Top Influencer Marketing Trends

What Are the Top Influencer Marketing Trends in 2024?

Ever thought about how following the latest influencer marketing trends could help your brand succeed?  Influencer marketing is a

Ever thought about how following the latest influencer marketing trends could help your brand succeed?

Influencer marketing is a strategic partnership between brands and individuals with significant social media followings. 

Leveraging the influencers’ reach, this approach creates engaging content to promote products, services, or brands and connect with target audiences.

Influencer marketing is significant, mainly because it adds authenticity and credibility to the advertising process. It not only shapes brand narratives but has also given rise to many digital marketing tools focused solely on influencers.

In fact, the global influencer marketing market size grew to $21.1B in 2023. That’s more than doubling since 2019.

The content creator landscape evolves every day, exposing businesses to innovative strategies, emerging technologies, and impactful campaigns. For marketers, staying up-to-date with the latest trends is not just a choice; it’s a necessity.

In this article, we dig into 10 current influencer marketing trends, exploring how they’ll help brands flourish in 2024.

Trend 1: Influencers Marketing with AI 

So, what is THE trend in influencer marketing for 2024?

Obviously, it’s artificial intelligence (AI). 

AI marketing helps brands find the right relationships with influencers; but also –in some scenarios– it creates them.

We’re living in a new era of influencer marketing, with the rise of AI-generated personas taking center stage.

The flexibility of customization, from appearance to personality, provides full control over brand image. AI influencers are creating content effortlessly without the limitations of human influencers, contributing to a more reliable marketing strategy.

Fewer expenses are a driving force, particularly in modeling, where AI models reduce the cost associated with human models, photoshoots, and contracts.

Lu-do-Magalu-magazineluiza-Instagram-profile

For example, Lu do Magalu is currently celebrated as the top AI influencer on Instagram, with 6.6 million followers. Emerged from Magazine Luiza’s e-commerce voice in 2003, Lu has transcended into a cultural icon, reshaping Brazil’s marketing habits.

Trend 2: Finding Niche-specific Influencers

AI sorts through engagement rates, audience demographics, and content relevance to identify the ideal match for your brand.

It also serves as a safeguard against influencer fraud, analyzing patterns that might evade human detection to eliminate fake influencers.

During campaigns, AI works its magic to tweak and optimize things for the best results; kinda like a personal coach.

Afterward, it measures performance to provide valuable insights, by scanning data, recognizing patterns, and predicting the effectiveness of future campaigns.

Businesses use social listening tools to track online discussions, make data-driven decisions, and identify emerging market trends or influential voices.

Here’s how you can do it by using Mentionlytics

1. Set Up Your Account

Keyword Set Up in Mentionlytics

Firstly, add your brand name to get started.

You can alternatively or additionally enter the name of your product, campaign, competitor, or industry topic.

Try Mentionlytics for FREE

2. Utilize Demographics

Top Mentioners_Filters

You can narrow down your search by several filters, like:

  • Channel (e.g. Web, Instagram)
  • Category (e.g. Blogs, Instagram Stories)
  • Country (e.g. EU, Brazil)
  • Language (e.g. Spanish, Hindi)

Paired with the specific industry keywords, these filters will help you reach your ideal influencers in no time.

3. Monitor Conversations 

How to find influencers via Mentionlytics Top Mentioners

Start following interesting discussions through the new Mentionlytics feature, Mention Clusters, that groups relevant mentions together.

Moreover, you can take a look at the Keyword/Hashtag Cloud to stay updated on market trends.

4. Identify Top Mentioners

Influencer Identification Example

Without a doubt, that’s the most important step!

Once you’ve filtered out any irrelevant noise, go to the Top Mentioners section and click on Followers/Rank/Subscribers or Engagement.

For example, in this image, we’re searching for the most popular Youtubers in Asia that talk about “cheap flight tickets”.

Also Read: How To Easily Find Social Media Influencers in Any Niche [+Tools]

Trend 3: More Authenticity and Transparency

Nowadays, influencers respond to a growing demand for genuine, relatable content, prompting brands to connect more meaningfully and authentically.

The trend shows the importance of clear disclosure in influencer collaborations and sponsored content, ensuring transparent communication that fosters trust.

Marking a shift, audiences now seek the opinion of dedicated brand evangelists who align with brand values.

One of the all-time classic influencer marketing trends centers around leveraging social listening to discover value-aligned, niche-specific content creators.

For example, Mentionlytics users can test the sentiment around popular influencers to make sure they fit with your brand philosophy.

Trend 4: Micro-Influencers: Small but Mighty

This is not a world’s first… Micro-influencer partnerships are always topping the influencer marketing trends lists.

Collaborating with micro and nano-influencers not only ensures targeted engagement but also cultivates brand loyalty. It’s probably the type of influencer content they’re able to produce; authentic, spontaneous, humorous, honest, relatable.

Additionally, micro-influencing is significantly more cost-effective for newer, smaller brands.

Besides, these types of viral personalities are usually more flexible and open to creative collaborations or payment methods.

Trend 5: Influencer Marketing + Affiliate Marketing

While influencer marketing thrives on building relationships, affiliate marketing emphasizes performance-driven results.

