Influencer Marketing Trends of 2024: A Deep dive for marketers

date Sep 8 2023

author Ruska Vanonen

The spending projected to increase by a notable 20 percent in 2024, the realm of influencer collaboration is poised to witness substantial growth.

In the ever-evolving landscape of marketing, influencer marketing continues to shape the way brands engage with their audiences. The growing significance of influencer marketing is evident as advertisers channel more resources into this dynamic strategy.

While the beauty and fashion industries have traditionally dominated this segment, a shifting tide is bringing new frontiers to the forefront. Influencers in fields such as finance, health, food and pharmaceuticals are anticipated to be in higher demand, reflecting a broader trend toward diversity and authenticity. As audiences seek relatability and trustworthiness, influencers who can genuinely connect with their followers on subjects of personal finance, well-being, day-to-day life and healthcare will be in particularly high demand. As we approach 2024, the influencer marketing landscape is poised for transformation, with trends that hold significant implications for marketers across the spectrum. Let's take an in-depth look at these trends and their potential impact on the world of marketing.

1. Sponsoring influencers’ social posts will spice up the results! 

The trend of sponsoring social posts in influencer campaigns is on the rise, particularly on platforms like TikTok. This method offers a cost-effective way to give well-performing organic content an additional boost through paid promotion. Brands can strategically select content pieces that have already resonated organically with audiences, ensuring optimal results when investing in their paid boost. This approach not only extends the reach of successful content but also leverages the power of influencer authenticity to drive engagement. As more brands recognize the potential of this approach, we can anticipate remarkable results and increased engagement in 2024.

Influencer marketing trends 2023

2. Subtle product placement will run over traditional influencer marketing

A paradigm shift is underway from explicit product endorsements to seamless product placements. In 2024, influencers will seamlessly integrate products into their content while discussing a variety of captivating topics. This approach sparks curiosity, encouraging audiences to explore further. By piquing curiosity and inspiring independent research, influencers can foster a deeper level of engagement and trust. This trend capitalizes on the idea that modern consumers appreciate the subtlety of product integration, preferring to engage with content that informs rather than overtly advertises.

3. Social media stories will push engagement and shoppability 

Social media stories, popularized by platforms like Instagram and Snapchat, will maintain their dominance in 2024. The ephemeral and immersive nature of stories lends itself well to influencer marketing. Stories provide a unique opportunity for brands to showcase their products and services in a manner that feels authentic and personal. What makes stories particularly intriguing is their potential to enhance the shopping experience. Marketers can now seamlessly link products within influencers' stories, making them more shoppable and immediately accessible to viewers. This approach not only captures fleeting attention spans but also provides a platform for authentic, narrative-driven connections between brands and their audiences.

4. Growth in ad budgets: performance media will focus on ROI

With a focus on tangible results and measurable ROI, brands are increasingly allocating budgets to performance media and paid advertising. This shift signifies the alignment of influencer marketing with performance metrics, emphasizing actions like purchases and sign-ups. In 2024, brands will prioritize targeted ads that prompt specific user actions, reflecting the evolving digital landscape's demand for demonstrable outcomes. The intersection of influencer marketing and performance media will empower marketers to optimize their campaigns based on quantifiable data, resulting in more effective and efficient strategies.



Suomen latu - erika katainen

5. Influencer size matters – why are micro-influencers so trendy?

In the coming year, influencer marketing will continue to undergo the shift towards authenticity, long-term relationships, and micro-influencers. As audiences become more discerning, the demand for genuine connections and transparent partnerships intensifies. Brands that cultivate enduring relationships with influencers who share their values will find themselves better positioned to build credibility and foster engagement. Micro-influencers, with their smaller but highly engaged audiences, present an opportunity for brands to tap into hyper-targeted communities. The authenticity inherent in micro-influencer interactions is likely to resonate more deeply with audiences, leading to stronger and more meaningful connections instead of tapping into irrelevant groups that aren’t on your target audience. Micro influencers will continue to gain favor, with their smaller follower counts, they hold sway over communities that share their interests.

