3 ways to go viral with influencer marketing campaigns in 2024

Influencer partnerships have revolutionised the digital landscape, and with ad spending in influencer marketing predicted to grow to US$1.17 billion (est. £923.5 million) by the end of the year, it’s clear that brands need a strong influencer marketing strategy to go viral in today’s online world. With the meteoric rise of platforms like TikTok, brands are recognising the benefits of leveraging influencers in their marketing strategies. Influencer marketing allows brands to build a connection with a loyal and engaged audience while precisely targeting their desired segment, leading to higher conversion rates and increased ROI.

Unlike traditional advertising methods, influencer marketing ensures that content reaches individuals who are genuinely interested in the promoted product or service. This targeted approach ensures content resonates with the right audience, driving sales and fostering loyalty. If you’re interested to learn about how you can create viral influencer marketing campaigns for your brand in 2024, you’ve come to the right place.

Build influencer marketing campaigns around the latest social features

Keep an eye out on social media platforms’ latest features that offer innovative avenues for brands to craft unique and immersive influencer marketing campaigns. For example, TikTok just introduced its STEM Feed to users across Europe, showing a demand for this type of content and encouragement for relevant brands to work with popular STEM influencers. With this new feed, consumers who would be interested in your brand offering would be exposed to your campaigns.

Last month, Snapchat launched Sponsored AR Filters, which gives brands with budgets of all sizes the chance to create free promotional filters with the Lens Web Builder to incorporate into their influencer campaigns. Threads also recently released a Trending Now feature, allowing users to see what topics others are talking about.

While these new features may not be globally available yet, brands with suitable demographics should take the chance to experiment with creator collaborations on these platforms.

Authenticity is more important than ever

The authenticity of influencer-generated content is unparalleled, even when considering the number of past controversies that have cost influencers the trust of their audience. By leveraging real people in real-time, brands can connect with their target demographic and build genuine relationships through the influencer. As seen by the astronomical success of influencer brands like Logan Paul and KSI’s energy drink, Prime, and Matilda Djerf’s fashion brand, Djerf Avenue, consumers are more inclined to purchase when they trust the recommendation of someone they admire.

However, brands should do their due diligence and partner with influencers who are transparent with viewers. Be aware of those who may have a history of controversial partnerships, as there are many cases of influencers who have either promoted problematic products and services or used unethical practices to deceive viewers. Think of the many finfluencers who got into hot water after promoting Sam Bankman-Fried’s FTX or Mikayla Nogueira, a TikTok beauty creator who was accused of allegedly using lash extensions without a clear disclaimer to promote a mascara.

Partner with an experienced influencer agency

Building effective influencer marketing campaigns requires industry expertise and strategic planning. Collaborating with reputable influencer marketing agencies can streamline the process and ensure optimal results. These agencies possess the resources and insights needed to identify the right influencers, negotiate partnerships, and execute impactful campaigns.

Here’s an example of a successful influencer campaign from Dartington Crystal: They partnered with Roly May (@daddymaycooks) for a gifted collaboration, showcasing their glassware. The result? An impressive 51% increase in clicks during the week following May’s posts on his Instagram story, compared to the same week YoY (29/10 – 04/11).

By harnessing the latest social media platform features, vetting suitable influencers to partner with, and working with an expert agency, brands can drive meaningful engagement with their target audience through influencer partnerships. In 2024, influencer marketing remains a cornerstone strategy for brands looking to elevate their online presence and achieve lasting success.