7 ways influencer marketing will change in 2024

With 2024 just around the corner, marketers have a long list of influencer marketing trends to leverage states iCubesWire's Sahil Chopra

Brands’ love for influencer marketing is undying and will only grow more intense.

With 2024 just around the corner, marketers have a long list of influencer marketing trends to leverage.

The ever-evolving influencer landscape is experiencing a growth spurt in ad spending in the UAE, which is expected to grow at an annual rate of 10.04% from 2023 to 2027.

Influencers are lending their voice, face, and identity to brands.

Brands with a dedicated influencer marketing strategy are more confident of reaching their target audience than ever.

Think about it: what could be the best way to connect with your target audience that spends most of their time-consuming content online? Getting top influencers by your side becomes the most logical thing to do.

Taking over the market with Live Shopping

Content creators, creators, or influencers — no matter how you address them, brands heavily rely on their broad reach to stretch out their visibility to even the farthest corners of the world, including the Middle East and beyond.

How we buy, sell, and do business has changed for the better.

Platforms like TikTok, Instagram, Facebook, X, and Snapchat have created a digital ecosystem for live shopping.

It may only be a buzzword for now, but we could witness its complete potential in 2024.

With the rise in live streaming, video and interactive content, social media platforms have successfully pulled audiences from worldwide.

Influencers can quickly skyrocket product sales through the roof when using these platforms with all their live streaming tools.

Laying your eyes on a product in a live stream and purchasing it right there sounds like the peak of convenience.

Some brands have already teamed up with Instagram and TikTok creators to create unparalleled live shopping experiences.

AI to aid Influencer Campaign Building

With the launch of innumerable generative AI technologies, AI has been crowned as one of the biggest trends in 2023.

Next, we could see AI doing all the grunt work for us –from spotting the perfect influencers for each brand to gauging their influence in any given market.

AI comes in handy as a go-to tool for research that could fast-forward the entire process. At the end of the day, it’s data that makes all the difference – the influencer’s followers, engagement rate and so on.

Inclusivity translates to a broader audience reach

People relate to authentic storytelling the most. Stories that feel familiar and real with a sense of belongingness.

For instance, plus-size influencers are gaining momentum across the world.

Brands have finally opened their eyes to look beyond traditional and stereotypical norms.

Partnering with plus-size models and influencers has allowed brands to break several stereotypes, bringing fashion for all in fashion.

From one generation to another

We got it wrong when we started associating influencer marketing with Gen Z alone.

The audience mix brands must cater to includes Gen Z, millennials, and the pre-millennial era.

Diving deep and understanding the needs of each generation within their niche is the need of the hour.

A brand’s influencer marketing strategy is effective as long as it is successful in pulling in more audiences.

Brands must not let the same old strategy of focusing on a specific audience segment anchor them—the more eyeballs there are, the better the ROI.

Making the Most of Moment Marketing

Staying in the know is a must. From cultural events to what’s trending on social media, brands and influencers should collectively cash in on such chances.

With the Olympic Games on the horizon, brands should reserve a spot for content resonating with sports fans for broader reach.

Shift towards hyperlocal & niche campaigns

Brands are only now realising the importance of hyperlocal campaigns and collaborations with nano-influencers.

Geotargeted influencer campaigns in partnership with influencers with a firm grasp of local trends and culture establish a stronger connection with local communities.

A smaller follower base with an off-the-charts engagement level is not a bad deal.

We will see a lot of brands chasing focused influencers for their tight-knit follower bases. Influencer marketing is all about creating meaningful connections with people with similar interests.

Having a one-on-one conversation with a trusted friend or making a public announcement to a large audience. Which interaction do you think will yield better results?

Seeing employees as influencers

When it comes to marketing, employees are a company’s greatest influencers.

Employees spreading the word about an organization in the market or on LinkedIn positively impact a business.

These real-life influencers attract potential talent and shape a welcoming culture for any company.

Wrapping it up, influencer marketing will be as influential as ever in 2024. Besides these trends, we could see a lot more innovation in the coming time.

From beauty to fashion, accessories to home décor, influencer marketing continues to spotlight different sectors and reach diverse audiences.

By Sahil Chopra, Founder & CEO, iCubesWire- a global ad tech platform enabling customer engagement.