9 Key Influencer Marketing Trends for 2024

Influencer marketing is one of the fastest-growing marketing strategies for 2024. It’s been estimated that the global influencer market size has tripled since 2019 to a record US$24 billion in 2024. So, whether you’re just thinking of experimenting with influencer marketing or want to scale up this social media strategy, keep reading. We’re going to explore the latest influencer marketing trends in 2024 and see how you can leverage them for your business.

An intriguing trend in influencer marketing is the increasing use—and surprising popularity—of AI influencer models. AI influencers, also known as virtual personas, are computer-generated characters that appear and promote brands on social media. They look human, but they’re obviously AI-generated characters.

One popular example is Lil Miquela, a fictional 19-year-old robot and model with 2.6 million followers on Instagram. Although she is not a real person, this social media avatar has had collaborations with giants like Prada, Calvin Klein, Samsung, and BMW. She is the first virtual client of Creative Artists Agency (CAA). Miquela is so influential that she was named one of Time’s 25 most influential people on the Internet—alongside BTS, Rihanna, and Donald Trump, among others. 

You’d think that AI influencers would lack the genuine connection that human influencers can have with their audience. However, Miquela’s impact and research show the opposite: people are just as likely to buy products promoted by AI models as by humans. Researchers from the Abbottabad University of Science and Technology in Pakistan analyzed comments on online videos featuring AI-created characters and compared them with similar adverts using human models. They found that the comments were comparable in their sentiments. They concluded, “This implies that AI influencers can function in a manner that is fundamentally comparable to that of human influencers.”

With AI models, marketers can create targeted AI influencers that appeal the most to specific demographics. In addition, AI influencers are scalable; they can be used in as much content as required, without getting tired or burned out. And they’re always consistent. They don’t get sick, cranky, or rebellious.

Researchers warn against relying completely on AI influencers, however, and recommend a blend of human and AI-generated models.

When influencer marketing started getting the attention of marketers, they flocked to macro and mega influencers or those with huge follower growth. But as the demand for huge influencers rose, marketers soon learned they could get just as good, if not better, ROI by working with micro and nano influencers, or those with smaller audiences. Micro influencers are defined as having from 10,000 to 100,000 followers, while nano influencers have less than 10,000.

Yet because of the small size of their audience, they’re more likely to have a close-knit community and a highly engaged audience. That makes sense because nano and micro influencers can still manage to respond to their followers and relate with them. That’s why, for the most part, they’re considered more authentic, more engaging, and more cost-effective.

Influencers who have fewer followers charge less, if at all. Nano influencers may promote brands for free in exchange for free products. Or they may earn as the brand’s affiliate and receive commissions from sales they generate. This means the brand doesn’t pay them unless their promotions actually make sales.

One example is Glossier, a Canada-based makeup and skincare brand. With the motto, “we make products inspired by real life,” it makes perfect sense for Glossier to collaborate with everyday people as influencers. Before it partnered with celebrity influencer Olivia Rodrigo, it worked mostly with nano influencers among its customer base. Glossier encouraged customers to post product-related content on their social media accounts. It then would repost this user-generated content (UGC) to its millions of followers. Those who produced top-quality posts and drove engagement became official ambassadors of the brand, complete with a coupon code for their followers and the ability to earn affiliate commissions.

Here’s an example of how a Glossier rep promotes the brand in a down-to-earth way:

The key to collaborating successfully with nano and micro influencers is to keep the following in mind:

Diversity in influencer influencer marketing is essential, not only for inclusivity but also to reach a broader audience. Having diverse influencers allows brands to reach and appeal to a wider range of audiences.

Diverse influencers bring unique perspectives. They attract different demographic groups who identify with them. A brand that has taken the lead in partnering with diverse influencers is Dove. Its Real Beauty campaign is a prime example of working with diverse professional models as well as influencers to champion body confidence and positivity. According to the company, its influencer community represents varying ethnicities, sexual orientations, and abilities, as follows:

Below is an example of an influencer’s content about underarm diversity.

To ensure diversity in your own influencer marketing campaigns, actively seek out influencers from different backgrounds and abilities. Make sure your campaigns reflect the diversity of your audience. And consider consulting with a diversity, equity, and inclusion expert to review your campaigns and how to make them more inclusive.

Another trend in influencer marketing is the increasing popularity of niche or specialist influencers. Generalist influencers appeal to a broad audience. In contrast, specialist or niche influencers cater to specific interests or industries. As with nano and micro influencers, specialist influencers may not have massive audiences. However, their laser focus on specific markets means they can be more effective.

Niche influencers reach highly targeted audiences. While their size may not be large, these audiences could be highly engaged and motivated to purchase products made just for them. The increased relevance may result in a much higher ROI than collaborating with generalist influencers.

