Ogilvy：2024年意见领袖趋势

2024

INFLU-

ENCER

TRENDS

YOUSHOULD CAREABOUT

Animpressive

96%ofthecreatoreconomyisyettobetappedintoandproperlyutilised.

sof2023,mostbrandshaveadoptedaninfluencestrategyandareenamouredbyits

Contrarytocommonbelief,InfluenceisnotjustaboutdancetrendsonTikTokorgiftedhotelexperiencesspreadoverInstagram.

They’renottobeforgottenbyanymeans,

buttheyarejusttheverytipoftheiceberginaworldwithover40platforms,giving

creators–andthereforebrands–uniqueandevolvingwaystointeractwithaudiences.

Thebreadthandunexploredgrowthof

TheCreatorEconomyshouldexcite

brands.It’swhathasalreadyledtoAI

influencers,theleveragingofBlockchaintechnology,andMetaversecollaborations.

Asinfluencersandcreatorscontinueto

establishthemselvesasacollectiverevenuestream,conversationsaroundequality

betweenbrand,platformandcreatorarebeinghad.Andrightlyso;afterall,weknowthatInfluencemakesrealimpactviareal

people.So,thepressureisontheensurethevalueexchangeworksfairlyfortherealpeopledrivingthisphenomenon.

MiningthepotentialofTheCreator

Economyisn’tgoingtohappenbydoingmoreofthesamething,moreofwhat’salreadygotustowhereweare.Brandsneedtothinkaboutwhatspacesareyettobemovedintoandwheretheycan

evolvewhattheyarealreadydoing.

A

FORE-

WORD

yet-to-be-exploredpotential.

Thisisshownmostevidentlyinthe

development,establishmentandcontinued

momentousgrowthofTheCreatorEconomy.

Nolongerjustabuzzwordorapipeline

dream,TheCreatorEconomyisreal

andrepresentstheentirenetworkof

individualswhoareabletotangiblyearn

alivelihoodfromcontentcreation.

Thereareover50millioncreatorsacross

theworld,with2millionofthembeingable

tousecontentcreationastheirprimary

oronlysourceofincome.Thatleaves48

millionpeopleactivelycreatingcontentat

anamateurlevel,eagertomakeastronger

markandimpressioninthespace.

Whatdoesthatmeanforbrands?An

impressive96%ofthecreatoreconomyis

yettobetappedintoandproperlyutilised.

WithTheCreatorEconomyestimatedtobe

worth$500bnby2027,andonly4%ofthat

workforcerealisingtheirfullpotential,there

isenormousscopetoholdthehandofthese

smallerprofilesastheyestablishthemselves.

2

2024INFLUENCERTRENDSOGILVY

RAHUL

TITUS

GlobalHeadofInfluence

Ogilvy

Sectorsandtopicsthathavenothistoricallybeenaccessiblearekeyareasofopportunity.Sport,whichisbynatureelitistandexclusive,nowoffersexcitingroutesforprofessional

athletes,fitnessinfluencersandfanprofilesalike.Orevensustainability,atopiconmanyofourlips,butonethatcanfeelgatekept

byleadingscientists,disruptiveactivists,andpoliticians.Greeninfluencersand

cruelty-freecreatorsaremovingfromthefringesintothespotlight,andtheirvoicescarryalotofweightandcredibility.

Beautybrands,whichhavetraditionallybeenthefaceofInfluence,canplayapivotal

partinnurturingTheCreatorEconomy,

forexamplebychampioningsmallscale

influencersasthenextwaveofbeauty

pioneersthroughbespokeproductlines.

Thus,favouringestablishingcontrolled

partnershipsovercreatingcompetitors,andtappingintothecreator’scuratedaudience,whichmayhaveevadedthebrandinthepast.

While2023wentasfartoshowthatInfluencehasasecureandvitalplaceatthetable,

2024willputitinaleadingseat.Wewill

seebusinessstarttorallytheiremployee

networktoadvocatefortheirservicesand

products,loveforallthingsunscripted,

unpolishedandunpredictablewillpush

livestreamingtonewheights,andwe’ll

thinkaboutsoundinwaysyetunheard.

