Influencer Marketing + Creator Economy Predictions 2023

Over the past year I’ve had some really smart people share their time and expertise speaking to my students in UCLA Extension’s Business & Management Certificate Program classes.

So I asked these influencer marketing and creator economy industry pros to share their perspective on the trends they see playing out next year.

From AI and ownable platforms to livestreaming and repurposing content, here’s a head start on what to think about and plan for in 2023… 

Platform Trends

“In 2023 creators should pay attention to how they can grow their own audience and/or partner with brands on metaverse platforms like Roblox and Fortnite. These platforms have tens of millions of daily active users, and big brands like Walmart, Nike, Gucci are investing into building games.” 

- Stephen Dypiangco, CEO Metaverse Marcom 

“In 2023, I’d suggest Creators focus on building out ownable platforms to prevent being depending upon the social platforms. I’d start learning about and developing owned pieces like a website, email, and SMS. This will in turn, drive up their personal valuation and ensure they can operate like the entrepreneurs they are.”

- Sierra Reed, blogger, podcaster and founder HBIC and VP Social Strategy Digitas 

“My prediction is that YouTube is going to have growth and resurgence with short-form creators who typically spend more time on other platforms because YouTube will be monetizing Shorts in the new year with AdSense and there will be a push for those creators also to transition into longform.  Longform audiences seem to have higher loyalty and retention overall. 

Secondly, figuring out a content distribution plan will help creators in the long-run.  More efficient by creating one piece of content but posting it on 6+ different platforms to build audience but then drive them to your own mailing lists.  

Thirdly, big brands and agencies putting media buy dollars into DEI creators and their audiences to fill the gap for a lack of inventory in this area.”

- Barbara Jones, Founder/CEO Outshine Talent  

Career + Business Trends

“With a recession looming ahead, I predict that more creators will lean on income earned directly from their followers rather than relying as much on outside brands or platforms to fund their businesses. For instance, throughout 2023, I think we are going to see more content, like bonus podcasts and videos, behind a paywall — especially if advertising budgets decline. Throughout next year, I expect more creators interacting with their super fans this way through offering extra content in locked communities.” 

- Amanda Perelli, Media reporter at Insider

“Seasonality exists in most creative industries. Musicians write an album then go on tour. Filmmakers shoot a movie then promote it. Television directors make a season’s worth of episodes then release them. All periods of creative input have a start and an end date.

That works for a reason, and we predict creators will follow suit by adopting seasonal frameworks to replace the perpetual upload cycle we’re stuck in today.

Consistency will always be valuable, but consistency isn’t just measured by sheer volume. It manifests in the quality of your content and the passion of your community. Lately, we’re hearing more about building sustainable models of consistency. Creators are thinking about more than just the next video; they’re thinking about the next decade, exploring what a long-term career can look like.”

- Colin and Samir, YouTube creators, adapted from their 2023 Publish Press Predictions

“The biggest thing would be for creators to diversify their product offerings. Given the ever-evolving algorithms and platform trends, creators are finding it more and more difficult to "crack the code" when it comes to social media. I think the longevity of the creator business is how they can use that platform to create other revenue streams beyond sponsored content and your typical "influencer" offering. I think someone like Dani Austin who created Divi is an incredible example of this!”

- Kristin Ryan Spahn, Founder of LG Consulting Group

“I think creators should be thinking about their long term plans and how they can stay relevant. Social media is fickle and goes from trend to trend. How are you more than a trend? How do you provide value beyond whatever has people's attention for that week? Think of how you can better connect with your hyper engaged audience and ways you can build up an email list off platform (to be ready when the trend shifts from platform to platform).”

- Sophie Gray, founder of DiveThru

Content Trends

“2023 will be a massive year for AI content generators (e.g., DALL-E). They will help more people become creators for the first time. In addition, a social media platform will likely launch an AI creation tool where creators can opt-in to allow their posts to be used for AI models in exchange for a revenue share. Overall, AI content generators will disrupt the creator economy, with creators and VCs seeing them as the next growth hack and cash grab. But, like when NFTs first became popular, there will be plenty of opportunity and controversy.”

- Lindsey Gamble, Associate Director of Influencer Innovation at Mavrck and LinkedIn Top Voices in the Creator Economy

“Creators should focus on understanding how to repurpose content. Taking materials from a central piece of content — a YouTube video, article, or book — and adapting it for new platforms and mediums is the future wave. The creator economy presents new opportunities for leveraging the same content in multiple ways. To do this right, creators should focus on getting the hang of contracts, trademarks, and copyrights, as these provide the foundations for all of this.”

- Chuong T. Bui, Esq. Co-Founder & Partner, Counsel for Creators

“My recommendation for newish creators is to think about your own channels first (blog, newsletter) and then the social platforms as ways to advertise/promote yourself and your content second. There is so much instability across platforms right now, it's best to invest your energy in one thing you know will be around, rather than trying to cover all of them as a one person or very small team.”

- Sarah J. Gim, Instagram creator and blogger at The Delicious Life

“I think formulating a strategy for livestreaming is going to be super important for creators. Livestreaming was huge for the Chinese version of TikTok and when I worked there we tended to see trends originate in China and the US would follow shortly after. The implementation may look slightly different in the West but I predict livestreaming is going to play a big role for creators next year.” 

- Christen Nino De Guzman, founder Clara for Creators 

“Think about how many scripts and videos creators make. They're promoted for a few days and then left to fight the algorithm. Every week creators are gaining new fans that haven't seen previous videos. With this in mind, I expect more creators to repurpose old videos by creating 'best of' compilations, 'top 5' compilations etc. This will give new life to great catalogue content, increase their access to content without coming up with new ideas and increase adsense opportunities.” 

- Danny Desatnik, Creator Initiatives Manager #paid