Jan 4, 2024
9 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.
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.
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
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.
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.
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.