a year, as longer partnerships have been found to “enhance the content but also create a better feedback loop,” helping brands and influencers optimize campaigns as needed. 

Social influencer Jane Ko joined Angela, alongside marketing executives from Shutterfly, as well as industry analysts from Insider Intelligence. Read more about how influencer marketing is changing on Insider Intelligence, and watch the virtual summit recording here.