• In the ever-evolving digital world, influencer marketing stands out as a beacon of authenticity and connection. As we embark on the journey through 2024, it’s evident that influencer marketing continues to shape-shift, reflecting both the changing consumer landscape and the innovative strategies adopted by brands and content creators alike; we are used to trends to be repeated, but in this case we are seeing more and more how each profile is a world itself, and somehow the trend is to “not a scrupulously media plan. However, we can still find the strategic approach if we take the time to understand the “trends” of 2024:

    Influencer marketing ¿trends?

    Gone are the days when influencers merely acted as conduits for brand messaging. Today, they’re entrepreneurs in their own right, leveraging their personal brands to build solid audiences that have the same level of connection that friends and family. From fashion to wellness gurus, influencers are stepping into the realm of entrepreneurship, launching their own product lines and services tailored to their devoted followers; sometimes, their own profile is their business, so you’re not making a collaboration with a person anymore, it’s a brand and it has values, goals and structure as any other company; this evolution signifies a significant shift in the influencer paradigm, as content creators transition from brand ambassadors to brand builders and affiliation is becoming “Harder”, but, in the opinion of these writers, richer.

    While macro-influencers and celebrities once held sway over the influencer landscape, the tides are turning towards micro-influencers and niche experts. Our Marketing Trends 2024 report reveals that micro-influencers (25%), niche experts (23%), and user-generated content creators (19%) are set to dominate influencer marketing this year. This shift underscores the growing importance of authenticity and relatability in influencer-brand partnerships, as audiences crave genuine connections and human touch with content creators who share their passions and interests in a natural and organic way. Also, we all know there is paid content and collaborations behind the scenes, so embracing the professionalization of their work is only bringing them closer to people.

    As social media platforms become increasingly saturated, influencers are pivoting towards niche targeting to stand out in a crowded landscape. Take, for example, Eilidh Moffat, whose laser-focused skincare content for the over-40 demographic saw her following surge by an astounding 841% in 2023. This trend towards niche specialization extends across various verticals, from travel to wellness, as influencers recognize the power of catering to specific audience segments with tailored content and offerings.

    The Rise of Live Shopping Experiences and interactive commerce

    In an era where consumer engagement is paramount, live shopping experiences are emerging as a dynamic new frontier in influencer marketing. Imagine the modern-day equivalent of home shopping channels, where potential buyers can interact with products in real-time and make purchase decisions guided by trusted influencers. This immersive form of commerce not only enhances the shopping experience but also fosters deeper connections between brands, influencers, and consumers. As affluent Gen Xers increasingly flock to platforms like TikTok, live shopping presents a ripe opportunity for brands and influencers to expand their reach and drive conversions among this demographic.

    The landscape of influencer marketing in 2024 is starting to be recognised by innovation, authenticity, and niche specialization, even platforms are joining the tech innovation actions, such as YouTube, which recently rolled out AI tools intended to “democratize creativity” by making complex tasks simpler, and TikTok added a new feature that allows creators to label content supported or generated by AI.

    As influencers evolve into brands themselves, micro-influencers rise to prominence, AI integration becomes a necessity, niche targeting gains traction, and live shopping experiences redefine commerce, brands and content creators must adapt and innovate to stay ahead of the curve. By embracing these transformative trends and leveraging the power of influencer partnerships, businesses can forge meaningful connections with consumers and drive tangible results in the digital age.


  • Scopen, a consulting firm specialized in marketing and communication, has named us SamyRoad as the “Influence Marketing Agency of the Year”. Additionally, the agency has been recognized as the most attractive and best perceived in the market, as well as the second most known and the most exemplary, according to the perception of the main agencies and professionals in the sector.

    We’ve kicked off the year with a bang, as being named the “Influence Marketing Agency of the Year” in the 1st edition of Scopen’s annual report aimed at “Influence Marketing Scope”, a leading consultancy in research and analysis of the communication and marketing industry, is more than an honor for us. This recognition is a testimony to the wholehearted dedication we have towards innovation, analysis, understanding the consumer, and creativity with our campaigns. This achievement adds to others we proudly carry, such as being chosen as one of the Top 5 Influencer Marketing Agencies by FORBES in October 2023.

    Scopen, known for its rigor and objectivity in evaluating marketing agencies worldwide and as a result of surveys conducted with recognized brands in the national landscape, has highlighted SamyRoad for our innovative approach in the field of influencer marketing, our ability to generate exceptional results, and our constant pursuit of excellence in customer service.

    The report, released in January every two years, provides a detailed overview of the influencer marketing market in Spain, including trends, agency perceptions, and areas for improvement. Additionally, it evaluates various aspects, including creativity, effectiveness in campaign execution, client management, and adaptability to changing market dynamics. SamyRoad has excelled in each of these criteria, establishing ourselves as a benchmark in the industry.

    To carry out the research, the consultancy conducted a total of 201 interviews (132 professionals responsible for Influencer Marketing in 126 leading companies and 69 professionals from specialized agencies) between June and September 2023. The report includes an assessment of the most outstanding influencer marketing campaigns of the year, as well as a ranking of brands and agencies taking into account aspects such as knowledge, perception, or the opinion of the competition.

    4 conclusiones del informe de Scopen

    Here are the conclusions drawn from the report regarding the influencer marketing sector, which every year breaks records in numbers and continues to change digital marketing trends both nationally and internationally. These are the main results:

    • Influencer Marketing Budget:

    Digital investment in Spain has nearly doubled its investment figure in the last 8 years. In 2022, 46.1% of the Marketing, Advertising, and Communication budget was allocated to digital. And within the digital budget, Social Media and Influencers represented 21% of the total marketing budget in Spain, approximately 945 million euros. The average Influencer Marketing budget was 238,000 euros in 2023.

    • Brands’ Objectives with Influencer Marketing:

    Brand awareness and branding are the main objectives, followed by conversion to sales and lead generation.

    • Reasons for Hiring IM Agencies:

    91% of brands hire agencies to have “better access to influencers”.

    • Client Evaluation:

    SamyRoad stands out for the quality of service, strategic planning, integrated proposals, and the appropriate selection of influencers. And of course, for the commitment and quick responsiveness to each of the clients with whom the agency works.

    Amaia Álvarez, Country Manager of Spain at Samy Alliance, highlights: “We are thrilled to start the year with this great recognition. This achievement is the result of the hard work and dedication of our team, as well as the ongoing trust of our clients and professional peers, who continue to push us to improve every day to reach new heights. 2024 promises to be a year full of exciting projects in the world of influencer marketing, and SamyRoad will be very much present.”

    With this recognition, we reaffirm our commitment to continue raising the standards in the world of influencer marketing and providing all our clients with creative, high-quality solutions that drive the success of their campaigns in this new year.