2024 Influencer Marketing Predictions
Written By Tiffany Sayers
As we write the first few pages of 2024, there’s a lot of market chatter around predictions i the social media space and beyond. As a niche influencer marketing agency, we’ve curated the best (and most accurate) predictions when compared directly to the current data listening tools we use. The below predictions are based on real time hashtag rankings, search queries and trends analytics and we have included ways to utilise these trends to the best of your ability as a marketer or business owner.
Trend: Nostalgia is having a moment.
We’ve seen the rise of digital cameras and the return to Y2K which has us (the consumer) yearning for more. We predict, based off trending hashtags and data run via Tagger media our influencer marketing data partner that nostalgia-based marketing will make a huge comeback in 2024 and beyond. Recently, we’ve even seen that Amazon recreated their 1999 TV Ad for Digital and Social Media channels as well as Mars reusing their old ads.
So why nostalgia? And why now?
The increase of nostalgia in mainstream media isn’t a new thing. We’ve seen it take place for decades now (and while it’s been around for ages, the naughties really kicked things off). With nostalgia comes a feeling of comfort and familiarity, something more and more people are longing for when the media is saturated with stories of war, conflict, financial gloom and other uncertainties. Reusing old ideas in new ways also appeals to both original fans and new viewers. A trend has also spawned from these where old ideas are reimagined – rather than simply reused. Remakes, reboots reimagining and recycling of media have been a massive part of the music and movie industry. It’s only a matter of time to spread to marketing mainstream.
How to utilise it:
If you’re brand leans on any crafted level or comes from any industry then create content that’s about ‘how it was’ and ‘how it is’. Inform your audience on interesting and lesser-known facts – preferably based in the history of the industry. Shoot content on digital and film, really leaning into the ‘time before now’ and digital touchpoints. Ironically, you can use AI (the most current trend) to create nostalgic vibes by simply asking chat gpt “what’s nostaligic about X (your industry)”. Ahhh 2024, working smart now; not hard.
As we write the first few pages of 2024, there’s a lot of market chatter around predictions i the social media space and beyond. As a niche influencer marketing agency, we’ve curated the best (and most accurate) predictions when compared directly to the current data listening tools we use. The below predictions are based on real time hashtag rankings, search queries and trends analytics and we have included ways to utilise these trends to the best of your ability as a marketer or business owner.
Trend: Nostalgia is having a moment.
We’ve seen the rise of digital cameras and the return to Y2K which has us (the consumer) yearning for more. We predict, based off trending hashtags and data run via Tagger media our influencer marketing data partner that nostalgia-based marketing will make a huge comeback in 2024 and beyond. Recently, we’ve even seen that Amazon recreated their 1999 TV Ad for Digital and Social Media channels as well as Mars reusing their old ads.
So why nostalgia? And why now?
The increase of nostalgia in mainstream media isn’t a new thing. We’ve seen it take place for decades now (and while it’s been around for ages, the naughties really kicked things off). With nostalgia comes a feeling of comfort and familiarity, something more and more people are longing for when the media is saturated with stories of war, conflict, financial gloom and other uncertainties. Reusing old ideas in new ways also appeals to both original fans and new viewers. A trend has also spawned from these where old ideas are reimagined – rather than simply reused. Remakes, reboots reimagining and recycling of media have been a massive part of the music and movie industry. It’s only a matter of time to spread to marketing mainstream.
How to utilise it:
If you’re brand leans on any crafted level or comes from any industry then create content that’s about ‘how it was’ and ‘how it is’. Inform your audience on interesting and lesser-known facts – preferably based in the history of the industry. Shoot content on digital and film, really leaning into the ‘time before now’ and digital touchpoints. Ironically, you can use AI (the most current trend) to create nostalgic vibes by simply asking chat gpt “what’s nostaligic about X (your industry)”. Ahhh 2024, working smart now; not hard.
As we write the first few pages of 2024, there’s a lot of market chatter around predictions i the social media space and beyond. As a niche influencer marketing agency, we’ve curated the best (and most accurate) predictions when compared directly to the current data listening tools we use. The below predictions are based on real time hashtag rankings, search queries and trends analytics and we have included ways to utilise these trends to the best of your ability as a marketer or business owner.
Trend: Nostalgia is having a moment.
We’ve seen the rise of digital cameras and the return to Y2K which has us (the consumer) yearning for more. We predict, based off trending hashtags and data run via Tagger media our influencer marketing data partner that nostalgia-based marketing will make a huge comeback in 2024 and beyond. Recently, we’ve even seen that Amazon recreated their 1999 TV Ad for Digital and Social Media channels as well as Mars reusing their old ads.
