9 Influencer Marketing Latest Trends (Agency Insights)

Influencer marketing is dominating the conversation even more this year, and for good reason. It’s a strategy that has proven its worth as a dynamic tool for brands to engage their target audience authentically and effectively.

Unlike traditional ads, influencer marketing taps into the genuine and authentic voices of real people (influencers and creators), offering an unparalleled level of trust and relatability. Over the past few years, we, at House of Marketers have witnessed a consistent upward trend in brand investment in digital advertising, but 2024 is poised to spotlight an even more intensified focus on creator-led content.

A report by IAB and TalkShoppe, reveals that 44% of marketers plan to increase their investment in influencer marketing by an average of 25%. This transition from traditional advertising to influencer-centric strategies signifies a deeper recognition of the authentic and impactful engagement that influencers foster with their audience.

We are expecting brands to allocate a marketing budget to influencer collaborations to capitalise on this growing trend. Trust us, it’s where the magic happens.

9 Influencer Marketing Trends to Watch Out For in 2024

Lets dive into these transformative strategies with us to learn how to make genuine connections in an increasingly digital world.

1. Run Cross-Channel Campaigns

In previous years, the focus of influencer marketing was often limited to single platforms, but as we move into 2024, the importance of cross-channel campaigns has become undeniable.

The modern consumer’s journey spans across multiple platforms, making it essential for brands to adopt a more integrated approach.

For instance, while TikTok excels in driving brand discovery, platforms like Instagram and Facebook play critical roles in nurturing and converting that initial interest into engagement and sales thereby making it essential for brands to have a consistent multi-channel presence.

For example, Nike maintains a presence on all major social media platforms, including Facebook, TikTok, and Instagram, each tailored to leverage the unique strengths and audience preferences of these channels.

To launch their new bike shoes, the Nike AirMax DN, they adopted a creative and platform-specific approach.

On TikTok, they collaborated with creator Enya Umanzor to produce a series of five videos focusing on the behind-the-scenes (BTS) creation process of the AirMax DN. By choosing to follow a storytelling format, Nike aimed to entertain and engage the audience with content that piqued their interest.

Rather than overtly selling the product, these videos were designed to be fun. This strategy leverages TikTok’s preference for authentic, narrative-driven content that resonates with its user base.

Source: Nike TikTok

On the other hand, on Instagram—a platform known for its focus on visual aesthetics and beautifully curated content—Nike opted for a more straightforward approach.

They posted aesthetically pleasing images announcing the launch of the Nike AirMax DN, accompanied by a caption and a link in the bio for purchasing. This method capitalises on Instagram’s strengths, utilising high-quality visuals and direct call-to-actions to attract and convert their audience.

Source: Nike Instagram

This diversified approach across platforms illustrates Nike’s strategic use of social media to reach different segments of their audience effectively. By tailoring content to fit the unique vibe and user expectations of each platform, Nike not only ensures their message is heard but also maximises engagement and conversion opportunities.

House of Marketers Recommendations

• Develop a cohesive content strategy that leverages the unique strengths of each platform.
• Encourage influencers to adapt and share their content across various social media channels.
• Monitor and measure cross-channel performance to refine and optimise ongoing campaigns.

2. AI’s Impact on Influencer Marketing Will Continue to Grow (But Not in the Way You Think)

Until recently, AI’s role in influencer marketing was largely experimental. However, as we venture into 2024, the integration of AI tools has become a cornerstone strategy for brands and creators alike for smarter campaigns.

But here’s the twist: it’s not about letting AI take the wheel. It’s about AI and human creativity joining forces to craft content that is data driven by the insights AI is helping brands gather.

Many brands are trying to integrate AI driven content in their brand strategies. According to the latest report about the use of AI in marketing, 76% of marketing agencies and 52% of influencers already use AI for marketing related tasks like data analysis, and content optimization.

But now, the industry is steering towards a balanced approach where AI enhances human creativity, rather than replacing it.

House of Marketers Recommendations

• Leverage AI for behind-the-scenes analytics to fine-tune your marketing strategies.
• Use of AI in marketing for user-behaviour analysis. We are seeing a decline in AI generated content as a whole. In general, use of AI for data analytics is good,but for content and video production, we recommend combining AI with the human creative input.
• Stay updated on AI tool advancements and consider their ethical and practical implications in your influencer marketing practices.

3. TikTok is the New Search engine

Recently, there has been an increase in TikTok’s usage as the main search engine, especially by the younger audiences. TikTok has emerged as a primary search engine, especially among younger demographics. This pivot highlights the platform’s expanding influence beyond entertainment, becoming a key destination for discovering products, tutorials, reviews, and more.

Audiences are turning to TikTok to find answers to everyday questions, from “how to fix” tutorials to “where to find the best coffee in town.” This trend underscores the importance of content relevance and the opportunity for brands to be part of the conversation right when the decision-making process begins.

TikTok is transforming the way people seek out information, offering a blend of immediacy and interactivity that traditional search engines can’t match. It’s not just about catching up with what’s trending; it’s about uncovering answers to everyday queries and stumbling upon new interests.

