8 Influencer Marketing Trends for 2024

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Influencer marketing has positioned itself as a multidisciplinary channel with a great advantage over conventional advertising: personalization.


More and more companies are opting to use influencer marketing to give visibility and boost their brands. In light of this new digital model, brands need to create and tell stories with effective audiovisual storytelling , and thus reach an impact on consumers.

“In Spain, advertising investment in digital media grew by 10% in 2022, exceeding 4.5 billion euros, of which 64 million were allocated exclusively to influencers , above the 40 million for portugal phone data connected TV, according to the 'Study of Advertising Investment in Digital Media 2023', by IAB Spain. 2023 will close in Spain with 20 billion in investment,” said Cristina Quesada, partner and director of Influencer Marketing at Luxurycomm , specialized in campaigns in the luxury, premium and selective markets.


The strategies of the major advertising campaigns in recent years in the field of marketing have focused their investment on campaigns focused on influencers ; a strategy based on the location of opinion leaders to connect spontaneously and massively with the public. Through mass diffusion platforms, their profiles are great loudspeakers for all types of public, generating constant impacts and evolving into a new way of transmitting brand messages.