So why nostalgia? And why now?
The increase of nostalgia in mainstream media isn’t a new thing. We’ve seen it take place for decades now (and while it’s been around for ages, the naughties really kicked things off). With nostalgia comes a feeling of comfort and familiarity, something more and more people are longing for when the media is saturated with stories of war, conflict, financial gloom and other uncertainties. Reusing old ideas in new ways also appeals to both original fans and new viewers. A trend has also spawned from these where old ideas are reimagined – rather than simply reused. Remakes, reboots reimagining and recycling of media have been a massive part of the music and movie industry. It’s only a matter of time to spread to marketing mainstream.
How to utilise it:
If you’re brand leans on any crafted level or comes from any industry then create content that’s about ‘how it was’ and ‘how it is’. Inform your audience on interesting and lesser-known facts – preferably based in the history of the industry. Shoot content on digital and film, really leaning into the ‘time before now’ and digital touchpoints. Ironically, you can use AI (the most current trend) to create nostalgic vibes by simply asking chat gpt “what’s nostaligic about X (your industry)”. Ahhh 2024, working smart now; not hard.
Apple Vision Pro has the potential to fast track the personalisation of Social Media.
Apple Vision Pro has the potential to fast track the personalisation of Social Media.
Apple Vision Pro has the potential to fast track the personalisation of Social Media.
Trend: Creator economy is set for a revamp, Facetime and longform will lead.
It’s been long speculated that ‘the death of long form’ is here and I adamantly disagree. Instead, we’re going to see a rise in what majority of accurate pop culture trend predictors are calling ‘Facetime content’. This is the idea that our attention spam will get so short that visual content is diluted and hard to garner the cut through it once did, especially when not leaning on trending audios, hashtags and (god awful) dance pops. The way we’re consuming media isn’t straightforward staring at the screen, rather we’re listening while we X. We’re in the car but out of podcasts. The next generation of creators to blow up will be those that lean into it with live streams, podcasts, video essays and anything that allows us to do two things at once. Tiktok are offering creators incentives to post longer videos (in engagement) because what the platform now knows is that while short form content is fantastic for discoverability, it’s dismal for long term sustained growth and in-app time. This means that platforms are supporting creators who are attracting attention and holding it because the battle of the scroll is on.
Early days:
It’s very early days but with the imminent launch of Apple Vision Pro we’re expecting the video content we consume to evolve from a technical standpoint. (Considering phone apps - like almost every social media platform - never existed before the iPhone was introduced, the Apple Vision Pro has the potential to re-invent the content wheel. Apple are spruking a new type of video format called ‘Spatial Video’ and the latest iPhone 15’s camera is already equipped with it. Allowing for more immersive video playback when viewed through the headset – imagine how this could change the way we experience social content. Interestingly, Spatial Video is a landscape format which could turn the portrait content format on it’s head, or at least sideways. The Vision Pro is expected to launch exclusively in the US early this year with a more mass produced version expected a year after (history repeating itself when comparing to the iPhone which introduced the App Store a year after launching).
How to utilise it:
Think of your brand, personal or work, as a creator and conceptualise (with AI, yes) interesting long form content concepts that would educate and entertain the audience. Similarly, if you’re looking to work with longer form content creators keep in mind that Tiktok (in particular) is set to copy the YouTube business model and activate in-stream ads so I suggest advertisers who are savvy (or who are working with niche influencer marketing agencies like Loft <yes that’s a shameless plug) will book influencers for long form content whilst taking out ad space within their our promotional piece to organically assimilate their association with the influencer.
It’s been long speculated that ‘the death of long form’ is here and I adamantly disagree. Instead, we’re going to see a rise in what majority of accurate pop culture trend predictors are calling ‘Facetime content’. This is the idea that our attention spam will get so short that visual content is diluted and hard to garner the cut through it once did, especially when not leaning on trending audios, hashtags and (god awful) dance pops. The way we’re consuming media isn’t straightforward staring at the screen, rather we’re listening while we X. We’re in the car but out of podcasts. The next generation of creators to blow up will be those that lean into it with live streams, podcasts, video essays and anything that allows us to do two things at once. Tiktok are offering creators incentives to post longer videos (in engagement) because what the platform now knows is that while short form content is fantastic for discoverability, it’s dismal for long term sustained growth and in-app time. This means that platforms are supporting creators who are attracting attention and holding it because the battle of the scroll is on.