ThisistheyearthatInfluencemoves

fromanice-to-havecomponentofa

brand’smarketingstack,toanessential

toolforcommercialgrowthandbrand

awarenessthatisnottobeomitted.

Thisisnotjusttheresponsibilitiesofbrands

andCMOs,it’stimeforInfluencespecialists

todomoreandexploreallventuresand

possibilitiesinthisnewfoundspace.

Thebreadthandunexploredgrowth

ofTheCreatorEconomyshouldexcite

brands,offeringuniqueandevolving

waystointeractwithaudiences.

3

2024INFLUENCERTRENDSOGILVY

CON-

NFLUENCER

TRENDS

T024ENTS

1

2

3

4

5

6

EmployeeAdvocacy

InternalvoicesforexternalimpactP.6

SonicInfluence

ThesoundofinfluenceP.10

2024,TheYearofSport

DrivingculturalimpactbeyondthefieldP.14

LiveStreaming

FromsecondscreentomainscreenP.20

SustainableInfluence

InfluencingabettertomorrowP.24

AIInfluenceGoes

Hyper-Personal

UnlockingthepotentialofAIininfluenceP.27

EMPLOYEEADVOCACY

52024INFLUENCERTRENDSOGILVY

1

EMPLOyEEADvOCACy

INTERNAL

VOICESFOR

EXTERNAL

IMPACT

10x

Thecollectivenetworksizeofyouremployeesis,onaverage,

10xlargerthanyourcompanynetworkitself.

LinkedIn

business’secretingredient,and

they’lllikelypointtotheiremployees.Theyarethelifebloodofanycompany,

A

skanyCEOorCMOabouttheir

thepassionbehinditscorevalues,theintelligencethatkeepsitinnovating,andultimatelythereassuranceinitsabilitytodeliveragainstitspromises.

IntheB2Bworld,LinkedInhasalready

evolvedthewaybusinessescanmobilize

theiremployeesforcommercialgrowth.

BrandadvocationandThoughtLeadershipiswovenintothefabricofprofessionaldigitalnetworking.Wenolongerneedtorelyon

anominatedBezos,MuskorJobs-esqueindividualtostandonapodiumtosellour

companyvision.youremployeesarenowyourbillboards,communicatingwithyourindustryonadailybasis,onthetopicsthatmatterrightnow.They’reengagedwithanicheaudienceandtheyhaveaccesstoanetworkfargreaterthanyourealize.

Theyareahugeuntappedmarketingresourceandtheyareeffectively,free.B2BCMOsthathavespottedthisarejuststartingtoscratchthesurfaceofthisopportunitywith89%

ofC-Suitemarketersrecognizingthat

employeesasinfluencersholdsimmensevaluefortheirbusinessesduetothe

insiderknowledgeandauthenticadvocacythatcomesfrombeliefinasharedvision.

"Runninganemployeeadvocacyprogrammeisan

untappedresourceformostbrands.It'saculturaljourney

withyourteamtoenableauthenticindividualopinionwhilstworkingwithinthecompany’svalues,thatcaninfluence

everythingfromfuturecustomerstofindingtoptalent."

BETHSAINT,CMOATSCHRODERS

62024INFLUENCERTRENDSOGILVY

EMPLOyEEADvOCACy

opportunitiesarenotlimitedtoreachingnewnetworksandwonderwhatarewewaiting

for.WithmostbrandsstillstrugglingtojustifyROIontheirexistingmarketingactivities,letalonetheunqualifiableoperationalvalue,weknowbigger-picturebrandswillgettherefirst.

Wedon’tknowwhen

–maybeyearsinthemaking…?Wedon’tknowwhere

–Maybeahybridplatformstilltobeinvented…?

But,theboomoftheemployeeinfluenceinB2Ciscoming.Makesureyourbrandisfarenoughdownthemountaintobeattheavalanchewhenitfinallydoescascade.

