TOP 5 influencer marketing practices in 2024
Viacheslav Yurenko
CEO IT company 4Limes | Media Buyer: TikTok, YouTube, Facebook, Instagram, LinkedIn, Twitter, Google Ads, Redit Ads
Influencer marketing has become a powerful tool for promoting brands and products. Due to the high level of audience trust in influencers, this marketing strategy demonstrates significant effectiveness in attracting consumer attention.
In 2024, influencer marketing continues to evolve, offering new and creative approaches to create unique and memorable content that will truly help your product stand out from the competition. In this article, we're going to look at the top 5 most relevant influencer marketing practices that will help you effectively promote your product and stay one step ahead of the competition.
Practice 1: Collaboration with micro-influencers
Micro-influencers with 10,000 to 100,000 followers on social media are becoming increasingly popular among marketers. Their small but loyal audience often demonstrates a high level of engagement and trust in the recommendations of a micro-influencer. Brands will look for partnerships with well-known creators whose personal brand is stronger than the sum of their followers on different channels.
To successfully collaborate with micro-influencers, it is recommended that you thoroughly research their audience and content to find relevant and authentic influencers for your brand.
Practice 2: Creating UGC content
More and more brands are collaborating with developers of UGC - user-generated content. Why: Because consumers are increasingly looking for authenticity and transparency in the content they are offered. Inspirational and natural videos, livestreams, and stories on platforms such as Facebook, Instagram, TikTok, and Youtube have a much greater impact on the audience than idealized and fabricated images. To create UGC content, it is recommended to give influencers the freedom to highlight their own experiences with the product, avoiding excessive scripting and staging.
And although there are still companies that advertise exclusively in classic ways, content created by authors is superior to traditional advertising!
Practice 3: Integrate AI even more into content
This year, AI will undoubtedly dominate the marketing industry, whether it's creators using AI tools to create copy or marketers using neural networks to find and vet influencers they want to work with.
Artificial intelligence isn't just an influencer marketing trend, but a broader content creation trend that's worth paying attention to. So, start familiarizing yourself with AI tools. You don't have to use them to create all your content. However, you'll at least want to know what they can do for you. For example, YouTube is testing several AI-powered features, such as a video idea generator that helps you think about content and a tool that creates instrumental music for YouTube Shorts.
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Practice 4: Involve influencers in product development
Collaborating with influencers at the product development stage can be key to its success. Influencers who understand the needs and preferences of their audience can provide valuable insights and feedback on product design, functionality, and marketing strategy. For example, sportswear brand Nike regularly involves famous athletes and fitness influencers in the process of creating new clothing and footwear lines.
Effective collaboration with influencers at the product development stage requires open communication, taking into account their ideas and suggestions, and ensuring that their contributions are properly recognized.
Practice 5: Integrating influencers into the brand ecosystem
Instead of one-off campaigns, more and more brands are choosing to build long-term relationships with influencers by integrating them into their own ecosystem. This allows you to create a loyal base of brand advocates and strengthen the association of influencers with your product. A long-term marketing campaign with a particular influencer will be many times more effective than a short marketing campaign.
In addition, brands are becoming interested in strengthening their relationships with influencers, similar to the relationships they have with brand ambassadors. To successfully integrate influencers into the brand ecosystem, you need to develop a clear strategy for cooperation, ensure proper remuneration, and keep in touch with these opinion leaders on an ongoing basis.
Take advantage of influencer marketing trends
In 2024, more brands will turn to content creators for their social media expertise, and your influence will matter more than your number of followers. Moreover, the growth of in-app purchases is a massive trend for influencer marketing this year. TikTok Shop and YouTube Shopping are essentially affiliate models that make it very easy for creators to monetize their audience and content by sharing links to products they feature in their content. Therefore, it is beneficial for brands to cooperate with influencers who can become their affiliates.
Modern consumers are becoming increasingly sophisticated and resistant to traditional advertising. They are looking for authenticity, transparency and personalized experiences from brands. That's why influencer marketing, which is based on trust and connection between the audience and influencers, is gaining popularity. By working with the right influencers and using creative approaches, brands can create an emotional connection with their potential customers, increase product awareness, and drive sales. Now that you've familiarized yourself with the latest influencer marketing trends, you know what to do!