In today's digital marketing, influencer marketing is vital for branding and customer connections. 92% of marketers believe that it is the most effective form of marketing. That’s why keeping up with the upcoming trends is crucial for success.
Let's explore three influencer marketing trends for 2024 that can change how your brand connects with your audience.
1. Micro and Nano-Influencers Are the Next Big Thing
Micro and nano-influencers, those with smaller followings of up to 100,000 followers, are poised to transform influencer marketing. Brands partnering with these lesser-known influencers will reap major benefits in 2024 and beyond.
Compared to celebrity influencers, micro and nano-influencers often have higher engagement rates and more authentic connections with their followers. Their followers view them as trusted experts and are more receptive to their recommendations. By partnering with multiple smaller influencers in your niche, you can achieve greater reach and impact than with a single celebrity influencer.
Micro and nano-influencers are also often more affordable to work with, allowing smaller brands to leverage influencer marketing. You can offer free products, discounts, or commissions in exchange for sponsored posts. Some may even be open to rev share or affiliate marketing deals.
To find the right micro and nano-influencers for your brand, search hashtags related to your industry and product on social platforms. Engage with influencers by liking and commenting on their posts. Reach out to those with high engagement and a style and voice that matches your brand. Explain why you think they'd be a great partner and provide details on what you're offering.
2. Influencer Marketing Gets More Authentic
To build authenticity with your audience in 2024, focus on influencers who genuinely care about your brand. Look for influencers passionate about the value you provide to customers rather than those primarily interested in money or free products.
Vet influencers thoroughly
Do extensive research on potential influencers to ensure they are authoritative, trusted voices in your industry with a highly engaged audience. Review their past branded and non-branded content to assess if their style and voice align well with your brand values.
Give influencers creative freedom
Allow influencers to shape branded content in their own words according to their particular style and medium. While you want to convey key messages, giving influencers more control over the creative process will lead to content that resonates more deeply with their followers.
Have genuine conversations
Interact with influencers in an authentic, unscripted fashion. Comment on their non-branded social posts. Invite influencers to company events to connect with your team and experience your brand in person. These kinds of genuine interactions will shine through to their audiences and gain your brand goodwill.
Forge long-term partnerships
Rather than one-off campaigns, pursue ongoing relationships with influencers over the long run. As influencers become more personally invested in your brand, the content they create will become increasingly authentic and impactful. And their loyal followers will come to associate your brand with the influencer's trusted voice.
3. Video Content Will Dominate Influencer Marketing
As many as 91% of consumers want to see more online video content from brands. Consequently, video content is poised to dominate influencer marketing strategies in 2024. As platforms like YouTube, Instagram, and TikTok continue to gain popularity, influencers and brands will rely more heavily on video to connect with audiences.
Short-Form Video Will Spread Across Platforms
Short-form video, popularized by TikTok, will spread to other social platforms. Influencers and brands on YouTube, Instagram, and Snapchat will incorporate more short-form videos to capture audience attention and increase engagement. These brief, entertaining videos are ideal for product demos, behind-the-scenes footage, quick tips, and more.
Live Video and Stories Will Be Leveraged
Influencers and brands will tap into the power of live video and stories across platforms. Live streams, Instagram Live, YouTube Live, and live stories on Snapchat offer an authentic way to interact with audiences in real time through Q&As, product launches, and other interactive experiences. Stories, whether live or pre-recorded, provide a casual format for influencers to share quick updates, tips, and promote products.
Vertical Video Will Dominate Mobile
In 2024, most video content will be filmed vertically to optimize the mobile viewing experience. From Stories to short-form videos, vertical is the natural format for the small screen. Influencers and brands will adapt by filming videos specifically for mobile to increase viewership and engagement among on-the-go audiences.
Final Thoughts
As a business leader, staying current with marketing trends is vital for your brand's success. Influencer marketing changes fast and staying updated offers a competitive edge. Get ahead of these trends to drive real business growth and transform your brand in the years ahead.