The synergy lies in utilizing the right influencers for product recommendations with trackable affiliate links. This approach offers tangible benefits, such as precise performance metrics and cost-effectiveness.

However, caution is advised to avoid sounding overbearing, as authenticity remains key. In short, balancing promotion with genuine recommendations ensures successful collaborations that resonate with engaged audiences and drive effective results.

Anna-Karsten-anna-everywhere-Instagram-photos

For example, travel influencer Anna Karsten (@anna.everywhere) demonstrates a creative approach.

Her post features her son and pets, subtly promoting children’s clothing from various brands. In reality, the captivating image focuses on family moments, drawing followers in before revealing the affiliate links.

The secret lies in crafting captivating captions and eye-catching images that hold followers’ interest, ensuring they read until the end; where the affiliate link resides.

Trend 6: You’ll See Many Content Formats

The diversity of immersive content formats is one of the latest influencer marketing trends that started in 2023.

Digital marketers are expecting live streaming, augmented reality (AR), and virtual reality (VR) to take the spotlight in 2024.

The surge in popularity of this type of high-quality content creates new avenues for audience engagement and elevates brand storytelling.

As audiences crave more innovations, live shopping and other forms of creative e-commerce experiences emerge in most social media platforms.

For instance, Adidas used VR to promote TERREX, its outdoor gear line, offering a unique experience.

Collaborating with extreme athletes Ben Rueck and Delaney Miller, participants immersed themselves in a virtual climb along Corsica’s Delicatessen route.

This will go down in history as a masterclass in combining influencers and immersing content formats to showcase gear.

Trend 7: This Binding is Long-Term!

Let’s move the spotlight on forging enduring connections between influencers and brands.

Shifting from one-off collaborations, long-term partnerships yield profound benefits like deeper brand integration, heightened trust, and enhanced ROI.

These enduring connections not only amplify influencer marketing campaigns but also drive sales, emphasizing the impact of strategic, ongoing collaborations.

For example, let’s explore the long-term collaboration between Calvin Klein and Kendall Jenner, initiated in 2015.

Jenner’s consistent presence in campaigns and the #MyCalvins initiative, leveraging her massive social media following, significantly heightened Klein’s brand exposure.

Not only that, but the popular brand increased its social media engagement, and sales, solidifying its “fashion leader” title.

Trend 8: Diversity Prioritizing

In one of the most important influencer marketing trends, diversity takes the forefront in the production of social media campaigns.

Prioritizing representation fosters inclusivity; that’s crucial for connecting with a broader audience.

Collaborating with influencers from diverse backgrounds amplifies authenticity and widens the reach of influencer campaigns.

In 2024, embracing diversity isn’t just a trend; it’s a way to raise engagement and build meaningful connections with a diverse audience that feels part of the brand.

For instance, the Sephora Squad was launched in 2019, aiming to redefine beauty influence by prioritizing diversity. Over 70% of the initiative’s creators identify as people of color, with representation spanning different ages, genders, and LGBTQIA+ members.

Meanwhile, the Squad extends beyond beauty-focused influencers, including figures like Olympic athlete Kendall Ellis and gamer Tara Moon.

Trend 9: Employee-Generated Content (EGC)

Employee-Generated Content (EGC) is a special type of everyone’s favorite User-Generated Content (UGC).

In detail, it involves taking advantage of employee voices and experiences to amplify brand authenticity.

EGC offers a cost-effective alternative, optimizing influencer marketing budgets while harnessing the genuine perspectives of those within the brand.

Integrating employee stories into the content strategy provides a unique, relatable, and technical dimension to the overall brand narrative.

Lee-Welch-LinkedIn

Lee Welch LinkedIn page

For example, Microsoft’s Lee Welch showcases effective employee-generated content on LinkedIn, reaching over 4K followers and expanding the brand’s audience.

This exemplifies Microsoft’s success in activating employee advocacy, with Nuria Munoz, Global Talent Acquisition, also extending the brand’s LinkedIn reach.

Trend 10: Measuring the Impact of Influencer Marketing

Last but not least in our top influencer marketing trends list, the data takes center stage.

Evaluating the effectiveness of different types of digital marketing campaigns is vital, but what should you focus on measuring?

In a January 2023 global survey, social media marketers chose the following metrics as indicators of influencer marketing campaign success:

  • 34% emphasized brand awareness,
  • 32% focused on revenue and sales, while
  • 29% concentrated on impressions and views.

Tracking these, as well as engagement rates and conversions, will maximize ROI and result in social media optimization for businesses.

The Future of Influencer Marketing

Wondering what is the future of influencer marketing?

As influencer marketing continues undergoing transformative shifts, AI emerges as an unstoppable force, shaping the creative narrative of marketing strategies.

Embrace innovation, trends, and new methods to stay on top.

Sign up for a free trial with Mentionlytics to identify influencer marketing trends and elevate your social media strategy. 

Nicolas Braoulias

About Nicolas Braoulias

Passionate about social media and communication, Nicolas is a junior content writer at Mentionlytics. His interests include writing & editing, pop culture, and graphic design.