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INFLUENCER MARKETING

Top 11 Influencer Marketing Trends That Will Shape 2024

Top 11 Influencer Marketing Trends That Will Shape 2024

Mar 25, 2024

By

15 MIN READ

While everyone is superhyped about the new year, 2024, marketers like yourself are on the hunt for new trends and tips to prepare yourself. 

So, if you are here, that means you are looking for new trends, right? Well, you've come to the right place! 

Be it creating the calendar or building a new strategy, these trends will help you stay ahead of the curve and make sure you keep up with your competitors. 

Let's discuss in detail some emerging and continuing trends in influencer marketing.

Trend 1: Increased Use of AI in Content Creation

If you ask anyone (from marketing or development) about the one thing that has been a game-changer in 2023, the answer would be the same—Artificial Intelligence. 

As we enter 2024, AI's role in influencer marketing is pivotal. Crafting compelling and engaging content will be more swifter with AI. 

But AI is not just about content creation. 

AI's true strength lies in analyzing large amounts of data, such as likes, comments, and how people interact with posts. It can help you understand what kind of content really connects with audiences. Doing so makes it easier to create content that aligns more closely with what your followers like and want to see. 

The Balancing Act: Authenticity and AI

As the saying goes - with great power comes great responsibility. 

The key challenge for influencers using AI is maintaining authenticity. Over-reliance on AI can lead to content that feels artificial or disconnected from the influencer's true voice. The goal is to use AI as a tool to enhance creativity, not replace it. 

Influencers need to strike a balance between AI and human content. Leverage AI for efficiency and insights while ensuring that the content remains genuine and true to their personal brand. 

Practical Tips for Integrating AI in Content Creation 

  • Start Small: If you're new to AI, begin by using tools for basic tasks like caption generation or photo editing. Get comfortable with the technology before diving into more complex applications. 

  • Monitor and Adjust: Regularly review the performance of your AI-enhanced content. Use analytics to understand what's working and adjust your strategy accordingly. 

  • Maintain Your Voice: Use AI as an assistant, not a replacement. Ensure that your content still reflects your unique style and voice. 

  • Be Transparent: Always be upfront about your use of AI. Honesty fosters trust and strengthens your relationship with your audience. 

  • Stay Informed: AI is a rapidly evolving field. Keep yourself updated on the latest tools and trends to stay ahead in the game. 

AI will continue to disrupt industries, including influencer marketing. Therefore, those who adapt and learn to harness its potential will reap significant rewards.

Trend 2: Hyperlocal and Niche Influencer Campaigns 

Hyperlocal influencer marketing is all about localization. It involves partnering with influencers who have a strong presence in a specific geographic area. These can be either mirco or nano-influencers. 

These influencers often have a profound understanding of local cultures, trends, and consumer behaviors. This makes them ideal for brands looking to connect with audiences in particular regions.

Imagine a local food blogger in New Orleans sharing their experiences with a regional coffee brand. Their authentic connection to the area and its cuisine can resonate deeply with the local audience. As a result, they can drive engagement and foster a sense of community around the brand. 

Suggested Read: How to Find Local Influencers on Instagram

Why Hyperlocal and Niche Marketing Works 

  • These influencers often have higher engagement rates as their content resonates strongly with their audience. 

  • Brands can reach specific segments of the market more effectively. 

  • Collaborations with these influencers often appear more genuine and less like a typical advertisement. 

  • Working with hyperlocal and niche influencers can be more budget-friendly while yielding high ROI

How to Implement Hyperlocal and Niche Strategies 

  • Research is Key: Identify influencers who genuinely align with your brand’s values and audience. 

  • Build Relationships: Foster long-term relationships with these influencers for ongoing collaborations. 

  • Customize Your Approach: Tailor your campaigns to suit the influencer’s audience and content style. 

  • Measure and Adapt: Use analytics to track the success of your campaigns and make data-driven adjustments. 

In 2024, hyperlocal and niche influencer marketing is not just a trend. It's a strategic approach that recognizes the value of precision and personal connection in the digital space.