THESECRETWEAPONFORB2C

However,thetruepotentialliesdormant

inB2Csectors.Theexcitingpartof

theemployeeadvocacyconversation

emergeswhenB2Cbrandsstart

towakeupandfeeltheheat…

WhereB2Bemployeeadvocacyhas

beendevelopinginparallelwiththe

growthofLinkedIn(closinginon1B

users),B2Cbrandshavebarelyblinked

toentertaintheidea.Butwhy?

Ifyoulookattheheartofinfluence,you’dbe

foolishtoignoretheunderlyingcomponent

ofwhatmakesinfluencermarketingso

Readmoreinourpaper,

InfluencingBusiness:

TheGlobalRiseofB2B

Marketing;

interviewing550CMOsacross11markets

frombrandsincluding

successful;auniquelyinformedandauthentic

perspectivethataudiencescantrustwithin

alike-mindedcommunity.Employees

haveauniqueformofunquestionable

validation…insiderknowledge.Whenthisis

compoundedwithanunwaveringpassion

forthebrand,trustundoubtedlyfollows.

LinkedIn,Dell,Ey,IBM,andSamsung.

Whenwethenstarttomentionemployee

satisfactionbenefits,talentrecruitment

improvementsandevenproductresearch&

developmentopportunities,werealisethe

WealsouseInfluencerstoconnectemotionallywith

ourteammemberstoretainandattracttalentaswell

ascustomer.Ithelpspeoplefeelmoreconnected

tothecompanyandunderstandthevalues.

ALEXISOGER,vPMARKETINGEMEA,DELLTECHNOLOGIES,FRANCE

72024INFLUENCERTRENDSOGILVY

EMPLOyEEADvOCACy

INTO

HOWTOFOSTER

EMPLOYEEADVOCACY

Nomatterhowmanyfollowersanemployeehas,theyareagatewaytoalikeminded,oftenhyper-engagedaudience.Wesuggesttailoringyour

employeeinfluencerwithtiersupportsystem.

Createacompany-wideprogramallcanutilize

PRAC-

TICE

1

2

3

4

Createacompany-wideprogramthateducatesallemployees

onhowtobevocalonplatformslikeLinkedIn,withincompany

guidance-wheretoresearch,howtowrite,howtogrow.

Buildagroupofexperts

Createatopicalenvironmentaroundclustersofyouremployees

withgenuineexistingauthorityinthespace,providingextra

supportlikeboosting,partnershipsandPRopportunities.

Promotethesuperstars

Bringaselectfewsuperstarsintoyourbrandmarketingcampaigns,

creatingcontentthatchampionsnaturalopinion.Thesesuperstars

shouldbeseededthroughoutcross-channelmarketingopportunities

andsupportedwithevents,PRopportunitiesandsocialboosting.

ThinkbeyondLinkedIn

Inanagewhere75%oftheworkforcewillbedigitalnativesby2025(HarvardBusinessReview2),ourpersonalopinionsaremoreintegratedwithourprofessionalones,andthemarriageofouropinionsacrossmultipleplatformsiscontinuallyexpanding.Don’truleoffconsumerplatformsdespiteyourprofessionalpartnershipwithyouremployees.

8

2024INFLUENCERTRENDSOGILVY

SONIC

INFLUENCE

92024INFLUENCERTRENDSOGILVY

2

8x

Sound

contributes8xmore

otherbrandandcontentelements

(including

slogans,

logosandcolours)toa

’

consumersaffinitytoabrand.

SONICINFLUENCE

THE

SOUNDOF

INFLUENCE

idsomebodysayJustEat?”.

Fivewordsthatinstantlyevokeanad,amusician,afoodand

“D

abrand–allthankstoajingle.Why?

Becausemusicisuniversal.It’sanelevatedformofcommunicationthatisnaturally

infectious,emotive,andshareable.Evenifaparticularsoundisn’ttoeveryone’staste,itstillsparksconversations.

PriortoenlistingKatyPerry,Christina

AguileraandSnoopDog,thosefivewordsfromJustEat–initiallyjarring–quickly

becamethebrand’smostvaluable

assetandcreativeplatform.So,it’stimetounmuteourinfluencecontent.

