Pulse Advertising Influencer Marketing Trends 2024 White Paper

Influencer
Marketing
Trends
2024
White Paper
70%
of buyers are decisively 

swayed by social media.
The consumer of today and tomorrow spends a lot of their
time on social media and understanding their behaviour 
is vital for brands to succeed online. Consumer behaviour 
is a complex result of preferences, cultural influences, values
and technological advancements. Brands need to invest time
and resources into fully understanding these behaviours if they
want to create content that reaches their audience on a
personal level. Using influencer marketing, brands can tap 
into social media's vast reach and precise targeting to build
genuine relationships with trusted voices in specific
communities. It is not about reaching the highest number 
of people on the surface level, but instead, brands need to
make sure that every piece of content aligns with the interests
and values of their intended audience. To do that effectively,
they need to be one step (or five) ahead of the curve and keep
up with current trends.

40%
Social media =
customers’ daily time.
71% 
are inspired to buy
43% 
research products
27% 
discover brands
Setting the Scene | Influencer Marketing Trends 2024
Setting the Scene
Influencer The 'Why'
marketing
Behind Every Click,
works. Like and Share.
76% of users have bought a product after seeing it Influencer marketing is greatly influenced by two
used on social media. Today’s consumers, major factors: consumer behaviour and algorithm
especially Gen Z, want their relationship with a influence. Brands need to constantly reevaluate
brand to be more like a friendship than a simple and align their strategies with changes in
transaction. To achieve this, effective collaboration consumer behaviour and most importantly, they
with influencers who share a brand's ethos is need to be able to interpret these changes
crucial.
correctly. On top of that, they need to align their
Influencer marketing in 2024 has become a vital content strategies with algorithmic changes to be
part of the marketing strategies of brands looking successful online. A vital part of that success is
to build authentic connections with their customers. understanding the correlation between consumer
Strategies are changing from one-size-fits-all psychology and digital algorithms.
models to more relationship-focused approaches
which means brands need to continuously stay
ahead of trends.
As digital platforms become more and more

saturated, the challenge for brands is to cut
through the noise if they want to make meaningful
connections with their customers. Using influencer
marketing effectively, brands can make those
connections while driving engagement, building
brand loyalty and achieving sustainable growth.
Pulse Advertising | 04
Setting the Scene | Influencer Marketing Trends 2024
Trends Matter
Trends are so much more than memes and dances

Short-term vs. Long-term
when looking at them from a marketing
Trends
perspective. They are engaging, sure, but they also
hold deeper insights into shifts in consumer

2024 is a year of discernment in influencer
expectations and behaviours.
marketing, with brands needing to carefully
differentiate between capitalising on fleeting
trends for immediate impact and investing in long-

There’s a difference between
term strategies for sustained growth.
Trends and trending!
Short-term trends can offer quick wins if they’re

Long-term trends are about building a foundation understood and approached the right way. They
for the future. They involve a deeper are about timing, relevance, and understanding, for
understanding of market shifts and consumer lack of a better term, the vibe of the audience.
expectations. Investing in long-term trends means Brands that can act quickly and that creatively
focusing on sustainable growth, brand loyalty, and incorporate these trends into their marketing
even creating a legacy in the digital space. What strategies often enjoy a significant boost in
really matters is an understanding of the trends engagement and visibility. However, the key is to
that have come to stay. always make sure that these potential quick wins
align with the brand's overall image and values. You
want to be on trend, but not at the expense of
brand identity.
5 Trends in Influencer Marketing in 2024 | Influencer Marketing Trends 2024
5 Trends in Influencer Marketing in 2024
1.
Micro-Communities
In 2024, there will be a clear shift
to be of higher quality with a more focused
in influencer marketing that will see platform where brands can engage in meaningful
conversations, gain important feedback and
brands turning more towards
ultimately, attract a loyal customer base.

micro-communities instead
of the broader masses.

