6 influencer marketing trends in 2024.
The opportunities continue to rise for influencers as the consumer demand for sponsored content grows over traditional social ads. We’ve compiled 6 influencer trends we see at the forefront in 2024.
1. The need for Influencers to become more niche.
As social media becomes more saturated with influencers, they’ll need to move from being a generalist in their field to a specialist. For example, a beauty influencer that shares general beauty tips and guidance, might start to focus on certain areas such as anti-ageing or hair loss. With a more niche following, creators will become more attractive by allowing brands to get a tighter focus on their target audience.
2. AI will Increasingly integrate into Influencer marketing
Whether it's analyzing data, sourcing and authenticating influencers or supporting more personalised content creation, AI is becoming a powerful tool in influencer marketing today. We are also seeing brands, particularly fashion brands, working with virtual personas as an alternative to traditional creators, and we expect to see AI influencers in other fields in the near future.
3. Brands will look to have long term relationships with influencers rather than one-off projects
This may not be a new trend but more than ever, long-term influencer partnerships and brand ambassadorship are increasingly important. They are more convenient for both parties, requiring less time to manage and brief, ultimately delivering better results. These types of partnerships also allow influencers to genuinely connect with a brand's products or services over time building greater trust and credibility with their audience.
4. Brands will invest in employee influencers
Shoppers are no longer turning to just celebrities and macro-influencers for advice, but rather to micro-influencers, because their content is more relatable, genuine, and authentic. Consequently, we are seeing brands turn their employees into micro-influencers, to save costs and provide the extra authenticity that shoppers demand.
5. Influencer turned business owners
We are seeing more and more influencers leveraging their influence into their own businesses. This can be mutually beneficial as more brands look to partner with the influencer and their owned company.
6. UGC enthusiasts soar
UGC is seen as more trustworthy than traditional brand advertising. There’s no need for tons of followers or even to show their face, as more and more customers or ‘aspiring’ influencers help brands by sharing their authentic experiences and ultimately building a bank of content year-round.