A study by Marketcast revealed that users are 1.8 times more likely to discover new topics they didn’t know they liked on TikTok, showcasing the platform’s unique ability to expand users’ horizons and influence decision-making processes.

For example, creators like Erin McGoff @Advice with Erin share career and interpersonal development advice helpful to audiences. She talks about tough and complex career topics in a fun and engaging way transforming intimidating topics into understandable, actionable insights making her content on the platform attractive to users from all walks of life.

This shift in short-form informative content on TikTok opens up a world of possibilities for brands.

@erinmcgoff remember: the interview goes both ways 😎 #career #careeradvice #careertiktok #job #work #corporate #office #jobtips #jobinterview #interviewtips #resume #resumehelp #jobsearch #linkedin #anxiety #nervous ♬ original sound – AdviceWithErin✨

House of Marketers Recommendations

• Create TikTok content with searchable keywords in mind. Think like your audience: what are they searching for?
• Monitor trending topics and hashtags relevant to your industry on TikTok. Join the conversation by providing valuable insights and solutions.
• Leverage TikTok to share quick tips, tutorials, and how-tos related to your products or services. This positions your brand as both helpful and authoritative.
• Partner with influencers for Q&A sessions, addressing common questions related to your niche. This not only boosts visibility but also enhances credibility.

4. Blurred Lines between Social Media and Social Commerce

Social commerce has been on a steady rise, but 2024 is witnessing its full-throttle expansion, influenced heavily by platforms like TikTok and Instagram. Deloitte predicts the global social commerce market to surpass $1 trillion, with a significant growth trend driven by over 2 billion people expected to shop on social media platforms.

This means, we’re looking at shopping 2.0. Especially with TikTok making buying as easy as scrolling, offering a smooth ride from discovery to checkout. Instagram’s keeping pace with its own shopping features coming in first on the e-commerce scene in the UK with TiTok following behind it.

According to Insider Intelligence Report 2023, Instagram and TikTok convinced approximately 35% of the people to purchase something via the platform. TikTok’s infinite loop helps consumers enter, exit, and re-enter at different stages of the purchase journey based on their needs and wants.

The Study by TikTok notes that 44% of TikTok users discover new products through ads in their feed, and 35% are more likely to purchase something they have seen on the platform.

Recently, we noticed that Sephora, a titan in the beauty retail sector, is leveraging TikTok to promote an upcoming live event, showcasing the power of real-time engagement in today’s digital marketing strategies.

Source: TikTok

House of Marketers Recommendations

• In the upcoming year, Embrace TikTok’s full suite of e-commerce features, from in-video shopping links to TikTok Shop, to drive direct sales.
• On Instagram, utilise a mix of Shoppable Posts, Stories, and IGTV for a comprehensive social commerce strategy.
• Craft content that naturally integrates products into the narrative, making shopping an extension of the user experience.

5. Focus on Localised and Hyper-Personalised Content

Localised content has always had its place in marketing, but the focus on hyper-personalization is a defining trend of 2024. TikTok’s algorithm excels at delivering content tailored to the minutest user preferences, a feature set to become even more sophisticated. This evolution towards personalization is critical in cutting through the noise, ensuring your brand reaches its intended audience with precision.

Research from Theseus.fi illustrates TikTok’s powerful influence on consumer behaviour, especially among Gen Z, by harnessing localised and personalised influencer content establishing that influencers significantly impact consumer behaviour through psychological and social influences.

This study highlights the crucial stages in the consumer decision-making process affected by TikTok, including judgement and post-decision evaluations, further underlining the platform’s significant influence on consumer behaviours and attitudes​​.

House of Marketers Recommendations

• Prioritise content creation that speaks directly to localised and niche audiences for greater impact.
• Utilise TikTok’s advanced targeting capabilities to deliver hyper-personalised content.
• Engage influencers who share a genuine connection with your target demographic, enhancing the authenticity and relevance of your campaigns.

6. From Generalists to Specialists

The influencer marketing sphere once celebrated generalists for their broad appeal, but 2024 is seeing a marked pivot towards specialists. Influencers with deep expertise in specific niches, like take the example of Justine Leconte. She’s a fashion designer who zeros in on ethical fashion and sustainability in the industry. Her approach not only educates but also builds a community passionate about making fashion choices that are kind to the planet.

Her following didn’t just grow because she talks about fashion; it skyrocketed because she talks about fashion with a purpose. It’s a brilliant showcase of how aligning your brand with influencers who have a deep, specialised focus can resonate powerfully with the right audience.

As Matt Ian, Chief Creative Officer at Deutsch LA, aptly puts it in this episode of Made For TikTok , “We have to embrace working a different way and looking for talent in different places than we normally have.”

In a similar vein, The Financial Diet on TikTok provides a stellar example of specialised content targeting financial management, savings, and optimising monetary resources. Their collaboration with Bread Cashback Card to promote an enticing 2% cashback offer underscores the power of niche influencer partnerships. By aligning with The Financial Diet, known for their practical financial advice and savvy saving tips, Bread Cashback Card smartly positioned its product in front of an engaged audience actively seeking ways to make the most of their money.

