In 2024 influencer marketing continues to play a role in the marketing landscape. This article aims to explore the trends impacting this industry and provides insights for businesses. Some notable trends include the rise of shopping events, an increased focus on diversity and the shift towards longer term partnerships between influencers and brands. Additionally, we see the growing popularity of platforms like innovative utilization of AI, in video production. This article offers guidance on how to deal with these changes and influencer marketing news and use them to your advantage in 2024 when developing marketing plans.
Common trends
- Live shopping and influencer partnerships: Influencers are increasingly putting on live shopping events, frequently in collaboration with big-name companies. This strategy, which has seen retailers like Walmart teaming up with TikTok content makers, points to a move toward more participatory and interesting online purchasing.
- Diversity and Representation: In the realm of influencer marketing there is a growing emphasis on the importance of diversity and representation. We are witnessing an increase in agencies that specifically focus on groups. As marketers it is crucial for us to anticipate a prioritization of diversity in our campaigns.
- Extended Influencer Collaborations: As companies and influencers move away from one-time initiatives, they should anticipate longer-term, continuous collaborations. It is thought that this strategy will have a longer-lasting marketing impact and strengthen the bonds between brands and influencers.
- Stricter Compliance with FTC requirements: Influencers must disclose sponsored material clearly; this trend is anticipated to continue with even more stringent requirements.
- First-Party Data for Personalized Marketing: To create customized influencer marketing strategies, brands are using first-party data more and more. This strategy closely resembles consumer behavior and enables advertising to have greater relevance and impact.
- Employee Advocacy and User-Generated Content (UGC): Using staff members as influencers and placing a strong emphasis on UGC are becoming more popular. The relatability and authenticity these sources offer, which frequently connect with audiences more than typical influencer content, are what’s driving this trend.
- Genuine Content Creation: Influencers should be given clear objectives and creative flexibility by brands. This method aids in creating material that appeals to the target audience more and seems more genuine.
These patterns point to a dynamic and changing field for influencer marketing, where creative use of technology, customisation, and authenticity are essential. In 2024, brands intending to utilize influencer marketing ought to be aware of these developments in order to craft compelling and successful campaigns.