Music’sroleinadvertisingisnotanew

concept.BrandpartnershipswithAlist

popstars,musicandsoundhaveallowedbrandstoweavetheirwayintotheculturalzeitgeistfordecades.ButnowisthetimeforInfluencetocementbrandsviasoundintoconversationsandconsideration

atbothamassandlocalscale.

Yourcontentneedstobeassonicallyvibrantasitis

visuallycolourful.

Soundcontributeseighttimesmorethan

overallotherbrandandcontentelements

(includingslogans,logosandcolours)toa

consumer’saffinitytoabrand.TikTokadswithsounddrivesignificantliftsinsalesconversionandbrandfavourability,andMetareportsthat80%ofstorycontentwithvoiceoverormusicdrivebetterlow-funnelresults.yourcontentneedstobe

assonicallyvibrantasitisvisuallycolourful.

EstablishedinfluencerslikeZiweandGK

Barryhavetakenthecomedyandstarqualityfromsocialmediatopodcasts,establishingdedicatedlisteners.Theaudio-only

platformofpodcastingisacrucialyetoftenoverlookedspaceininfluencestrategy,settobeworth$4billionwithinthenexttwoyears.

SCULPTYOURSONICIDENTITY

Music’svastrangeofgenres,styles,

instrumentsandvoicesisplaygroundfor

brands.Inthisinfinitemixliesauniquesoundforeachbrand,waitingtobediscovered,

capturedandsharedintotheworld.

102024INFLUENCERTRENDSOGILVY

SONICINFLUENCE

82%of18–64-year-oldswanta

brandtohaveasonicidentity,and

75%saythattheyconnectbetter

withabrandthathasadistinctaudioidentity.Tostandout,turnupthe

volumeonyourbrand’ssonicpresence.

INFLUENCINGWITHSOUND

Soundinfluencerscomeinallshapes

andsizes,includingmegaA-listtalent,

buddingproducers,collegestudents

learninganinstrumentandeditorsremixingtheirfavouritesongsforTikTok.Their

diversecreationscanaddanewand

excitingdimensiontoyourcontent.

Whenpickingyoursoundcreator,considernotjusttheiraudiencedemographicsandreach,butalsothenatureoftheircreations.yoursoundinfluencershouldproduce

audiothatfitsyourbrandasseamlesslyasaninfluencer’svisualcontent.

Onamacroandmid-tierscale,beautygiantGarniercomposedthehip-hoptrack,MicellarRewind.Thissongwasusedininfluencer

contenttopromoteamake-upremoval

product,thatshowedinfluencersremovingtheirmake-upinreversesothatweseethemtransformfromfreshfacetofullglamtoseethetruecredentialsofthismiracleproduct.TheGarnier-ownedsonghassincebeen

pickedupinUGC,and#MicellarRewindhasbeenviewed4.3billiontimes.

Whataretheseexamplesdoing?Theyareelevatingthebrandexperience,providingyouwithanewwaytothinkaboutthe

company,butmostimportantly,they’retellingyouexactlyhowtheproduct

worksandwhatthebenefitsoftheir

serviceare–inaverysubtle,cleverbutpreciseway,withinfluencerprofiles.

SOUNDANDVISUALARENOT

MUTUALLYEXCLUSIVE

Whilefocussingonyoursonicpresence,

ensureitcomplimentsyourvisual

identity.Everyartistsignedtoarecord

labelmakesamusicvideoforalloftheir

releasedsingles,they’llparticipateina

carefullycuratedphotoshoottopromote

theiralbum,andthey’lldressandpresent

themselvesinveryselectandpremeditatedamidapromotionalcycle.Evenwiththe

music,theirvisualpresenceremains

imperativetothesuccessoftheirbrand.

Musicianshavebeencottoningontothat

visualcanelevatetheirmusicandpushtheirprofileevenfurtherbeyondastreaming

service,whicharenowbeingamplifiedby

creators.So,it’stimeforbrandstounderstandthatmusicandassociatedcreatorscan

amelioratetheirexistingidentity,establishingculturalresonanceandgainingSOv.

