The Best Influencer Marketing Trends to Follow in 2024

Digital marketing is ever-changing and dynamic, and more important than ever for brands looking to get in touch with their consumers. Among the many possible ways of marketing your products, influencer marketing is a powerhouse strategy that is still woefully under-utilized. As we propel into 2024 we can expect to see influencer marketing used much more, but we can also expect it to change and evolve as it does every year. At BIX we strive not only to connect influencers and content creators with prospective brands and businesses, but also to support both as they venture into new opportunities together. In this article we’ll take a look at the most important trends to look out for in 2024. Get ready to navigate the future of digital influence and discover how brands and influencers alike are adapting to the pulse of an ever-evolving online ecosystem.
 

Use of AI Will Increase

Artificial intelligence (AI) has been a hot topic lately, and for good reason. More and more tasks can now be handled by AI. Creators can edit videos faster, analyze their comments to figure out the best content to release, and optimize their release schedules. AI can even help with the content itself. Influencers who master the various tools that are now available will have an easier time engaging their audience and releasing consistent and high quality content.

There is a fine line to be walked though. Brands should be wary of influencers who over rely on AI. More than ever, an authentic and genuine connection with one’s audience will be key to keeping and growing a community. If audiences sense a lack of it, they will seek it out in other places. Consider the content of those you wish to promote your product and look for that ever-important “human touch.”
 

Localized and Niche Marketing Campaigns

It may sound counter-intuitive, but influencers with millions of followers don’t always have the greatest engagement. In fact, often smaller creators operating within niche communities have much greater audience engagement and with that greater conversation rates as well. You might think that your product targeting a niche is a disadvantage, but actually finding the right audience for it is often easier.

Instead of just looking for creators with the biggest number of followers or subscribers, look for those whose audience overlaps with the intended audience for your product. Similarly, you are more likely to find success in your own local region as the local community is always willing to support their own. Look for local creators that can help you connect with your own community.
 

A Greater Emphasis on Diversity and Representations

The average consumer is much more aware and sensitive to inclusivity, and that plays a role in how they engage with the market. Your brand’s audience is also likely to be a diverse one, and your customers will appreciate feeling seen and heard by you. This will especially be important if you try to reach international audiences.

A good way to show representation is to seek out creators of various backgrounds so that you have people of all walks of life connecting your brand to your audience. Your potential audience is often bigger than you would expect. You only need to know how to connect with them.
 

Long Term Collaboration

Influencer marketing is still a young field and new lessons are learned all the time. One of those seems to be that one off collaborations are not always the best way to get your brand’s name out there. Instead, trust is built with recognition and time. Brands that consistently work with the same influencers and creators find more success in the long run.

This does not mean that you should only continue to work with the first person you collaborated with or that you should not give someone new a chance. All it means is that you should remember those with whom collaboration was especially fruitful. It will take a long time to find the right group of people and only time will show how large of a network is best for you. Until then, explore what’s out there and keep an eye out for those that you can take along for the whole journey.

As 2024 approaches, influencer marketing is poised for a transformative shift. From niche influencers forging authentic connections to the integration of cutting-edge technologies, these anticipated trends signify a dynamic evolution. Brands and influencers embracing these changes are set to redefine the landscape, marking an exciting chapter in the narrative of digital influence.