Influencer marketing continues to establish itself as an essential strategic lever for brands. In 2024, content creators and influencers will play an even more central role in communication campaigns, with more targeted approaches and growing expectations in terms of ROI (return on investment).

In this report, we reveal the key figures and trends shaping influencer marketing this year, to help brands optimize their strategies and leverage this powerful communication channel.

A fast-growing market

• Estimated value of the global influencer marketing market:
  In 2024, this market is expected to reach $24.1 billion, up from $21.1 billion in 2023 (+14%). This growth is driven by brands' increased demand for personalized, authentic campaigns.
• Increased budgets:
  93% of marketers say they plan to increase or maintain their influencer budgets this year.
• Leading video formats:
  Video content accounts for almost 60% of collaborations, with a particular focus on short formats (TikTok, Instagram Reels).

The must-have platforms in 2024

1. Instagram: Still a strong pillar

• 71% of influencer campaigns go through Instagram, particularly via Stories and Reels.
• Reels continue to grow in popularity, capturing 30% of advertising budgets allocated to Instagram.

2. TikTok: The platform to follow

• With over 1.8 billion active users, TikTok is the ideal platform for reaching a young, engaged audience.
• 50% of brands having invested in TikTok by 2023 declare an increase in sales thanks to this platform.

3. YouTube: Long format still relevant

• Long videos remain popular for detailed collaborations, with an average reach of 10 million views for sponsored campaigns.

4. LinkedIn: The emergence of B2B

• LinkedIn is gaining in popularity with B2B brands, with a 30% increase in collaborations with professional influencers.

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Key trends for 2024

1. The micro-influencer at the heart of strategies

Micro-influencers (10,000 to 100,000 subscribers) dominate the market because of their ability to engage specific audiences authentically.

• Key figures :
  • Average engagement rate: 6%, compared with 2.5% for macro-influencers.
  • 60% of brands prefer micro-influencers for tailor-made collaborations.

2. The rise of social commerce

Influencer marketing is becoming a mainstay of social commerce, with campaigns directly integrating shopping features on Instagram, TikTok and Pinterest.

• Key figure: Sales generated by influencer campaigns on social networks will reach $16 billion by 2024.

3. The importance of data and measurement

Brands are increasingly demanding transparency and measurable results from their collaborations.

• Key figure: 80% of marketers use performance tracking tools to analyze KPIs (reach, engagement, conversions).

4. Long-term collaborations

One-off partnerships are losing ground to long-term collaborations. These lasting relationships build mutual trust and reinforce the authenticity perceived by audiences.

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Sectors dominating influencer marketing

1. Fashion and beauty: Always in the lead

• 28% of campaigns concern these industries. Brands are investing heavily in product placements and tutorials.

2. Food and beverages : On the rise

• Campaigns featuring food products or recipes generate high engagement, especially on TikTok.

3. Tech and gaming: a booming niche

• Collaborations in tech and gaming account for 15% of campaigns, with specialized influencers sharing demos and reviews.

Why invest in influencer marketing in 2024?

• High ROI rate:
  Influencer marketing offers on average 5.2 times the return on investment compared to other digital channels.
• Authenticity:
  Influencers bring a human touch to brands, which is particularly valuable in a world where consumers are looking for sincere relationships.
• Format flexibility:
  Whether for a brand awareness campaign or a conversion strategy, influencer marketing adapts to a variety of objectives.

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How does Okev Group support your influencer campaigns?

At Okev Group, we have the expertise and tools to :

1. Identify the most relevant influencers according to your objectives.
2. Design customized campaigns that maximize impact and ROI.
3. Provide detailed performance analysis to optimize results.

With Okev, harness the full potential of influencer marketing in 2024. Contact us today to find out more!

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