In our previous article, we discussed essential influencer marketing trends and insights from 2023, shedding light on their implications for both brands and influencers.
As we approach the new year, our focus turns to anticipating potential trends shaping the influencer marketing landscape. While some are speculative predictions, we've conducted thorough research to substantiate these trends and understand their implications for brands and influencers.
Let's dive right into four anticipated influencer marketing key trends in 2024.
This 2-part series is also a summary of our recent webinar titled, “Influencer Marketing Guide: Reflecting on 2023 & Anticipating 2024 Trends.”
Influencer marketing key trends predictions in 2024
1. Leveraging AI for enhanced marketing strategies and execution
Brands are increasingly turning to AI-powered chatbots and virtual assistants to engage consumers in real time, providing immediate answers to queries and influencing purchasing decisions.
Despite this push, it was reported that global audiences are not uniformly embracing AI and its generated content. Interestingly, distinct generational variations exist, with Gen Z showing greater openness to AI-generated content compared to the more sceptical Baby Boomers.
This difference underscores the evolving landscape of consumer attitudes toward AI and its undeniable impact on shaping online behaviour and influencing purchasing decisions.
What it means for Partipost and brands:
With this trend in mind, brands must reshape the perception of "authenticity" for consumers.
Rather than focusing on the "who" or "what" element of the content, the emphasis should shift towards crafting experiences that resonate with consumers. The authenticity of the content is measured by the genuine and impactful experiences it can deliver to consumers, and that's how you can leverage AI in your marketing strategies.
2. Navigating Diversity 2.0 when understanding your consumer
The next anticipated trend delves into a more nuanced realm.
Over the past year, we've witnessed a groundswell of initiatives, from raising awareness for sensitive topics like adult autism to the empowering reclamation of "feminism" through everyday activities such as "girl dinners" and "girl maths" among our corporate community.
This signals a shift as our audience enters the second phase of identity exploration—an exploration rather than a declaration. This nuanced approach is expected to influence various aspects of their behaviour, guiding them on journeys to comprehend themselves and others through intricate storytelling rather than loud declarations and checkboxing.
Brands, in turn, must align with this trend, aiding their audience in this exploration of self-discovery and understanding.
What it means for Partipost and brands:
We must actively promote and assist our audience in exploring the full spectrum of their lived experiences, as the brand excelling in this endeavour will emerge as the ultimate winner.
As we navigate the landscape of Diversity 2.0, Partipost's interactions with diverse communities—ranging from our PartiMoms to PartiYouth and our recently launched PartiTravel—stand as a valuable resource for brands aiming to resonate with their target demographics.
Through these engagements, we showcase our commitment to aiding individuals in meaningful exploration, providing brands with insights on how to foster genuine connections.
3. Shifting from just for "Play" to "Playful" content experiences
If you've overlooked the realm of influencer culture, a new era of disruption and mischief is now unfolding.
Emerging from trends like "deinfluencing," justifying our collective #delulu, and even canonising Tube Girl as the patron saint of self-confidence, there's a palpable shift. Creators and consumers alike are boldly challenging category norms, moving beyond mere authenticity to embrace a deeper truth.
Content infused with playful and unapologetic energy holds the key to resonating with an audience increasingly disillusioned with conventional narratives. This era invites a more genuine and spirited approach, sparking a refreshing connection between creators and consumers.
What it means for Partipost and brands:
Brands must courageously embrace and empower disruptive behaviours within their industry, fostering and amplifying playful dynamics around their brand.
Encourage the implementation of intricate and captivating mechanics that enable your audience to engage playfully, revealing a genuine and authentic aspect of themselves in the process.
This approach not only enhances brand connection but also invites consumers to interact more meaningfully with the brand experience.
4. Blending Online and Offline in Marketing Experiences
In an era where NPCs stroll through supermarkets and TikTok videos grace billboards, the distinction between the physical and digital realms has dissolved.
The intersection of in-real-life (IRL) and online (URL) experiences is now integral. No internet niche is too niche; standing out requires coding the digital into the physical and vice versa.
As real-world events regain prominence, the impact of online content becomes a defining factor, emphasising the need for a seamless blend between the tangible and virtual worlds.
What it means for Partipost and brands:
Smart brands can harness online references as cultural touchstones, recognising the real-world impact these digital interactions can wield.
Far from fearing a lack of real-world traction, they embrace the opposite. The key lies in curating a cultural library of references that resonates with the audience.
This doesn't have to be extravagant. For example, a beauty brand can seamlessly extend its online ambassador program into physical stores. Imagine a vanity table mirroring a KOL's online content, inviting consumers to step into the influencer's world, blending the virtual and tangible for an immersive shopping experience.
It's this fusion that captures hearts and ensures a brand remains culturally relevant.
The takeaway
As we look ahead to the coming year, these anticipated trends present exciting opportunities for brands to explore and innovate. Whether you're eager to experiment with these trends or have unique ideas of your own, Partipost is ready to be your ally in KOL and KOC marketing endeavours.
Together, we can navigate the evolving landscape of 2024, crafting impactful campaigns and seizing new possibilities in influencer marketing.