112024INFLUENCERTRENDSOGILVY

SONICINFLUENCEINTO

HOWBRANDS

CANLEVERAGE

SONICINFLUENCE

Understandyoursonicidentity

PRAC-

TICE

1

2

3

Creativesanddesignerswillspendheapsof

timeworkingonthelookandfeelforabrand,

butwhatisyoursound?Nowisthetimeto

discoveryourbrand’ssonicidentity,andownit.

Exploresonic-first

influencepartnerships

Whereinfluencersgainedtractionforacertain

aestheticinthepast,thosecuratingtheirown

soundarebuildingtheirownidentityandfandoms.

Gobeyondasong

Afewchords,amelodyorbeatcanwork

justashardasafullfeaturesong,providing

itfitswithyourbrand’sidentity

12

2024INFLUENCERTRENDSOGILVY

2024,THEYEAROFSPORT

132024INFLUENCERTRENDSOGILVY

3

2024,THEyEAROFSPORT

DRIVINGCULTURAL

IMPACTBEYOND

THEFIELD

2024

marksapivotalyearinsportsinfluence,withathletes

transcendingtheboundariesofthefield.

CristianoRonaldo’sreignasthemost

followedInstagramprofileunderscorestheglobalappealofsportsfiguresandtheir

abilitytogainafollowingbeyondmusicians,influencersandeventheKardashians.

Asa2024approaches,overallglobal

advertisingspendisprojectedtoreach$1

trillionUSDforthefirsttime.Andthesportsmarketingindustrywillseeanotableshareofthatspend,withtheParisSummerOlympicsandSummerParalympicsandUEFAEuros.

AUDIENCESAREINTERESTEDIN

ATHLETESONANDOFFTHEFIELD

Gonearethedayswhenathletes’off-

fieldlivesweremerefootnotes.Athletes

worldwide,suchasKenya’sEliudKipchoge

andBrazil’sNeymarJr.arecelebratedfor

theirsocialimpactandadvocacy.Their

involvementinenvironmentalcausesand

socialissueshassignificantlyamplifiedtheirinfluencebeyondtheirathleticachievements.

Today,audiencesareequallycaptivatedbytheirpersonallives,opinionsandpassions

outsideofsport.TherecentphenomenonofTaylorSwiftandTravisKelce’srelationship,exemplifiesthis.Theirrelationshiphas

catapultedKelce'svisibilitybeyondabest-in-classathleteintoanewstratosphere.

InterestintheChiefshasalsoskyrocketed,withtheteamgainingmorethanhalfa

millionnewfansthisseason,morethandoublethenextteamintheleague.

Documentarieslike“BreakPoint”haveplayedacrucialroleinthisevolution,showcasingathletesascomplete

142024INFLUENCERTRENDSOGILVY

2024,THEyEAROFSPORT

personalitieswithemotionaldepthand

diverseinterests.Thisnarrativeshiftis

crucialinanerawherephysicalprowessisjustoneaspectofanathlete’sidentity.

MENTALWELLBEING:ATHLETES

LEADINGTHECONVERSATION

Inanindustrythatprioritizesphysical

health,athletesareincreasinglyvocalaboutmentalhealth,atopiconceconsidered

tabooinsports.Athleteshavenotbeen

shytosharetheirstrugglesopenlyand

transparently,goingasfarastoeventaketimeawayfromthefieldorcourt.SimoneBiles,NaomiOsaka,andCocoGauffhaveusedtheirplatformstofosterdialogue

onmentalhealth,raceandgender.

STREAMING:ANEWARENA

FORSPORTTALENT

Eventelevisionnetworksareservingas

influenceragencies,offeringwaysto

partnerwithcreatorsinthesamewaytheyselladspaceduringtheSuperBowl.

ThisisexemplifiedbyCBSandother

majornetworksexploringinnovative

partnershipswithathletes,utilisingtheirinfluencetoengageaudiencesinsportsstreamingandotherdigitalplatforms.