Learn more about micro-influencers and how you can leverage them.

Trend 3: Importance of Following Preferred Creators Across Multiple Platforms 

It's no secret that influencers operate across platforms, albeit having a favorite social network. But consider influencers having highly engaged audiences across these platforms. Now, they are someone who is more than just an influencer. 

They will have a larger audience base interacting with their content across their accounts. they are not YouTubers, or TikToker per se. They are specialist content creators showcasing their work to followers across the Web. 

Benefits of Working with Specialist Creators 

  • With these influencers, brands can reach out to a wider and more diverse audience. 

  • These creators allow for cross-promotion opportunities, maximizing exposure and impact. 

  • They often produce a wide variety of content types. Therefore, brands can choose the format that best suits their target audience. 

  • Collaborating with multi-platform creators allows brands to tell a more comprehensive and cohesive brand story. 

So, for brands and marketers, one of the first things to do is to identify such multi-platform influencers. Doing so can open up new possibilities to reach and engage with a diverse and passionate audience.

Trend 4: Budget Allocation for Trendjacking 

Trendjacking is when brands use current trends or popular events to get more attention and connect with their audience. This strategy allows brands to appear relevant and connected with their audience. 

Also, the approach enables brands to engage people naturally by linking their marketing to hot topics. 

Strategies for Budgeting for Trendjacking

  • Flexible Marketing Budgets

Allocate a portion of the marketing budget specifically for spontaneous campaigns. This fund should be accessible and flexible, allowing for quick action when a trend arises. 

  • Real-Time Monitoring Tools

Invest in social media monitoring tools to identify trending topics as they emerge. This helps in making informed decisions about where to allocate resources. 

  • Risk Assessment

Understand that trendjacking comes with risks. It's crucial to assess the relevance and potential backlash of a trend before diving in. Allocate budgets to trends that align well with your brand values and audience interests. 

Examples of Successful Trendjacking 

One standout example of trendjacking done right involves Oreo during the 2013 Super Bowl. When an unexpected power outage hit the stadium, Oreo swiftly capitalized on the situation. 

They posted a clever tweet with a graphic that played off the power outage, stating, "You can still dunk in the dark." This quick and witty response, shared during one of the most ad-heavy events of the year, resonated with the audience.

It demonstrated how timely and creative use of social media can make a brand stand out, even amidst a sea of high-budget advertisements.

Trend 5: Employee-Driven Content as a New Influencer Frontier 

In 2024, one of the big trends in influencer marketing is all about making things more real and genuine with employee-driven content. Companies are starting to see the value in letting their employees be the influencers. 

It's like this: employees are encouraged to use and talk about their company's products in their everyday lives. When they share their experiences, it feels more real to people who are watching. This isn't just good for selling products. It's also great for showing what it's like to work at the company, which can attract new talent. 

Big brands are already doing this. 

Macy's, for instance, has this cool program where they reward employees who use and promote their products. Then there's Wendy's, which hit over 3 million views on a video showing an employee making a Baconator. 

It's all about giving people a peek into the brand's world in a way that feels authentic and relatable. 

Why It's Effective? 

People trust this kind of content because it doesn't feel like a typical ad. It's coming from real people doing their real jobs. It's a smart move for businesses that want to connect with their customers in a more personal and trustworthy way.

Trend 6: First-Party Data Will Become Essential 

Another big trend in influencer marketing in 2024 is all about getting first-party data. 

First-party data is information people share directly, unlike data collected through other methods like cookies. As the internet moves away from using cookies, this kind of data is becoming super important for influencers. 

Why It's Becoming Important? 

Privacy laws are getting stricter, and that's a good thing for user privacy. Because of this, influencers and brands are finding it easier to use the data they collect themselves. This is first-party data - the stuff that comes straight from the audience. 

It's not just about audience insights! 

Influencers need up-to-date data to show their effectiveness, as more deals depend on their performance. Therefore, tools that provide detailed engagement reports are crucial for this purpose. 