Quality over Quantity?
What are Micro-Communities? Instead of reaching the masses, micro-
communities are changing the way we interpret
Micro-communities are groups that are defined by influence. Brands are discovering that connecting
very specific interests, preferences and values, led with the right persons who are genuinely
by so-called micro-influencers who often have an interested in what they have to offer can be much
almost personal relationship with their followers. more valuable than reaching as many people as
This makes them the perfect hotspot for genuine possible. Micro-communities stand for quality over
engagement and brand loyalty. Whereas bigger quantity. They are characterised by their high
influencers can give you a lot of reach, micro- engagement rates, which often translate into
communities are powerful because of their size, not better conversion rates and more authentic brand
in spite of it. The interactions within them tend advocacy and consideration.
All stars
Leverage social proof around your brand.
Drive engagement of (smaller) influencers for collaborations.
Establish brand credibility through partnerships 

with renowned faces.
Medium & macro
Appeal to broader markets & increase overall brand exposure.
Interaction with larger, diverse audience segments.
Endorsement with a sizeable following.
Micro
Reach niche audiences and specific demographics.
Higher engagement rates within specialised communities.
B uild genuine trust within target communities.
2.
Artificial
Intelligence 
and AI Influencers
AI is no longer confined to data analysis tasks How to Use AI and AI
these days. It has become a valuable tool in digital
marketing when it comes to predicting consumer
Influencers in 2024
behaviours, personalising content and optimising
engagement strategies. Through the use of AI, data Stay updated on AI trends and innovation
can go from plain numbers to genuine narratives,
telling everything from what consumers want to the Identify a possible interface between 
way they interact with content and what drives AI and human creativit
them in their purchasing decisions.
Choose the right AI tools and platform
AI does not only influence content and marketing
strategies, though but also the actual content and Craft engaging and personalised 
its creation, enabling marketers to tailor messages AI-generated conten
with unprecedented precision. Moreover, a telling
60% of marketers are already leveraging AI Integrate AI influencers into fitting 
influencers, artificial personalities that promote marketing campaign
brands and products the same way human Encourage user interaction and feedback 
influencers would, but with a brand new flexibility for optimisation
and precision and often at a fraction of the price.
Artificial intelligence
is not a substitute 
for human intelligence;
it is a tool to amplify
human creativity 
and ingenuity
Fei-Fei Li, 
Co-Director 
of the Stanford
Institute for 
Human-Centered AI
3.
Brand Values
Be it the pandemic, inflation or the cost of living

Price and popularity are one thing, 
crisis, consumers are becoming more and more
but this year, a staggering 88% 
aware of the power they hold with their purchasing
of customers say that authenticity  decisions. To tap into that increasingly value-driven
customer base, brands need to clearly define and

and values are important factors 
communicate their values to their audience. Brands
when it comes to deciding which
must stand for something genuine and partner with
brands they like and support. advocates who authentically live and champion
shared values to best target potential customers.
To meaningfully engage with their audience and
drive conversion through influencer marketing this
year, it’s about forging alliances that drive
movements, not just marketing agendas.
4.
Social Commerce
This projection stems from a multitude of factors,

By 2025, social commerce is set to
including the expanding reach and engagement of
triple to a staggering $1.2 trillion.
social media users, and the seamless integration of
e-commerce functionalities within the platforms.
Social commerce fills the gap between online and
in-store shopping, combining the engaging factors
of retail shopping with the ease of being online.
About 40% of Gen Z no longer rely on Google for
information. Instead, they are turning to platforms
like TikTok or Instagram. With consumers
increasingly turning to social media for product
discovery and recommendations, social commerce
is the natural next step and will become a major
revenue driver for brands online, shaping the
future of online retail and redefining traditional
shopping paradigms.
5.
Nostalgia
Around 50% of people feel comforted or even , ,
This year nostalgia especially for the 90s and 00s
happy when engaging with media from the pas .

is dominating trends on social media Since the
glo bal pandemic, people have been looking for a

Over a third of GenZ are nostalgic for the 90s – new sense of security and comfort and, as is
j
despite the ma oritybeing born in the 00 human nature, they often find that in looking back
and reliving the past. From the re-emergence of

56% of internet users between 16 and 64 years “Murder on the Dancefloor” after 23 years, thanks
old lovebrands’ past logo to the Amazon Prime success “Saltburn”, to the
remake of the cult movie “Mean Girls”, Y2K (Year

