Fluid communication or creative freedom: the keys to influencer marketing in 2024

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SamyRoad , the data-driven, comprehensive influencer marketing solutions agency, has presented a detailed report on the evolution of influencer marketing and the new scenarios for brands.

The study is the result of an exhaustive analysis carried out based on the analysis of more than 500 briefs around the world, the collaboration of more than 15 industry experts, as well as carrying out social listening on social networks in which more than 200,000 conversations about influencer marketing were collected, in Spanish, Portuguese and English during the last year. The agency has thus revealed the different perspectives on the current panorama, as well as providing recommendations on how influencer marketing should evolve to continue being a strong outreach strategy for brands.

The report presented by the agency “Influencer Marketing Fatigue” is based on the premise that influencer marketing is a strategy that is increasingly being used by more brands , and also with higher levels of investment. In fact, the growth projection for the influencer market was 29% in 2023 and currently, the sector is expected to experience even greater expansion, reaching 24 billion dollars by the end of 2024.

Meanwhile, marketing managers at major brands continue to show their support for this strategy, as revealed in the survey conducted by SAMY Alliance in its Marketing Trends 2024 study , which indicates that 85.8% of respondents will maintain or even increase their influencer marketing budget in 2024.

Oversaturation in influencer marketing
The growth of influencer marketing inevitably leads to greater saturation and an increase in bad practices attributed to influencers, brands and agencies themselves. In fact, influencer saturation currently has a direct impact on the perception and credibility of users, among whom up to 34% perceive influencers' comments and posts as advertising and 47% claim to be tired of repetitive influencer content, according to data included in the study . Similarly, lack of trust is presented as the main challenge when working on an influencer marketing strategy.

The study also highlights the importance of generating a fluid communication relationship in what they define as the love triangle between the brand, the influencer and the agency. This relationship between these three groups has witnessed the bad practices detailed in the study. However, the true essence comes from understanding the role of each party in order to respect them and trust in the expertise of each one.

Influencers, on the other hand, are a brand in themselves and protect their reputation, value and audience as much as any other company, so it is necessary to be able to give them greater creative freedom when creating content in order to achieve campaigns with greater authenticity, credibility and authority.

"It is essential that brands engage in deep reflection about the objectives they hope to achieve through an influencer marketing campaign, in order to give agencies the ability to draw up the most suitable strategy to achieve them," says Ricky Pombo, Head of Influencer Marketing at SamyRoad.

The type of influencer according to the type of campaign
The opportunities and possibilities of creating marketing strategies with influencers are increasingly cambodia whatsapp lead higher thanks to the number of different profiles found on social networks, which is why the campaign strategy will determine the type of influencer that the brand needs, taking into account up to 4 types of influencers depending on the objective: influencers as media, influencers as ambassadors, creative influencers or influencers as a brand.

This is how creators must become strategic partners for brands, creating long-term value, in line with their style and authenticity. Since influencers play a key role in the consumer journey to build trust and drive safer purchases, agency selection and strategy becomes a key point.

Similarly, the study also confirms the importance of strategy and creativity, which is considered the "secret sauce" of the new influencer marketing because it is the ingredient that has the greatest impact on diluting the lack of credibility that some consumers suffer in relation to influencer marketing.

"Credible, plausible and trustworthy content is what influences the purchasing decision," says Pombo from SamyRoad. In fact, content that shows humor, authenticity and closeness influences the purchasing decision 1.4 times more.

While there is no one-size-fits-all formula for all brands or campaigns to date, this report confirms that there must be an affinity and alignment between the brand's values ​​and objectives and the influencers' communication styles and publishing formats.

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