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Speaking about the trends of 2024, Mansi Gupta, Chief Business Officer at Opraahfx, said, "Over time, brands surely are relying on influencer collaborations as they are becoming the medium for product sales on social platforms, with interactive and shoppable videos driving both engagement and conversions. The dominance of short-form video content further highlights the power of this format in influencing purchase decisions. We have also noticed influencers are now more aware and are prioritising partnerships that align with their values and audience. Additionally, we can say in favour of the creators' side, big brands are increasingly turning to micro-influencers for collaboration, which showcases the growing power of influencers."
Speaking about the trends of 2025, she said, "I believe 2025 will be a transformative year for influencers. Platforms like Instagram are taking major steps, such as launching initiatives like the Creators Lab, to help creators enhance their content and boost engagement. Social media platforms are working on improving the quality and impact of creator-driven content. I also believe and hope, AI will play a bigger role in making content more personalised and efficient. Augmented and virtual reality will also become more accessible, allowing creators to create immersive shopping experiences, interactive campaigns, and virtual events. These advancements will further elevate influencer marketing, with a stronger emphasis on micro and nano influencers, resulting in deeper connections to their audiences."
She elaborated on the increasing role of platforms in supporting creators, saying, "Social media platforms like Instagram are prioritising creator success by introducing features like the Creators Lab. These initiatives aim to provide influencers with access to advanced tools, strategies, and insights to improve their content quality and audience engagement. By doing so, platforms foster an ecosystem where creators thrive through innovative storytelling and impactful connections. With these initiatives, influencers will be better equipped to build lasting relationships with their audiences, create meaningful partnerships with brands, and refine their voice to stand out in a crowded market."
On the growing role of AI in influencer marketing, she said, "Artificial Intelligence is revolutionising influencer marketing by enabling more personalised and efficient content creation. AI tools can analyse audience preferences, predict trends, and optimise posting schedules to maximise engagement. From generating tailored captions to creating visually appealing designs, AI will save creators time while enhancing the quality of their output. Additionally, AI-driven analytics will offer deeper insights into audience behaviour, helping influencers create content that resonates. This level of customisation will strengthen the connection between influencers and their followers, ensuring a more engaging and relevant experience."
Speaking about the role of Augmented and Virtual Reality in influencer content, she explained, "Augmented Reality (AR) and Virtual Reality (VR) are set to revolutionise how influencers engage their audiences in 2025. As these technologies become more accessible, creators can craft immersive experiences, such as interactive shopping campaigns and virtual events. AR filters, 3D product previews, and VR tours will allow followers to engage with content in unprecedented ways, enhancing their overall experience. For example, AR can simulate trying on makeup or clothing, while VR can host interactive branded events. By blending physical and virtual worlds, AR and VR will elevate storytelling, creativity, and interactivity, setting new standards for audience engagement and brand collaboration."
