Influencer marketing has always been one of the top marketing strategies used by brands to reach their target audience. However, with the recent surge of influencers across all platforms, it can be overwhelming to grasp the current trends in the influencer space.
In this exploration, we navigate through 8 key trends that help to redefine and elevate the landscape of influencer marketing.
1. Embracing the TikTok Wave: Brands Dive into the Trend
Brand are coming to TikTok more than ever since the app blowout in 2020. And with the introduction of TikTok Shop, brands are experiencing a remarkable surge in sales and ROI.
Uncovering potential buyers and making sales on TikTok has never been more straightforward, and we anticipate a growing number of brands seizing this opportunity in 2024.
As the platform continues to evolve, businesses are finding unprecedented avenues for engagement and commerce, making TikTok an indispensable focal point in the ever-changing landscape of digital marketing.
2. The Rise of LinkedIn Influencers
While LinkedIn made waves in 2023, 2024 is expected to be its breakout year.
LinkedIn has more than 1 billion users globally, and most creators are shifting their focus to LinkedIn, ushering in a wave of fresh opportunities for collaborations. There will be a new era of influence and partnership on the professional networking platform
3. Brands Embrace Employee "Influencers"
In 2022, we witnessed brands enlist creators to spearhead their brand strategy.
Fast forward two years, and our forecast points to an uptick in employees assuming roles as ambassadors for their respective brands.
Distinguished from influencers and employed as social media managers, individuals are showcasing new products, addressing inquiries, and divulging purchasing insights — all through their “personal” accounts.
4, Exclusive Content
In 2024, anticipate your preferred creators establishing a presence within exclusive content platforms.
We foresee a surge in popularity surrounding the utilization of “close friends features” “broadcast channel” and ‘Subscriptions” to form community meet-ups, and the launch of podcasts or newsletters.
There’s a likelihood of brands offering exclusive benefits such as discounts and sneak peeks of upcoming products in 2024 through the exclusive content platform.
5. Affiliate Marketing Programs
Affiliate marketing is a growing industry and is expected to reach $15.7 billion globally in 2024.
Overlooking the potential of affiliate marketing could mean neglecting a highly effective strategy for a cost-effective, continuous leads.
There’s a growing trends among big brand such as TikTok and Shopee initiating their own affiliate programs. This strategic move is poised not only to heighten brand awareness but also to strengthen social proof, ensuring a more substantial return on investment.
6. Influencer Content
Influencer marketing has evolved since the onset of COVID-19 in 2020, with a noticeable shift in content focus. Many influencers now prioritize creating authentic User-Generated Content (UGC) over promoting product-centric content. This shift is evident in various genres such as GRWM videos and cooking content.
The primary emphasis is on producing high-quality content that can subsequently be repurposed for paid ads, aiming to boost engagement and conversions. This entails giving precedence to content that is adaptable for web pages or paid advertisements to enhance both engagement and conversion rates.
Anticipate an increasing trend where brands regularly incorporate paid ad content into their initial contracts. This strategic move is designed to target more niche audiences with content that seamlessly integrates, maintaining an organic appearance.
7. The return of Long Form Content
With the increased video length introduced by TikTok, this evidently shows the that long form content is here to stay.
Contents such as educational videos, vlogs, story time, GRWM are creating longer videos for both Reels and TikTok.
This reflect on point no.6, where creators are more authentic, transparent, and open with their audience when it comes to their daily lives or product promotion and viewers appreciates this!
8. Influencers will have more creative control on branded content
Ever since the rise of TikTok during the pandemic, we have observed there’s a shift in influencer space and algorithm, which affects the way products are being advertised.
Other than the usual ad such as product placement, unboxing and product review – some creators opt for humorous ad content that reflects the creator’s personality which resonates more with their viewers.
With the new trends surrounding influencer marketing in 2024, it’s evident that the industry is undergoing transformative shifts.
Hopefully, these trends provide a glimpse into the evolving strategies that brands and influencers are embracing to stay relevant and engaging in the ever-changing digital sphere.