18 Upcoming Influencer Marketing Trends in 2024 [Updated]

Trends shape how audiences interact with influencers and content. If you adapt to the latest influencer marketing trends, you can understand how to collaborate with influencers and promote your brand. 

Over the next year, you’ll see influencer marketing evolve with exciting new trends. From the rise of micro- and nano-influencers to the mainstream adoption of short-form video, influencer marketing in 2024 will be exciting, but only when you have the updates. 

Read on to discover 18 top influencer marketing trends you need to know to stay ahead of the curve.

Why influencer marketing trends matter

As consumer behavior shifts and new platforms emerge, brands must adapt to reach their target audience more effectively. Monitoring influencer marketing industry trends allows you to optimize your influencer marketing strategies. 

For example, the rise of TikTok has created new opportunities for brands to connect with younger audiences.

Ultimately, leveraging the latest insights and current best practices will help you achieve the visibility and engagement that fuels business growth.

Brands can quickly build awareness and credibility by co-creating products or experiences with influencers who have amassed a dedicated following on their social media platforms.

Current influencer marketing trends

Here are some of the latest insights and trends in influencer marketing that will likely shape 2024:

1. Integration of AI in Influencer Campaigns

McKinsey Global Institute has predicted that by 2030, 70% of brands will adopt AI, including using it for their influencer marketing. Brands can now use advanced algorithms to detect influencers, analyze their audiences, and predict campaign success. We expect to see more AI-powered innovation in this space as time passes. 

With AI tools like Mandala AI, you can easily find the right influencer for your brand. Mandala is up to the task, whether you want to increase brand awareness or drive more sales. It uses AI to evaluate metrics like likes, comments, and click-through rates to find the best influencers for your goals.

2. Shift to Nano- and Micro-Influencers

Influencers with smaller but highly engaged followings are on the rise, and the reason behind this trend is quite evident. It’s statistically correct that micro-influencers may have up to 60% higher engagement rates than influencers with more significant followings.

To collaborate with micro-influencers, identify influencers with a small following but a high engagement rate. Invite them to share their honest opinions and experiences with your brand or industry. Then, you can negotiate the terms of a partnership.

3. Influencer Collaborations Will Increase

Many businesses and marketers are becoming more aware of influencer marketing and its benefits in their overall strategy. According to SocialPubli, 93% of marketers intend to use influencer marketing within their overall marketing strategy.

The first step to creating a profitable influencer partnership is finding potential partners. You can do this by filtering your search on influencer marketplaces to identify authoritative figures related to your industry. AI tools like Mandala can also help you scour potential partners across multiple social media platforms. 

For a start, focus on micro-influencers with smaller but dedicated followings. They may be open to negotiating more affordable deals while driving meaningful impact.

4. Brands Will Seek Long-Term Partnerships Instead of Isolated Projects

Establishing ongoing partnerships with influencers can help you negotiate more favorable rates. Moreover, it increases the impact of your campaigns because when influencers work with a brand over an extended period, their marketing efforts feel less like a promotional ad and more like a natural recommendation to their followers. 

Nike is a classic example of a brand committed to sustainable influencer campaigns. Christiano Ronaldo has been contracted to Nike since the early stages of his career in 2003. And in 2016, Nike offered him a life contract. 

Since this approach is more effective, more companies will likely follow suit. Before you do this, you must find people who are passionate about your brand. Approach them with a long-term vision for collaboration and be willing to give them creative freedom and input into the partnership. 

5. Shift From Using Vanity Metrics to Quality KPIs

Brands are realizing that more than vanity metrics such as likes and followers are needed to demonstrate real influence or business impact. Quality key performance indicators (KPIs) like engagement (comments, shares), click-through rates, and conversions are far more insightful for measuring influencer performance.

Using tools like Mandala AI to gather data from multiple platforms based on these quality key performance indicators (KPIs) is necessary. This tool allows you to filter your options based on the number of shares and comments. 

6. Marketers Will Increase Their Budgets for TikTok Campaigns

With TikTok poised to surpass 2 billion monthly active users in 2024, it’s no wonder marketers are allocating more of their influencer marketing dollars to the growing platform.  

TikTok campaigns have the potential for substantial organic reach and impressions at a lower cost than other platforms. According to recent surveys, 56% of marketers plan to allocate a portion of their budget to TikTok campaigns and collaborations in 2024.

With TikTok’s algorithm favoring native, authentic content, brands can tap into influencers’ established audiences and ride the coattails of viral trends. For the best results, find TikTok influencers with a highly engaged following in their target demographic and work with them to create challenges, duets, and reactions.

7. Influencers Will Drive Numerous Affiliate Programs

An eMarketer survey reveals that influencers usually earn 70% of their income directly from partnership deals and 10% from affiliate partnerships. As with all businesses, the influencer marketing industry will likely explore more opportunities to maximize profits, and promoting more affiliate links and codes might do the trick.

Rather than just creating sponsorships with brands, influencers can earn commissions from the products and services they recommend to their followers. Consider developing affiliate programs and recruiting influencers to join. With their earnings based on performance, they’ll likely increase their marketing efforts to maximize gains.

8. The Rise of Influencer-Generated Content

Influencers know their audiences best and can produce authentic content that resonates with them. Rather than sponsoring influencer posts or product placements, brands will consider hiring influencers as content creators. 

Leveraging influencer-generated content is a smart move. Let influencers do what they do best while you guide them to ensure alignment with brand messaging. This way, your content will feel more authentic to followers and help build brand affinity. 

