December 15, 2023 / Thought Leadership

PR, Social Media and Influencer Marketing Trends to Watch in 2024

In the realm of PR, Social Media and Influencer Marketing, Alyssa Stevens foresees a dynamic landscape in 2024. Here’s a glimpse of what’s on the horizon in the year ahead:

Increased Adoption of AI for Social Content and Influencer Marketing

We anticipate a surge in AI-driven tools for content creation, optimization, and influencer sourcing. Brands will leverage AI to enhance targeting, personalization, and overall effectiveness in their social media and influencer campaigns. 

Rise of Live Shopping

Live shopping experiences, particularly influenced by the success of features like TikTok Shop, are expected to become more prevalent. Brands will explore interactive, real-time engagement with consumers, providing seamless in-app shopping experiences directly within social platforms. Social commerce will continue to revolutionize social behavior and benefit brands by shortening the purchase journey for consumers.

Redefining the Role of Influencer

Influencers’ influence will expand beyond social and we’ll see more brands feature influencers as talent in traditional ad campaigns as well as lean into collaborations on capsule collections. Influencers are today’s celebrity, editor, and advertising platform rolled into one, and marketers should capitalize on their power to reach audiences. 

Decrease of Overly Branded Influencer Content

Marketers will continue to shift away from overly branded influencer content to drive better engagement and audience reception. We’ll also see a more widespread adoption of low-fi social content used on organic and paid social. Authenticity will remain key, and influencers who seamlessly integrate brand messages into their content, maintaining a genuine audience connection, will see better results over overtly promotional approaches with heavy branding and scripted voiceovers.