The social media influencer industry is set to grow to approximately $24 billion globally by the end of 2024. And with nearly 85% of marketers incorporating influencer marketing into their marketing strategies, we thought it was about time we share some of our favourite tips and tricks to help you ace influencer marketing.
The influencer scene has rocketed at incredible rates since it first took off in the 2010s. As the industry has evolved, many brands are beginning to clock on that vanity metrics such as high follower counts are not the be all and end all when it comes to developing authentic partnerships or increasing brand awareness for the long term.
But fear not, 2024 has well and truly entered the chat, and with it, it has brought an array of exciting new trends transforming the influencer landscape as we know it. So, chuck the kettle on, grab a cuppa and let’s delve into some of the top trends for influencer marketing in the UK this year.
Trend 1 – The rise of the micro / nano influencer
We have touched on these guys in some of our previous content (take a look at our 2024 trends article) but it wouldn’t be an influencer piece without talking about our good old friend, the micro-influencer (those with less than 100,000 followers) or those ‘nano-influencers’ with less than 10,000 followers who often have a tight knit community who look to them for inspiration closer to home (think that person you went to school with who is always posting outfit pics or sharing delicious meal inspo).
Forget the million-follower mega-influencers, we’ve been waving goodbye to filtered perfection for a while now. With hoards of designer brand deals and unattainable lifestyles, classic influencers are verging on celebrity status and are therefore no longer in touch with a large majority of their followers.
Our favourite micro and nano influencers appeal to their audiences as they often carry more expertise in niche topic areas. This means that if you dedicate a little extra time towards researching and seeking out those with expert knowledge in your industry area – you are much more likely to spark up a partnership with an influencer who is genuinely passionate about the product or service they are advertising – because it’s bang on target for what they talk about with their followers.
The key learning point here is that the real ‘influence’ lies with those who have niche, dedicated communities and genuine connections. Not only do their audience trust them and engage more with their content, but they are also far more likely to convert into paying customers.
Trend 2 – Ditch the one-night stands, look for something long-lasting
We are officially leaving fleeting partnerships with influencers in 2023. Brands are now seeking long-term collaborations to build genuine connections.
Like with most of our favourite rom coms – the main character usually always finds their happy ending with the underdog (don’t tell us you’ve never rooted for the funny best friend over the handsome popular guy!) Well, building a loyal partnership with a micro-influencer with a more relatable and attainable lifestyle allows for deeper storytelling, nurtures brand trust, and can ultimately lead to a more loyal following for both brand and influencer.
For marketers, this means putting in a little more thought into which micro-influencer or influencer you work with – do their values align with your brand ethos? Will their audiences resonate with your product or service – does it add value? A genuine connection is worth its weight in gold, so don’t let smaller follower counts put you off – instead, work together to build each other up.
Trend 3 – Take a sustainable approach to content
You guessed it, we are once again screaming about the importance of developing a strategy that encourages user-generated content. It’s no secret that an influencer’s prioritised channel is the prime cog in the influencer marketing machine. But, a smaller cog (and not one to be ignored) is making sure you repurpose influencer content (with their permission, of course) across your other platforms.
It doesn’t have to stop at social media either, reuse influencer’s images and videos on newsletters, web content, brochures etc. Take a look at fashion brands, such as ASOS who currently do this well, using outfit pics taken by influencers on their product pages to showcase their products. You may just find that utilising more influencer content might just encourage customers to start creating their own content too.
Trend 4 – A social shopping takeover
With the rise of live shopping across social channels, (more on that in our TikTok trends blog), cultivating authentic influencer partnerships is all part of the sell.
For brands, this means encouraging influencers who have ‘expert’ status in your field is the key to rapidly increasing sales. Think about it, having a makeup artist showcasing your brand’s latest lipstick live on TikTok, offering tutorials and answering questions in real-time is much better than someone who just has a vague interest in the industry. Their expert knowledge will be dynamic, informative, engaging, and can lead to instant sales.
Trend 5 – Be prepared to pay out
On a slightly more serious note, whether you’re working with a micro-influencer or someone with a mega-following, it’s worth keeping in mind that partnerships nowadays don’t come cheap. Industry reports last year show us that 68% of influencers felt they were undercharging for brand deals and that a lot of brand deals lack transparency when it comes to what they charge.
For brands, this stresses the importance of setting out realistic and fair pricing structures when it comes to influencer marketing. We can’t expect influencers to deliver a content package without fair pay. Bear in mind that quality content should not come cheap. Most influencers have dedicated a heap of time learning how to expertly plan, create and edit content, and they should be paid justly. You can get an idea of pricing strategies here.
Now that you’re clued up on the trends, here’s some of our top tips to make your influencer marketing stand out, in a nutshell:
- Know Your Audience: Before diving headfirst into influencer outreach, understand who you’re trying to reach. What are their interests, demographics, and online habits? Targeting the right influencers with the right audience is key.
- Authenticity is Queen: Leave cheesy scripts behind. People are craving genuine connections and authentic pairings. Find influencers who resonate with your brand values and whose content feels natural.
- Embrace Transparency: Let’s be honest, everyone knows it’s a partnership. Disclose sponsorships clearly, your customers will respect you for it.
- Think Beyond the Post: Influencer marketing isn’t just about a single Instagram picture. Utilise content across platforms, repurpose for ads, and leverage long-term collaborations.
- Measure, Measure, Measure: Track results closely. Look at engagement metrics, website traffic, and sales conversions. You’ll quickly learn if a partnership is working or not.
Influencer marketing nowadays is all about authenticity, engagement, and building long-lasting relationships. By embracing these trends and following our top tips, you can turn influencer marketing into a powerful tool that drives brand awareness and boosts sales. Want a hand building your influencer marketing strategy? Our expert outsourced marketing team is here to help.
Let’s have a chat, get in touch here: https://flourishmarketing.co.uk/contact
