Outlook on overseas KOL influencer marketing trends in 2024: from "IGC" to "EGC"

In the past year, KOLs have been developing their careers on TikTok in full swing. How will this marketing trend develop in the coming year? This article predicts ten possible trends in the future. Recommended for friends who are interested in marketing~

In the blink of an eye, 2023 is less than two months away. So what should overseas KOL marketing focus on in the new year?

In this article, let’s talk about what trends we should pay attention to in overseas KOL marketing in 2024.

1. KOL’s original creativity has more advantages

This trend was already strong last year and will grow even stronger in 2024!

First, it helps brands achieve stylish, visually appealing content.

Secondly, KOL content feels more authentic and relevant than professionally produced content, therefore resulting in better engagement.

Thirdly, it’s much cheaper than organising the shoot yourself.

This is especially important for new channels like TikTok. That’s because creating short, engaging, viral videos is not an easy task — hence most marketing managers prefer to outsource videos from Gen Z native TikTok influencers. Pioneer companies are already hiring in-house creators to create content for digital channels!

2. IGC (KOL Generated Content) + Payment Becomes the Key to Expanding Influence

Traditional KOL marketing campaigns are not usually combined with paid campaigns.

However, the fact is that combining influencer-generated content with payment can greatly expand content exposure.

By using Facebook Ads or other social media platforms’ paid advertising tools, brands will be able to push high-quality influencer content to the people who care, without having to rely on the unpredictable social media algorithms.

Inpander·IGC paid delivery

Inpander provides a one-stop service for the delivery of influencer materials. It uses the content generated by influencers as performance advertising materials for paid delivery, making native content an advertisement with precise effect conversion.

Key customer service capabilities: Optimizers have an average of 6 years of advertising experience, with cumulative spending of over 100 million US dollars and successful service to more than 200 customers;

Creativity and optimization: original content from experts + paid advertising, reducing costs while innovating

Mature media capabilities: Direct access to a resource pool of 3,000+ influencers worldwide, lower prices, and more guaranteed delivery.

Localized operation capability: We have local offices in Indonesia, Vietnam, and Brazil to help localize our products and solve cross-border payment issues in multiple countries.

Strategy and planning: deeply explore the industry structure of the target market, provide multi-dimensional product analysis, and improve product promotion effects.

If you want to know more about IGC paid advertising service, please contact us.

3. Artificial Intelligence Will Be Integrate Increasingly into KOL Marketing

In an era of rapid technological development, artificial intelligence (AI) has penetrated into every aspect of life, and KOL marketing is also affected by it. Against this backdrop, AI KOLs supported by artificial intelligence will set off a wave of popularity on social networks in 2024 and beyond, becoming a hot virtual star.

AIKOL is essentially a computer animation based on real people. Like real KOLs, they also publish content, gain fans, build trust, and promote products in an intelligent way. AIKOL joins the KOL army and also follows the rules of social media to provide entertainment and convey ideas.

4. The rise of cross-channel marketing activities

The average social media user uses 6-7 different social media platforms. With the average user using more platforms on a daily basis, cross-channel marketing campaigns are becoming inevitable for brands.

By collaborating across channels, a wider audience can be reached.

For example, TikTok is primarily used for entertainment, while Instagram is used for socializing, inspiration, and getting product recommendations. This means that when brands market on both platforms, products can be shared in a fun, creative way on TikTok and in a more aesthetically pleasing, informative way on Instagram.

5. The growth of social search

According to Google data, 40% of young people prefer TikTok and Instagram as search engines rather than Google. This set of data shows one of the most important trends in social media: people no longer use traditional search engines such as Google, but turn to social media platforms to search for information.

The reason: Social media platforms offer a more engaging and personalized experience than search engines. Because social media algorithms are tailored to each user’s preferences and browsing history, they can help surface relevant content more effectively. Additionally, these platforms give users access to more user-generated content, which is seen as more relevant and trustworthy than traditional commercial content.

Therefore, collaborating with TikTok KOLs has also become an effective SEO strategy for brands.

6. Greater emphasis on diversity

We’ve seen a greater emphasis on diversity and representation in society recently. So it’s no surprise to see this trend making its way into influencer marketing. The leading LGBTQ+ influencer on YouTube has nearly 20 million followers.

You’ll even find influencer marketing agencies dedicated to increasing this diversity. For example, REFLECT is a space for underrepresented groups in media campaigns, with a mission to ensure everyone is reflected in the media. They work specifically with brands that are equally passionate about media diversity and want to incorporate diversity and inclusion into their brand ethos and marketing campaigns.

Other agencies, like Shade and Black Girl Digital, choose to focus on creators who represent Black and brown people. For example, as the name suggests, Black Girl Digital chooses to focus exclusively on Black women. Their goal is to inspire brands to build deeper partnerships with these types of influencers, allowing them to do what they love and build sustainable businesses.

7. Brands will seek ongoing partnerships

Throughout 2024, expect brands and KOLs to collaborate on long-term, ongoing projects rather than one-off sponsored posts.

There are a variety of reasons for this shift, but it ultimately comes down to this: sales take time.

Even the KOLs with the most active audiences will struggle to make any real contribution when commissioned to write a single sponsored post. And running a long-term marketing campaign with a specific KOL is often more effective than a short-term campaign.

Additionally, brands are increasingly interested in building stronger relationships with KOLs, much like the ones they have with brand ambassadors.

8. Marketers will spend more on TikTok

According to data shared by marketers at TheB2BHouse, marketing teams will nearly double their spending on TikTok KOL marketing in just two years. They estimate that TikTok KOL marketing spending will total nearly $800 million in 2022. They predict that by 2024, this figure will exceed $1.3 billion.

Even more impressive is that it’s nearly 10 times higher than spending in 2020. Much of this success is thanks to the platform’s focus on features like TikTok Creative Exchange and Creator Marketplace, which make it easier for brands to connect with TikTok KOLs and creators.

9. Performance-based trading will become more popular

Performance-based deals are expected to become more popular in 2024 as KOLs begin to play an important role in affiliate marketing programs and more brands are seeking long-term partnerships with KOLs.

This means that customers will expect KOLs to deliver on their promises, such as knowing the actual reach, likes, saves, and comments of each published content, or using discount codes and trackable URLs to measure the impact on sales.

10. EGC (employee-generated content) will increase

Stemming from the need for more authentic content, employee-generated content or employee-based content has increased. It only makes sense for brands to start treating their own employees as influencers through employee advocacy programs.

A company like Macy’s has had great success with this approach by offering incentives and financial rewards to employees who use Macy’s products in their daily lives, provided that sharing that content leads to sales. This works for both Macy’s employees and the company itself, as consumers are fascinated by “how the sausage is made.”

A video of employees of the American fast food chain Wendy's making bacon also received more than 3 million views after being reposted by the official Wendy's account. This is because people want to know what happens behind the scenes of the company. As the popularity, demand, and marketing spending of KOL marketing increase, it is important to pay attention to these KOL marketing trends in 2024 so that you can focus your attention and advertising dollars on the right things.

If your brand wants to shine in 2024, don’t ignore these trends.

Source: "Inpander Going Global (ID: gh_eeba4131474f)"