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Feb 2024

How To Make The Most Of Creator Marketing In 2024

In the ever-evolving landscape of marketing, the trends in creator and influencer marketing for 2024 are poised to reshape the strategies brands employ to enhance their engagement and connect with consumers.

From shifting consumer preferences to the integration of social commerce and artificial intelligence, the dynamics of influencer marketing are set to undergo significant transformations.

So, What Are The Key Trends Shaping Creator Marketing in 2024?

Rise of Micro-Influencers

Consumers are increasingly turning to everyday people with smaller, more niche followings for authentic recommendations and relatable content. Micro-influencers (typically with 10,000-50,000 followers) often have higher engagement rates and deeper connections with their audiences compared to mega-influencers. This makes them ideal partners for brands targeting specific demographics or interests.


Example: Glossier and Micro-Influencers

  • Glossier, known for its authentic and accessible beauty brand, built a loyal community by consistently collaborating with micro-influencers who embody their values. These creators share genuine experiences with their products, fostering trust and driving organic brand advocacy.

  • Key takeaway: Prioritize long-term partnerships with creators who align with your brand identity and foster organic content creation.

Focus on Authenticity & Impact on Brand Loyalty

Gone are the days of inauthentic endorsements and forced product placements. Today's consumers crave genuine connections and real-life experiences. Brands must partner with creators who align with their values and can authentically integrate their products or services into their content. Transparency is also key, with creators disclosing sponsored partnerships clearly.


When viewers see their favourite creators genuinely enjoying or using a product, it builds trust and credibility, making them more likely to consider that brand. Creators can go beyond simply featuring products; they can tell stories, share experiences, and connect with viewers on a personal level. This emotional connection with the brand through the creator's voice can build a sense of community and belonging, increasing brand loyalty.


Example: Patagonia and Brand Loyalty

  • By partnering with outdoor adventure creators who showcase their commitment to sustainability and environmental responsibility, Patagonia has attracted loyal customers who share their values. The brand's association with authentic passion and purpose drives long-term brand loyalty.

Video Reigns Supreme

Video content is king in 2024, with platforms like TikTok, YouTube, and Instagram Reels leading the charge. Short-form, engaging videos are perfect for capturing attention and driving conversions. Brands can leverage creators to produce product demos, tutorials, behind-the-scenes glimpses, and other video formats that resonate with their target audience.


Social Commerce Takes Centre Stage

The lines between social media and e-commerce are blurring. Platforms like Instagram and TikTok are now offering shoppable features, allowing creators to sell products directly within their content. This creates a seamless buying experience for consumers and boosts conversion rates for brands.


Example: Boohoo and TikTok Shop

  • This fast-fashion retailer partnered with a variety of creators to showcase their diverse range of clothing and styles. They also utilized live shopping events and exclusive product launches on TikTok Shop to generate excitement and drive purchases.

  • Results: Boohoo effectively reached a younger audience and increased brand awareness through TikTok Shop, with live shopping events proving particularly successful.


Long-Term Partnerships for Deeper Impact

Moving beyond one-off campaigns, brands are increasingly building long-term partnerships with creators. This allows for deeper collaboration, consistent brand messaging, and the development of genuine relationships with the audience. Creators become brand ambassadors, not just temporary promotional tools.


Example: Deli Kitchen (Recipe Media client) and Oli Paterson (@elburritomonster - 729K followers)

  • Recipe ‘adopted’ Oli as the face of Deli Kitchen, working closely with him on organic social and now moving into paid campaigns. Staying true to his established style, Oli delivers 4x reels for the month, utilising Deli Kitchen products to craft burritos, exploring a mix of traditional and unexpected fillings as seen in his previous content.

  • Results: Oli’s Nduja Fried Chicken Sandwich ad received lots of praise in the comments and over 14.2K in engagements alone.

How Can Advertisers Leverage These Trends?

  • Identify The Right Creators: Look beyond follower count and focus on creators whose values, audience, and content align with your brand.

  • Embrace Authenticity: Encourage creators to be genuine and transparent in their partnerships.

  • Utilise Video Content: Partner with creators to produce engaging video content that showcases your products or services.

  • Leverage Social Commerce Features: Explore shoppable posts and live video shopping to make it easier for consumers to purchase directly from creators.

  • Build Long-Term Partnerships: Invest in creators who can become true brand advocates and partners in your marketing efforts.


In 2024, creator marketing is undergoing a transformative phase, emphasizing authenticity, diversity, and adaptability to changing consumer behaviours. Brands that navigate these shifts successfully, leveraging the power of creators and embracing innovative strategies, are likely to thrive in the dynamic landscape of influencer marketing.

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