Influencer Impact #6: Looking into 2023 ??

Welcome to the sixth edition of Influencer Impact! ??

It’s scary (??) to think that we’re in the final days of October. ?? Where does the time go?

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Before we jump in, guess what?!

A few days ago I launched the Influencer Impact podcast, with my first guest being a good friend of mine and influencer marketing pro, Jason Falls! ??

Give it a listen, subscribe, and if you have a suggested guest, lemme know.

Come join in on the fun, will ya?

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As we approach the end of the year, I’ve begun to receive several requests for 2023 predictions. I wanted to share these predictions with you in an ongoing series over the next few weeks.

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On the influencer marketing front…

With the boom in video content, as well as the current popularity of Instagram Reels and TikTok, we can expect more video-based content as part of influencer marketing campaigns.

This will likely take the form of branded content series where brands partner with influencers to create a series of content, similar to what we (Demandbase) have worked on with Jay Baer and Marcus Sheridan for our streaming video network, DBTV.

In fact, the 13th Annual Content Marketing Study by Content Marketing Institute and MarketingProfs found that B2B marketers will increase their investment in video by 9 percent over 2022 to 78 percent.

Additionally, Content Marketing Institute just released their 2022 Content Marketing Video & Visual Storytelling Survey.

Two key stats stood out to me:

1. 12 percent of content marketers say their organization uses existing videos to their full potential.
2. 22 percent say they have a long way to go before they can do that.

With the increase in investment but 88 percent of B2B marketers acknowledging that they’re not using video to its fullest potential, there is a large gap for your brand.

Now, this increase in video isn’t solely for influencer videos but I do highly recommend you consider influencer videos as part of your influencer marketing strategy and campaigns.

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On the private communities front…

Though it may not be until 2H due to its complexity, we’ll begin to find ways to measure private community efforts at scale.

The most popular way right now is utilizing self-attribution, however, IMO, it doesn’t scale. It’s an excellent measurement for smaller companies but as companies grow to be mid-size to enterprises, self-attribution becomes nearly impossible.

There are other ways to measure efforts, such as working with customers to comment on threads that are impactful to your company. These quotes, once approved by the customers, become excellent case studies that can be used by both the Marketing and Sales teams.

There are few ways to attribute revenue directly to these efforts, especially at scale, without completely upending your attribution model.

Impossible? No.

Difficult for enterprises? Absolutely.

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?? ?? Where you can find me online…

LinkedIn | Twitter | Instagram | Website | Influencer Impact Community

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?? Where I’ll be speaking…

• RevGenius LinkedIn Live - What Exactly Is Community-Led Growth? with Katie Ray, Monday 11/7 at 2p ET | 11a PT

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?? Thank you!

Thank you for subscribing. I appreciate you and your time.

I’ll see you at the same time, in the same place next week!

- Justin