9. Short Videos Will Dominate 

According to a Wall Street Journal article, the average attention span shrunk from 75 seconds in 2012 to a measly 47 seconds in 2021. So, it’s unsurprising that our preference for short videos is at an all-time high. 

Facebook and Instagram Reels, YouTube Shorts, and WeChat clips have enabled easy video creation and sharing; consequently, short video-sharing grew by over 237 percent in 2022. 

As viewers crave shorter and fun content, brands can tap into this opportunity by collaborating with influencers to create short video reviews, unboxings, reactions, or challenges featuring their products. Keeping your videos under 60 seconds optimizes your content for platform algorithms and attention spans.

10. Influencer Compensation Challenges

As influencer marketing grows, brands may need help to gauge the effectiveness of their campaigns accurately. Influencers may prefer to be paid for each promotional content, while brands may be more focused on paying for conversion.

To overcome this challenge, consider using influencer management platforms like Mandala AI to track Influencer marketing ROI. Also, consider offering a percentage of sales they drive through an affiliate program.

11. Repurposing Influencer Content Across Social Networks

Reposting influencer content, especially on different platforms, maximizes your investment in the partnership and expands the reach and engagement. 

For example, if an influencer creates an Instagram Reel for your brand, consider repurposing parts of that content into short video clips for TikTok or YouTube Shorts. You could also turn an influencer blog post into snippets for Twitter and LinkedIn or create an infographic based on the post to share on Pinterest.

12. Influencers Will Become More Specialized and Professional

Micro-influencers and nano-influencers with expertise in specific niches will likely take center stage in 2024. Although it has a limited reach amongst a small audience, this approach relies on laser-targeting, which yields higher conversion. 

Brands will work with influencers who genuinely match their products and services. For example, a brand that sells sustainable beauty products may partner with influencers focused specifically on non-toxic skincare and eco-friendly living.

13. Brands and Influencers Co-Creating Products

Partnering with influencers to develop and promote custom products allows brands to tap into influencers’ creativity and reach new audiences. At the same time, influencers can strengthen their connection to followers by developing products tailored to their needs and interests.

Adidas partnered with singer Beyoncé to develop her signature line of athleisure wear and footwear called “Ivy Park.” The collaboration launched in 2016 and has expanded with additional collections in subsequent years. When collaborating with influencers on such projects, giving them creative control and input into the product design process is essential.

14. More Brands Will Take Advantage of Cross-Channel Campaigns

According to a recent study, 52% of customers interact with three channels before making a purchase. With audiences increasingly fragmented across social channels, brands will work with influencers who are active on multiple platforms to run coordinated campaigns. 

Rather than single-channel efforts, focus on collaborating with influencers to promote the same campaign or message on 2 to 3 platforms like YouTube, Instagram, and TikTok. This way, you can reach a wider pool of potential customers.

15. Increasing Attention on Promoting Diversity and Inclusion

According to a recent study, 55% of young people want more variety in marketing campaigns. Partnering with influencers of color, LGBTQ+ influencers, or influencers with disabilities is an impactful way for brands to support marginalized communities authentically.

For example, a makeup brand could work with beauty influencers of different ethnicities to showcase how their products look on various skin tones. A clothing company might feature influencers of varying body types modeling their apparel.

16. More Regulations for Influencer Collaborations

By 2024, the Federal Trade Commission (FTC) will likely issue stricter rules around influencer marketing to increase transparency. Brands collaborating with influencers must disclose material connections clearly and conspicuously to avoid hefty fines.

To comply with regulatory changes in influencer marketing, be upfront in your influencer partnerships. Ask influencers to disclose content collaboration with influencers in obvious ways, such as using #ad or #sponsored in social posts. 

Provide influencers with compliant messaging and double-check to be sure you included disclosures before launching campaigns. Check out some recent updates to FTC Influencer Guidelines.

17. Influencer Marketplaces Will Increase

Influencer marketplaces like Mandala, Upfluence, and Insense make it simpler for brands to find and partner with influencers. These marketplaces host influencer profiles, follower data, and engagement metrics to help brands choose influencers that match their needs.

With over 50 million influencers worldwide in 2024, these marketplaces will be crucial for brands to navigate the crowded influencer space. 

18. Influencer Marketing Costs Set to Decrease

Influencer marketing is poised to become more affordable and accessible. Savvy brands will get ahead of the trend, forging strategic partnerships that yield tangible results without breaking the bank. More influencer marketing software and marketplaces will emerge to connect brands and influencers, increasing supply and competition and driving down influencer fees.

To implement influencer marketing on a budget, consider working with Micro- and nano-influencers. Their small, engaged audiences often resonate more with followers. Look out for newer influencers still building their portfolios. They’ll likely charge less for the exposure and experience.

Stay Up to Date With Influencer Marketing Trends

These trends show how influencer marketing is maturing and becoming integral to marketing strategies. Brands and influencers are forging authentic influencer partnerships, and influencer marketing is becoming more targeted, personalized, and data-driven.

The days of simply gifting products to any influencer with a large following are long gone. Influencer marketing is a serious business, and the industry is changing fast. 

However, using AI tools like Mandala Analytics, you can quickly identify the ideal influencer for your company. Our technology uses AI to analyze indicators such as likes, comments, and click-through rates to select those potential influencers with the most significant impact on your marketing. Partner with us now to take your influencer marketing to the next level!