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10 Key Trends for Influencers in 2024

As we step into 2024, all the signs are there that it’s shaping up to be an extraordinary year for influencers and content creators, with promising trends that signal strong market growth. This year, we’ll be seeing brands invest more in influencer marketing spend driven by the powerful influence creators have on consumer behaviour and impressive returns on influencer marketing investment.

But that’s just part of the story. Emerging trends are not just about market dynamics; they will also transform how influencers interact with their audience and brands, and produce content.  In this post, we’ll take a look at 10 key trends for you as an Influencer, UGC Creator or other Creative. These insights are to help equip you with the knowledge and strategies needed to set you up for success in 2024.

📊 Market Size and Growth
💲 Money is Moving from Paid Advertising to Influencer Marketing
📈 ROI on Influencer Marketing
🌟 Micro Influencers Take the Lead
👁️ Authenticity Reigns Supreme Over Polished Content
🤝 Say Yes to Long Term Relationships
🎥 Video Will Become the Dominant Format
🛍️ Live Shopping Experiences
🌈 Emphasis on Diversity and Representation
🤖 Growth of AI in Content Creation

Market Size and Growth

Heading into 2024, the influencer marketing industry is not just growing; it’s soaring to new heights. The latest projections place the market size at a whopping $16.4 billion for this year. This highlights the increasing importance of influencer marketing. It’s a clear indicator that brands are recognising the value of influencer collaborations more than ever before, making it an exciting time for influencers and marketers alike.

Money is Moving from Paid Advertising to Influencer Marketing

A solid 69% of marketers are gearing up to boost their budgets for influencer marketing. This surge in investment underscores the value and impact that influencers are bringing to the marketing table. It’s a clear signal that influencers are becoming integral players in shaping effective marketing strategies, signalling to the industry that influencer engagement is more valued than ever.

Budgets that were once dedicated to traditional paid advertising are now flowing into influencer marketing. This pivot is driven by the high return on investment that influencer collaborations offer. Brands are recognising that influencer endorsements, leveraging the trust and engagement these individuals have built with their audiences, often deliver more impactful results than conventional advertising. This trend signifies a deeper understanding of consumer behaviour and the growing importance of personal connection and authenticity in marketing strategies.

ROI on Influencer Marketing

On average, businesses are raking in a remarkable $6.50 in revenue for every $1 invested in influencer marketing. This impressive return not only highlights the exceptional effectiveness of influencer marketing as a strategy but also opens up a world of opportunities for influencers and content creators. It’s a clear indicator of the lucrative potential that influencer collaborations hold for both brands and creators, signalling a thriving market where the influence held by content creators translates directly into tangible financial gains. This trend is a big win for the influencer community, affirming their vital role in driving successful marketing outcomes.

Micro Influencers Take the Lead

It’s becoming increasingly clear that micro-influencers are emerging as key players in the influencer marketing landscape. With a typical follower count of  15,000 to 75,000, micro-influencers will be able to make significant strides in carving out their own unique spaces. What sets them apart is their authentic approach and the tight-knit communities they’ve developed.

This authenticity translates into higher engagement rates, a factor that’s drawing the attention of brands aiming to connect with specific market segments. The trust that micro-influencers have cultivated with their audiences is akin to a personal recommendation from a trusted friend, making their endorsements particularly impactful. As a result, their influence in the market is not just growing – it’s becoming more essential for brands looking to make a meaningful connection with their target audiences.

Authenticity Reigns Supreme Over Polished Content

The era of overly curated, picture-perfect content on social media is fading, making way for a powerful trend towards authenticity. Audiences are showing a strong preference for content that is genuine, relatable, and reflective of real-life experiences and values.

Influencers who are embracing their true selves, sharing not just their highlights but also their flaws and genuine life moments, are creating deeper, more meaningful connections with their followers. This trend transcends the idea of simply being unfiltered; it’s about embodying transparency, approachability, and honesty in every post. In tune with this shift, brands are increasingly seeking partnerships with influencers who embody this authentic spirit. They recognise that authenticity is a key ingredient in building trust and fostering loyalty among discerning consumers.

Yes to Long Term Relationships

2024 could bring a transformative shift from short-term, transactional relationships to more enduring, long-term collaborations between brands and influencers. This evolution marks a move towards building lasting partnerships that allow for a more authentic and unified brand narrative, thereby nurturing a deeper level of trust with audiences.

These sustainable relationships will position influencers not just as promoters but as true ambassadors of the brand, closely aligned with its values and ethos. This depth of connection enables influencers to communicate the brand’s message with greater authenticity and effectiveness.

