Influencer marketing has experienced significant growth in recent years.
However, this sector is constantly evolving, driven by technological advancements, changes in consumer behavior, and the emergence of new platforms. To stay competitive, marketers must anticipate influencer marketing trends in 2024. It’s important to adapt their strategies accordingly in order to remain impactful.
This is especially true for brands targeting young adults aged 18 to 25, a hyper-connected demographic. These digital natives spend a large part of their time on social media, interacting with peers and favorite influencers. They are highly receptive to the influence of content creators. They look for authentic brands that share their values and are quick to act on recommendations from influencers they trust.
So, what are the major trends that will shape influencer marketing in 2024? How can brands adapt to capture their audience’s attention and generate maximum impact?
The Rise of Micro-Influencers
In 2024, brands will continue to focus on micro and nano-influencers, who offer higher conversion power and a more personalized approach. "By focusing on these partnerships, brands are discovering an effective way to forge more authentic relationships with their audience," explains the platform Affilae.
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However, the Responsible Influence Law of 2023 may penalize these profiles, notably due to the requirement to declare gifted products as taxable income. Constance Godeau thus believes that “micro/nano influencers are the big losers of the current reform of the influence industry. Gifting now has an uncertain status due to the fiscal obligation to declare received gifts, meaning a whole segment of the ecosystem can no longer be activated as before.”
To stand out, micro-influencers will therefore need to rely on their own resources to create original content from start to finish, without the support of brands that previously provided products or experiences to enrich their posts.
Forecasts for the Coming Years
Authenticity, creativity, and long-term relationships will be the key words in marketing and influencer trends in 2024.
User-generated content (UGC), seen as more authentic than branded content, will grow even further. “UGC is a widely used practice to create authentic content for brands’ social media. It will continue to grow, allowing small creative profiles to become more professional,” predicts Constance Godeau from the Zmirov agency.
Long-term collaborations between brands and influencers will be favored.
Emerging social platforms like Snapchat and TikTok will continue to expand. According to Quentin Bordage, CEO of Kolsquare, “many more brands will have rolled out their influencer strategy on Snapchat by the end of 2024, at least partially—and with success.”
Finally, artificial intelligence, the trend of all trends, will also impact the sector. “AI could allow some creators to translate their videos and break down language barriers to reach an international audience,” envisions the Reech team.
The Evolution of User-Generated Content (UGC)
Among the top marketing trends for 2024, user-generated content (UGC) will continue to play a crucial role in digital strategies. Due to its authenticity and its ability to create long-lasting engagement, it’s essential for brands looking to grow their presence on social media.
Julie Lucas, Head of Influence at agency Monet, identifies at least three ways to leverage UGC in 2024:
- Through influencers who master the codes of each platform
- Through content creators who ride trends and test products on their own initiative
- Through everyday users who naturally generate content featuring a brand without being paid for it
The Rise of Micro-Influencers
In 2024, brands will continue to bet on micro and nano-influencers, who offer higher conversion rates and a more personalized approach. “By focusing on these partnerships, brands are discovering an effective way to forge more authentic relationships with their audience,” explains the platform Affilae.
If you’re still wondering why activation matters, check out our blog post that explains everything.
However, the Responsible Influence Law of 2023 may penalize these profiles, particularly because of the new requirement to declare gifted products as taxable income. Constance Godeau states that “micro/nano influencers are the big losers of the current influence reform. Since gifting now has a legally uncertain status due to tax declaration requirements, an entire part of the ecosystem will no longer be activated like it was before.”
To stand out, micro-influencers will need to rely on their own resources to create fully original content—without the brand support that previously provided products or experiences to enrich their posts.
Forecasts for the Years to Come
Authenticity, creativity, and long-term relationships will be the key pillars of marketing and influencer trends in 2024.
User-generated content (UGC), viewed as more authentic than brand-created content, will grow even further. “UGC is now a very common practice to create authentic content for brands’ social pages. It will keep growing and allow smaller creative profiles to become more professional,” predicts Constance Godeau from the agency Zmirov.
Long-term collaborations between brands and influencers will be favored.
Emerging platforms like Snapchat and TikTok will continue their momentum. According to Quentin Bordage, CEO of Kolsquare, “many more brands will have launched their influencer strategies on Snapchat by the end of 2024—at least partially—and with success.”
Finally, artificial intelligence—the trend of all trends—will also impact the sector. “AI could allow creators to translate their videos and break down language barriers to reach an international audience,” suggests the team at Reech.
Tips to Stay Competitive and Relevant in Your Influencer Marketing
To succeed in this fast-evolving ecosystem, both brands and influencers need to focus on several levers:
• Cultivate authenticity and transparency
72% of French people believe it is important for advertising to take an inclusive approach. Influencers will need to embody diversity while staying sincere in their messaging.
• Offer high-value creative content
“In a saturated influencer landscape, creativity becomes crucial to stand out. Those who deliver original, surprising, and captivating content will earn the audience’s trust,” analyzes Myriam Cheikh from Little Stories.
• Build aligned and lasting partnerships
One-shot influencer deals are over. Welcome long-term collaborations. “Brands are looking for authentic connections with influencers. A close and long-lasting relationship is essential to create engaging content that fits both the brand’s DNA and the creator’s identity,” adds Myriam Cheikh.
• Focus on the right social platforms
While Instagram remains essential, other platforms offer great opportunities. “TikTok is increasingly activated across campaigns. Investments are now shifting in its favor,” notes Julie Lucas from Monet. Snapchat is also a key platform to reach younger audiences.
• Leverage the power of AI
Artificial intelligence can help influencers translate content, reach new audiences, and refine their strategies.
In Summary
Influencer marketing continues its upward trajectory, driven by deep trends such as the quest for authenticity, content creativity, and the rise of new social platforms. To succeed in this competitive environment, brands and creators must build lasting relationships based on shared values. AI will be a valuable ally in amplifying content reach. With these keys in hand, the sector is well-prepared for the future.
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