4 Mid-Year Influencer Marketing Trends that Brands Need to Know

At the beginning of the year, we launched our annual benchmark report, The State of Influencer Marketing 2024, to give you a rundown on the current state of the industry. 

But the truth is, the influencer marketing industry is constantly evolving, with countless social media trends and platform updates cropping up on the daily. So, we decided to take a look back at the first half of the year and the shifts that have taken place thus far. 

In our latest webinar, Magda Houalla, our Head of Strategy, enlisted the help of Kirby Cella-Reynolds, who oversees Global PR, Influencer, and Social Media at StriVectin. The two of them discussed:

• Key influencer marketing stats
• Up-and-coming industry trends 
• Predictions for what’s to come for the remainder of the year

Keep reading for the top takeaways, or click here to watch the full webinar on demand.

Trend #1: Lo-Fi Content is On The Rise

”Lo-fi” content, or low-fidelity content, refers to photos or short-form videos on social media with a DIY feel and little-to-no editing.

Modern consumers crave relatability, which is why this type of content works so well in today’s digital space. Content such as quick try-on hauls, unboxings, Get Ready With Me (GRWM) videos, casual vlogs, and the like provide a much needed reprieve from the overly manicured influencer content of the 2010’s. Along with trends like de-influencing, lo-fi content is flipping traditional influencer marketing on its head, offering a more relatable marketing experience. 

To lean into this trend, consider the following strategies:

• Provide guardrails, not guidelines. When it comes to influencer partnerships, you need to strike the right balance between providing enough creative freedom, while still giving adequate guidance to influencers. Provide influencers with a comprehensive brief that outlines your campaign, key messages, and desired outcomes. To get the creative ball rolling, you can even include a few examples of the type of content you’d like to see. However, keep the brief flexible enough to adapt to their ideas and allow creators to incorporate your products into their content in a natural, seamless way.

• Leverage fans and customers. People who love your brand can do far more for your brand than a random celebrity with millions of followers. Lean into social listening to find these authentic brand fans who are already raving about your brand, and join forces with them to create genuine, review-style content. 

• Redefine “high-quality” content. Today, “high-quality” content doesn’t mean it has to be shot on a fancy camera and edited with precision. Instead, “high-quality” content refers to natural and relatable lo-fi content, which can ultimately drive the most meaningful results. Remember, lo-fi content doesn’t equal low-quality content. 

Trend #2: Social Commerce is the New Ecommerce

Social media is no longer just a place to catch up with friends and family. Particularly with social-native shopping tools like TikTok Shop, social media is increasingly becoming a powerful ecommerce tool, transforming businesses and the creator economy in ways that were unimaginable in the past. 

The numbers speak for themselves:

• TikTok Shop is expected to reach 35M users by the end of 2024
• Social commerce sales will claim 6.6% of total ecommerce sales in 2024
• 80% of social media marketers say consumers buy products directly within social apps more often than on brand websites or through third-party resellers.

Going forward, brands should pay attention to multiple data points, from conversions on TikTok Shop to Link in Bio clicks, to understand the impact of social commerce on their overall sales and ROI. We’re betting a bigger chunk will come from social! 

Trend #3: TikTok Continues to Be a Powerhouse Platform

Speaking of TikTok, we’re continuing to see brands drive unparalleled impact on the short-form video app. Brands can not only reach new audiences and target a younger demographic, but also drive viral sales through engaging content and partnerships with niche creators. 

And the best part? There are no rules on TikTok. In fact, Kirby recommends “throwing spaghetti at the wall” when it comes to creating content on TikTok and seeing what works for your brand. Her biggest tip for brands looking to succeed on TikTok is to not act like a brand, but act like a creator. Approach TikTok with a fun and playful mindset of jumping into micro-trends and building a relatable brand story, rather than actively pushing your products down people’s throats. This applies to both your brand’s own organic content, as well as your influencer partnerships. 

Trend #4: Nano-Influencers Pack a Punch

Our report revealed that 64% of marketers today work with nano and micro-influencers, or those with less than 60,000 followers — and for good reason. These smaller creators often have very tight-knit communities and achieve the highest engagement rates at a lower cost than their macro counterparts. We’re continuing to see nano and micro creators reign supreme in terms of engagement rate and a genuine connection with their audiences.

As you start planning your holiday influencer marketing campaigns, make sure you incorporate smaller creators into your strategy. Leveraging nano and micro-influencers at scale allows you to diversify your brand story. Plus, with more scale comes better results. 

That being said, if you have the budget, consider adding macro-influencers to the mix to act as the “celebrity spokesperson” for your brand. These larger creators can drive brand awareness to the masses and have a huge impact on visibility, especially during saturated seasons like the holidays. 

To learn more about the evolving influencer marketing industry, watch the full webinar on demand.