From a dual-benefit perspective, this shift is a win-win. Influencers gain the stability and opportunity to evolve and grow in tandem with the brand, while brands themselves reap the rewards of strengthened influence and authenticity that comes with long-term partnerships. This trend underscores a mutual recognition of value and investment in shared growth, a positive step for the influencer-brand relationship.

Video Will Become the Dominant Format

It’s clear that video content, particularly in short-form, is unmatched for engagement in the influencer marketing space. This trend is driven by the popularity of TikTok and features such as Instagram Reels and YouTube Shorts, which are increasingly favoured by social media users and brands alike.

The appeal of short-form video content lies in its ability to enable creators to reach wider audiences, and adapt their content across various platforms. Video allows influencers to quickly capture their audience’s attention and convey messages in an impactful and memorable way.

This format’s rising dominance reflects a significant shift in consumer preferences, with a clear preference towards video content that is both entertaining and informative, yet concise.

Live Shopping Experiences

Influencers are increasingly partnering with brands to host live shopping experiences, a trend that’s expected to grow. This involves influencers showcasing products in real-time, allowing for immediate interaction and purchase opportunities for viewers. These live sessions are more than just demonstrations; they allow the audience to engage directly with the influencer and ask questions, supporting the immediacy and convenience of e-commerce.

This trend has potential to redefine the shopping experience, making it more personal and engaging. Influencers will be at the forefront of this shift, bringing their personality and trusted opinion to enhance the shopping experience for their audience; and drive revenue for brands.

Emphasis on Diversity and Representation

There is an increased emphasis on diversity and representation in influencer marketing, with a growing number of agencies and influencers focusing on underrepresented groups. Some might say this increased emphasis is still not enough, however we’ll focus on the positive gains the industry is making as this trend reflects the societal shift towards inclusivity in marketing strategies​​.

A deeper, more meaningful approach to reflecting a rich tapestry of experiences and backgrounds is seen by Agencies dedicated to amplifying voices from underrepresented communities gaining prominence. Also, influencers themselves are increasingly diverse, offering perspectives that resonate with a broader audience.

This shift towards inclusivity is being echoed by social media platforms. In 2023, for instance, Pinterest made significant enhancements to its platform to promote diversity and inclusion, a move that has likely influenced other platforms. These enhancements are not just token gestures; they represent a growing awareness and commitment to making social media a space that more properly represents the diverse world we live in.

Brands, in tandem with these changes, are becoming more conscientious about incorporating inclusivity into their marketing strategies. It’s a recognition that consumers are not just passive receivers of marketing messages, but active participants who seek brands that align with their values and represent the diversity of their experiences. Brands that genuinely embrace diversity in their influencer partnerships are finding a more engaged and loyal audience.

Growth in AI Creation

Artificial Intelligence (AI) is revolutionising the way content is produced and consumed. AI’s role has expanded significantly, reaching beyond just generating captions and branded imagery. Now, it’s playing a pivotal role in creating sophisticated video content and even crafting AI-generated influencer personas, making it an indispensable tool.

AI tools are being leveraged to analyse audience preferences and trends, helping creators (and brands) tailor their content to resonate more effectively with their target demographics. This involves not just text generation but also the creation of visually appealing graphics and video content that aligns with brand aesthetics and messaging. AI’s ability to process and analyse large datasets is enabling more personalised and engaging content, leading to higher engagement rates.

The emergence of AI-generated influencer personas is a testament to how technology is blurring the lines between virtual and reality. AI personas are designed to interact with audiences, providing a unique blend of consistency, personalisation, and scalability that human influencers might struggle to achieve. One of the most striking examples of this trend was in 2023, when Meta embarked on an ambitious project involving celebrities like Tom Brady, Paris Hilton, Snoop Dogg, and Kendall Jenner. These high-profile personalities collaborated with Meta to create their AI personas, offering a glimpse into the future of digital interaction. These AI avatars, designed to mimic the celebrities’ personalities and communication styles, have opened new avenues for audience engagement.

AI is also instrumental in video content creation, where it aids in everything from scripting to editing, making the process more efficient and cost-effective. This is particularly beneficial for platforms where video content is predominant, such as TikTok and Instagram Reels and with the 2024 trend of video becoming the dominant format.

As we wrap up this post on emerging trends for influencers in 2024, it’s clear that this year marks a significant evolution in the influencer marketing industry. These trends are just the beginning of exciting opportunities for creators to build their career as a professional influencer. To further deepen your understanding and stay ahead in your influencer career, listen to The Business Of Influence podcast, available on all major platforms. And join us for discussion in the Facebook Group – MOOTS Build Your Career as a Professional Influencer.

Coming up soon we’re taking a look at emerging trends across social media platforms for more detailed insights on adjusting your content strategy. You can subscribe here to be the first to receive insights and information.