Influencer marketing is rapidly evolving, and brands need to stay current with the latest trends to remain competitive and effective in their marketing efforts.
By keeping up with influencer marketing trends, brands can take advantage of new opportunities, stay ahead of their competitors, and ultimately achieve their marketing goals. In this article, we’ll explore the 5 top influencer marketing trends in 2024 that every brand should know.
Before we dive in, what is influencer marketing?
Influencer marketing is a modern marketing strategy where brands collaborate with individuals who have a significant and active following on social media platforms such as Instagram, TikTok, and YouTube.
These individuals, known as influencers, use their platforms to promote the brand’s products or services to their followers. Influencer marketing is a powerful way for brands to reach new audiences, increase brand awareness, and drive sales.
Why is influencer marketing important for your brand?
Influencer marketing is important because it allows brands to reach new audiences and increase brand awareness. By partnering with influencers who have a large, engaged following, brands can leverage the influencer’s credibility and authenticity to build trust with their audience and achieve their marketing goals.
Additionally, influencer marketing can drive sales and provide valuable insights into target demographics, making it a valuable tool for modern marketing strategies. Most importantly, for your brand to stay on top of the game in the social media world.
Here are the top 5 influencer marketing trends in 2024 for you to ace your game in influencer marketing
1. Social and shopping will grow more connected
Instagram, TikTok, and Facebook are all working to introduce ways for their users to shop without leaving the platform. Implementing direct-to-shop solutions is a way for platforms to improve their monetization and capitalize on influencers. While TikTok for now seems to have overdone it, is undoubted that the trend will continue.
By merging the social experience with shopping these services can tighten the influencer-to-purchase pipeline and improve their ability to track influencer marketing campaigns even further strengthening their monopoly on user behavior data.
For users, social shopping will translate into a frictionless experience from product discovery to purchase. In addition, it will eliminate the need to provide payment information to, maybe untrusted, third parties.
For marketers, it will mean easier implementation of sales campaigns and conversions.
Rebellious Fashion is an England-based fashion retailer that adopted TikTok Shopping features to smoothen the collaboration with creators on the platform and allow users to shop directly when they see a fit they like.
Thanks to this approach they boosted their sales by 400% with 80% of them coming from affiliates.
2. Micro-influencers will maintain the spotlight
Not news at all for anyone who was keeping an eye on the influencer marketing scene: micro-influencers are far from being dethroned.
While they may not make headlines like Snoop Dog, they drive results. Combining highly engaged audiences, segmented niches, and localization they are going to keep being the top choice for marketers.
Established brands like Nike and Airbnb routinely create micro-influencer campaigns to go along with their more attention-grabbing campaigns with celebrities. By doing so they ensure to cover all the basis and appeal to as many people as possible.
Brands who will rely on micro-influencers are not only going to see all the benefits that they bring but their social proof is going to be enhanced and also their perception in the eyes of the influencers following.
Read more: Plan your campaign with micro-influencers
3. AI will reach deep into the creator economy
… and not just with more videos of robotic voices reading Reddit posts.
We expect AI to be combined more and more with influencers’ campaigns to generate fresh and unexpected takes and campaigns.
This may come in the form of virtual influencers but also better ways to generate backgrounds and imagery for influencers in the flesh.
Thanks to the availability and ease of use of generative AI will be easier for brands and influencers to obtain uncanny features.
We can see this already happening with brands like Undiz that in a recent campaign decided to do without models and just use AI to generate all the images.
4. Analytics base campaigns will be the norm
For a while influencer marketing was seen as an untrackable medium with “exposure” as the core currency. Modern software solutions and data-collecting services completely erase this preconception. They will bring more data than ever into influencer marketing and establish data-based campaigns at the core of influencer marketing.
At CreatoDB we are placing data and data-based campaigns at the heart of all our products: from our self-served app to our end-to-end managed campaigns we always give you all the data necessary to not only understand your campaign itself but also the context in which it lives.
5. Long-term collaborations are going to be the norm
Brands are discovering that collaborations don’t have to be one-and-done.
Having long-lasting partnerships with relevant influencers is not only going to bring better-priced deals but is going to show the company’s interest in supporting content creators in its field.
In a sense, brands are going to move partnerships from a purely economical view to a more patron figure. While ROI will always be in the back of the mind of every marketer from time to time it will be savvy to sponsor projects that may not have an immediate return but will establish your brand name in the niche.
A perfect example of this is RedBull, since they want their brand connected with the idea of energy, sports, and performances they sponsor many extreme athletes and stunts. While is unlikely that many people saw a man jump from space breaking the world record for supersonic freefall and immediately bought a case of RedBull, the stunt garnered notoriety and connected the brand with extreme feats.
While RedBull and a few others have been taking this approach for years most brands still miss out on consolidating their presence in key niches. We are confident that influencer marketing and 2024 will help many to understand the importance of establishing a brand’s image.
Influencer marketing is always on the move, and keeping up with the latest trends is key for brands to stay ahead of the game. From cutting-edge tech to shifting consumer behavior, staying current with influencer marketing trends is vital to your success.
So why wait? Book a 1-on-1 call with us and let’s dive into how you can make these trends work for you. Don’t let the fast-paced world of influencer marketing leave you behind, join us and stay ahead of the curve.