For marketers in charge of influencer marketing, staying on top of the latest developments in social media is like honing a superpower. Being in the know on social media trends not only helps influencer marketing professionals understand where their target audience is hanging out online, but also how to best leverage new platform features and handle changes to algorithms and rules to avoid pitfalls and ensure their campaigns stay effective and compliant.
Below, 15 members of Forbes Agency Council share recent developments and emerging features in the world of social media that brands can leverage in the rapidly expanding field of influencer marketing. Read on to learn more about these trends and how to capitalize on them.
1. A Shift Away From Big-Name Generalists
Influencer marketing is shifting from big-name generalists to niche micro- and nano-influencers. Consumers crave authenticity and trust, valuing specialized expertise over broad reach. Brands should focus on “influencer-product” fit within their niche. Target influencers who have built audience trust over time. This strategy offers higher ROI, even with much smaller influencer followings. – Ahmed A Kassem, Tribe X Digital
2. More Control Over Promotions With Virtual Influencers
Virtual influencers have been increasing in popularity and can now offer brands a new way to engage with audiences on social media. While still dealing with a company or individual, marketers can have more control over how the product is being promoted. Virtual influencers are also a great way to engage a younger audience. – Lisa Montenegro, Digital Marketing Experts – DMX Marketing
3. The Rise Of Short-Form Video
The rise of short-form video content on platforms such as TikTok, Instagram Reels and YouTube Shorts showcases a huge shift for brands in influencer marketing. This short-form trend aligns with consumer preferences for bite-size content. Brands can leverage this by partnering with influencers who specialize in creating engaging short-form videos, using platform-specific features to enhance engagement. – Krishan Arora, The Arora Project
4. Instagram’s Collaboration Feature
The collaboration feature on Instagram is a huge opportunity for brands to get in front of the audiences of the influencers they partner with. The easiest way to become more well known is to be around those who are already well known, and the collaboration feature gives brands this exact opportunity to gain exposure among influencers’ audiences, giving them increased brand exposure and awareness. – Tony Pec, Y Not You Media
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5. Creators’ Influence With Gen-Z And Gen-Alpha
The level of influence that creators have with audiences, especially younger generations, is an emerging social trend brands shouldn’t ignore. The authenticity they bring and meaningful connections they form resonate deeply with Gen-Z and Gen-Alpha. It can be a game changer for brands that recognize the value creators can deliver, particularly when leveraged in the right cultural moments. – Josh Campo, Razorfish
6. Livestreaming With Influencers
Livestreaming with influencers is a rapidly evolving feature on social media. Influencers can showcase product quality, answer questions and provide advice on product usage during livestreams. This boosts sales, improves customer engagement and optimizes revenue generation for businesses across different locations. – Michael Kuzminov, HypeFactory
7. Community Targeting Tactics
I am a fan of the micro-influencer strategy and community targeting tactics. You have to take more time targeting the right influencers and key communities, but it is more cost-effective, as they give stickier results. Influencer marketing is becoming too commoditized. Mega-influencers provide less bang for the buck. Being strategic and spending the time to find out who influences the influencers is key. – Monica Alvarez-Mitchell, Pulse Creative, LLC
8. The Integration Of AR Filters
Brands can leverage augmented reality filters in collaboration with influencers, creating immersive experiences that enhance interactions and storytelling around products. By integrating AR into social campaigns, brands can boost engagement, offer unique content that stands out and build stronger connections with audiences, all while providing meaningful interactions. – Vaibhav Kakkar, Digital Web Solutions
9. Executive Thought Leadership On LinkedIn
Executive thought leadership on LinkedIn is gaining traction among brands that want to connect, engage and build trust with their audiences. C-suite executives can be leveraged as influencers, creating a halo effect for their brands. LinkedIn now offers the ability to boost executive posts and is testing new video options that can also have a great impact on awareness and reach. – Beth Newton, alpha | BRAVO
10. Short-Form Video From Internal Thought Leaders
Short-form video from internal thought leaders should be leveraged more by brands. They can capture conversational content when it happens, select bite-sized clips of stand-alone thoughts, and then distribute that authentic and original content throughout their social channels. Developing a process for capturing real conversations will provide a competitive advantage against content generated by non-experts and artificial intelligence. – A. Lee Judge, Content Monsta
11. LinkedIn’s ‘Suggested Post’ Feature
LinkedIn is developing a “suggested post” feature to promote relevant content to specific audiences well after it was originally posted. The content could appear in the feeds of users who show interest in the subject, even if they aren’t followers. Take this as a hint to concentrate on the quality and relevancy of posts rather than volume (think long, in-depth and evergreen). – Jodi Amendola, Amendola Communications
12. Customized, Always-On Virtual Influencers
One emerging feature in the world of social media that brands can leverage for influencer marketing is the rise of virtual influencers—AI-generated characters that will soon be indistinguishable from humans will interact with users on social media platforms 24/7, 365 days a year. Brands can design their ideal influencer(s) who share their values and echo their brand messages. Scary? Maybe. The future? 100%. – Mikah Sellers
13. TikTok’s New Favoritism Toward Photo Carousels
It’s smart to focus on platform changes over fleeting content trends for lasting engagement. For instance, TikTok’s new favoritism toward photo carousels can significantly boost organic reach, so we’re currently advising clients to try it out with influencers. Partnering with an agency gives you insider access to these updates, allowing your brand to quickly adapt and maximize visibility. – Danielle Wiley, Sway Group
14. The Repurposing Of Basic UGC
I have been talking about user-generated content for a while, but over the past six months, I have seen more brands than ever repurposing clips from users. Recently, I came across an Instagram reel of a knight on horseback at Medieval Times tossing flowers to the audience—no flash, no text, just the video with a small “Reserve Your Table” button. The punchline: Try keeping it basic. – Bernard May, National Positions
15. Live Content On Instagram And TikTok
Live content on Instagram and TikTok continues to resonate with younger users. Influencers can leverage live content to interact more intimately with an audience in real time, which strengthens the influencer-consumer connection and establishes trust. – Justin Belmont, Prose
Source: 15 Emerging Social Media Trends To Leverage In Influencer Marketing