Early days:
It’s very early days but with the imminent launch of Apple Vision Pro we’re expecting the video content we consume to evolve from a technical standpoint. (Considering phone apps - like almost every social media platform - never existed before the iPhone was introduced, the Apple Vision Pro has the potential to re-invent the content wheel. Apple are spruking a new type of video format called ‘Spatial Video’ and the latest iPhone 15’s camera is already equipped with it. Allowing for more immersive video playback when viewed through the headset – imagine how this could change the way we experience social content. Interestingly, Spatial Video is a landscape format which could turn the portrait content format on it’s head, or at least sideways. The Vision Pro is expected to launch exclusively in the US early this year with a more mass produced version expected a year after (history repeating itself when comparing to the iPhone which introduced the App Store a year after launching).
How to utilise it:
Think of your brand, personal or work, as a creator and conceptualise (with AI, yes) interesting long form content concepts that would educate and entertain the audience. Similarly, if you’re looking to work with longer form content creators keep in mind that Tiktok (in particular) is set to copy the YouTube business model and activate in-stream ads so I suggest advertisers who are savvy (or who are working with niche influencer marketing agencies like Loft <yes that’s a shameless plug) will book influencers for long form content whilst taking out ad space within their our promotional piece to organically assimilate their association with the influencer.
It’s been long speculated that ‘the death of long form’ is here and I adamantly disagree. Instead, we’re going to see a rise in what majority of accurate pop culture trend predictors are calling ‘Facetime content’. This is the idea that our attention spam will get so short that visual content is diluted and hard to garner the cut through it once did, especially when not leaning on trending audios, hashtags and (god awful) dance pops. The way we’re consuming media isn’t straightforward staring at the screen, rather we’re listening while we X. We’re in the car but out of podcasts. The next generation of creators to blow up will be those that lean into it with live streams, podcasts, video essays and anything that allows us to do two things at once. Tiktok are offering creators incentives to post longer videos (in engagement) because what the platform now knows is that while short form content is fantastic for discoverability, it’s dismal for long term sustained growth and in-app time. This means that platforms are supporting creators who are attracting attention and holding it because the battle of the scroll is on.
Early days:
It’s very early days but with the imminent launch of Apple Vision Pro we’re expecting the video content we consume to evolve from a technical standpoint. (Considering phone apps - like almost every social media platform - never existed before the iPhone was introduced, the Apple Vision Pro has the potential to re-invent the content wheel. Apple are spruking a new type of video format called ‘Spatial Video’ and the latest iPhone 15’s camera is already equipped with it. Allowing for more immersive video playback when viewed through the headset – imagine how this could change the way we experience social content. Interestingly, Spatial Video is a landscape format which could turn the portrait content format on it’s head, or at least sideways. The Vision Pro is expected to launch exclusively in the US early this year with a more mass produced version expected a year after (history repeating itself when comparing to the iPhone which introduced the App Store a year after launching).
How to utilise it:
Think of your brand, personal or work, as a creator and conceptualise (with AI, yes) interesting long form content concepts that would educate and entertain the audience. Similarly, if you’re looking to work with longer form content creators keep in mind that Tiktok (in particular) is set to copy the YouTube business model and activate in-stream ads so I suggest advertisers who are savvy (or who are working with niche influencer marketing agencies like Loft <yes that’s a shameless plug) will book influencers for long form content whilst taking out ad space within their our promotional piece to organically assimilate their association with the influencer.
High def content is favoured by audiences for product recommendations and useR
Coco Mocoe, a popular trend predictor has announced that she believes the success behind some of 2023’s latest creators (particularly in beauty but witnessed across most industries in copycat ways) is the way that they cracked content by making it high def and well edited, so it’s more in line with the TV we view. The seed of an idea planted here is that these platforms will soon see Netflix and TV as competitor platforms. As consumers, we’re starting to see product fatigue from key brands who appear on socials more and more. A get-ready-with-me-for-X video is more likely to be scrolled by because it’s predictable and likely sponsored. Audiences feel like creators are lying about the way that certain products look, performs or fits. That said, with a high def camera it’s much harder to lie about products and it makes you more authentic as people can see your flaws. It feels very reminiscent of the YouTube days when people were vlogging. People are craving that quality in content and it’s helping creators cut through and stand out. High quality builds trust.
