It is no understatement that influencer marketing is a rapidly evolving channel, and this year is no different. To remain competitive, brands must stay current on the latest influencer marketing trends and understand what is effective and what is not.
To help you navigate, this blog post outlines five of the most important influencer marketing trends for brands to be aware of in order to succeed with their marketing efforts in 2024.
What’s trending in influencer marketing in 2024?
As influencer marketing remains a vital aspect of our industry, we have plenty to discuss concerning the current happenings in the influencer marketing scene. While most influencer marketing trend reports out there mention the growth in ad budgets, the increasing interest in TikTok, the rise of micro-influencers, and the importance of authenticity, we want to delve deeper into the less obvious influencer marketing trends that we anticipate will dominate the upcoming year.
1. Tap into relevant pop culture trends & events
Influencer marketing has become very much about the here and now. People follow influencers to get inspired, to be entertained and to stay up-to-date on everything from fashion and beauty tips to social issues and politics, and this is where you as a brand can really engage with your audience on a new level. By keeping a finger on the pulse of what your target audience is into at the moment, and leveraging these insights in your influencer marketing strategy, you can break free from the generic collaborations that get mindlessly scrolled past. Think about it; what are the hottest movies and music right now? What events and festivals are buzzing among your target audience? By staying current, you can make a real impact.
Let’s take a peek at a couple of examples. This summer, we saw how creators embraced the Barbie movement with trendy outfits and makeup looks on TikTok. And when Lollapalooza Stockholm, a massive global music festival, rolled around, we helped our customer H&M partner with local influencers to showcase the best festival looks. Not only did we create a buzz leading up to the event, but we also had influencers taking followers behind the scenes in real-time throughout the day. Exciting, right?
2. Focus on brand metrics and avoid using discount codes
Historically, the effectiveness of influencer marketing has often been measured by using discount codes.This has also been considered a good way to drive traffic and ultimately sales. The problem is that these results are often quite short-term and you may not get an accurate picture of the channel’s value. Even so, it can hurt your brand image and decrease the perceived value of your products or services in the long term.
Our own research shows that discount codes significantly reduce impressions and engagement on social media platforms. Data from 1000 activations on Instagram showed that posts without discount codes get 75% more engagement than those with codes, and Reels without discount codes get as much as 97% more views. With this in mind, our best advice for 2024 is to focus on creating an attractive brand image and using influencer marketing to build brand preference and create a positive association with the target audience, because this is where influencer marketing is outperforming other channels. In this article, published by Ecommerce Age, we discuss the topic more.
3. Differentiate your brand and make it memorable in the feed
The social media scene is more crowded than ever, with countless collaborations vying for our attention everyday. It has become so much that sometimes we struggle to remember which brands we’ve seen. We might recall a specific garment or product, but we can’t quite pinpoint whether it belonged to brand A or brand B. That’s why it’s crucial to find innovative ways to distinguish your brand and collaborations from the competition to ensure they leave a lasting impression.
Here are a few examples of how you can achieve this, aside from simply stating “in paid partnership with brand X” in your influencer collaborations:
- Embrace brand colors throughout the content, whether it’s in the text, background, clothing, or even the nail polish the influencer wears. Make sure your colors pop and stay consistent.
- Grab attention right from the start by incorporating a strong brand hook within the first second of your content. This could be a catchy phrase or an intriguing visual element that immediately identifies your brand.
- Seamlessly integrate your brand logo or name into the content in a natural and authentic way. Whether it’s featured in in-store scenes or even on a branded paper bag, subtle placements can help reinforce brand recognition without feeling forced.
4. Explore subcultures within your target audience
In today’s ever-evolving digital landscape, it is imperative for brands to truly understand their target audience on a profound level. Gone are the days of simply targeting the entirety of Gen Z; for 2024, brands must delve deeper to identify and connect with the specific subcultures within this generation that they wish to engage with in order to remain relevant.
As with most trends, this presents both advantages and challenges. On one hand, finding your specific niches ensures maximum relevance in your marketing without encroaching upon the privacy of your audience. On the other hand, if a brand’s product appeals to multiple target audiences, you may need to partner with a larger number of influencers to achieve the same level of reach. This, of course, entails a higher investment and increased allocation of resources. However, the outcome will be more effective than ever before, as it ensures a wider reach and greater efficacy in your communication.
An important tip to keep in mind is to explore beyond the obvious! Occasionally, a new subculture within your target audience can hold untapped potential. Imagine being a beauty brand targeting gamers or a fashion brand venturing into football players’ world. In essence, dare to break away from the norm and embark on new directions to achieve remarkable growth in 2024.
5. Let AI take your influencer campaigns to the next level
AI is a hot topic in the marketing world right now, and influencer marketing is no exception to this trend. At Cure Media, we’ve been leveraging the power of AI in our influencer marketing platform for over 5 years, and the results have been truly impressive. One of the ways AI can benefit your campaigns is by offering recommendations on creators who closely resemble your desired influencers. These recommendations are based on the specific goals of your campaign and can greatly improve its success. Additionally, AI can provide valuable insights into the brand fit of potential influencers, ensuring that you collaborate with creators who align perfectly with your brand and product. Another advantage of AI is the time and money it can help you save throughout the entire campaign process. So, if you want to stay ahead of the curve in influencer marketing next year, considering an influencer marketing platform that incorporates AI technology is a wise choice.
Influencer marketing trends 2024: final thoughts
As we wrap up our list of emerging influencer marketing trends for the upcoming year, it’s clear that these trends are opening up new opportunities for brands to connect with their audiences in fresh and relevant ways. So, whether you’re a seasoned influencer maven or just dipping your toes into the world of influencer marketing, it’s time to wholeheartedly embrace change and unleash your inner explorer.