InfluenceMe 2023: The Number of Influencer Campaigns is Increasing Exponentially, but Notoriety and Effectiveness Metrics Are Declining

For eleven years, InfluenceMe powered by Starcom has been the first and only study of the communication industry in Romania, documenting the evolution of influencer marketing from a holistic perspective. Based on a complex methodology, the study brings together both the quantitative perspective on the phenomenon and the qualitative refinement of observations with potential for insights.

InfluenceMe 2023 is certainly the most laborious edition of the study to date, as it is based on the analysis of over a hundred influencer marketing campaigns.

The phenomenon of influence is becoming even more complex because the maturation of the market comes with new demands from consumers.

There are over 30,000 creative executions with influencers – whether we’re talking about stories, static posts, or reels – just in the first half of the year. In this dynamic, it is very difficult for brands to be visible through the campaigns they initiate. It is even more challenging to be memorable without a message that differentiates them in the background noise.

“Influencers have become a sine qua non condition for any communication campaign. This overexposure is one of the reasons why many brand indicators of the analyzed campaigns are in free fall. However, the good part is that these numbers brutally wake us up to reality, and we can take measures to change the current context. The market’s maturation is a consequence of consumer demands, who are becoming immune to the current communication model. And at times, they react by penalizing campaigns without substance. People need meaning, inspiration, role models, and they want to find all these things in the influencers they follow and in the brand campaigns they engage with. We live in complex times, where the consumer is not outside the daily realities and not out of Plato’s cave. Instead, they are anchored in a society with ambiguous legal frameworks, shortcomings, and inequalities. They are exposed daily to an overwhelming number of messages that the human mind cannot process. In this not-so-idyllic landscape, the hundreds of promotions, unboxing videos, and creative executions illustrating prosperity (in any form) become noise or sources of anxiety,” says Andreea Lupu, Strategy & Innovation Director, Starcom Romania.

In broad strokes, the study’s figures show that the number of influencer marketing campaigns has increased, but their notoriety has decreased substantially. There is also a decrease in the highly valuable brand indicators, which show the health of the brand and the likelihood of a particular brand being considered and purchased. However, there are exceptions, and these are influencer campaigns that had a distinct creative message, a consistent strategy, or a useful social approach.

The InfluenceMe 2023 study provides a holistic approach to the advertising and marketing market, analyzing all categories of interest. Moreover, its complex methodology allows for the generation of reports dedicated to specific brands, industries, or communication objectives.

The number of influencer marketing campaigns is growing exponentially, but attributes such as “notoriety” and “purchase intent” are declining.

Year after year, we observe that it is becoming increasingly difficult for urban internet users to remember influencer campaigns. This also affects other indicators in the purchase funnel, such as stimulating curiosity, consideration, and purchase intent. Therefore, it is essential to have a strategy behind influencer marketing campaigns, a message with values, and consistency in communication. It’s not enough for brands to just check the influencer marketing box; it’s more important how they choose to communicate through influencers.

The Role of the Influencer in Internet Users’ Perception

Urban internet users continue to state that an influencer’s role is to inspire, promote a healthy lifestyle, and educate. A particular feature of this year is the acute need for involvement in civic and social areas. From the consumer’s perspective, civic spirit becomes a duty that the influencer must have.

Factors That Determine a Successful Campaign

In 2023, the campaigns with the best results across the entire purchase funnel are those based on a creative concept, a relevant story, or presenting a product or benefit in a new and community-useful way.

Campaigns that achieved the highest notoriety were those that had support on other media channels (e.g., TV, outdoor, radio) and had a strong and consistent message.

Curiosity-stimulating campaigns were particularly those in beauty, gadgets (product launches), FMCG Delivery (testimonial campaigns), and campaigns in the medical services sector.

Influencer campaigns that achieved above-average consideration are those that used a specific communication context – for example, festivals. On the same indicator, a series of campaigns were built that communicated a limited offer or an immediate benefit for the customer.

Campaigns that encourage consumers to purchase the product/service in 2023 are those with higher media exposure. Those that have consistency and continuity so that the campaign message is internalized and quantified later through a purchase. Also, campaigns with a focus on personal stories, the usefulness of the influencer’s content for their community, remained at the top.

Brand loyalty is built through influencer campaigns that manage to create emotional connections between the brand and the consumer. According to the analysis, this happens when campaigns focus on brand values, emphasizing consumers’ passions and interests. Also, the match between the brand and the influencer/celebrity who represents it is very important.

Brand relevance increases through influencer campaigns that have consistency and message continuity. These are campaigns that translate certain product benefits through creative concepts and/or campaigns that offer a functional or emotional benefit to the influencer’s community.

Podcasts are one of the most beloved formats and, at the same time, a generous space for brands that choose to tell their story through relevant content, not just through a simple product exposure. In this year’s study, we observe an increase in the popularity of podcasts, especially among the 35+ age group. Interview-style podcasts (face-to-face) are preferred by urban internet users.

“This year, the InfluenceMe study has become more complex than ever, due to the expansion of the number of tested executions and the comparative analysis of results from the last 5 years. In a world flooded with influence, we have observed that the focus should be on authenticity, relevance, and concrete benefits for the community, and that it is not enough to be just a top investor in influencer marketing. Through a strong and contextually adapted message, influencers can become true pillars of effective communication,” adds Andreea Zanfir, Strategy & Innovation Director, Starcom Romania.

The results of the InfluenceMe 2023 study were presented for the first time at the Influencer Marketing Conference, an event that adds value to the communication industry every year.

The study was conducted by the Starcom media agency using the online Ad Impact methodology on a sample of 1600 people, both male and female, aged over 18, internet users, from urban areas, between August and September 2023.

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