@thefinancialdiet #ad ♬ original sound – The Financial Diet

House of Marketers Recommendations

• Identify and partner with influencers who are authorities in specific niches relevant to your brand.
• Collaborate with specialist influencers to create content that addresses the unique needs and interests of your target audience.
• Leverage the specialist influencer’s credibility to enhance your brand’s authority in specific market segments.

7. Long-Term Influencer Partnerships FTW

Contrary to the short-term collaborations that dominated early influencer marketing strategies, 2024 is witnessing a significant shift towards long-term partnerships.

According to the study by the Influencer Marketing Hub, in 2024 a staggering 85% of survey respondents believe influencer marketing to be an effective form of marketing, marking a significant uptick from previous years.

This surge in confidence underpins the shift towards enduring partnerships. Why? Because when influencers and brands build something together over time, the authenticity and depth of the content simply skyrocket, resonating with audiences on a level that one-off campaigns can rarely achieve.

House of Marketers Recommendations

• Forge relationships with influencers who not only align with your brand’s ethos but are genuinely excited about what you stand for.
• View these collaborations as a marathon, not a sprint. It’s about weaving influencers into your brand’s fabric, not just tapping them for sporadic campaigns.
• Celebrate the journey and the wins, both big and small, to foster a sense of shared accomplishment and growth.

Looking to know about how to start collaborating with influencers for the long run? Contact us about our influencer marketing service and we will guide you through the process.

8. Story-driven Genuine Content Wins

We have been observing this trend since last year and expect it to keep going with even more force in 2024: the emergence of story-driven personalised narratives on TikTok.

Story-driven content offers a window into the genuine real experiences brands and influencers share with their audience.

It’s about storytelling that’s not just heard but felt, creating a profound connection that resonates on a personal level. This trend marks a departure from cookie-cutter content, embracing the unique, the authentic, and the raw. Influencers are at the forefront, weaving their personal stories into a tapestry that speaks directly to the viewer’s heart and experiences.

The power of these narratives lies in their ability to engage and retain attention; a study by Metrixlab in 2023 reveals that ads leveraging intriguing narrative structures captivate viewers, making them 1.4 times more likely to stay engaged – a trend we expect is going to continue well beyond 2024!

For example, Maybelline NY collaborates with the influencer Jeenie Weenie, who makes fun content around her time as a member of the Air Crew. Her collaboration with Maybelline captured the attention of their audience for the promotion of their Super Stay Matte Ink in a way that feels natural and relatable to their audience.

@maybelline Listen up, lovelies! @JEENIE knows what’s up – who’s got time for lipstick touch ups these days? Not us! That’s why we’re obssesed with Super Stay Matte Ink.💄💋 #maybellineemployee ♬ original sound – Maybelline NY

House of Marketers Recommendations:

• Encourage influencers to dive deep into their personal stories and experiences. Authenticity is the currency that drives deeper engagement on TikTok.
• Develop content strategies that pique curiosity from the get-go. The first few seconds are crucial; make them count with hooks that draw viewers in.
• Tailor content to resonate with specific audience segments. Personalization isn’t just about addressing the viewer by name; it’s about reflecting their experiences and aspirations in your narrative.
• Use insights from your audience’s behaviour and preferences to inform the stories you tell. The more relevant the story, the more impactful the connection.

9. LinkedIn’s Emerging Influence

While LinkedIn has traditionally been viewed as a platform for professional networking, its role in the influencer marketing landscape is rapidly evolving.

With record levels of engagement and a 75% increase in B2B marketers investing in LinkedIn influencer collaborations, 2024 is set to redefine its potential.

This shift is particularly relevant for brands in the B2B sector, where LinkedIn’s professional audience offers a unique opportunity for targeted influencer marketing campaigns.

House of Marketers Recommendations

• Partner with LinkedIn thought leaders for more personalised content. They’re like the cool professors of the professional world.
• Explore LinkedIn’s suite of content features, from articles to videos, to diversify your campaign strategies.
• Use LinkedIn’s analytics tools to track engagement and refine your approach, ensuring your influencer partnerships drive meaningful results.

What is the Future of Influencer Marketing?

The future of influencer marketing is bright, and it’s unfolding right before our eyes. As we navigate through 2024, the landscape of influencer marketing continues to evolve, reflecting broader shifts in technology, consumer behaviour, and online interaction.

From the surge in creator-led content investment to TikTok’s burgeoning role as a go-to search engine, these trends offer a roadmap for brands looking to deepen their engagement and expand their reach in an increasingly digital world.

To really get a grip on TikTok’s game-changing power, House of Marketers has put together something special for you. Check out our comprehensive guide on How to Sell Using TikTok to explore innovative strategies, from harnessing the platform’s dynamic search capabilities to creating content that resonates and converts.

This brings us to the end of our insights.

Want to know about how House of Marketers can help your Business?

At House of Marketers, we’re not just observers of the digital revolution; we’re its architects. As a TikTok Partner agency, we help brands and businesses craft success stories together with the help of influencer marketing, UGC campaigns and more.

Connect with us and transform your brand into an influencer marketing powerhouse.