Use SocialiQ for First-Party Data 

Though it's harder to attain first-party data, there are still tools that can help you get this. One such tool is SoicaliQ.

It's a Chrome extension for influencer marketing you can add to your window. And whenever you visit a potential influencer on any social media platform, you can use this to extract the data. Some of the crucial data it offers are as follows. 

  • Contact mail id 

  • Average likes and comment 

  • Engagement rate 

  • Total number of posts 

Add SocialiQ to your Chrome now!

Trend 7: TikTok's Increasing Appeal in Influencer Marketing

In 2024, TikTok continues to be a major player in influencer marketing. Despite some concerns from politicians, TikTok is thriving with over 1 billion users. 

It's only behind giants like Facebook and YouTube in terms of user numbers. People spend more time on TikTok than on any other social platform, even more than Instagram or YouTube.

Why do Marketers Love TikTok? 

What’s the reason TikTok is so big? It's incredibly popular with younger audiences. Influencers quickly jumped on TikTok's bandwagon, gaining lots of followers and partnering with brands for sponsored posts. 

Although TikTok hasn't overtaken Instagram yet in influencer marketing, it's on track to possibly do so in 2024. 

Spending on TikTok is Skyrocketed 

Here's something impressive: the amount of money marketers are pouring into TikTok influencer marketing has almost doubled in just two years. 

According to data shared by TheB2BHouse marketers, back in 2022, it was around $800 million. By 2024, it's expected to exceed $1.3 billion. That's almost ten times what was spent in 2020.  

A big part of this success comes from TikTok's features like the Creative Exchange and Creator Marketplace, which make it super easy for influencers and brands to work together.

Trend 8: Live Shopping

In recent years, influencer marketing has evolved significantly. One trend that has gained remarkable momentum is live shopping. This interactive shopping experience combines the power of live streaming and influencers. It transforms the way brands connect with their audience.

Live shopping is not a new concept since it has been around for decades. However, the digital era has breathed new life into this format. The trend started gaining traction in China through platforms like Taobao and JD.com.

Today, giants like Amazon, Facebook, TikTok, and Instagram have developed livestream shopping tools and partnerships. Thus, it's easier for influencers and brands to engage with their audience in real-time.

Live Shopping on Amazon

They offer a seamless shopping experience, with viewers purchasing products directly during the live stream. Live shopping creates a sense of excitement, driving impulse purchases and boosting sales.

Why do brands need Live Shopping?

Imagine a famous clothing brand partnering with a fashion influencer on Instagram. The influencer hosts a live session showcasing the latest collection. They can also offer styling tips and answer questions from the viewers.

Viewers can see the products in action and make purchases with just a few clicks. This direct interaction enhances the shopping experience and strengthens the brand trust.

Trend 9: Shorter Videos to Capture Audience Attention

The dominance of shorter videos has taken the digital world by storm. This format has revolutionized the way content is consumed. Now, the content is more accessible, engaging, and shareable than ever before.

Short videos can capture and retain the audience's attention within a matter of seconds. TikTok, with its viral dances and challenges, used to be the undisputed leader in short-form videos.

However, other platforms have quickly recognized the potential of this format. They have now introduced their versions to compete. Instagram launched Reels, Snapchat introduced Spotlight, and YouTube rolled out Shorts. Each of these short video versions offers unique features to cater to audiences.

Why are Brands and Influencers Embracing Short Video Formats

The shift towards shorter videos has opened up new avenues for brands and influencers. It empowers them to collaborate and connect with their target audience. These bite-sized videos are perfect for showcasing products and sharing quick tips. It conveys any story concisely and engagingly.

Influencers can leverage their creativity and authenticity to create content that resonates with their followers. Brands can tap into the influencer's audience to increase their reach and visibility.

For example, consider a beauty brand trying Instagram influencer marketing. They might partner with an influencer to create a series of Instagram Reels. Each real is to demonstrate a different makeup look using the brand's products.

These videos can quickly grab the viewer's attention. Moreover, it provides value and drives viewers to explore the brand's offerings.

