Editor - Gabriela Koleva

Influencer Marketing Trends in 2024

Be one step ahead and find out what the influencer marketing trends will be in 2024.

Micro-influencers are becoming more and more popular

Authenticity far outweighs perfectly polished content

Micro-influencers with followers ranging between 15k and 75k really shine in their chosen niches. They combine their passion and expertise, which resonates with their highly engaged audience. These personalized interactions lead to higher success rates for campaigns. It might surprise you that a smaller number of followers can generate better results, but the answer is quite simple: micro-influencers are masters of their niches. It's like getting a referral from a trusted friend. They start conversations, reply to comments and build relationships that increase conversion rates. This is the kind of authentic engagement that you can't buy with traditional advertising.

The love for influencer marketing is eternal and will continue to blossom more and more. As we all look forward to what the new year has in store for us, we've made sure to introduce you to the trends in influencer marketing in 2024. The month of January is already halfway through, and it remains clear that influencer marketing will continue to play a key role in shaping brand-consumer relationships in 2024.
Any self-respecting brand should be aware of emerging trends and use the authentic nature of influencer marketing to stay relevant in the ever-evolving digital landscape.

And here's what to expect in influencer marketing trends in 2024:

  • Micro-influencers are becoming more and more popular;

  • Authenticity far outweighs perfectly polished content;

  • Long-term partnerships between brands and influencers are becoming audience favorites;

  • Long form content is back;

  • The video format dominates significantly;

  • Snapchat is spreading rapidly among the younger audience.

Today, we all easily recognize the advertisement and avoid it. We are sick and tired of products being promoted right in our faces. Influencers find a solution to the problem in authentic, organic content that doesn't burden viewers.

Long-term partnerships between brands and influencers are becoming audience favourites

TikTok increased its video length to 10 minutes in 2022 and is rumoured to be 15 minutes soon — proving that long-form content is here to stay.

Consumers say an ad feels more authentic when an influencer posts about it multiple times. This trend took hold in 2023 and we predict it will continue into 2024. Instead of a one-time post or video, influencers will aim for more -permanent partnership with brands.
Investing in a long-term relationship is a win-win for both parties, and more and more brands are realising and leveraging this. Long-term partnerships not only build trust within the influencer community, but also add a level of legitimacy.

As we said, Youtube is gaining a significant lead in 2024, but the video format is already available on almost every social network. Videos achieve higher levels of engagement due to their ability to capture the audience's attention better than static images. This, in turn, encourages viewers to spend more time with your brand. The emotion conveyed through a video cannot be caught up by the photo format, so we recommend that you orient your campaign ideas in this direction.

Long form content is back

Snapchat is spreading rapidly among the younger audience

We recommend keeping an eye on Snapchat over the next year, especially as it aggressively positions itself to capture TikTok's audience. Snapchat is quickly emerging as a key player in the digital marketing arena. By understanding and leveraging its evolving features, marketers can tap into a younger demographic. Maybe we'll see influencer content on this platform very soon.

Wrapping up our look at influencer marketing trends in 2024, the message is simple: Be ready for change and be alert. Influencer marketing is a fast-growing field, and it's critical to stay adaptable and hone strategies that bring you success. We at influ.ai will be by your side and will keep you informed of all the latest developments in the market.

From vlogs to educational content, prominent niches like the makeup artist community are creating longer videos for TikTok and Reels. Are users already fed up with the fast content trend? Maybe yes, because we're also witnessing an unexpectedly high interest in YouTube content.
Read more about the role of YouTube in influencer marketing here.

The video format dominates significantly

Authenticity is brand currency as consumers seek transparency, integrity and consistency when trusting influencers. Authentic content leads to deeper connections between influencers and their audience, helping influencers gain trust over time.

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