What will influencer marketing look like in 2024

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Influencer marketing and User Generated Content (UGC) have become an important communication lever and constitute an ever-increasing share of corporate budgets.

Skeepers, a tech company specializing in creating accurate mobile phone number list shopping experiences through user-generated content (UGC), has highlighted three main trends that we will see develop in 2024.

What is UGC?
The term UGC refers to all those contents related to a brand or its products that users, influencers or consumers themselves generate voluntarily and spontaneously. When we talk about UGC, we mean different types of contents: live shopping sessions, written reviews, video reviews, posts on social networks and customer feedback.

Some numbers to understand the phenomenon: 95% of consumers read online reviews before making a purchase (source: Invespcro), 69% of consumers believe that UGC is more credible than any type of advertising (source: BrightLocal) and 68% say they have made a purchase after seeing a post on social media (source: LEK).

Trends 2024
First of all, there will be a further increase in video content in circulation: according to Cisco data, 82% of web traffic over the next year will consist of video content and it is not surprising that platforms such as Instagram or TikTok, which have always been active in the video format, continue to rise. In particular, Skeepers emphasizes how Live Streaming, interactive videos and augmented reality will be the most successful formats.

The second trend is the one highlighted by Anastasia Lolli, Consumer Marketing Manager at MAC Cosmetics, who observes that one of the main challenges will be to “use UGC also in paid ads , especially when we see that a post from our influencers is getting great organic results on social media” . On average, according to the private accommodation platform Airbnb, the CTR on ads with UGC increases up to 300% compared to traditional ads. From this data, it is easy to understand how promoting UGC through advertising investment tools is already proving to be a winning strategy today. This trend will only increase in the coming months.