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1、Influencer Marketing Insights eBook2023 Consumer Trends:United States&Canada2Influencer Marketing Insights 2023 Consumer Trends:US&CAAbout this guideThe influence of social media has revolutionized the way we connect,communicate,and find new products.Influencers have become an essential part of mark

2、eting,and brands that effectively leverage this power can drive sustainable growth.Finding the right social platform and influencer to partner with is key to success.We have done the hard work for you by compiling consumer insights and tips to make navigating the creator economy easier.Enjoy this eB

3、ook and consider how adding a robust influencer strategy to your affiliate program can help you outperform your performance marketing goals.3Influencer Marketing Insights 2023 Consumer Trends:US&CATable of ContentsOur survey methodology.4Lets break it down.5The eyes have it.6Find your niche with the

4、 right influencer.7-8Yes,disclosure really matters.9The content sharing economy.10Winning content formats.11About measurement.12Increasing your discoverability.13Power through affiliate links.14 The always-on audience.15Purchasing power by age.16 Inspiration=purchase.17Payment&commissions.18Affiliat

5、e links for the win .195 tips to boost your influencer program.20Ready to learn more?.21Click the lines below to jump to a specific section in this report.4Influencer Marketing Insights 2023 Consumer Trends:US&CATo gain insights into consumers who shop on social media,we conducted a survey on their

6、opinions about influencers.The following consumer insights are taken from 1,500 respondents across the US and Canada.At Rakuten Advertising,our services navigate the influencer landscape,delivering tailored strategies for social media platforms.We provide strategy,insights,and ensure you are driving

7、 high-performing influencer campaigns.Our survey methodologyIncome$25k-$34,999Under$25k$35k-$44,999$45k-$59,999$60k-$74,999$75k-$99,999$100k-$149,999$150kNo answer18%10%7%10%12%12%13%5%12%AgeGen Z 18-2416%40%43%Millennial 25-34Gen X 35-49Gender(self-identified)74%female26%male5Influencer Marketing I

8、nsights 2023 Consumer Trends:US&CAInfluencers can hold incredible sway over consumers,but each platform has a unique way of serving content to the viewer.Both existing and emerging platforms have a role in the consumer journey and your influencer marketing mix.Lets break it downContent typesInfluenc

9、er types Number of followersMega:1-5MMacro:500K-1MMid-Tier:50-500KMicro:10-50KNano:1-10KSocial media platformsFacebookYouTubeInstagramPinterestTwitterSnapChatTikTokRedditStatic ImagesShort form video(10 minutes)Long form text(blogs)6Influencer Marketing Insights 2023 Consumer Trends:US&CATake advant

10、age of creating content with influencers across multiple platforms!The potential reach is truly endless when it comes to the major social channel players.Each of these top platforms boasts over of 1B Global Monthly Average Users(MAUs).Thats a LOT of eyes you can get your brand in front of!The eyes h

11、ave itInstagram 2+billion Global MAUsTikTok 1+billion Global MAUsYouTube 1.7+billion Global MAUsFacebook 2.9+billion Global MAUsSource:Meltwater,Social Media Report7Influencer Marketing Insights 2023 Consumer Trends:US&CAEach social media platform has its best-performing niche,but determining what w

12、orks best for your influencer program can be tricky.To help you allocate your resources effectively,heres a breakdown of top-performing verticals by platform.Source:Mavrck,The Influencer Marketing Guide By Social NetworkFind your niche.Finance and business are quickly becoming new spaces for influen

13、cers to flex their knowledge,commonly in podcasts and blogs.Instagram 49.3%female 50.7%maleFashionBeautyTravelFoodYouTube 46.1%female 59.3%maleFashionBeautyHomeTravel FinancialTikTok 59%female 39%maleFashionBeautyTravelLifestyle FinancialFacebook 43.4%female 56.6%maleFashionBeautyTravel MusicGamingS

14、portsTop Brand Verticals8Influencer Marketing Insights 2023 Consumer Trends:US&CA.with the right influencerYou might be asking,how do I get the right influencer in front of the right customer?Think of a niche customer,maybe its someone looking to buy designer luggage or looking for just the right cr

15、edit card theres an influencer out there for them.At Rakuten Advertising,we have multiple solutions to help you find the right influencer for you.There is no doubt that an influencer or creator can authentically fit your brand and represent your values.Here are the top categories where the influence

16、r audience is looking to find inspiration:Entertainment51%Beauty51%Craft or DIY33%Home/Lifestyle44%Gaming32%Fashion44%Technology28%34%TravelFood Enthusiasts43%Finance/money experts23%9Influencer Marketing Insights 2023 Consumer Trends:US&CAYes,disclosure really mattersIt all boils down to trust.Cons

17、umers value influencers who are authentic,honest,and practice what they preach.This includes selecting brand partnerships that align with their values and providing honest reviews of gifted products.The more authentic an influencer is,the more consumers trust their opinion,especially when it comes t

