Influencer marketing isn’t a niche tactic that brands are ‘trying out’ anymore. Over 80 per cent of brands surveyed admitted to running nearly 20 influencer-led activations, with a third of them attesting to the impact of these campaigns on audiences.
With the maturity of the communications industry, influencer marketing too has evolved significantly.
Brands now employ a more strategic approach, focusing on long-term partnerships with tiered influencers who align with their values, ensuring authenticity and credibility. This dynamic landscape allows brands to diversify influencer partnerships across multiple platforms, prioritising genuine connections to reach different audience segments.
So, how can we, as agency leaders and strategic communicators, use this data to engage with consumers effectively?
Here’s what to keep in mind based on HAVAS Red’s State of the Influencer 2024.
Finding the right fit for ROI in influencer campaigns
“It’s a challenge to find the right influencers that match our demographics and give us conversions…finding the right people to meet our objectives.”
Navigating the influencer marketing landscape to maximise ROI can be complex. Finding the right partnerships is key to optimising results. Here are some strategies that brands can adopt:
- Diversification of platforms: While Instagram remains dominant for awareness and storytelling, platforms like TikTok allow brands to tap into trends popular among Gen Z. Successful TikTok campaigns by luxury brands and skincare/fragrance companies, including Estee Lauder Group, COTY, and Charlotte Tilbury, demonstrate this shift. These brands have leveraged emerging platforms to enhance their influencer partnerships and reach new audience segments.
- Micro-influencers on the rise: While mega- and macro-influencers are still in demand, micro-influencers are gaining traction for their relatability and influence. Despite having smaller followings, their audiences are highly engaged and impactful within niche communities, allowing brands to achieve more targeted and authentic reach. Brands can engage them to run campaigns at lower costs while maximizing ROI. This trend is evident in ‘Advocacy Programs’ by big market players like Estee Lauder Group and COTY, which lead to symbiotic partnerships for all stakeholders.
- Data-driven strategies: Advancements in analytics and tracking tools now enable brands to adopt a more data-driven approach to campaigns. They are able to identify the most effective influencers for their campaigns, accurately track ROI, and optimise strategies in real-time.
- Long-term partnerships: Brands should move away from short-term influencer posts and invest in long-term commitments for a deeper consumer impact and sustained ROI. Ongoing collaboration allows influencers to weave the brand’s narrative into their content more authentically, fostering stronger brand recall and loyalty among followers.
- Creative freedom and collaboration: Successful influencer campaigns balance brand guidelines with creative freedom. Allowing influencers the freedom to represent the brand’s message in their unique style results in authentic and compelling content. Collaborative brainstorming sessions can ensure the campaign remains on-brand while fully leveraging the influencer’s creativity.
Use the most effective tactic in your toolbox
“86 per cent of brands reveal that video content resonates more effectively with the majority of campaigns compared to static formats.”
Video content is a powerful tool for brands to bring their story to life and create a more engaging experience. With shrinking attention spans, creative video content is key to capturing and retaining consumer attention. Digital platforms like Instagram, TikTok, and YouTube use algorithms to boost video content, amplifying reach and engagement. Influencers can leverage this to connect with their audience on a deeper level, crafting more meaningful messaging.
Several beauty brands have taken advantage of video content in resonant influencers campaigns on TikTok.
Fenty Beauty and COTY mass brands often use TikTok influencer campaigns to connect with their audience. What makes these campaigns unique? They partner with relevant content creators, such as makeup artists, to create challenges, tutorials, and reviews that encourage user participation.
They also leverage the platform’s native features and viral hashtags to drive brand awareness. These partnerships successfully tap into a diverse audience while maintaining a strong presence in the niche beauty community.
The state of influencers in 2024 is not just about numbers and reach but about creating lasting, meaningful impact. Authenticity and trust are paramount, as audiences demand genuine connections and transparent content.
Influencers who adapt to these shifts, leveraging new platforms and embracing relatable practices, will continue to thrive. As brands and influencers navigate this dynamic environment, the emphasis on building meaningful, long-term relationships will be the key to sustainable success.
By Nermeen Salama, Communications Director, Beauty & Wellness, HAVAS Red Middle East
