By Sara Spruch-Feiner • 20 December 2023 • 5 min read •
Ivy Liu
This story was first reported by Glossy, a sister publication of Digiday in Spanish.
The concept of “authenticity” is nothing new, but it is set to drive influencer marketing in 2024.
According to experts, influencers who are authentic to their followers will continue to be the most successful in the new year. So, to ensure they resonate, both creators and brands are seeking long-term relationships, rather than one-off partnerships, like the one Nudestix has fostered through its celebrity stock option model.
Next, the predictions of those who are moving in the sector about this and other influencer marketing trends they expect for next year.
“I see a shift happening where brands are leaning towards more long-term partnerships, where influencers play a larger role in terms of the products they decide to talk about and feature in their content and how they do so. We have also seen brands start to partner with their favorite influencers in a significant way, offering them stakes and salaried-based roles, such as “creative director,” in exchange for sponsored content and experience. This could mean fewer partnerships per year, but a greater focus on more meaningful collaborations in which both the brand and the influencer benefit equally…”
“…Not only are brands changing their approach to collaborations, but content is also changing rapidly. Influencers are no longer focusing as much on product reviews, but rather are naturally integrating products into their spoken content, whether it’s a vlog or a GRWM routine. The TikTok shop has recently exploded, and that will also change the way products are talked about online. We have seen many TikTok accounts solely dedicated to talking about their shop products through livestreams. I have a feeling that content will also shift to more livestreams as the audience seeks a connection with influencers and a sense of relatability.” Sarah Palmyra, content creator
“We love the concept of close, ‘FaceTime’-like content. Influencers who lean into this authentic and intimate content create a more tightly knit community and a stronger relationship with their audience. We also see brands leaning toward long-term partnerships with key ambassadors, rather than one-off campaigns, to increase brand loyalty and achieve a more genuine sense of collaboration. Part of modern marketing is adapting to what the influencer does and their content style, rather than asking them to adapt to what the brand does.