Brands will overhaul their approach to influencer marketing to maximize its effectiveness

BrandCycle predicts brands will revamp their influencer strategy to ensure they are getting the most bang for their marketing buck

VENICE, Calif. – August 21, 2024 – BrandCycle, a leading affiliate marketing platform for creators and brands, today announced predictions that will impact the influencer marketing industry through the rest of 2024. 

Brands will prioritize implementing influencer marketing with a game plan

Influencer marketing has been the lucrative trending space for growth marketing investment in the last few years, with nearly three-quarters of B2C decision-makers planning to partner with creators and influencers. And brands that properly plan when investing in influencer marketing will reap the benefits.  

“Advertisers investing in influencer marketing this year need a realistic game plan that acknowledges what’s possible and probable from their investment and brand-positioning strategies,” said April Spigarelli, Director of Sales and Account Management at BrandCycle. “Any marketing investment should be treated like a controlled experiment, considering seasonal trends, competitive play, and brand-targeting match. Influencer and content marketing are not an exception to this.”

Brands and retailers will expand their creator pool beyond Instagram

According to an Influencer Marketing Hub survey, 47% of brands use Instagram as an influencer marketing channel, but that could change. Some brands feel over-indexed on Instagram and may turn to alternatives for their influencer marketing efforts.

“As Instagram becomes more saturated, retailers and brands are looking for other ways to maximize influencer marketing,” said Erin Gagnon, General Manager at BrandCycle. “We’re seeing an increasing interest from brands and retailers in exploring other channels, including newsletter creators, Facebook influencers, and direct messaging apps such as Substack, so those could grow in popularity by year’s end.”

Consumers and influencers will prioritize value and quality over dupes

Influencers and consumers alike jumped on the dupe — lesser-priced options of hot clothing/accessories/handbag styles — bandwagon to purchase trendy items without breaking the bank. But as impulse shopping slows down due to economic changes, we’ll see pivots back to traditional brands at a discounted rate.

“The idea of value is starting to matter more than a specific brand name and style combination,” said Spigarelli. “If the price is right and a potential dupe doesn’t match the quality, higher-priced options could have a moment to regain lost share.”

To learn more about BrandCycle and how it supports influencer marketing, please visit https://brandcycle.com/. 

About BrandCycle

BrandCycle connects top brands with hand-selected creators, paving the way for profitable, mutually-beneficial partnerships. Its community of thousands of creators works with nearly 700 of the top brand affiliate programs, such as Walmart, Under Armour, Coach, Macy’s, Old Navy, adidas, Crate & Barrel and The Children’s Place. With BrandCycle’s industry-leading affiliate technology, creators can conveniently and easily promote brand partners through a single platform.