6 Influencer Marketing Trends To Watch In 2024

As we inch closer to 2024, the influencer marketing landscape is brimming with potential for significant shifts and innovations. Influencer marketing is an industry that’s always on the move, and right now it’s gearing up for some big changes that could shake things up for brands and creators alike.

What do these trends mean for the way brands will connect with their audiences? How will they affect the influencers we follow and love? If you’re curious about the future of liking, sharing and hashtagging, let’s peel back the curtain on what influencer marketing might look like in 2024—because it’s shaping up to be an exciting ride.

Influencers Will Use More AI (So Watch Out!)

None of us can be sure of all the ways AI will impact the influencer marketing industry, but it’s a safe bet to say more influencers will be using AI next year. AI can help with all sorts of content creation tasks, from writing captions to editing photos and videos. AI can also help influencers (and brands) figure out what their followers like by analyzing comments and likes to suggest what kind of content should be posted next. Tools that utilize AI will make it easier for influencers to quickly create high-quality content, keeping their followers engaged.

This means influencers and their partnered brands should be cautious about over-relying on AI. While AI tools are great for streamlining tasks, using them too much can make posts seem artificial or overly polished, risking the loss of that genuine, real-life connection with followers. There’s a risk of influencers becoming too dependent on AI for content ideas, which might lead to a disconnect with what their audience truly values. Lastly, there are ethical concerns. For instance, if an AI tool creates too artificial of a scene, it could mislead followers, causing trust issues.

Hyperlocal And Niche Influencer Campaigns Will Offer Better Targeting

Savvy brands are poised to significantly ramp up their use of highly targeted, hyperlocal campaigns, along with a focus on niche influencers or nano-influencers. By capitalizing on geotargeted influencer campaigns, brands can connect with specific communities through local influencers, who have a deep understanding of regional preferences and trends.

Concurrently, there’s a growing trend toward collaborating with specialized or niche influencers. These influencers, though they may have smaller audiences, boast higher levels of engagement. Brands are discovering that such influencers, with their dedicated and focused follower base, are often more effective in driving engagement and conversions than general influencers.

Instead of trying to appeal to everyone everywhere, these strategies are about connecting deeply with specific communities and interests. It’s like having a conversation with a neighbor rather than broadcasting to a crowd—more personal, more relevant and, often, much more effective.

Brands Will Shift Toward Long-Term Influencer Collaborations

Brands are increasingly favoring long-term collaborations with the same influencers over one-off campaigns with various ones. This shift is driven by the authenticity and trust that develop when an influencer consistently endorses a brand. The longer-term approach transforms sporadic promotions into an engaging narrative, making the brand’s presence in the influencer’s content feel more genuine and less like random advertising.

Regular, consistent endorsements from a trusted influencer can significantly enhance brand loyalty and credibility, as opposed to fleeting appearances by multiple, changing faces.

Measurement Will Be Enhanced

Influencer marketing is set to focus on advanced analytics beyond likes and views. Advanced new tools are changing the game, with the ability to track all sorts of things, from how long someone watched an influencer’s video to whether they clicked through and actually bought something. This shift allows for a clearer understanding of influencer marketing investment outcomes, from audience engagement to sales.

Consequently, the role of full-service agencies will become more crucial in 2024. Their expertise in interpreting complex data can reveal not just how well a campaign performs, but also why, guiding more precise, data-driven future strategies.

Brands Will Need A ‘Bucket Of Money’ For Trendjacking

In 2024, it will be increasingly vital for brands to set aside a budget specifically for seizing trendjacking opportunities. The digital landscape moves at lightning speed, and the ability to quickly capitalize on emerging trends can be a game-changer. This fund allows brands to engage with viral moments or trends immediately, creating content that’s timely and resonant. It’s a powerful strategy to keep brands relevant and actively involved in the cultural dialogue, connecting with audiences in real time.

Snapchat Will Appeal To A Younger, Tech-Forward Audience

We recommend keeping an eye on Snapchat next year, especially as it aggressively positions itself to attract TikTok’s audience. Snapchat’s evolution into a space that captures the creative energy of TikTok users presents unique opportunities for brand engagement. It’s no longer just a platform for fun filters and fleeting moments; Snapchat is rapidly emerging as a key player in the digital marketing arena. By understanding and utilizing its evolving features, marketers can tap into a younger, tech-savvy demographic, making the app a potential dark horse for impactful, targeted campaigns in 2024.

The Final Word: Stay Nimble Out There!

Wrapping up our peek into 2024’s influencer marketing, the message is simple: Be ready to change and stay alert. This world moves fast, and to keep up, you’ve got to be flexible and quick to jump on new opportunities.

For brands, influencers and marketers alike, staying connected and responsive to the shifting influencer trends will be crucial next year. It’s about being prepared for the new and the unexpected—and seizing opportunities as they arise.