Introduction
Influencer marketing is undergoing a remarkable transformation, driven by advancements in Artificial Intelligence (AI) and changing demographics across social media platforms. With the industry projected to be worth $24 billion by the end of 2024, AI is not only reshaping how brands identify and engage with their audiences but also revolutionising the very nature of who influencers can be. This guide delves into the burgeoning role of AI in influencer marketing, from virtual influencers like Lil Miquela who blur the line between digital and reality to the broadening appeal of platforms like TikTok among older generations. As we look ahead to 2024, we explore the strategic shifts that brands must consider and the evolving trends in content creation that are shaping the future of digital marketing.
The Rise of AI in Influencer Marketing
1- AI's Growing Impact
The introduction of AI into influencer marketing has been met with cautious optimism by both content creators and brands. Recent surveys show that 76% of marketing agencies and 52% of influencers are already leveraging AI to analyse data, discover influencer partners, or aid in content creation. Meanwhile, other brands are exploring new frontiers by collaborating with virtual influencers, offering an alternative to traditional human creators.
2- What are AI Virtual Influencers?
AI influencers, whether entirely virtual or AI-enhanced, are designed to mimic real human influencers. These digital entities can engage with followers, promote products, and influence trends without ever existing in the physical world. Their popularity is evident, with over 60% of brands reporting collaborations with virtual influencers, showcasing their growing acceptance in digital marketing.
Lil Miquela
A prime example of an AI influencer is @lilmiquela, a virtual character developed by the tech start-up Brud, based in Los Angeles. Since her debut, Lil Miquela has gained substantial followings on platforms like Instagram and TikTok, captivating audiences with a blend of human-like interactions and AI-driven content. Her collaborations with major brands and appearances in high-profile campaigns further blur the lines between virtual and reality.
4- AI Recognition by Social Media Platforms
Platforms like YouTube and TikTok are also embracing AI, rolling out tools aimed at “democratising creativity” by simplifying complex tasks. For instance, TikTok recently introduced features that allow creators to tag content as supported or generated by AI, signalling a shift towards more transparent AI integration in content creation.
Evolving Demographics and Specialisation in Social Media
1- Think Social Media Is Just For Gen Z? Think Again
TikTok’s demographic reach is broadening, with significant increases in engagement from older generations. Despite this trend, only 5% of advertising resources target demographics like Gen Xers. This oversight presents a ripe opportunity for advertisers and influencers alike to broaden their strategies and appeal to a more diverse audience base.
2- From Generalists to Specialists
As the social media landscape becomes more saturated, influencers are increasingly niching down to stand out. For example, beauty influencers are moving away from general tips to specialise in areas like curly hair care or anti-ageing techniques. Similarly, travel influencers are focusing more on niche markets, such as family-oriented Disney trips. These specialists attract brands looking for a direct line to specific consumer groups, ensuring a more targeted and effective marketing approach.
Current Trends in Content Creation
1- Video Content Dominance
Platforms like TikTok are promoting longer-form content through creative programmes, while Meta is revamping its video player to integrate Reels, longer videos, and live content into a seamless full-screen experience. These developments signal a clear shift towards more engaging, immersive content that keeps users glued to their screens
2- The Continued Relevance of Photo Content
Despite the surge in video content, photo-based content is far from obsolete. TikTok’s move to develop a new photo app to compete with Instagram highlights the enduring appeal of still imagery, particularly for storytelling and aesthetic showcases.
3- Rewarding Creative Skills
The trend towards directly rewarding creators for their content is gaining momentum and solidifying the notion that influencer marketing and content creators are here to stay. Platforms like TikTok and Meta are increasingly recognising creative skills, providing financial incentives through programs like TikTok’s creative beta and Meta’s Threads Bonus. These initiatives not only motivate quality content production but also ensure creators are compensated for their impactful contributions.
