Ogilvy has released a paper on six trends that will shape and define 2024. The ‘Creator Economy’ is expected to be worth $500 billion by 2027, and 96 pc is yet to be tapped into and properly utilised. The findings in the report can help brands benefit from influencer marketing as global advertising spends in the space continues to rise.
Led by Rahul Titus, Ogilvy’s Global Head of Influence, a group of global Influence experts detailed the following six trends:
- Sport – The year 2024 will see sports driving cultural impact beyond the field. The year will see the Olympics streamed on TikTok for the first time, and rising fascination with sports stars off the field. For example, pop artist Taylor Swift and Travis Kelce’s relationship saw an uptick of 1.6 million Instagram followers for Kelce.
- Hyper-Personalisation – AI will strengthen Influencer marketing as Meta rolls out its AI Personas in 2024. Virtual twins of household names such as Kendall Jenner – named Billie – will shift Influence from passive spectatorship to hyper-personalised interactions.
- Sonic influence – Garnier-owned hip-hop track Micellar Rewind – used by Influencers when showing the benefits of a make-up remover – has 4.3 billion views. Sonic and visual identity are not mutually exclusive, and they will complement each other in the coming year to amplify profiles, gain cultural resonance and improve share of voice for brands.
- Sustainable Influence – Brands’ ESG claims will be closely watched by fans ready to call out greenwashing. Add to this the pressure on Influencers to be accountable when making claims, 84 pc of creators say they’re hesitant to post about climate change and the environment for fear of backlash.
- Employee Advocacy – Internal voices will drive external impact. Nearly nine-in-ten (89 pc) of C-Suite marketers recognise the benefits of employee advocacy on platforms such as LinkedIn, but 2024 will usher in more B2C brands capitalising on their employees’ influence.
- From second screen to main screen – The Ogilvy report cites how livestreaming across social platforms will continue to be a critical medium. 66 pc brands see creator-led content delivering more ROI than traditional ads. Influencers could see revenue opportunities through livestreaming over traditional subscription models as more platforms integrate payment schemes.
Rahul Titus, Ogilvy’s Global Head of Influence, said: “Influence is still growing rapidly. These trends show the huge amount of untapped potential, especially in new spaces like health, employee advocacy and in new formats like sonic or AI influence. 96 pc of the creator economy is still untapped meaning the possibilities are endless – this should excite brands, offering them unique and evolving ways to interact with audiences and stand out in a cluttered marketplace.”
Since 2017, Titus has worked with Ogilvy’s Influence team to establish the network’s leadership in the Influence economy. Ogilvy’s Influence expertise has set industry standards resulting in flagship new business.
John Harding-Easson, Head of Influence, EMEA; Ansley Williams, Head of Influence, North America; Imogen Coles, Head of Influence, UK; James Baldwin, Global B2B Influence Lead; Brenda Ho, Associate Director PR & Influence, APAC; and Sam Johnson Influence Executive, UK contributed to the “2024 Influencer Trends You Should Care About” report.
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