7 Emerging Influencer Marketing Trends to Watch for in 2024

Influencer marketing relies heavily on the latest trends to make sure your content is relevant and engaging. Staying ahead of the curve will help you and the social media users you collaborate with create more entertaining and engaging content. With that in mind, here are seven influencer marketing trends you need to keep an eye on throughout the rest of 2024: 

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1. Nano-Influencers Are on the Rise

It may seem best to team up with celebrity social personalities to achieve your influencer marketing goals, but that’s not necessarily the case. Nano-influencers are powerful brand allies who can help you launch impactful campaigns and drive meaningful results. 

A nano-influencer often has less than 10,000 followers, but their niche audience tends to be very engaged. These influencers are also known for producing relatable content, which can make their recommendations appear to be more genuine. Teaming up with a nano-influencer can also be a savvy cost-saving move. Many of these people may be open to receiving products or services as part of their compensation package, which can help reduce your marketing costs while also taking on additional influencer partners. 

2. Long-Term Influencer Partnerships

Working with an influencer over a longer period can lead to a better understanding of one another’s goals and stylistic preferences. And as your partner gets to know your brand, they will become more skilled at organically promoting it in their content. The influencer’s audience will become accustomed to seeing them use your products, driving more familiarity and trust in your brand. 

Long-term agreements can also be more cost-effective and economically beneficial for your business. A trusted collaborator may be open to affiliate marketing-style revenue sharing, which incentivizes them to promote your brand with ongoing plugs and references. Plus, 79% of influencers prefer long-term partnerships as opposed to single-campaign collaborations. 

3. Emphasis on Diverse Video Content

Video marketing has always been the backbone of influencer marketing, but today’s influencers have access to even more options for publishing such content. Many make use of a combination of short-form and long-form channels to mix things up and expand their reach. 

Choosing an influencer who posts several different forms of content can help you connect with a wider audience. A partner that publishes Instagram Reels, YouTube shorts, and long-form YouTube videos, for instance, can help you reach various niches within your target demographic in one fell swoop. 

Their long-form videos will provide an excellent tool for educating consumers about your brand and products. And since short-form clips are snappy and to the point, they’ll be a great option for generating buzz and encouraging people to learn more about your business. 

4. Live Streaming and Real-Time Engagement

Don’t forget about the value of real-time engagement with your audience. In Q4 2023, 28.5% of respondents said they watched live streamed content at least once a week. 

With that in mind, going live can help you and your influencer partners mix up the content you deliver to users while also driving enhanced engagement. For instance, let’s say you are getting ready to launch a new product. You could invite your collaborators out to your business and livestream a “behind-the-scenes” look at your upcoming release. 

Livestreams can also provide you with real-time feedback about consumer preferences and sentiments. Taking that information to heart will help you create more impactful content and better connect with your target audience in future campaigns.

5. Authenticity and Transparency

Consumers are becoming increasingly savvy, easily spotting inauthentic endorsements from a mile away. Lackluster or shameless pushes for products not only turn consumers off from those items, but they can also cause your influencer partner to lose credibility with their audience. In other words, poor matches are bad for all parties.

Influencers who genuinely believe in the products or services they promote can avoid the dangers of inauthenticity. With that in mind, encourage your partners to try your products before creating content so they can provide honest endorsements. Alongside that, align yourself with social media influencers who are transparent about their partnerships, even if they are organically plugging your products into their content.  

6. Influencer Marketing for B2B

B2B (business-to-business) brands are leaning into the influencer marketing revolution as well. As of 2023, 75% of B2B companies were already working with influencers. 

If you manage a B2B company and aren’t collaborating with social media influencers, there’s no better time to start. A few strategic partners in the form of influencers can help you connect with business decision-makers, explain how your products or services work, and showcase the benefits of teaming up with your company. 

Many of the same best practices for B2C influencer marketing campaigns apply to B2B collaborations, as well. Find individuals who align with your brand values, ensure they have an audience that matches your ideal customer base, and collaborate with them to create compelling content that raises awareness about your brand. 

7. Performance-Based Influencer Marketing 

In 2023, a notable 58.5% of mega-influencers engaged in fraudulent activities to inflate their followings and engagement levels. Rampant fraud has prompted many brands to push for performance-based influencer marketing agreements that focus on metrics that can’t be faked, such as sales or conversions.

Linking a collaborator’s compensation to specific performance metrics can help protect your brand from fraud while also maximizing your return on investment (ROI), as influencers will be incentivized to position your products alongside their most engaging videos. 

Creating-High Quality Videos at Scale

Brushing up on the latest influencer marketing trends can help you build more impactful and engaging campaigns. However, the success of your influencer partnerships will always hinge on the quality of your video production. Creating high-quality videos at scale will expand your reach and increase your ROI.

QuickFrame offers comprehensive solutions to help you produce video content that captures your brand voice and intrigues audiences. Our creative experts work closely with you and your partners to ensure our content maintains the authentic feel of influencer-generated content while effectively promoting your brand. 

With our global network of video makers and editors in your corner, you can create a cohesive visual narrative that aligns with your brand’s message and the influencer’s unique style. Our post-production pros can fine-tune your footage, add graphics, and optimize your content from its first frame to the last. 

Ready to learn more about how we can support your next influencer campaign? Contact QuickFrame today. 

Influencer Marketing Trends: Final Thoughts

Now that you’re up to speed on the latest influencer marketing trends, it’s time to put them to work for your brand. Revisit your influencer strategy and ensure your goals align with your long-term vision for your business. Speak to your influencer partners about integrating these trends into your collaborative campaigns. Mixing up content and capitalizing on emerging audience preferences can help keep engagement high while also maximizing your ROI. 

If you need fresh ideas or post-production support to scale up your influencer campaigns, connect with QuickFrame. Our global network of video makers follows the latest influencer trends while also flexing their creative muscles to produce content that drives performance.