Influencer marketing is just getting started, and the landscape is set to evolve even further in the coming year. By the end of next year, we can expect to see a significant increase in the number of content creators, including corporate employees who engage in content creation on the side. This exciting trend opens up new possibilities for influencer marketing in 2024.
One of the key shifts we anticipate is a move towards messy content. Instead of heavily curated and filtered posts, influencers will embrace unedited, raw content. This change is driven by the saturation of the influencer space and the growing consumer demand for authenticity. Audiences can easily detect when something feels fake, so brands and influencers will focus on showcasing their true personalities on social media.
In line with this shift, we can also expect to see a decrease in hard-selling tactics and an increase in seamlessly incorporating products into content. Photo dumps, where influencers share multiple images in a single post, will become more common. Additionally, long-form content with integrated ads will make a comeback, particularly in the makeup industry. This approach allows influencers to have more creative control over branded content, resulting in a more authentic and engaging experience for the audience.
A great example of this is the denim campaign between Skyler Marche and Gap, proudly powered by Creatable. By granting Skyler creative freedom, the campaign produced an incredible editorial-like branded content. This approach not only adds a personal touch but also makes the content more interesting and effective. We can also expect to see an increase in employee influencers and creator content residing on a brand's website, which aligns with the vision of Creatable.
This strategy creates more points of sale and drives conversions.
Another trend that is likely to gain popularity is exclusive content. Some of your favorite influencers may start offering content behind a paywall. This approach allows influencers to provide premium content to their most dedicated followers while also generating additional revenue.
We would love to hear your predictions for influencer marketing in 2024. Please share your thoughts with us!
Are you looking to double ecommerce conversions in 2024 or are you more focused on new engagement?