90s brands rise from the ashes – like the Von
2000) is trending, especially among GenZ and
Dutch trucker caps, now worn by celebs like
across all platforms.
Travis Scott
The Lord of the Rings
Prequel called
"The War of the
Super Bowl Rohirrim"
Usher as halftime 
show act
Beettlejuice 2
Movie sequel 
to 1988’s original
End of the
Masters of the Met Gala “The Eras”
universe: revolution
Motto: Sleeping Beauties Last concert of
Netflix sequel to animated
– Reawakening Fashion Taylor Swifts
movie from 1987
2023/2024 tour
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2024
Trending 
Successfully
In 2024, the success of influencer marketing Key Takeaways

campaigns hinges not just on the content's reach
but on the tangible impact it has on the brand's

71% of buyers are decisively
objectives. Social media is infamous for being fast-
swayed by social media
paced and brutally honest in its fleetingness. To
fully maximise the potential of trends in their

Influencer marketing is all about
influencer marketing campaigns, brands need to
niche communities this year
not only stay one step ahead of the curve, they
need to follow clearly defined values and objectives

AI isn't just influencing; it's
to not lose sight of their overarching goals in the
revolutionising content and
strive to stay on trend.
marketing work
A telling 60% of marketers are
already leveraging AI influencers
By 2025, social commerce is set to
triple to a staggering $1.2 trillion
Nostalgia is capturing hearts,
especially for the 90s and 00s
50% of your audience finds joy and
comfort in throwbacks.
Get Started: 
Are you ready to hop on the trend 
and take your brand to the next level? 
Talk to us.
www.pulse-advertising.com

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Influencer

of buyers are decisively

The consumer of today and tomorrow spends a lot of their

time on social media and understanding their behaviour

is vital for brands to succeed online. Consumer behaviour

is a complex result of preferences, cultural influences, values

and technological advancements. Brands need to invest time

and resources into fully understanding these behaviours if they

want to create content that reaches their audience on a

personal level. Using influencer marketing, brands can tap

into social media's vast reach and precise targeting to build

genuine relationships with trusted voices in specific

communities. It is not about reaching the highest number

of people on the surface level, but instead, brands need to

and values of their intended audience. To do that effectively,

up with current trends.

customers’ daily time.

Setting the Scene

Influencer The 'Why'

As digital platforms become more and more

Trends are so much more than memes and dances

hold deeper insights into shifts in consumer

differentiate between capitalising on fleeting

trends for immediate impact and investing in long-

Trends and trending!

Short-term trends can offer quick wins if they’re

align with the brand's overall image and values. You

want to be on trend, but not at the expense of

5 Trends in Influencer Marketing in 2024

ultimately, attract a loyal customer base.

of the broader masses.

Leverage social proof around your brand.

Drive engagement of (smaller) influencers for collaborations.

Establish brand credibility through partnerships

Medium & macro

Appeal to broader markets & increase overall brand exposure.

Interaction with larger, diverse audience segments.

Endorsement with a sizeable following.

Reach niche audiences and specific demographics.

Higher engagement rates within specialised communities.

B uild genuine trust within target communities.

Be it the pandemic, inflation or the cost of living

customer base, brands need to clearly define and

shared values to best target potential customers.

To meaningfully engage with their audience and

drive conversion through influencer marketing this

year, it’s about forging alliances that drive

movements, not just marketing agendas.

This projection stems from a multitude of factors,

e-commerce functionalities within the platforms.

Social commerce fills the gap between online and

in-store shopping, combining the engaging factors

of retail shopping with the ease of being online.

About 40% of Gen Z no longer rely on Google for

information. Instead, they are turning to platforms

like TikTok or Instagram. With consumers

increasingly turning to social media for product

discovery and recommendations, social commerce

is the natural next step and will become a major

revenue driver for brands online, shaping the

future of online retail and redefining traditional

happy when engaging with media from the pas .

glo bal pandemic, people have been looking for a

of buyers are decisively 

time on social media and understanding their behaviour 

is vital for brands to succeed online. Consumer behaviour 

personal level. Using influencer marketing, brands can tap 

communities. It is not about reaching the highest number 

Establish brand credibility through partnerships 