here is a summary of the trends in influencer marketing in Japan and the United States in 2023:
- Increased emphasis on authenticity and transparency Both Japan and the United States are seeing a trend towards more authentic and transparent influencer marketing. Consumers are increasingly skeptical of overly polished content and are looking for more genuine connections with influencers.
- Emergence of “nano” and “micro” influencers In Japan, there is a growing trend towards working with smaller-scale influencers, known as “nano” and “micro” influencers. These influencers have smaller followings but are considered more genuine and trustworthy by their audiences.
- Rise of micro-influencers In the United States, micro-influencers with followings between 10,000 and 100,000 are becoming more popular. They are seen as being more relatable and trustworthy than celebrities and are able to connect with their followers on a more personal level.
- Increasing focus on video content In the United States, more and more influencers are creating video content, particularly on platforms like TikTok. Short-form video content is becoming a popular way to reach younger audiences and is being incorporated into many influencer marketing strategies.
- Emphasis on influencer diversity In the United States, there is a growing emphasis on working with influencers from diverse backgrounds, including people of different races, genders, ages, and abilities. This helps brands to connect with a wider range of consumers and show that they value diversity and inclusivity.
These are just a few of the trends in influencer marketing in Japan and the United States in 2023. However, the landscape is constantly evolving, and new trends may emerge, so it’s important to stay up-to-date with the latest developments.