RETIREDSPORTSICONSARE

BECOMINGMULTIDIMENSIONAL

PERSONALITIES

Retiredathletesarepushingtheboundariesoftheircategories,exploringdiverseinterestsandbusinessventures.AndthisiswelcomedbyfanswhoaccordingtoDaniel-yawMiller,senioreditorialassociateatindustrynews

websitetheBusinessofFashion,aremore“comfortablewithathletesbeingmore

expressive.”AthleteslikeShaquilleO’NealinDJ-ing,NastiaLiukinlaunchingafashioncapsuletotrackstarMakenzieSteele‘s

bakingrecipesexemplifythistrendof

athletesbecomingmoremultidimensionalandmultifacetedpublicfigures.

152024INFLUENCERTRENDSOGILVY

2024,THEyEAROFSPORT

AMATEURATHLETESAREGOING

PROONSOCIALMEDIA

Whileathletestapintobranddealsafter

retirement,they’realsostartingbeforetheirprocareersevenkickoff.AthleteslikeAngelReese,anationalchampionship-winning

women’sbasketballplayeratLSU,and

OliviaDunne,anLSUgymnastwell-knownasacontentcreator,areearningmillions

ofdollarsonbrandpartnerships.In2022,

studentathletesmadenearly$1.2billion,

accordingtoastudybyNILmarketplace

trackerOpendorse,anincreaseofabout

11%fromtheyearbefore.However,there

remainssignificantopportunityforbrands

totapintoamateurathletes,aslocalbranddealsstillfarsurpasspartnershipswith

nationalorglobalbrands.AccordingtotheSportsBusinessJournal,only17%ofDivisionIathletesparticipateinNIL,showingthere’sstillwhitespacetobeanearlyadopter.

GRASSROOTSSPORTSINFLUENCE:

AGATEWAYTONICHEAUDIENCES

In2023,weidentifiedgrassroots

influencersgoingmainstream.In2024,we'reseeingmicroandnanoprofileswithinthesportingcommunitydothesame.Especiallyconsideringsport’s

uniquepowertobringpeopletogetherandchampionunheardvoices.

Community-levelsportisagreatway

toreachnichecommunities,with

grassrootclubsbeingsetupacrosstheworldspecificallytocaterfordifferentdemographicsfromtheLGBQT+

communitytotheelderly,thereare

multipleyet-unusedavenuesforbrandstoaccessthesehiddenaudiences.Doneright,thetraditionallyeliteandexclusiveworldofsport,canbecomerelatable,

authenticandpurposeful,lettingaudiencesthinkabouttheirsportandthereforethe

brandinacompletelydifferentlight.

162024INFLUENCERTRENDSOGILVY

1

2024,THEyEAROFSPORT

INTO

HOWBRANDS

2

COULDCONSIDER

LEVERAGINGTHE

YEAROFSPORT

PRAC-

TICE

Buildrelationshipsearly

EngagewithstudentathletesearlythroughNILpartnerships,tapping

intoalargelyunexploredpoolofpotentialinfluencers.With83%ofDI

athletesstilluntapped,NILremainsahugeopportunityforbrands.

Findthefans

Alignwithathleteswhoresonatewithyourbrand’sethos,

ensuringauthenticandimpactfulcollaborations.

3

4

Createchange

Supportathletesstrivingtomakeadifference,amplifyingtheir

messageandaligningitwithyourbrand’svalues.

Thinkmulti-dimensional

Recognizeandengagewithathletes’diverseinterestsandtalents,

offeringcreativeandinnovativepartnershipopportunities.

172024INFLUENCERTRENDSOGILVY

2024,THEyEAROFSPORT

CASE

FIFAWORLDCUP

STUDY

TROPHYTOUR

Client:Coca-Cola

Campaign:FIFAWorldCup

Market:Global

TokickofftheFIFAWorldCup2022,wehelpedCoca-Colaincelebratingthepassionatejourneyoffootballfansbyactivatinginfluencersinthe

globalFIFAWorldCupTrophyTourand“BelievingisMagic”campaign.Wegeneratedbrandawarenessandcreatedbuzzaroundthetour,

aswellasdroveattendancetothelocalTrophyTourevents.

