Influencer Marketing Predictions For 2024

Gone are the days where huge macro influencers reign supreme.

If 2023 has taught us anything about influencer marketing, it’s that audiences prefer smaller, niche influencers who promote products they actually use, love and care about.

Right now, the influencer marketing forecast shows that micro influencers are becoming increasingly popular and organic reach is becoming more sought after, whilst bigger influencers have seen a downfall in engagement.

What’s more, the current state of the influencer marketing landscape demonstrates that audiences prefer authentic, relatable content as opposed to polished, highly-scripted and edited videos. This is primarily seen on TikTok, where relatable content is easier to upload due to the variety of content that can be created instantaneously.

It’s no surprise that influencer marketing predictions forecast that marketers will spend over $7.1B on influencer marketing. That’s over a 20% increase compared to 2023!

With this in mind, let’s delve into the influencer marketing predictions 2024 will see, so your brand can be prepared to take advantage of them in the New Year!

INFLUENCER MARKETING PREDICTIONS FOR 2024

AI will become increasingly integrated into influencer marketing

We all know that AI has become increasingly popular this year, so it’s no surprise that influencer marketing predictions envision AI tools being used in influencer marketing in 2024. Influencer marketing predictions believe that the use of AI will move beyond being just a tool to enhance influencer content. The recent rise of virtual influencers, which offer potentially higher engagement than human influencers, could mean more and more brand/AI collaborations will likely follow.

Higher emphasis on following influencers across multiple platforms

Despite most influencers having a favourite social media platform, a vast majority of them operate on multiple platforms. Oftentimes, successful influencers exist on more than one platform, they just prefer to use the one they like the most. Influencer marketing predictions believe that we’ll see a bigger emphasis on following such influencers across all of their platforms, and selecting the best one depending on the type of content.

Influencers will become key to affiliate programs

Another influencer marketing trend predicted to take off in 2024 is the marrying of influencer and affiliate marketing. The line between the two are becoming increasingly blurred, therefore influencer marketing predictions see influencers being the key to many affiliate programs. This is because brands can rely on influencers to successfully promote their products to their audiences as they can give personal testimonials to their loyal followers.

Live shopping will continue to play a bigger role in influencer campaigns

As seen on TikTok, live shopping has become incredibly popular. Influencer marketing predictions see this carrying on into 2024, as influencers will continue to promote products to their audiences using live video and interactive content. According to recent livestream shopping statistics, the majority of audiences are starting to prefer livestream shopping compared to other types of social media shopping.

A greater emphasis on diversity and representation in influencer marketing

We’re seeing a greater emphasis on representation in the media, so it’s no surprise that influencer marketing predictions say we’ll continue prioritising diversity in influencer marketing campaigns in 2024. By collaborating with influencers from marginalised groups, brands can reach underrepresented audiences and strengthen brand love between more and more people. Moving into 2024, it will become even more important for brands to prioritise inclusivity.

Brands will look for ongoing partnerships instead of one-off projects

Influencer marketing predictions believe that brands will be leaving one-time partnerships in the past and focus on collaborating with influencers long-term.This boils down to it taking time to make a sale. Even influencers with highly engaged audiences struggle to make any big contribution when commissioned for a single sponsored post. This will also help brands to strengthen their relationships with influencers and their audiences.

Marketers will spend more money on TikTok

Unless you needed any more reassurance, we’ve heard it from the influencer marketing predictions themselves: TikTok’s not going anywhere. Recent research shows that global users spend more time on TikTok (31 hours and 14 minutes, to be precise) compared to any other social media platform. It’s no wonder that marketers are set to double their spending on TikTok marketing, with a predicted spend of $1.3B for 2024.

Short videos will dominate

We can’t ignore the impact short-form video content has had on the influencer marketing landscape this year. However, it’s not just TikTok that is monopolising this. Instagram Reels, Snapchat’s Spotlight and YouTube Shorts have jumped on the bandwagon, meaning short videos aren’t going anywhere in 2024.

Performance-based deals will increase in popularity

As brands are seeking out long-term partnerships with influencers and their collaboration on affiliate programs, it’s predicted that performance-based deals will become more popular in 2024. This means clients will expect influencers to deliver on engagements, clicks or sales and may even create performance-based contracts for creators.

Influencers will become more specialised and professional

We’re already seeing influencers carving out their own spaces on the internet- that’s an influencer marketing trend that shows no signs of changing. Influencers will continue to develop their own niche, making them even more sought after by brands. We’re already seeing some influencers who opt for being called “creators” rather than an “influencer”, so as influencers become more specialised, we may see a big shift in the language we use.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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@ Socially Powerful

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