18、o disclosures.This ultimately leads to more sales for your product.25%of respondents20%of respondentssaid they follow influencers to find new product recommendationssaid their primary reason for following influencers is to get an authentic,honest view of a product or service.What kind of advertising

19、 do you find the most trustworthy?Sponsored influencer link,or unpaid influencer review37%Brands ad on social platforms (on the page or in feed)29%None of the above34%Partnering with an influencer that shares the same values as your brand is paramount to a successful partnership dont be pitching die

20、t pills to someone who built their audience on body positivity.10Influencer Marketing Insights 2023 Consumer Trends:US&CAcheck social media at least once a day 63%check multiple times a dayThe content sharing economySocial media consumers are already eager to share posts from influencers and are ins

21、pired by new products they find in their feeds.Work with your influencers to create catchy and share-worthy content!They are the experts.We help you work with your influencers to make your content catchy and share-worthy!will share content with their followersfollow a blogger or social media influen

22、cer2%whenever they make a purchase11%when they think a community theyre part of will find it interesting30%when they think a friend will like the brand/product42%when they find it interesting and different15%dont share contentWhen do you share influencer content with others?85%of consumers42%of cons

23、umers82%of consumers11Influencer Marketing Insights 2023 Consumer Trends:US&CAWinning content formatsWhile methods for content sharing are always emerging,these content types are tried and true when it comes to what the audience is likely to share(which is what really matters,right?).Static Pictures

24、Short Form Video(TikTok or Instagram reels)Recorded Video(YouTube videos or vlogs)What type of content do you usually share with others?Pictures63%Short form videos/reels53%Recorded videos44%Written content/blog posts25%Livestream video22%Podcasts20%12Influencer Marketing Insights 2023 Consumer Tren

25、ds:US&CAEvery influencer campaign is different,but here are some of the most common metrics that advertisers use to measure success and effectiveness.No matter what metric is important to you,we help you communicate that to your influencer partners.About measurementGrowth Rate%Growth Influencers see

26、 with Posting ScheduleAffiliate Sales Affiliate links that generate%of sale for influencerReachImpressionsEngagement Likes,Comments,Shares,SavesSource:Sprout Social,50+of the most important social media marketing statistics for 2023Measuring both brand and performance metrics is a proven method for

27、finding the right influencer for your campaign.13Influencer Marketing Insights 2023 Consumer Trends:US&CA80%of US respondents59%of Canadian respondentsIncreasing your discoverabilityThe world of social commerce moves fast!Keep your influencer marketing programs fresh with new content and different p

28、romotions.Consumers who are inspired to find and buy new products are always on the lookout.discover a new product or brand through an influencer monthly 35%find something new weeklyhave been inspired to purchase something from an influencer they follow How often do you discover a new product or bra

29、nd through an influencer you follow?11%Daily35%Weekly34%Monthly19%Monthly14Influencer Marketing Insights 2023 Consumer Trends:US&CAPower through affiliate linksAfter the point of discovery,the influencer audience is highly likely to make a purchase.77%of consumers are inspired to purchase something

30、that was recommended to them by an influencer whether that be a paid promotion or not.Consumers are looking for the next new thing,they arent turned off by paid promotion if its a good product from someone they trust.58%of them said they have gone out of their way to click a link,whether affiliate o

31、r not.This shows just how dedicated the influencer audience can be when they want to support the influencers they trust.have been inspired to purchase something recommended by an influencer they followhave purchased something recommended by an influencer they follow by clicking a link or image they

32、sharedBrand Ambassadors affiliate links work magic with these influencers!77%of respondents58%of respondents15Influencer Marketing Insights 2023 Consumer Trends:US&CAThe always-on audienceThe influencer audience in the US is diverse,but they tend to stick to the same platforms when looking for inspi

33、ration.As for Canada,their browsing habits are relatively similar,but YouTube clinched the top spot.InstagramYouTubeTikTokFacebook54%56%57%49%39%30%37%26%Where do you primarily follow online Influencers?USCanada16Influencer Marketing Insights 2023 Consumer Trends:US&CAPurchasing power by ageThis you

34、nger Gen-Z generation buys apparel,beauty&skincare,and health&wellness.They find inspiration from influencers predominantly in the beauty,fashion,and entertainment industries.18 24Who they are following Ages54%Beauty49%Fashion49%Entertainment43%Food enthusiasts42%Gaming31%Home/Lifestyle51%Beauty50%E

35、ntertainment48%Home/Lifestyle45%Fashion45%Food enthusiasts41%Travel54%Entertainment51%Beauty45%Home/Lifestyle41%Food enthusiasts41%Fashion39%Craft/DIY30%Travel56%Apparel40%Beauty34%Health/Wellness28%Footwear28%Jewelry20%Personalized Items20%Travel14%Automotive60%Apparel41%Beauty38%Footwear36%Health/