Trend 10: Chief Influence Officers (CIOs)

Influencer marketing is now a paramount component of brand strategy. Therefore, it leads to the emergence of a new executive role: the Chief Influence Officer (CIO). This trend signifies the growing integration of influencer marketing into core business operations.

Who Are Chief Influence Officers?

Chief Influence Officers (CIOs) are senior executives responsible for overseeing and strategizing a brand's influencer marketing efforts. They ensure that influencer collaborations align with the marketing goals and brand values. CIOs play a pivotal role in building and maintaining relationships with influencers. They are responsible for negotiating partnerships and measuring the success of influencer campaigns.

The Role of CIOs In Transforming Influencer Marketing

Strategic Integration: CIOs ensure that influencer marketing is a strategic part of the overall marketing plan. They align influencer campaigns with the brand's objectives, target audience, and messaging.

  • Data-Driven Decisions: CIOs use data to track influencer campaigns and optimize strategies.

  • Brand-Influencer Alignment: CIOs choose influencers who resonate with the brand's values and ethos. Thereby, brands ensure authenticity and credibility in partnerships.

  • Long-Term Relationships: Instead of one-off campaigns, CIOs focus on building long-term relationships. This will foster brand loyalty and create consistent brand advocates.

For example, imagine a beauty brand with a CIO at the helm of its influencer marketing strategy. The CIO identifies influencers who have a genuine affinity for its products. Through strategic collaborations, the CIO launches a series of product reviews. It reaches a broader audience and drives engagement.

The CIO leverages data to measure the impact of these campaigns. He can fine-tune the approach to maximize reach and conversions. Over time, the brand develops a strong network of influencers. It results in increased brand awareness, customer trust, and sales.

Trend 11: Performance-Based Deals

In 2024, brands are increasingly seeking more accountable and result-driven partnerships. This has led to the rise of performance-based deals. It is a trend that will dominate the influencer marketing landscape in 2024.

What Are Performance-Based Deals?

Performance-based deals are agreements between brands and influencers in which compensation is tied directly to the campaign's results. Instead of paying a flat fee upfront, the reward is based on specific metrics.

The metrics include such sales, leads, or engagement generated from the content. This model aligns with the interests of both brands and influencers. It also encourages influencers to create content that drives tangible outcomes.

Relevance of Performance-Based Deals in 2024

Increased Accountability: Performance-based deals make influencers accountable for the results they deliver. Today, brands can measure the influencer campaign's ROI more accurately. Therefore, influencer marketing becomes a more transparent strategy.

  • Cost-Effectiveness: 

By tying compensation to performance, brands optimize their marketing budgets. They pay only for the value they receive. This makes influencer marketing more accessible for smaller businesses and startups.

  • Data-Driven Insights: 

Performance metrics provide valuable data for brands to refine their strategies. The insights also help identify high-performing influencers and content types.

  • Long-Term Partnerships: 

Influencers who deliver consistent results form long-term collaborations. This fosters stronger relationships between brands and influencers.

To better understand performance-based deals, consider a fitness brand. The brand partners with a well-known fitness influencer for a performance-based campaign. The influencer shares engaging workout videos featuring the brand's products and offers a unique discount code.

The brand tracks the sales generated through the code and compensates the influencer accordingly. This approach incentivizes the influencer to create content that drives conversions.

Performance-based marketing on Instagram

To conclude, as you can see, there are some new trends in influencer marketing trends, and some are just continuing their prowess. 

It should be noted that the trends we discussed are only a few among the many. Not to mention, it's subject to change as time passes by.  

So, if you are a marketer looking forward to the year ahead, it's important to keep an eye on these trends. Ensure your strategy is up-to-date and tailored to effectively reach your target audience. 

For your influencer marketing campaign to really take off, having the perfect assistant is the key. Join forces with impulze.ai, your ultimate influencer marketing sidekick. 

From finding the ideal influencers to monitoring your campaign, it’s like having a helpful guide by your side every step of the way!

Why not jump on board with impulze.ai when it’s free?

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