The Influencer Marketing Trends Shaping The 2024 Landscape

Influencer marketing trends play an active role in shaping the landscape of social media, but for a trend to occur, an influx of a certain influencer activity is needed. This changes year on year and, in turn, affects the way brands carry out their influencer marketing. 

With the industry set to reach $24bn by the end of 2024, social media behemoths are recognising the importance and benefits of investing in influencer marketing. Through successful influencer marketing campaigns, brands are able to increase ROI, brand visibility and engagement – as well as experience a whole host of other benefits. 

Knowing this information, it comes as no surprise that 93% of marketers have used influencer marketing in one form or another, and consider it a key marketing strategy for their business. 

This article will take a deep dive into the influencer marketing trends shaping the industry in 2024 and how brands can take advantage of them to increase their chances of success.

THE TOP INFLUENCER MARKETING TRENDS SHAPING 2024

AI’s growing impact

AI now plays an increasing role in the influencer marketing technology landscape.

A survey by SocialPubli found that 76% of marketing agencies and 52% of influencers were already using some form of AI to analyse data, find influencer partners or support content creation. Other brands appear to be going one step further and collaborating with virtual influencers, as an alternative to traditional influencers.

Social platforms are recognising the impact AI is having on the creator industry. For example, YouTube has recently rolled out its AI tools intended to make complex tasks easier, and TikTok has added a feature that allows creators to label content that is supported or generated by AI.

Regarding influencer search, we can expect to see the use of AI to select potential influencer partners become more common. Here at Socially Powerful, we have launched Aria, an AI-powered software technology built for the purpose of matching marketers to accurately-selected influencers, based on the criteria they input. With a database of influencers spanning over 200 million, Aria is able to provide even the most-detailed of criteria with hoards of influencer options. 

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ARIA: Socially Powerful’s free influencer marketing and creative technology. With our new, free AI-powered influencer and creative technology, we’re breaking the barrier between marketers and influencers. Aria is focused on putting the emphasis back on creativity, storytelling, and strategy, and less on technology. We’re changing the game. Want to get involved? Sign up for Aria’s waitlist through the link in our bio. #Aria #InfluencerDiscovery #InfluencerMarketing #InfluencerTools #SociallyPowerful

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More investment in TikTok

As TikTok’s user base continues to grow, so do the opportunities for investment for marketers and advertisers. Global users spend more time on TikTok each month than any other social platform, setting up the perfect foundation for running influencer marketing campaigns here. When TikTok took off in early 2020, influencers were right there with it, amassing thousands of followers and the brand deals that came with them. Of all influencer marketing trends, this one is predicted to surge throughout 2024. Will it dethrone Instagram as the current influencer marketing supreme, however? Stay tuned to find out. 

Other opportunities for investing in TikTok come from its increasing popularity among older generations, growing the platform’s diversity. Affluent Gen Xers are becoming more engaged on TikTok, however, only 5% of advertising resources are focused on marketing to this demographic. We’re also seeing a surge in retirees on the platform, developing partnerships with companies like Carnival Cruise Lines and the Olympics. Considering the older generations are those with the most disposable income, it would be wise to increase spending on targeting them on social media this year. 

@retirementhouse

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Make way for specialist influencers

The oversaturation of the influencer marketing landscape means influencers are starting to niche down. Where you may have previously seen an influencer share general beauty tips, we can now expect to see them focus on specific areas, such as curly hair care or oily skin makeup guidance. The same goes for other niches, such as travel, niching down from general family travel to Disney-focused trips and how to get large families around while there. 

This is one of the influencer marketing trends we predict will make already-niche influencers a lot more attractive to brands by ensuring them that the influencer can grant them a tight focus on the right audience. 

@erinparsonsmakeup

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The growth of social commerce

While platforms like TikTok and Instagram were once better suited for awareness efforts, the growth and evolution of social commerce gives brands even more of an incentive to tap into deeper, strategic relationships with influencers. TikTok Shop is a prime example of this, allowing small businesses to tap into the platform’s behemoth of a user base to increase sales opportunities. We will also continue to see beauty brands run exclusive deals over on TikTok Shop as purchase incentives aimed at consumers. 

Similarly, influencer marketing trends will see live shopping play more of a role in influencer marketing campaigns. As Marijana Kay of Shopify says, “Live commerce is here to stay”, as we’ll continue to see influencers and other thought leaders promote products to their communities on their favourite platforms using live video and interactive content. 

In fact, statistics show that the majority is starting to prefer livestream over other types of social media purchases. In response, the major platforms have all developed livestream shopping tools and partnerships, such as Instagram Live Shopping, allowing users to buy products directly via Instagram Live, and Walmart partnering with TikTok creators to host live shopping experiences. 

Influencer collaborations will increase

Influencer marketing trends indicate that 2024 will bring us more collaborations and connections between influencers. What makes this trend so exciting to watch is that it will help all parties increase the value of their relationships. Brands will be able to develop better campaigns and influencers will be treated like the professionals they are,and consumers will be able to find the products they need at the best price. 

Brands who are yet to explore influencer marketing may worry about their investment and whether they’re getting a good return, particularly on more fleeting content like Instagram Stories. However, they should be comforted by the fact that influencer contracts are now changing to include more opportunities for brands to reuse the content. Brands are now using influencer content in other marketing channels, like digital ads, emails, TV ads and more. This helps to drive more measurable actions and advances the buying process. 

 There you have it, the top influencer marketing trends predicted to shape the 2024 landscape. As popularity, demand, and marketing spending increase for influencer marketing, it’s important for marketers to pay attention to these trends so that attention and finances are focused on the right things. 

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

If you want to find industry insights, visit our influencer marketing and social media blogs.

@ Socially Powerful