12.9M

Impressions

12%

allTicket

295K

Engagements

WATCH

HERE

18

2024INFLUENCERTRENDSOGILVY

LIVE

STREAMING

192024INFLUENCERTRENDSOGILVY

4

LIvESTREAMING

FROMSECOND

SCREENTOMAIN

SCREEN

F

romgaming,toshopping,with

offshootsinsubculture;thegrowthoflive-streamingcouldbelikenedto

athornbush,cutbackonlytodigitsheels

inandspreadrootintwiceasmanynew

directions.Forthosewhohaven’tyetbeen

wonover,it’seasytobelievethatthisreal-

timecontentformatdiedadeathpost-covid,butinreality,we’reseeingasteepupward

trajectorythatwillonlycontinueinto2024.

31%ofpeoplebelievethatliveshoppingallowsthemtomakemoreinformed

purchasingdecisions.Whereconsumersarestrugglingthroughacostoflivingcrisis,andeverynewpurchaseisbeingscrutinisedmorethaneverbefore,theopportunitywithinlivestreamingistodeliveranimmersive

brandexperience,directlyintothehomesandhandsofconsumers.Coupledwith

influence,where66%ofbrandsreportthatcreator-ledcontentdeliversmoreROIcomparedtotraditionalads,a

creator-ledlivestreambecomesafertilegroundformarketingopportunities.

Throughlivestreams,creatorscan

demonstrateproductsauthentically,

dispellingfearsofstagedanddeceptive

marketing.Consumersbelievethe

authenticity,astheycanprobetheircreatorstousetheproductandanswerquestions

rightinfrontoftheireyes.It’stheshoppingcentrejuicingdemo’softhe90’sbutbehindtheprotectivebarrierofyourphonescreen(excuseanyBridgetJonesflashbacks).

Live-streaming’spotentialextendsbeyondshopping.Thetrendofcreatorrevenue

diversificationcontinues,withplatformslikeTikTokandOnlyFansinnovatingnewwaysforcreatorstomonetizetheirliveinteractions.

BethisthroughTiktoktokens,rewarding

yourfavouritecreatorswhospendhours

repeatingphrasesoractionsatthecamerafortheirfans.Oronthelessfetishisedside,creatorssuchasGarronNoonetakingtheircomfortingcomedypersonaandturning

OnlyFansintoaplacewhereyoucanrequestcuddlesandwarmsmilesratherthan,well…

202024INFLUENCERTRENDSOGILVY

LIvESTREAMING

Andfinally,asaudiencesgrowwearierofshort-formcontent,live-streamingoffersarefreshingalternative.Thisformatallowsfordeeperstorytelling,whereviewers

canengage,askquestionsandgeta

comprehensiveunderstandingofproductsortopics.Whileshort-formcontentwill

maintainitsplace,long-formispoisedforaresurgence,offeringimmersiveexperiencesthatreachbeyondphysicaleventattendance.

1.REALPRODUCTEXPERIENCES

THROUGHCREATOR-

LEDLIVESTREAMS

yourcustomersknowthatifitsoundstoo

goodtobetrue,itprobablyis.We’reway

beyond“world’sbestcoffee”or“moisturisersthatmagicallymakeyoulook20years

youngerovernight”.Grandiosestatementsonlyseektodeterthemodernconsumer,andalivestream,withalackofediting

andlow-fiproduction,istheantithesis

thatwillgetyourshoppersonside.

2.CREATORSAREGOINGTOBYPASSSUBSCRIPTIONSANDBOOST

REVENUETHROUGHLIVESTREAMS

Wherewesawsubscriptiongrowthvia

InstagramandOnlyFansinthelast2

years,creatorshaveevolvedplatforms

onceagaintomineadditionalrevenue

fromthosepassivesubscribers.Wheretheplatformsarebuildingcreatorpayment

schemesintotheirplatformsnow,brandsneedtotakeheedoftheotheroptions

outtheretocreators.Iftheydon’tneed

branddealstokeepthemafloat,whatelseareyoubringingtothevalueexchange?

3.SHORTFORMISFALLING

BACKTOMAKEWAYFOR

LONGFORMONCEAGAIN

Whereconsumersarespendingmoretimeonlinethanever,andlesstimeinfrontoftraditionalTv,thereisarealplaceforlongformtoreturn.Streamingplatfor