How to utilise it:
The content that we produced in 2023 for brands performed best when we had creators looking to camera and talking through a ‘styling session’ or a ‘how to’ or a ‘results’ based format. We shot it on often the most recent iphone or our studio camera and the biggest lever we pulled to make the content ‘high def’ and set the content apart from the rest was lighting. If you’re going to step into high def content then don’t stress about the camera – invest in the lighting and editing. Video editors that understand tiktok, reels and short form through long form social content who don’t charge thousands are hard to come by but they do exist. Agencies shouldn’t be charging more …
In summary, the content game is ever evolving and now more than ever, content strategies that are not grounded through third party data and analytics will not convert the way that they once have. Mumbrella recently reported how the Influencer Marketing Industry in Australia is still incredibly fragmented, with PR agencies ‘booking influencers’, creative agencies ‘doing PR and events’, all becoming real generalist marketing agencies to adapt to the times (and needs, understandably). But where you can, and where the future will take us, is niche specialist agencies who invest in their craft.
Coco Mocoe, a popular trend predictor has announced that she believes the success behind some of 2023’s latest creators (particularly in beauty but witnessed across most industries in copycat ways) is the way that they cracked content by making it high def and well edited, so it’s more in line with the TV we view. The seed of an idea planted here is that these platforms will soon see Netflix and TV as competitor platforms. As consumers, we’re starting to see product fatigue from key brands who appear on socials more and more. A get-ready-with-me-for-X video is more likely to be scrolled by because it’s predictable and likely sponsored. Audiences feel like creators are lying about the way that certain products look, performs or fits. That said, with a high def camera it’s much harder to lie about products and it makes you more authentic as people can see your flaws. It feels very reminiscent of the YouTube days when people were vlogging. People are craving that quality in content and it’s helping creators cut through and stand out. High quality builds trust.
How to utilise it:
The content that we produced in 2023 for brands performed best when we had creators looking to camera and talking through a ‘styling session’ or a ‘how to’ or a ‘results’ based format. We shot it on often the most recent iphone or our studio camera and the biggest lever we pulled to make the content ‘high def’ and set the content apart from the rest was lighting. If you’re going to step into high def content then don’t stress about the camera – invest in the lighting and editing. Video editors that understand tiktok, reels and short form through long form social content who don’t charge thousands are hard to come by but they do exist. Agencies shouldn’t be charging more …
In summary, the content game is ever evolving and now more than ever, content strategies that are not grounded through third party data and analytics will not convert the way that they once have. Mumbrella recently reported how the Influencer Marketing Industry in Australia is still incredibly fragmented, with PR agencies ‘booking influencers’, creative agencies ‘doing PR and events’, all becoming real generalist marketing agencies to adapt to the times (and needs, understandably). But where you can, and where the future will take us, is niche specialist agencies who invest in their craft.
Coco Mocoe, a popular trend predictor has announced that she believes the success behind some of 2023’s latest creators (particularly in beauty but witnessed across most industries in copycat ways) is the way that they cracked content by making it high def and well edited, so it’s more in line with the TV we view. The seed of an idea planted here is that these platforms will soon see Netflix and TV as competitor platforms. As consumers, we’re starting to see product fatigue from key brands who appear on socials more and more. A get-ready-with-me-for-X video is more likely to be scrolled by because it’s predictable and likely sponsored. Audiences feel like creators are lying about the way that certain products look, performs or fits. That said, with a high def camera it’s much harder to lie about products and it makes you more authentic as people can see your flaws. It feels very reminiscent of the YouTube days when people were vlogging. People are craving that quality in content and it’s helping creators cut through and stand out. High quality builds trust.
How to utilise it:
The content that we produced in 2023 for brands performed best when we had creators looking to camera and talking through a ‘styling session’ or a ‘how to’ or a ‘results’ based format. We shot it on often the most recent iphone or our studio camera and the biggest lever we pulled to make the content ‘high def’ and set the content apart from the rest was lighting. If you’re going to step into high def content then don’t stress about the camera – invest in the lighting and editing. Video editors that understand tiktok, reels and short form through long form social content who don’t charge thousands are hard to come by but they do exist. Agencies shouldn’t be charging more …
In summary, the content game is ever evolving and now more than ever, content strategies that are not grounded through third party data and analytics will not convert the way that they once have. Mumbrella recently reported how the Influencer Marketing Industry in Australia is still incredibly fragmented, with PR agencies ‘booking influencers’, creative agencies ‘doing PR and events’, all becoming real generalist marketing agencies to adapt to the times (and needs, understandably). But where you can, and where the future will take us, is niche specialist agencies who invest in their craft.
