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Influencer Marketing: What is the Future?

written by
Tessa Dewing

Influencer Marketing: What is the Future?

In 2023, it's impossible to have a casual scroll through social media without coming across some form of influencer marketing. That's because over the past several years, it has been a dominating force in the world of online marketing, but if it's going to survive the coming years, it must adapt to the needs of consumers who are demanding higher levels of transparency and authenticity.



Interesting stats about influencer marketing:


- 1 in 4 marketers currently leverage influencer marketing

- 72% of Gen Z and Millennials follow influencers on social media

- 89% of marketers who engage with influencer marketing will increase their investment in it this year

- TikTok reigns supreme, with 55.5% of brands using it for influencer marketing in 2023.



India Harl and Ramzan Miah fashion, lifestyle and fitness influencers



The Drive for Transparency


With the ever changing landscape of consumer needs, both marketers and consumers themselves are calling for more transparency with influencer marketing.


Around a third of brands that responded to the study admitted to not always disclosing influencer marketing as sponsored content because they were afraid doing so would impact consumers’ trust.


However, there seems to be no reason for marketers’ concerns, as more than half (54%) of consumers say they don’t have an issue with influencers indicating a post is sponsored using #spon or #ad as they don’t believe it detracts from the credibility of a post.


As a result, 83% of marketers say better data and metrics that allow for more transparency and authenticity will be the biggest trend to impact influencer marketing strategies over the next two years. The Instagram "paid partnership" post option is just the beginning, so keep your eyes peeled.



Scarlett Howard fashion influencer



The Rise of Authentic Micro-Influencers


Tackling transparency isn't the only issue within influencer marketing, according to the study. Authenticity was also a notable concern. So how can brands improve authenticity? Bring in the micro-influencers.


Throughout 2018 there was a significant rise of micro-influencers being used in marketing campaigns.


Micro-influencers are classed as those with fewer than 100,000 followers, while top-tier influencers have more than one million.


Brands are turning their attention to micro-influencers to increase trust from their target audiences as they understand their capability to create bespoke and nuanced content, and drive higher levels of engagement with their influencer marketing.



David Calderon lifestyle, fashion, travel influencer



Our Work With Influencers


In July 2018 we added an influencer division to Sandra Reynolds because we recognised that influencers are now at the forefront of brand marketing and advertising. 


We work with influencers who have social followings anywhere between 5k to 500k. The most important factor for us is not their numbers, but rather their authenticity, transparency & engagement.


The Sandra Reynolds Influencer page is full of interesting, engaging, and passionate influencers who are genuinely excited about the content they post and the brands they work with.


Each influencer is carefully categorised to make it as easy as possible to match the best voice to a campaign, and behind the scenes our dedicated team of bookers are knowledgeable about each of our influencers and are always willing to help find the right fit for any brief.





Or for bookings and enquiries please:

email [email protected] 

call 0207 387 5858

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