How to use influencers to boost your business
Creating multi-purpose content and returning to long-form video content are the best ways to maximize your influencer partnerships in 2024, according to a new report. The influencer marketing industry is projected to be valued at $22.2 billion by 2025, and many businesses are looking to increase their investment to capitalize on effective strategies.
TikTok and Instagram remain the leading platforms for influencer partnerships. Brands are increasingly recognizing the importance of selecting the right influencers to align with their business goals.
Influencer Intelligence has identified nine key trends that will shape influencer marketing in 2024:
1. Integrating AI into Influencer Marketing
AI is set to streamline processes, from evaluating influencer audiences to managing onboarding and understanding customer responses. As AI technology advances, it will enable more informed, data-driven decisions, enhancing the accuracy and efficacy of influencer campaigns.
2. Considering Gen Alpha in Strategies
Gen Alpha (born from 2010 onwards) will become a key focus. Despite only 7% of marketers currently targeting this demographic, their engagement with platforms like YouTube, TikTok, and Instagram is significant. Ethical practices and appropriate regulation are crucial when marketing to this young audience.
3. Harnessing Subcultures for Targeting
Audience alignment is becoming more critical than follower count. Businesses should focus on subcultures and niche communities that resonate with their target audience, such as the skincare-focused Skintok on TikTok.
4. Reacting Quickly to Content Trends
Staying attuned to viral trends and engaging with trending discussions can significantly boost a business’s reach and relevance.
5. Using B2B Influencer Marketing on LinkedIn
B2B influencer marketing is gaining traction, with LinkedIn emerging as a key platform. Industry experts are becoming valuable influencers, helping to build credibility and online reputation.
6. Employing Multi-Purpose and Multi-Channel Campaigns
Influencers can drive results across various metrics, including sales, bookings, and traffic. Businesses are increasingly using influencers for diverse content across multiple channels, enhancing the impact of their campaigns.
7. Creating Communities with Influencers
Building communities through long-term influencer partnerships can amplify reach and authenticity, moving beyond one-off collaborations to collective influence.
8. Emphasizing Influencer Authenticity
In an era of increased distrust due to follower fraud and generative AI, genuine and trustworthy influencers are more crucial than ever. Niche influencers who offer relatable, authentic voices will be key to securing audience trust in 2024.
9. Returning to Long-Form Content
Platforms are expanding their content formats, with TikTok allowing videos up to 10 minutes and Facebook extending Reels to 90 seconds. There’s also a rise in long-form content like podcasts and newsletters. This trend towards longer formats is expected to continue growing in 2024.
For more detailed insights, read the full "9 Influencer Marketing Trends for 2024" report by Influencer Intelligence here.