THE FUTURE OF ONLINE & SOCIAL: TOP INFLUENCER MARKETING TRENDS THAT WILL CHANGE ADVERTISING

Influencer marketing continues its upward momentum, on pace to be a $16 billion industry by 2027. As creators and brands become more intertwined, influencer strategies will evolve across 2024 and 2025 across dimensions like authenticity, community and commerce.

Rise of Micro-Influencers

Follower counts will decline in importance over genuine connections and domain expertise. Brands will leverage “micro-influencers” ranging from 5,000 to 100,000 followers. Smaller reach allows resonating with high-affinity niche communities authentically.

Building Owned Creator Communities

To reduce dependency on external platforms, brands will cultivate owned creator ecosystems and communities. Inviting influencers into private circles and social channels, integrating them into ambassador programs and collaborating on product development cements loyalty.

Live & Interactive Content

With user attention declining on slick, edited social content, influencer formats will shift to organic, in-the-moment live streams. Shoppable live streams will also gain traction – especially for product launches, unboxing or tutorials. Being part of experiences fuels connections.

Doubling Down on Creators of Color

As society focuses on racial justice and under-representation, brands will actively seek partnerships with creators from diverse backgrounds and cultures. Supporting and amplifying diverse voices leads to awareness and sales while being the right thing to do.

Influencer Synergy With Owned Properties

Instead of one-off partnerships, influencers will integrate with brands’ owned properties like podcasts, metaverse experiences and video content. Collaborating with creators to co-create IP that entertains and educates provides recurring value beyond isolated campaigns.

Getting influencer marketing right remains a competitive advantage going into 2024. But it requires brands to think beyond impressions and sales towards community building, diversity and creative synergies with creators. Come the end of 2024 and 2025, influencer marketing done authentically drives real results.