Ogilvy - 2023 Influencer Trends

Ogilvy's 2023 Influencer Trends report highlights the growing significance of influencer marketing in recent years. The industry has increased from $1.7 billion to $16.4 billion worldwide by 2022. The popularity of TikTok has played a crucial role in the growth of the industry, and it currently ranks as the third-largest social media platform. TikTok has a user base that is predominantly young people, but 36% of its users are now over 30 years old. The report also suggests that influencer marketing is shifting towards a performance-based model, and brands are starting to reconsider their approach towards influencer collaborations. Therefore, the report recommends that brands should prioritize influencer transparency and authenticity, incorporate a diverse range of influencers, and provide flexible collaboration opportunities for influencers.