You can find specialist influencers through social influencer discovery tools and applications, as well as creator marketplaces built into social media platforms like TikTok.

Social media has traditionally been viewed as appealing to younger people. However, since the pandemic, Baby Boomers have caught up and become some of the fastest growing demographics on TikTok, for example. And they’re actually buying stuff online: they’re more likely to have bought a product or service online than Gen Z. No surprise, then, that older influencers have found their place. There’s even a name for it: the “granfluencer economy.”

Retirement House, a TikTok account of six seniors, has almost 6 million followers. Their success has led to a collaboration with Cerave.

This trend opens up new opportunities for brands to target older audiences on social media through influencer marketing. You can almost always spin a product to appeal to more senior audiences.

Yet another trend is the rise of social commerce or the integration of e-commerce with social media platforms. Instagram, TikTok, and YouTube have made it easier than ever to shop within their respective platforms. They’ve also introduced features like shoppable posts and live shopping events. Live shopping combines entertainment with real-time purchasing. This dynamic shopping experience has proven to be a highly effective sales tool, particularly when done by influencers.

Amazon, for example, provides a live streaming platform for influencers to bring in sales and earn commissions. This approach works so well because consumers want to see influencers they look up to handling and using the products. Influencers come across as more authentic, credible, and truthful than actors—even though they know that they earn through commissions or outright talent fees from brands.

The other benefit of working with influencers on social commerce and live shopping is that brands can track exactly how many sales the partnership generated. This has paved the way to remunerating influencers based on actual sales and not just for creating content. Marketers appreciate the increased accountability and ability to determine the exact ROI of an influencer campaign.

Here’s a welcome trend in influencer marketing: increased scrutiny and accountability demanded of influencers. Transparency is crucial for earning and maintaining the trust of consumers. This is why brands have to make sure their influencers disclose paid partnerships.

But beyond that, influencers are being held accountable for claims they make about certain products. For example, the Food and Drug Administration issued a warning to Kim Kardashian after she promoted a morning sickness drug. The FDA said Kardashian’s post entirely omitted all risk information and the material fact that the drug “has not been studied in women with hyperemesis gravidarum [severe vomiting in pregnancy].”

As a result, Kardashian posted the following corrective post:

This is a welcome trend that emphasizes the importance of transparency and honesty in endorsements. You can ensure compliance by vetting potential influencers and reviewing their previous collaboration posts. Brands should also continue to educate influencers about disclosure guidelines and making benefit claims, particularly around health and financial products. And you can monitor influencer content to make sure they comply with applicable guidelines and laws.

Influencers are not the only ones who are expected to become more professional. The practice of managing influencer marketing is becoming more “professional” as well. Influencer marketing is evolving into a recognized and strategic marketing function within businesses. In a 2023 survey, 24% of respondents said they have a dedicated influencer team in their companies. Roles like Chief Influencer Officers (CIO) are emerging.

This kind of professionalism means that influencer collaborations are becoming more strategic, effective, and aligned with business goals. It also cements the role of influencer marketing in the marketing toolbox of a company.

To foster professionalism in your company’s influencer marketing, make sure you provide training and resources for your marketing team. Consider using mentoring software to pair experienced marketers with newer team members. Also, establish formal agreements and guidelines with influencers, with clear means of measuring results and ROI. You’re not just dabbling in influencer marketing; you mean business. 

Another interesting trend in influencer marketing is the idea of employees as influencers. This involves leveraging your own employees as influencers and content creators to provide authentic behind-the-scenes content. Aside from putting faces to the company, content with and by your employees helps to foster a positive brand image. 

Adobe’s Adobe Life account is one example of this trend. It gives an insider view of the company’s culture. It also showcases employees and their experiences of working with this massive tech company, helping to humanize it. This type of influencer marketing is also a good way to attract—and keep—talent.

Companies that want to do this well create a supportive environment that encourages employees to share their stories on social media. Some provide the tools and resources to help employees create engaging content. They balance this by integrating employee influencers into the broader marketing strategy of the company. In addition, they highlight diverse employee perspectives to showcase the company’s diversity and inclusivity.

Influencer marketing is a complex and evolving marketing strategy that can reap massive rewards. To learn more about how to execute influencer marketing within your overall marketing approach:

To recap, you’ve just learned more about some of the latest trends in influencer marketing for 2024. Influencer marketing remains an essential and dynamic tool for marketing teams. You must stay updated with trends and experiment with new strategies. This is the only way to stay ahead of the curve.

The potential impact of influencer marketing continues to grow. If you’re willing to embrace new trends in influencer marketing, you’ll see many exciting opportunities for building your brand, attracting more customers, and growing your business.

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