As we wrap up this year, we have been reflecting on what went well, bad, and regular in our industry. We came up with some 2024 influencer marketing predictions so you can leverage them next year in your influencer campaign efforts.
1. The Platform Power Play
Reflecting on the past year, we've observed a dynamic shift in the platforms that captured the spotlight. Instagram emerged as the reigning champion with a staggering 48.6%, closely trailed by the ever-vibrant TikTok at 20.2%. However, the real surprise was LinkedIn's impressive ascent to 13.8%, surpassing the giants, YouTube and Facebook. This is juge for B2B brands! B2B has been needing a shift in the way they do advertising and this is it. We are seeing more and more business creators and brands partner in LinkedIn and the numbers they’re achieving are out of this world. If attracting B2B customers is on your agenda, consider incorporating an influencer campaign into your strategy for the upcoming year.
2. The Format Frenzy
In the realm of content formats, 2024 promises a landscape that keeps us on our toes. Short-form videos claim the throne with a dominant 64.9%, leaving long-form video, images, and text to jostle for position in the 10-12% range. The dynamics call for a strategic approach to cater to the evolving content preferences of your audience.
3. The Rise of Authenticity
Bid farewell to the traditional marketing approach. In 2024, authenticity remains in the center stage as audiences crave person-centered, relatable content over rigid brand-centric materials. This shift should serve as a beacon guiding your content strategy towards meaningful and authentic connections.
4. The IG vs. TikTok Showdown
Creators, here's a challenge: When was the last time you went live on IG? As we ponder its relevance in 2024, we can't help but wonder if TikTok has seized the throne in the realm of live content. The evolving dynamics between these platforms may reshape the live content landscape.
5. The Demise of Threads?
Although it came with a strength that seemed indestructible, Threads active users keep on going down. Furthermore, we did not see a huge influx of influencers hired to promote inside the platform. We predict the app’s traction will not change as much in 2024, but would love to be proven wrong.
6. Engagement Over Likes
Lastly, a gentle reminder: engagement trumps likes. In 2024, video content will be pivotal, and watch time could very well replace likes and comments as the primary gauge of audience engagement. Quality over quantity is the mantra to follow.
As you embark on your journey into 2024, let these insights guide your path. Stay ahead of the curve, adapt to the changing landscape, and here's to a year filled with successful influencer marketing endeavors. See you there!
