10 Surprising Influencer Marketing Trends That is Dominating 2024!

Businesses are now accessing a more human and relatable type of ads by utilizing influencers’ reach and credibility, which allows them to connect with potential customers in a manner that traditional advertising frequently cannot. Influencer marketing is a vital part of many contemporary marketing strategies since it can increase brand recognition, legitimacy, and customer involvement.

Influencer partnerships are made possible by corporations’ growing interest in sponsored content, as compared to traditional social ads. According to adage, 92% of brands want to expand their investment in influencer marketing. Influencer and brand partnerships are increasing, and we keep a close eye on trends that impact these relationships. I believe that these are the most popular trends in 2024 so far.

The Growing Effect of AI

Brands and content producers appear to be cautiously hopeful about incorporating artificial intelligence (AI) into their influencer marketing campaigns. According to a September 2023 survey carried out, 52% of influencers and 76% of marketing agencies now use AI in some capacity to enhance content production, locate influencer partners, and analyze data. Some companies are taking it a step further and using virtual influencers in place of more conventional creators.

Social media sites are aware of how AI is affecting the creative sector. In an effort to “democratize creativity,” YouTube recently released AI tools that simplify difficult processes. Similarly, TikTok recently launched a new feature that lets content producers identify work that is assisted or made by AI.

TikTok beyond Gen Z Uses Only

As TikTok grows in popularity, more and more senior users are joining the platform, adding to its already diverse user base.

Although affluent Gen Xers are spending more time on TikTok, just 5% of advertising budgets are allocated to targeting this audience. This presents a chance for influencers and advertisers to reach a wider audience. Retirees known as “grandfluencers,” who are gaining popularity on social media, are also making inroads on TikTok and Instagram and forming alliances with businesses such as Carnival Cruise Lines.

Moving From Generalists To Experts

Influencers are narrowing their focus as the social media content market gets increasingly crowded. Influencers are increasingly focusing on certain topics, like anti-aging or curly hair, instead than sharing broad beauty advice and ideas as they once might have. One influencer, Eilidh Moffat, witnessed an 841% gain in her following in 2023 as she specializes in skin care for the over-40 demographic. The same holds true for other influencer markets, such as tourism (specifically, Disney family vacations rather than broad travel).

Creators that have a specialized following appeal to brands more because they enable them to narrow their emphasis to the correct target.

The Expansion of Social Commerce

In the past, TikTok and Instagram have shown to be more appropriate social media platforms for raising awareness. Nonetheless, marketers have even more motivation to forge closer strategic ties with influencers as a result of the development and expansion of social commerce.

The popularity of live shopping is also rising. Consider it the interactive, modern-day equivalent of a home shopping channel, where prospective customers can engage in immersive experiences and learn about items through sessions with reliable influencers. Retail behemoths such as Walmart and Amazon are proactively leveraging live shopping and cultivating connections with creators to bolster their market domination. As they set the standard, other retailers usually follow suit.

Repurposing Content Created by Influencers

When it comes to more transient material, such as Instagram Stories or TikToks, brands that are hesitant to use influencer content can be concerned about their investment and if they’re receiving a satisfactory return. For this reason, a lot of them are changing the way they draft influencer contracts to provide for additional chances to repurpose the material.

Influencer-generated content is being used by brands in a variety of marketing channels, such as emails, digital ads, traditional television advertisements, and more. The intention is to imitate the aesthetic of sites such as TikTok, but to do it in a way that propels quantifiable behaviors and expedites the purchasing process.

LinkedIn have been Getting Hotter

People are using LinkedIn at record-breaking levels to connect, grow in their jobs, and advertise business-to-business (B2B) goods.

Marketing spending usually follows engagement, which is why industry leaders like Intel and Hootsuite are cultivating relationships with LinkedIn influencers and why 75% of B2B marketers are currently engaging in influencer marketing. The development of enduring content, such as Hootsuite’s social media career report, and the endorsement of numerous influencers have greatly increased its amplification and power. There have been almost 1.2 million impressions so far.

Influencers and brands usage of AI.

Marketers are actively using AI technologies for data analysis, influencer identification, and brainstorming in order to take advantage of these potential. Marketing campaigns are already effectively embracing AI solutions and are yielding higher efficiency and ROI.

Conclusion

Despite how far influencer marketing have evolved, there is unrealized business potential in creating content on TikTok that appeals to a wide range of viewers, especially older demographics. In order to navigate the crowded social media landscape, brands and influencers would be well to specialize strategically.

In order to vary their outreach efforts and more successfully reach their target, marketers should welcome these micro-influencers with highly targeted audiences. Influencers shouldn’t be scared to hone in on a niche market.

Anticipating the future, a concentration on specialized niches, the astute incorporation of artificial intelligence, and inventive applications of content generated by influencers will probably characterize a year full of inventive breakthroughs and expansion for influencers and companies alike.

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Dgazelle May 2, 2025

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Email remains one of the most effective channels for reaching and engaging customers. Yet, if you’re blasting the same message to your entire list, you’re missing out on the true power of email and that is email personalization. The days of “one-size-fits-all” campaigns are over. To stand out in crowded inboxes and drive real business results, you need to turn data into dialogue through smart email segmentation. Let’s read on to find out why segmentation matters, how to do it right, and how it can transform your email marketing ROI. Plus, discover how our web design and digital marketing services can help you build a smarter, more profitable email strategy. Why “One-Size-Fits-All” Email Fails Modern Businesses Generic email blasts might have worked a decade ago, but today’s consumers expect more. Research shows that 80% of customers want personalized experiences from brands, and 56% unsubscribe from emails that feel irrelevant. 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Let Dgazelle help you transform data into dialogue and drive real growth with smarter segmentation. Conclusion Email isn’t one-size-fits-all. It’s a dynamic, data-driven dialogue between your business and your customers. By embracing segmentation, you’ll send emails people actually want to read—boosting engagement, conversions, and loyalty. Don’t settle for generic campaigns or wasted marketing spend. With the right strategy and the right partner, you can unlock the full potential of your email list. Personalized communication isn’t the future of email—it’s the present. Start segmenting, start connecting, and watch your business grow.

Dgazelle April 25, 2025

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Vanity Metrics: Are You Tracking What Truly Matters?

If your website pulls in loads of traffic each month, it’s tempting to think your business is thriving. But here’s the catch: traffic without meaningful conversions is just noise. As exciting as big numbers may look, they don’t always tell the full story or help you grow. Many startups and small business owners fall into the trap of tracking what’s easy instead of what’s effective. Metrics like pageviews, social media likes, and impressions feel good but often do little for your bottom line. In his article “Run Away from Vanity Metrics,” Ivan Bjelajac hits this nail on the head by reminding us that what we track shapes how we act. At Dgazelle, we believe real success lies in understanding the right data. That’s why our web design approach prioritizes clarity, user flow, and conversion—not just flashy numbers. What Are Vanity Metrics? Vanity metrics are numbers that may look good on paper but don’t impact your bottom line, growth, or strategic decision-making. 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