Trust has always been the cornerstone of successful marketing, and in the dynamic world of influencer partnerships, the reliance on trust is growing at an outstanding rate. Brands tapping into the credibility invested in celebrities or influencers is nothing new, but the landscape is rapidly growing and evolving. According to Insider Intelligence and Influencer Marketing Hub in 2024, marketers are projected to spend over $7.14 billion on influencers, with expectations of this figure skyrocketing to a staggering $69.92 billion in the next five years.
With so much competition, there are a few key trends to take well into 2024 that can help ensure an influencer campaign stays relevant and consistently hits the mark with the right audience. However, while the temptation to incorporate all these trends into your strategy may be strong, the key lies in making them work for you, or else you may just get lost in the crowd.
Be In It For The Long Haul
Social media is all about hopping on the right trend at the right moment and influencers are some of the best in the game to do it. A big reason for this is how influencers can relate with their audience quickly, connecting trends with authentic content — making them laugh, cry, or say “We get it!”
That’s why when it comes to properly leveraging trends and audiences with influencers, it requires a strong foundation between the brand and partner, one that doesn’t happen overnight. Authenticity stands as an essential pillar, emphasizing that influencer relationships should always be genuine and relatable to the audience. By fostering a true, long-term partnership with an influencer, brands can connect with their audience on a deeper level, creating a more meaningful impact. These multiple touchpoints open up a world of connection that makes jumping on trends in real-time more digestible to the audience that has already learned so much about you.
𝗨𝘀𝗲𝗿-𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝗱 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗙𝗲𝗮𝘁𝘂𝗿𝗶𝗻𝗴 𝗖𝗿𝗲𝗮𝘁𝗼𝗿𝘀
We have all heard the phrase “Content is King” and it seems as if brands can’t create enough of it to satiate the cravings of the end social media user. That’s where partnering with User-Generated Content (UGC) and content featuring creators comes into play. By sharing real people using your product the way your customers do, it can serve as a powerful vehicle for embodying authenticity in your organic social media feed. The real experiences and voices of actual people — be they creators, influencers, or customers — help underscore the ‘realness’ of your page. It also eases some worries off of your social media manager’s plate by providing a bank of content to turn to for their content calendar.
The content stemming from real people and their experiences goes beyond mere promotion – it forges a connection that extends to trust with the consumer. When people are genuinely invested in a product or service, their enthusiasm becomes infectious, making its way to the audience.
Engagement, Not Volume
While the allure of enormous follower numbers is undeniable, it can be deceptive. Mega-influencers may command a vast audience, but the engagement within that audience often gets diluted as their personal brand expands. The key lies in nurturing relationships with smaller influencers who boast a loyal niche or hyperlocal following. This approach prioritizes quality over quantity, fostering genuine engagement that transcends mere visibility.
By cultivating connections with influencers whose audience is genuinely interested and invested, brands can establish a trust that echoes more legitimately, ultimately yielding more meaningful and impactful results in the long run.
Consistency In Everything You Do
Consistency permeates everything we do in marketing, it’s the key ingredient in making a profound impact on consumers. In a social landscape where influencers and their followers traverse multiple platforms, maintaining consistent messaging becomes paramount. This unity not only reinforces the brand’s identity but also ensures that the message is cohesive with the varied audience across platforms.
Of course, while content and the way it is presented should be tailor-made for each influencer’s audience, the key messaging and tone of the campaign should always hold one source of truth. If a potential customer sees your product on an influencer’s page and then on another’s but without brand consistency, you may just confuse your audience even more and lose that impactful brand narrative.
As we navigate what’s ahead for 2024, these tactics should shape the way brands connect with their target audiences through influencers and partnerships. Successful influencer marketing campaigns will increasingly rely on genuine partnerships, innovative storytelling and a strategic blend of macro and micro-influencers with continued engagement. With this, brands can stay attuned to evolving consumer preferences and leverage influencers as trusted allies in the journey toward building lasting connections.