Influencer Business Set for Shakeup in 2024 as Authenticity Becomes Key to Growth
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It will get tougher to build a "real" influencer business; creators will need to bring in managers, agents, or business partners to help them grow.
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Brands will become more selective about who they work with, scrutinizing metrics beyond followers to see if creators truly align with them.
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This could create more opportunities for "micro-influencers" with small but devoted audiences that deliver results.
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Consumers will pay creators directly more often through "tipping" features on platforms like TikTok.
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Authenticity will rule in 2024 as creators move away from overly edited, "sensationalist" content.