Infinite Influence: How to Elevate Your Influencer Marketing in 2024

Influencer marketing has become an essential ingredient in any modern marketing recipe. But just like the very trends on which influencer marketing is built, what worked yesterday doesn’t necessarily work today - especially given the breakneck speed at which digital marketing is evolving. While much of influencer marketing continues to follow tried-and-tested methods, there are still worlds to conquer.

Micro-Influencers: Small Audience, Big Impact

We begin with a phenomenon that first reared its head in 2023.? Micro-influencers, those with a loyal following of 10k-50k, are stealing the spotlight for several reasons. Firstly, they boast communities that are more engaged, enthusiastic and trusting, leading to better conversion rates for your brand. Their followers accept them as being authentic and relatable, which naturally fosters stronger connection to your messaging. In addition, micro-influencers often target specific, well-defined niches, allowing you to reach a hyper-relevant audience that is genuinely interested in what you have to offer and say. On the cost front, partnering with multiple micro-influencers can be considerably more cost-effective than a single big-ticket deal, often delivering better overall results.

IGC: Recycle & Repurpose

Influencer-generated content (IGC - yes, it has its own acronym now) is a potential goldmine of authentic, engaging material. But its impact doesn't have to be confined to the digital realm. You can - and should - repurpose IGC for maximum impact. Why shouldn't your chosen influencer be plastered across a massive billboard? Why can’t influencers cross over from the digital world to appear in print and TV ads? Why aren’t you repackaging their content into testimonials on your brand’s website??

TikTok's Transformation: Beyond Gen-Z?

While Gen-Z still dominates TikTok, too many people have neglected to notice that the platform is evolving into a multigenerational space.?

Millennials, digitally savvy in their own right and boasting significant spending power, are highly receptive to authentic recommendations from influencers they trust. Working professionals are increasingly using TikTok for professional development and entertainment, making them a potentially lucrative audience. Even parents are up for grabs. It’s all about targeting influencers (micro or otherwise) that resonate with your target audience.?

Share to Shop: The Rise of Social Commerce

The lines are blurring between entertainment and shopping, causing a boom in social commerce. So rather than sending an influencer a new phone to unbox or a new menu item to eat in front of the camera, marketers can utilize interactivity - think live shopping events and product tagging to make the buying process seamless and engaging. The increasing number of interactive features on social media platforms allow you to create shoppable videos and posts that allow viewers to instantly purchase the products they see, removing any friction from the buying journey.

By embracing these trends and staying informed, you can elevate your influencer marketing, forge meaningful connections with your audience - and that’s the name of the game. Don’t just influence, go further and connect.