Staying on top of current trends is an ongoing project when you work with influencer marketing. But don’t worry, we’ve got your back! In this post, we’ll share some of the most predominant trends in the Nordics right now.

Welcome to influencer marketing version 2024! In the dynamic realm of social media, influencer marketing continues to redefine how brands connect with their audience. As the digital landscape evolves, so do the strategies that drive success. 

In this post, we’ll unveil our top influencer marketing trend predictions for 2024: from leveraging pop culture to subtle product integration, and the shift away from discount codes. Long-term relationships with influencers and strategic paid advertising are now reshaping the influencer marketing game.

We’ve listed some of the trends you need to consider for your 2024-plans:

• Tap into pop culture trends and events: Influencer marketing has become all about staying current and engaging with audiences on a personal level. Tailor your collaborations to align with trends and interests and break free from generic partnerships. By leveraging what’s hot in pop culture, like movies, music, and events, into your campaign, your brand can become more relevant – and create a real impact. 

• Focus less on discount codes: Shift your focus away from relying on discount codes to measure influencer marketing effectiveness. While they may boost short-term traffic and sales, they often provide an incomplete picture and may even harm your brand’s long-term perception. According to research done by Cure Media, posts without discount codes received 75% more engagement on Instagram, and Reels without codes had up to 97% more views. Instead of sheer conversion focus, prioritize brand image and create a positive connection with your target audience first.

• Be subtle: A shift is happening in influencer marketing from overt product endorsements to more subtle product placements. In 2024, influencers will increasingly be incorporating products seamlessly into their content while discussing diverse and engaging topics. This approach arouses curiosity, prompting audiences to explore more about the brand on their own. This trend recognizes that modern consumers value subtle product integration, preferring informative content over overt advertising.

• Co-create products and campaigns: Co-creating campaign materials, social events, and products in collaboration with influencers is not exactly a new trend – but it’s on the rise. The co-creation can include anything from designing and developing a specific product in unison with the influencer to generating educational materials, delicious recipes, or travel guides. Co-creation can increase authenticity, since the influencer is more likely to be excited about the product/project, feeling more ownership of the campaign, and genuinely love it themselves. 

• Build long-term relationships: A general trend that has emerged in the past years is focusing on long-term relationships between brands and influencers, and this trend is not slowing down in 2024. According to a survey by Danish organization Influenced, the amount of brands who solely work with brand ambassadors long-term have increased from 2.6% to 16% in just one year. Long-term relationships allow for deeper integration between brand and influencer, more consistency, and also provides more authentic advertising messages. 

• Amplify campaigns with paid advertising: Sponsoring social posts in influencer campaigns is gaining momentum, especially on platforms like TikTok. This cost-effective method boosts high-performing organic content through paid promotion. Brands can choose content that’s already resonated with audiences, maximizing the impact of their investment. 

Read much more about influencer marketing trends, how to succeed with influencer marketing in the Nordics, and why you should invest in it at all in our free white paper here: LINK