Influencer Marketing Trends in 2024

Influencer Marketing Trends in 2024 🔥

The role of content creators has evolved significantly in recent years. Once seen primarily as individuals who built communities and shared content, creators are now transforming into entrepreneurs who actively participate in strategic decision-making and lead their own initiatives. In this article, we explore how creators are stepping into new roles as advisors, consultants, and business leaders, and how this shift is shaping the creator economy.

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1. Creators Becoming Advisors and Consultants 🌟

One of the most significant trends in the creator economy is the rise of creators as strategic advisors and consultants for brands. Companies are recognizing the value of creators’ deep understanding of their audiences and leveraging that expertise to drive growth.

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Paramount, through brands like Nickelodeon and Awesomeness, frequently hires creators as consultants. 🗨️ "Some of our best hires come from the creator community, and we’ve learned as much from them as they’ve learned from us." — RJ Lare, Vice President at Paramount.
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Instead of investing heavily in celebrity endorsements, brands are collaborating with creators who bring unique perspectives. For instance, MKBHD works with Ridge, endorsing their products while playing a strategic role in shaping the brand.
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Companies like Gymshark co-create products with influencers such as Whitney Simmons, and Adobe collaborates with Peter McKinnon to improve Creative Cloud tools.
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In France, Shubham Sharma consults for the fintech company Qonto, helping guide the development of their digital tools.

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Why This Matters 🧐

These partnerships show that creators are no longer just influencers—they have become key strategic partners. By contributing to product development and marketing strategy, creators position themselves as thought leaders and vital drivers of growth for businesses.

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2. Creators as Entrepreneurs Beyond B2C 💼

Creators are increasingly defining themselves not just by their content but by their entrepreneurial skills and specific industry expertise. The landscape has shifted from simply being “Instagram influencers” to being recognized as experts in fields like beauty, tech, or artificial intelligence.

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📊 LinkedIn: The New Platform for Entrepreneurial Creators 📊

LinkedIn has emerged as a powerful platform for creators aiming to establish themselves as entrepreneurs. Notable influencers like Snoop Dog, Brooke Monk, Logan Paul or Anitta have turned to LinkedIn to expand their professional networks and solidify their credibility as business leaders.

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Top 12 most influential on LinkedIn

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📈 B2B Products Launched by Creators 📈

A significant shift has occurred where creators are now launching products and services targeting businesses (B2B) instead of just consumers (B2C). For example, Ruben Hassid uses LinkedIn to promote his SaaS company that helps individuals break into the tech industry.

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Taking On Greater Risks ⚠️

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This entrepreneurial shift is not without its challenges. Creators now bear the full responsibility for their products. For instance, Marques Brownlee faced backlash when a product he endorsed underperformed (more information in this article). Where brands once took the blame for failed partnerships, creators are now directly accountable, demonstrating their commitment to quality and authenticity.

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3. Athletes Evolving into Entrepreneurs 🏅

Athletes are not just remaining within the realm of sports but are expanding their influence by becoming content creators and entrepreneurs.

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During the Olympic Games, influencers invited by NBC struggled to gain traction, while athletes like Ilona Maher from the U.S. rugby team stole the spotlight, gaining nearly 2 million followers with her authentic content. Here are some key reasons for this shift:
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1. Authenticity and Relatability: Audiences are increasingly drawn to content that feels genuine and personal. Ilona Maher’s content, which included behind-the-scenes moments, humorous commentary, and unscripted interactions with other athletes, allowed viewers to see the Olympics through her eyes. This type of content felt more authentic and engaging than the polished, brand-focused content often created by influencers.
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2. Inside Access and Unique Perspective: Athletes have a front-row seat to the action and are part of the Olympic experience itself. They can share exclusive insights, raw emotions, and moments that are not captured by mainstream media. This insider access gives their content a unique value that traditional influencers cannot easily replicate.
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3. Storytelling Ability: Athletes are natural storytellers. Their narratives around training, competition, and personal journeys resonate with fans looking for inspiration.
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4. Shift in Audience Preferences: There’s a growing trend toward valuing content from creators who are not just selling a product but sharing their own experiences and stories. Fans appreciate the transparency and vulnerability shown by athletes, who openly discuss their victories, struggles, and personal lives, making them more relatable and trustworthy.
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5. Engagement and Interaction: Ilona Maher actively interacted with her followers, responding to comments and creating a community-like atmosphere around her content. This level of engagement builds a stronger bond with her audience, which influencers brought in by brands may not always be able to achieve.

Growth of Ilona Maher on social media

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On platforms like YouTube, stars such as Cristiano Ronaldo have launched their own channels, while athletes like Kelvin Beachum Jr. started newsletters focused on entrepreneurship. This allows them to build personal brands, diversify income, and engage directly with fans. They maintain strong connections with their audience, supporting business ventures and ensuring financial stability even after their sports careers.

Profile of Cristiano Ronaldo on Favikon

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In France, former athletes like Tony Parker and Blaise Matuidi are active on LinkedIn, sharing their experiences as investors and entrepreneurs. Current athletes such as Léon Marchand, Antoine Dupont, and Aurélien Tchouaméni also leverage these platforms to build influence in the business world.

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Why This Matters 🧐

The involvement of athletes in the creator economy illustrates that entrepreneurship is no longer exclusive to traditional influencers. By leveraging their public personas, athletes are launching businesses, promoting products, and positioning themselves as leaders in various industries.

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Conclusion: A New Era for the Creator Economy 📝

The shift from content creation to entrepreneurship marks a new era for the creator economy. Today’s creators are key players who drive growth, innovation, and strategic decisions in businesses. Social media is now an economic powerhouse, reshaping marketing strategies and impacting how businesses are structured.

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Key Takeaways 📌

Creators are acting as advisors and consultants, providing brands with valuable insights.
Entrepreneurship among creators has expanded beyond B2C to include B2B ventures.
Athletes are joining the creator economy, using platforms to expand their influence.
This evolution is transforming the creator economy into a central force in shaping modern business strategies.