Q1 2024 Influencer Marketing Trends

🚨Data Alert! We analyzed over 100 Linqia Influencer Marketing campaigns from Q1 2023 to Q1 2024 to compare year-over-year insights.

Here’s what we found:

  1. Brands are doubling down on their influencer marketing investments. There was a 65% increase in the number of influencer campaigns Linqia executed with partners in Q1 ‘24 vs. Q1 ’23.
  2. CGC campaigns are getting increasingly popular. Linqia saw a 100% (2x) increase in creator-generated content (CGC) campaigns in Q1 ‘24 compared to Q1 ‘23 (creators don’t post).
  3. Paid media is critical. On average, 50% of influencer campaign budgets were allocated to media amplification in Q1 ‘24 (flat vs. Q1 ‘23).
  4. TikTok is playing an even bigger role despite ban talks. 68% of Linqia influencer campaigns including a TikTok component in Q1 ‘24 (up from 53% in Q1 ’23).

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April did not disappoint in the world of influencer marketing and the creator economy.