36、wellness33%Jewelry32%Personalized Items23%Automotive19%Children/Toys54%Apparel42%Footwear41%Beauty38%Health/wellness27%Jewelry27%Personalized Items23%Automotive18%TravelCategories they are purchasingYounger millennials primarily buy apparel,beauty&skincare.They find inspiration from influencers in t

37、he beauty,entertainment,and home&lifestyle verticals.25 34This generation buys apparel,beauty and skincare,footwear,and health and wellness products.They find inspiration from influencers in beauty,home&lifestyle,fashion,&travel industries.35 4917Influencer Marketing Insights 2023 Consumer Trends:US

38、&CAFinding inspiration for the perfect gift,regardless of the occasion,is where an influencer can really shine.Savvy social shoppers are looking for inspiration for the next must-have gift.Influencers use curated gift guides,Instagram stories,and sponsored ads during peak shopping times to partner w

39、ith brands to introduce new products to their audience.We asked consumers how much they rely on influencers for gift-giving inspiration around top shopping times in the year:Inspiration=purchaseIts time for a little inspo.78%Christmas&major holidays68%Birthdays61%Valentines Day59%Mothers&Fathers Day

40、58%Weddings or Special occasions18Influencer Marketing Insights 2023 Consumer Trends:US&CAThere are a huge variety of paid and unpaid ways that you can work with influencers,but no matter the model,pay them on time!Here are a few of the most popular commission models we see from Rakuten Advertising

41、clients that work best for getting your product or service in the hands of the right influencer:Payment and commissionsPaid Partnerships:This involves an upfront fee to promote your product or service.The fees you can expect to pay vary significantly depending on the influencers size,ranging from a

42、few thousand dollars to several million.Free Product or Service:Instead of payment,you can send influencers free products,a comped trip or service,or store credit.In return,they will create posts,stories,or some combination of content depending on your primary objectives.Affiliate Links:This is a gr

43、eat way to build a true partnership with an influencer.It allows you to see the revenue an influencer can generate for your brand while giving them a%(usually 5-10%)of what their followers purchase.Licensing UGC:When a brand loyalist creates content showcasing a brands product,the brand can pay a li

44、censing fee to use the content on their social channels,provided it aligns with their needs.Hybrid Models:Combining affiliate and influencer marketing is a win-win.Influencers get a base fee for their efforts and an affiliate link that generates consistent income based on conversions.Brands,on the o

45、ther hand,get sponsored content that increases brand awareness.*Source:L,15 Influencer Marketing Trends to Watch in 202319Influencer Marketing Insights 2023 Consumer Trends:US&CAAffiliate links have become one of the most popular-and dare we say most reliable-influencer marketing strategies.At Rakut

46、en Advertising,most successful and revenue-driving programs incorporate affiliate links.The use of affiliate links in influencer marketing campaigns allows for the easy tracking of ROI for a particular influencer.Using an influencer marketing partner allows you to monitor each individuals performanc

47、e metrics,including the exact revenue generated through their affiliate links.An affiliate link is an ongoing tool that can be used,with relatively low maintenance needed from the brand side.Compared to more traditional methods,affiliate marketing is a cost-effective investment if youre looking to g

48、et into the influencer space.In the long run,it offers high rewards at a low cost.When you treat your influencers well and give them the opportunity to share your products while getting a cut of the profits,they are more likely to authentically support your brand.This cultivates loyalty,enhancing th

49、e bond between influencers and your brand.Affiliate Links for the win!Short-Term Benefits:Long-Term Benefits:20Influencer Marketing Insights 2023 Consumer Trends:US&CAAt Rakuten Advertising,we analyze data,provide insights,and ensure you outperform your performance marketing goals.Trust us to connec

50、t you with authentic influencers who engage your target audience,driving brand awareness and boosting conversions.5 Tips to boost your influencer programExperience the power of influencer marketing with us and fuel your success.Get your goals straight:Communicate these to your influencersKeep it tra

51、nsparent:Ensuring you have the right tracking and reporting tools is criticalPromote authenticity:Consumers value transparency,trustworthiness,and authenticityBuild partnerships through affiliate Using affiliate links lets the influencer know youre in it for the long haulBe collaborative:Influencers

52、 are an extension of your brand,let them feel that way 21Influencer Marketing Insights 2023 Consumer Trends:US&CA21Ready to Learn More?Unlock the power of influencer and creator marketing with Rakuten Advertising,where you can efficiently manage influencers and activations,all in one place.But conne

53、cting with the right influencers is just the beginning.We ensure your influencer strategy stays competitive and keeps delivering results.Let our experts assist you in selecting the ideal options to best suite your goals,from full-service to self-serve,weve got you covered.Discover diverse and relevant creatorsManage ambassador programsEasily pay incentives and commissionsActivate campaigns quicklyContact us here to learn more about how to make the most of your influencer strategy through our self-serve or fully managed programs.Get started