6. TikTok's rising appeal: Nurturing creativity and virality

TikTok's popularity is set to surge further in 2024 – which is no surprise. The platform's unique focus on user-generated content enables marketers to tap into the creative energy of influencers. TikTok's algorithm, designed to promote engaging content, presents an opportunity for well-executed campaigns to go viral and reach a vast audience swiftly. By leveraging TikTok's vibrant community and authenticity, marketers can craft campaigns that resonate on a personal level, fostering deeper connections. Additionally, the short-form nature of TikTok videos encourages succinct yet impactful storytelling, making it an ideal platform for brands to convey their messages with creativity and brevity. 7. User-generated content (UGC) will be the marketing magic: photos and videos for marketing

7. User-generated content (UGC) will be the marketing magic: photos and videos for marketing

User-generated content (UGC) will play a pivotal role in 2024 as brands seek to establish authenticity. Encouraging customers to share their experiences and become advocates provides an avenue for brands to showcase genuine interactions. UGC's authenticity creates a ripple effect, with potential customers perceiving it as more reliable and genuine. Through UGC, brands can tap into peer recommendations, leveraging the influence of satisfied customers to attract new ones. UGC sourcing platforms are the key to getting that wanted never-ending stream of new authentic high-quality content that converts potential customers into buyers. By incorporating UGC into their influencer marketing strategies, brands can amplify their authenticity and build stronger connections with their target audience.

User-generated content for Lumene
User-generated content for Lumene
User-generated content for Lumene
User-generated photo content
User-generated content for Alvar Pet
User-generated content
User-generated content for watwedrop®
User-generated content
User-generated content for Simba Dickie Group


8. Niche social platforms are on the rise! 

Niche social platforms will ascend in prominence, enabling brands to connect with highly engaged audiences. These platforms foster communities centered around shared interests, providing fertile ground for targeted marketing. By immersing themselves in these communities, brands can establish themselves as authoritative figures, fostering connections and genuine engagement. Niche social platforms also offer the advantage of a more receptive audience, allowing brands to tailor their messaging to resonate with the unique interests and values of each community. Most likely, we’ll be seeing new platforms in the upcoming year! 

9. Authenticity is the core foundation

In 2024, authenticity will continue to be the cornerstone of successful influencer marketing campaigns. Brands will invest in identifying influencers who genuinely align with their values and products. Collaborations rooted in authenticity will resonate more deeply with audiences, facilitating a stronger impact that transcends mere endorsements. As consumers become increasingly discerning, the importance of building genuine connections with influencers cannot be overstated. Brands that prioritize authenticity will build trust, credibility, and long-lasting relationships with their audiences.

How can you utilize the influencer marketing trends in practise? 

In conclusion, the influencer marketing landscape of 2024 offers a tapestry of trends that hold significant potential for marketers. By adapting their strategies to align with these trends, marketers can position themselves to harness the power of authenticity, create lasting connections, and drive tangible results in a rapidly evolving digital landscape. You might be thinking, how exactly you can utilize the trends for the best results. Let me tell you – caters to all your needs. And here is precisely how:

Sponsoring influencers' social posts: Through you get real time data from influencers social posts, and see which ones have resonated with their audiences organically, ensuring optimal results when investing in paid boost. Our campaign team will be happy to help you out!

Performance media metrics in focus:'s technical expertise and platform offer the ability to track performance metrics, enabling data-driven decision-making for optimizing influencer campaigns. And by utilizing UTML tags, brands can accurately measure conversion influencer by influencer and drive efficient strategies. You can read more about how to use UTML tags in our previous blog. 

Subtle product placement: Boksi facilitates seamless integration of products into influencer content, engaging audiences in a natural and non-intrusive manner. You can also brief your exact needs easily to all the creators with our easy-to-use briefing tool. 

Micro-Influencers: specializes in connecting brands with micro-influencers, who resonate deeply with niche audiences. We have over 17 000 influencers, you will surely find the perfect ones to work with your brand. 

Social media stories: Through Boksi you can find influencers and check their story data before choosing who to work with. You will surely get the best results by relying on data and taking on the trendy stories as a part of your influencer marketing strategy. 

TikTok's rising appeal: provides a streamlined process for brands to collaborate with TikTok influencers, all the way from finding the right creators to reporting while capitalizing on the platform's creativity and virality. We are one of the rare platforms that get real-time data from TikTok.

User-generated content (UGC): serves as a hub for sourcing authentic UGC, empowering brands to showcase genuine interactions and experiences. You can purchase custom made content that is created exclusively for your brand with limitless rights. 

Authenticity –the core foundation: With the help of Boksi’s briefing tool, and influencer applications, you’ll get committed influencers who apply to your campaign. No more searching for the matches, the perfect matches come to you. Authentic influencer collaboration secured! 

Embrace these trends to craft impactful influencer marketing campaigns that resonate with your ideal audience and drive measurable success. offers you an affordable all-in-one platform that makes your influencer marketing and content sourcing feel like a breeze. Book a meeting with us to stay ahead of the trends and to top up your goals here. 

Ruska Vanonen

About author

Ruska Vanonen

Ruska is Boksi's Marketing Manager and the creative genius behind Boksi's social media accounts. When not flexing her creative muscles, she trains her actual ones with her furry friend, Luna.