Ogilvy：2024年意见领袖趋势（英）

2024INFLU-ENCERTRENDSYOUSHOULDCAREABOUTFORE-Animpressive96%ofthecreatorWORDeconomyisyettobetappedintoandproperlyutilised.Asof2023,mostbrandshaveadoptedaninfluencestrategyandareenamouredbyitsContrarytocommonbelief,InfluenceisnotjustaboutdancetrendsonTikTokorgiftedhotelexperiencesspreadoverInstagram.They’renottobeforgottenbyanymeans,buttheyarejusttheverytipoftheiceberginaworldwithover40platforms,givingcreators–andthereforebrands–uniqueandyet-to-be-exploredpotential.Thisisshownmostevidentlyinthedevelopment,establishmentandcontinuedmomentousgrowthofTheCreatorEconomy.evolvingwaystointeractwithaudiences.Nolongerjustabuzzwordorapipelinedream,TheCreatorEconomyisrealandrepresentstheentirenetworkofindividualswhoareabletotangiblyearnalivelihoodfromcontentcreation.ThebreadthandunexploredgrowthofTheCreatorEconomyshouldexcitebrands.It’swhathasalreadyledtoAIinfluencers,theleveragingofBlockchaintechnology,andMetaversecollaborations.Thereareover50millioncreatorsacrosstheworld,with2millionofthembeingabletousecontentcreationastheirprimaryoronlysourceofincome.Thatleaves48millionpeopleactivelycreatingcontentatanamateurlevel,eagertomakeastrongermarkandimpressioninthespace.Asinfluencersandcreatorscontinuetoestablishthemselvesasacollectiverevenuestream,conversationsaroundequalitybetweenbrand,platformandcreatorarebeinghad.Andrightlyso;afterall,weknowthatInfluencemakesrealimpactviarealpeople.So,thepressureisontheensurethevalueexchangeworksfairlyfortherealpeopledrivingthisphenomenon.Whatdoesthatmeanforbrands?Animpressive96%ofthecreatoreconomyisyettobetappedintoandproperlyutilised.WithTheCreatorEconomyestimatedtobeworth$500bnby2027,andonly4%ofthatworkforcerealisingtheirfullpotential,thereisenormousscopetoholdthehandofthesesmallerprofilesastheyestablishthemselves.MiningthepotentialofTheCreatorEconomyisn’tgoingtohappenbydoingmoreofthesamething,moreofwhat’salreadygotustowhereweare.Brandsneedtothinkaboutwhatspacesareyettobemovedintoandwheretheycanevolvewhattheyarealreadydoing.22024INFLUENCERTRENDSOGILVYSectorsandtopicsthathavenothistoricallybeenaccessiblearekeyareasofopportunity.Sport,whichisbynatureelitistandexclusive,nowoffersexcitingroutesforprofessionalathletes,fitnessinfluencersandfanprofilesalike.Orevensustainability,atopiconmanyofourlips,butonethatcanfeelgatekeptbyleadingscientists,disruptiveactivists,andpoliticians.GreeninfluencersandWhile2023wentasfartoshowthatInfluencehasasecureandvitalplaceatthetable,2024willputitinaleadingseat.Wewillseebusinessstarttorallytheiremployeenetworktoadvocatefortheirservicesandproducts,loveforallthingsunscripted,unpolishedandunpredictablewillpushlivestreamingtonewheights,andwe’llthinkaboutsoundinwaysyetunheard.cruelty-freecreatorsaremovingfromthefringesintothespotlight,andtheirvoicescarryalotofweightandcredibility.ThisistheyearthatInfluencemovesfromanice-to-havecomponentofabrand’smarketingstack,toanessentialtoolforcommercialgrowthandbrandawarenessthatisnottobeomitted.Beautybrands,whichhavetraditionallybeenthefaceofInfluence,canplayapivotalpartinnurturingTheCreatorEconomy,forexamplebychampioningsmallscaleinfluencersasthenextwaveofbeautypioneersthroughbespokeproductlines.Thus,favouringestablishingcontrolledpartnershipsovercreatingcompetitors,andtappingintothecreator’scuratedaudience,whichmayhaveevadedthebrandinthepast.ThisisnotjusttheresponsibilitiesofbrandsandCMOs,it’stimeforInfluencespecialiststodomoreandexploreallventuresandpossibilitiesinthisnewfoundspace.RAHULTITUSGlobalHeadofInfluenceOgilvyThebreadthandunexploredgrowthofTheCreatorEconomyshouldexcitebrands,offeringuniqueandevolvingwaystointeractwithaudiences.32024INFLUENCERTRENDSOGILVYCON-TENTS2024INFLUENCERTRENDS1EmployeeAdvocacyInternalvoicesforexternalimpactP.62SonicInfluenceThesoundofinfluenceP.1032024,TheYearofSportDrivingculturalimpactbeyondthefieldP.144LiveStreamingFromsecondscreentomainscreenP.205SustainableInfluenceInfluencingabettertomorrowP.246UnlockingthepotentialofAIininfluenceP.27AIInfluenceGoesHyperꢀPersonal1EMPLOYEEADVOCACY52024INFLUENCERTRENDSOGILVY1EMPLOyEEADvOCACyINTERNAL10xThecollectiꢀenetworksizeofꢁouremploꢁeesis,onaꢀerage,10xlargerthanꢁourcompanꢁnetworkitself.VOICESFOREXTERNALIMPACTLinkedInAskanꢁCEOorCMOabouttheirbusiness’secretingredient,andtheꢁ’lllikelꢁpointtotheiremploꢁees.companꢁꢀision.youremploꢁeesarenowꢁourbillboards,communicatingwithꢁourindustrꢁonadailꢁbasis,onthetopicsthatmatterrightnow.Theꢁ’reengagedwithanicheaudienceandtheꢁhaꢀeaccesstoanetworkfargreaterthanꢁourealize.Theꢁarethelifebloodofanꢁcompanꢁ,thepassionbehinditscoreꢀalues,theintelligencethatkeepsitinnoꢀating,andultimatelꢁthereassuranceinitsabilitꢁtodeliꢀeragainstitspromises.Theꢁareahugeuntappedmarketingresourceandtheꢁareeffectiꢀelꢁ,free.B2BCMOsthathaꢀespottedthisarejuststartingtoscratchthesurfaceofthisopportunitꢁwith89%ofC-Suitemarketersrecognizingthatemployeesasinfluencersholdsimmensevaluefortheirbusinessesduetotheinsiderknowledgeandauthenticadꢀocacꢁthatcomesfrombeliefinasharedꢀision.IntheB2Bworld,LinkedInhasalreadꢁeꢀolꢀedthewaꢁbusinessescanmobilizetheiremploꢁeesforcommercialgrowth.BrandadꢀocationandThoughtLeadershipiswoꢀenintothefabricofprofessionaldigitalnetworking.WenolongerneedtorelꢁonanominatedBezos,MuskorJobs-esqueindiꢀidualtostandonapodiumtosellour"Runninganemployeeadvocacyprogrammeisanuntappedresourceformostbrands.It'saculturaljourneywithyourteamtoenableauthenticindividualopinionwhilstworkingwithinthecompany’svalues,thatcaninfluenceeverythingfromfuturecustomerstofindingtoptalent."BETHSAINT,CMOATSCHRODERS62024INFLUENCERTRENDSOGILVY1EMPLOyEEADvOCACyTHESECRETWEAPONFORB2CHoweꢀer,thetruepotentialliesdormantinB2Csectors.TheexcitingpartoftheemploꢁeeadꢀocacꢁconꢀersationemergeswhenB2Cbrandsstarttowakeupandfeeltheheat…opportunitiesarenotlimitedtoreachingnewnetworksandwonderwhatarewewaitingfor.WithmostbrandsstillstrugglingtojustifꢁROIontheirexistingmarketingactiꢀities,letalonetheunqualifiableoperationalꢀalue,weknowbigger-picturebrandswillgettherefirst.WhereB2BemploꢁeeadꢀocacꢁhasbeendeꢀelopinginparallelwiththegrowthofLinkedIn(closinginon1Busers),B2Cbrandshaꢀebarelꢁblinkedtoentertaintheidea.Butwhꢁ?Wedon’tknowwhen–maybeyearsinthemaking…?Wedon’tknowwhere–Maybeahybridplatformstilltobeinvented…?Ifꢁoulookattheheartofinfluence,ꢁou’dbefoolishtoignoretheunderlꢁingcomponentofwhatmakesinfluencermarketingsoBut,theboomoftheemploꢁeeinfluenceinB2Ciscoming.Makesureꢁourbrandisfarenoughdownthemountaintobeatthesuccessful;auniquelꢁinformedandauthenticaꢀalanchewhenitfinallꢁdoescascade.perspectiꢀethataudiencescantrustwithinalike-mindedcommunitꢁ.Emploꢁeeshaꢀeauniqueformofunquestionableꢀalidation…insiderknowledge.Whenthisiscompoundedwithanunwaꢀeringpassionforthebrand,trustundoubtedlꢁfollows.Readmoreinourpaper,InfluencingBusiness:TheGlobalRiseofB2BMarketing;interꢀiewing550CMOsacross11marketsfrombrandsincludingWhenwethenstarttomentionemploꢁeesatisfactionbenefits,talentrecruitmentimproꢀementsandeꢀenproductresearch&deꢀelopmentopportunities,werealisetheLinkedIn,Dell,Ey,IBM,andSamsung.WealsouseInfluencerstoconnectemotionallywithourteammemberstoretainandattracttalentaswellascustomer.Ithelpspeoplefeelmoreconnectedtothecompanyandunderstandthevalues.ALEXISOGER,vPMARKETINGEMEA,DELLTECHNOLOGIES,FRANCE72024INFLUENCERTRENDSOGILVYINTOEMPLOꢀEEADꢁOCACꢀPRAC-HOWTOFOSTEREMPLOYEEADVOCACYTICENomatterhowmanyfollowersanemployeehas,theyareagatewaytoalikeminded,oftenhyper-engagedaudience.Wesuggesttailoringyouremployeeinfluencerwithtiersupportsystem.1CreateacompanyꢀwideprogramallcanutilizeCreateacompany-wideprogramthateducatesallemployeesonhowtobevocalonplatformslikeLinkedIn,withincompanyguidance-wheretoresearch,howtowrite,howtogrow.2BuildagroupofexpertsCreateatopicalenvironmentaroundclustersofyouremployeeswithgenuineexistingauthorityinthespace,providingextrasupportlikeboosting,partnershipsandPRopportunities.3PromotethesuperstarsBringaselectfewsuperstarsintoyourbrandmarketingcampaigns,creatingcontentthatchampionsnaturalopinion.Thesesuperstarsshouldbeseededthroughoutcross-channelmarketingopportunitiesandsupportedwithevents,PRopportunitiesandsocialboosting.4ThinkbeyondLinkedInInanagewhere75%oftheworkforcewillbedigitalnativesby2025(HarvardBusinessReview2),ourpersonalopinionsaremoreintegratedwithourprofessionalones,andthemarriageofouropinionsacrossmultipleplatformsiscontinuallyexpanding.Don’truleoffconsumerplatformsdespiteyourprofessionalpartnershipwithyouremployees.82024INFLUENCERTRENDSOGILVY2SONICINFLUENCE92024INFLUENCERTRENDSOGILVY2SONICINFLUENCEYourcontentneedstobeassonicallyvibrantasitisvisuallycolourful.THESOUNDOFINFLUENCE“Danad,amusician,afoodandidsomebodysayJustEat?”.Soundcontributeseighttimesmorethanoverallotherbrandandcontentelements(includingslogans,logosandcolours)toaconsumer’saffinitytoabrand.TikTokadswithsounddrivesignificantliftsinsalesconversionandbrandfavourability,andMetareportsthat80%ofstorycontentwithvoiceoverormusicdrivebetterlow-funnelresults.ꢀourcontentneedstobeassonicallyvibrantasitisvisuallycolourful.Fivewordsthatinstantlyevokeabrand–allthankstoajingle.Why?Becausemusicisuniversal.It’sanelevatedformofcommunicationthatisnaturallyinfectious,emotive,andshareable.Evenifaparticularsoundisn’ttoeveryone’staste,itstillsparksconversations.8xSoundcontributes8xmoreotherbrandandcontentelements(includingslogans,logosandcolours)toaconsumer’saffinitytoabrand.PriortoenlistingKatyPerry,ChristinaAguileraandSnoopDog,thosefivewordsfromJustEat–initiallyjarring–quicklybecamethebrand’smostvaluableassetandcreativeplatform.So,it’stimetounmuteourinfluencecontent.EstablishedinfluencerslikeZiweandGKBarryhavetakenthecomedyandstarqualityfromsocialmediatopodcasts,establishingdedicatedlisteners.Theaudio-onlyplatformofpodcastingisacrucialyetoftenoverlookedspaceininfluencestrategy,settobeworth$4billionwithinthenexttwoyears.Music’sroleinadvertisingisnotanewconcept.BrandpartnershipswithAlistpopstars,musicandsoundhaveallowedbrandstoweavetheirwayintotheculturalzeitgeistfordecades.ButnowisthetimeforInfluencetocementbrandsviasoundintoconversationsandconsiderationatbothamassandlocalscale.SCULPTYOURSONICIDENTITYMusic’svastrangeofgenres,styles,instrumentsandvoicesisplaygroundforbrands.Inthisinfinitemixliesauniquesoundforeachbrand,waitingtobediscovered,capturedandsharedintotheworld.102024INFLUENCERTRENDSOGILVY2SONICINFLUENCE82%of18–64-year-oldswantabrandtohaveasonicidentity,and75%saythattheyconnectbetterwithabrandthathasadistinctaudioidentity.Tostandout,turnupthevolumeonyourbrand’ssonicpresence.Whataretheseexamplesdoing?Theyareelevatingthebrandexperience,providingyouwithanewwaytothinkaboutthecompany,butmostimportantly,they’retellingyouexactlyhowtheproductworksandwhatthebenefitsoftheirserviceare–inaverysubtle,cleverbutpreciseway,withinfluencerprofiles.INFLUENCINGWITHSOUNDSoundinfluencerscomeinallshapesandsizes,includingmegaA-listtalent,buddingproducers,collegestudentslearninganinstrumentandeditorsremixingtheirfavouritesongsforTikTok.Theirdiversecreationscanaddanewandexcitingdimensiontoyourcontent.SOUNDANDVISUALARENOTMUTUALLYEXCLUSIVEWhilefocussingonyoursonicpresence,ensureitcomplimentsyourvisualidentity.Everyartistsignedtoarecordlabelmakesamusicvideoforalloftheirreleasedsingles,they’llparticipateinacarefullycuratedphotoshoottopromotetheiralbum,andthey’lldressandpresentthemselvesinveryselectandpremeditatedamidapromotionalcycle.Evenwiththemusic,theirvisualpresenceremainsimperativetothesuccessoftheirbrand.Whenpickingyoursoundcreator,considernotjusttheiraudiencedemographicsandreach,butalsothenatureoftheircreations.ꢀoursoundinfluencershouldproduceaudiothatfitsyourbrandasseamlesslyasaninfluencer’svisualcontent.Onamacroandmid-tierscale,beautygiantMusicianshavebeencottoningontothatGarniercomposedthehip-hoptrack,MicellarvisualcanelevatetheirmusicandpushtheirRewind.Thissongwasusedininfluencercontenttopromoteamake-upremovalproduct,thatshowedinfluencersremovingtheirmake-upinreversesothatweseethemtransformfromfreshfacetofullglamtoseethetruecredentialsofthismiracleproduct.TheGarnier-ownedsonghassincebeenpickedupinUGC,and#MicellarRewindhasbeenviewed4.3billiontimes.profileevenfurtherbeyondastreamingservice,whicharenowbeingamplifiedbycreators.So,it’stimeforbrandstounderstandthatmusicandassociatedcreatorscanamelioratetheirexistingidentity,establishingculturalresonanceandgainingSOꢁ.112024INFLUENCERTRENDSOGILVYINTOPRAC-SONICINFLUENCEHOWBRANDSCANLEVERAGETICESONICINFLUENCE1UnderstandyoursonicidentityCreativesanddesignerswillspendheapsoftimeworkingonthelookandfeelforabrand,butwhatisyoursound?Nowisthetimetodiscoveryourbrand’ssonicidentity,andownit.23ExploresonicꢀfirstinfluencepartnershipsWhereinfluencersgainedtractionforacertainaestheticinthepast,thosecuratingtheirownsoundarebuildingtheirownidentityandfandoms.GobeyondasongAfewchords,amelodyorbeatcanworkjustashardasafullfeaturesong,providingitfitswithyourbrand’sidentity122024INFLUENCERTRENDSOGILVY32024,THEYEAROFSPORT132024INFLUENCERTRENDSOGILVY32024,THEyEAROFSPORTDRIVINGCULTURALIMPACTBEYONDTHEFIELD2024withathletesmarksapivotalꢀearinsportsinfluence,transcendingtheboundariesofthefield.CristianoRonaldo’sreignasthemostfollowedInstagramprofileunderscorestheglobalappealofsportsfiguresandtheirabilitꢀtogainafollowingbeꢀondmusicians,influencersandeventheKardashians.Asa2024approaches,overallglobaladvertisingspendisprojectedtoreach$1trillionUSDforthefirsttime.Andthesportsmarketingindustrꢀwillseeanotableshareofthatspend,withtheParisSummerOlꢀmpicsandSummerParalꢀmpicsandUEFAEuros.Todaꢀ,audiencesareequallꢀcaptivatedbꢀtheirpersonallives,opinionsandpassionsoutsideofsport.TherecentphenomenonofTaꢀlorSwiftandTravisKelce’srelationship,exemplifiesthis.TheirrelationshiphascatapultedKelce'svisibilitꢀbeꢀondabest-in-classathleteintoanewstratosphere.InterestintheChiefshasalsoskꢀrocketed,withtheteamgainingmorethanhalfamillionnewfansthisseason,morethandoublethenextteamintheleague.AUDIENCESAREINTERESTEDINATHLETESONANDOFFTHEFIELDGonearethedaꢀswhenathletes’off-fieldlivesweremerefootnotes.Athletesworldwide,suchasKenꢀa’sEliudKipchogeandBrazil’sNeꢀmarJr.arecelebratedfortheirsocialimpactandadvocacꢀ.Theirinvolvementinenvironmentalcausesandsocialissueshassignificantlꢀamplifiedtheirinfluencebeꢀondtheirathleticachievements.Documentarieslike“BreakPoint”haveplaꢀedacrucialroleinthisevolution,showcasingathletesascomplete142024INFLUENCERTRENDSOGILVY32024,THEꢀEAROFSPORTpersonalitieswithemotionaldepthanddiverseinterests.Thisnarrativeshiftiscrucialinanerawherephysicalprowessisjustoneaspectofanathlete’sidentity.ThisisexemplifiedbyCBSandothermajornetworksexploringinnovativepartnershipswithathletes,utilisingtheirinfluencetoengageaudiencesinsportsstreamingandotherdigitalplatforms.MENTALWELLBEING:ATHLETESLEADINGTHECONVERSATIONInanindustrythatprioritizesphysicalhealth,athletesareincreasinglyvocalaboutmentalhealth,atopiconceconsideredtabooinsports.Athleteshavenotbeenshytosharetheirstrugglesopenlyandtransparently,goingasfarastoeventaketimeawayfromthefieldorcourt.SimoneBiles,NaomiOsaka,andCocoGauffhaveusedtheirplatformstofosterdialogueonmentalhealth,raceandgender.RETIREDSPORTSICONSAREBECOMINGMULTIDIMENSIONALPERSONALITIESRetiredathletesarepushingtheboundariesoftheircategories,exploringdiverseinterestsandbusinessventures.AndthisiswelcomedbyfanswhoaccordingtoDaniel-ꢀawMiller,senioreditorialassociateatindustrynewswebsitetheBusinessofFashion,aremore“comfortablewithathletesbeingmoreexpressive.”AthleteslikeShaquilleO’NealinDJ-ing,NastiaLiukinlaunchingafashioncapsuletotrackstarMakenzieSteele‘sbakingrecipesexemplifythistrendofathletesbecomingmoremultidimensionalandmultifacetedpublicfigures.STREAMING:ANEWARENAFORSPORTTALENTEventelevisionnetworksareservingasinfluenceragencies,offeringwaystopartnerwithcreatorsinthesamewaytheyselladspaceduringtheSuperBowl.152024INFLUENCERTRENDSOGILVY32024,THEꢀEAROFSPORTAMATEURATHLETESAREGOINGPROONSOCIALMEDIAGRASSROOTSSPORTSINFLUENCE:AGATEWAYTONICHEAUDIENCESIn2023,weidentifiedgrassrootsinfluencersgoingmainstream.In2024,we'reseeingmicroandnanoprofileswithinthesportingcommunitydothesame.Especiallyconsideringsport’suniquepowertobringpeopletogetherandchampionunheardvoices.Whileathletestapintobranddealsafterretirement,they’realsostartingbeforetheirprocareersevenkickoff.AthleteslikeAngelReese,anationalchampionship-winningwomen’sbasketballplayeratLSU,andOliviaDunne,anLSUgymnastwell-knownasacontentcreator,areearningmillionsofdollarsonbrandpartnerships.In2022,studentathletesmadenearly$1.2billion,accordingtoastudybyNILmarketplacetrackerOpendorse,anincreaseofabout11%fromtheyearbefore.However,thereremainssignificantopportunityforbrandstotapintoamateurathletes,aslocalbranddealsstillfarsurpasspartnershipswithnationalorglobalbrands.AccordingtotheSportsBusinessJournal,only17%ofDivisionIathletesparticipateinNIL,showingthere’sstillwhitespacetobeanearlyadopter.Community-levelsportisagreatwaytoreachnichecommunities,withgrassrootclubsbeingsetupacrosstheworldspecificallytocaterfordifferentdemographicsfromtheLGBQT+communitytotheelderly,therearemultipleyet-unusedavenuesforbrandstoaccessthesehiddenaudiences.Doneright,thetraditionallyeliteandexclusiveworldofsport,canbecomerelatable,authenticandpurposeful,lettingaudiencesthinkabouttheirsportandthereforethebrandinacompletelydifferentlight.162024INFLUENCERTRENDSOGILVYINTOPRAC-2024,THEꢀEAROFSPORTHOWBRANDSCOULDCONSIDERTICELEVERAGINGTHEYEAROFSPORT1BuildrelationshipsearlyEngagewithstudentathletesearlythroughNILpartnerships,tappingintoalargelyunexploredpoolofpotentialinfluencers.With83%ofDIathletesstilluntapped,NILremainsahugeopportunityforbrands.2FindthefansAlignwithathleteswhoresonatewithyourbrand’sethos,ensuringauthenticandimpactfulcollaborations.3CreatechangeSupportathletesstrivingtomakeadifference,amplifyingtheirmessageandaligningitwithyourbrand’svalues.4ThinkmultiꢀdimensionalRecognizeandengagewithathletes’diverseinterestsandtalents,offeringcreativeandinnovativepartnershipopportunities.172024INFLUENCERTRENDSOGILVYCASE2024,THEyEAROFSPORTSTUDYFIFAWORLDCUPTROPHYTOUR12.9MClient:Coca-ColaImpressionsCampaign:FIFAWorldCupMarket:Global12%OverallTicketSalesTokickofftheFIFAWorldCup2022,wehelpedCoca-ColaincelebratingthepassionatejourneꢀoffootballfansbꢀactivatinginfluencersintheglobalFIFAWorldCupTrophꢀTourand“BelievingisMagic”campaign.Wegeneratedbrandawarenessandcreatedbuzzaroundthetour,aswellasdroveattendancetothelocalTrophꢀTourevents.295KEngagementsWATCHHERE182024INFLUENCERTRENDSOGILVY4LIVESTREAMING192024INFLUENCERTRENDSOGILVY4LIvESTREAMINGFROMSECONDSCREENTOMAINSCREENFromgaming,toshopping,withThroughliꢀestreams,creatorscandemonstrateproductsauthentically,dispellingfearsofstagedanddeceptiꢀemarketing.Consumersbelieꢀetheauthenticity,astheycanprobetheircreatorstousetheproductandanswerquestionsrightinfrontoftheireyes.It’stheshoppingcentrejuicingdemo’softhe90’sbutbehindtheprotectiꢀebarrierofyourphonescreen(excuseanyBridgetJonesflashbacks).offshootsinsubculture;thegrowthofliꢀe-streamingcouldbelikenedtoathornbush,cutbackonlytodigitsheelsinandspreadrootintwiceasmanynewdirections.Forthosewhohaꢀen’tyetbeenwonoꢀer,it’seasytobelieꢀethatthisreal-timecontentformatdiedadeathpost-coꢀid,butinreality,we’reseeingasteepupwardtrajectorythatwillonlycontinueinto2024.31%ofpeoplebelievethatliveshoppingallowsthemtomakemoreinformedpurchasingdecisions.Whereconsumersarestrugglingthroughacostofliꢀingcrisis,andeꢀerynewpurchaseisbeingscrutinisedmorethaneꢀerbefore,theopportunitywithinliꢀestreamingistodeliꢀeranimmersiꢀebrandexperience,directlyintothehomesandhandsofconsumers.Coupledwithinfluence,where66%ofbrandsreportthatcreator-ledcontentdeliversmoreROIcomparedtotraditionalads,acreator-ledliꢀestreambecomesafertilegroundformarketingopportunities.Liꢀe-streaming’spotentialextendsbeyondshopping.Thetrendofcreatorreꢀenuediꢀersificationcontinues,withplatformslikeTikTokandOnlyFansinnoꢀatingnewwaysforcreatorstomonetizetheirliꢀeinteractions.BethisthroughTiktoktokens,rewardingyourfaꢀouritecreatorswhospendhoursrepeatingphrasesoractionsatthecamerafortheirfans.Oronthelessfetishisedside,creatorssuchasGarronNoonetakingtheircomfortingcomedypersonaandturningOnlyFansintoaplacewhereyoucanrequestcuddlesandwarmsmilesratherthan,well…202024INFLUENCERTRENDSOGILVY4LIꢁESTREAMINGAndfinally,asaudiencesgrowwearierofshort-formcontent,live-streamingoffersarefreshingalternative.Thisformatallowsfordeeperstorytelling,whereviewerscanengage,askquestionsandgeta2.CREATORSAREGOINGTOBYPASSSUBSCRIPTIONSANDBOOSTREVENUETHROUGHLIVESTREAMSWherewesawsubscriptiongrowthviaInstagramandOnlyFansinthelast2years,creatorshaveevolvedplatformsonceagaintomineadditionalrevenuefromthosepassivesubscribers.Wheretheplatformsarebuildingcreatorpaymentschemesintotheirplatformsnow,brandsneedtotakeheedoftheotheroptionsouttheretocreators.Iftheydon’tneedbranddealstokeepthemafloat,whatelseareyoubringingtothevalueexchange?comprehensiveunderstandingofproductsortopics.Whileshort-formcontentwillmaintainitsplace,long-formispoisedforaresurgence,offeringimmersiveexperiencesthatreachbeyondphysicaleventattendance.1.REALPRODUCTEXPERIENCESTHROUGHCREATOR-LEDLIVESTREAMSꢀourcustomersknowthatifitsoundstoogoodtobetrue,itprobablyis.We’rewaybeyond“world’sbestcoffee”or“moisturisersthatmagicallymakeyoulook20yearsyoungerovernight”.Grandiosestatementsonlyseektodeterthemodernconsumer,andalivestream,withalackofeditingandlow-fiproduction,istheantithesisthatwillgetyourshoppersonside.3.SHORTFORMISFALLINGBACKTOMAKEWAYFORLONGFORMONCEAGAINWhereconsumersarespendingmoretimeonlinethanever,andlesstimeinfrontoftraditionalTꢁ,thereisarealplaceforlongformtoreturn.Streamingplatformshavehelpedtoseetheresurgenceofmobilesasalongformdeviceandwepredictthisgrowthwillpaydividendstolivestreams.212024INFLUENCERTRENDSOGILVYCASELIvESTREAMINGSTUDYDOVEICOMMERCEPILOTS12.9MClient:DoꢀeCampaign:DoꢀeiCommercePilotMarket:UKcombinedꢀideoꢀiews1bundlesoldeꢀeryminuteduringLiꢀeShowsTotestTikTok'seffectiꢀenessfor,wepartneredwithDoꢀetoexplorein-appsales.WeengagedbeautyinfluencersskilledinTikToksellingtopromoteexclusiꢀeDoꢀeproductsthroughshoppableꢀideosandliꢀestreamsonTikTokShop.Ourstrategyincludedtestingdifferentliꢀestreamsetups,engagingabroaderinfluencercommunityforproductpromotion,andusingcompetitiꢀetacticsandlimited-timeofferstoboostsales.15%increaseinunaidedbrandawarenessWATCHHERE222024INFLUENCERTRENDSOGILVY5SUSTAINABLEINFLUENCE232024INFLUENCERTRENDSOGILVY5SUSTAINABLEINFLUENCE78%ofpeoplereportbeingswayedbyinfluencerstoadoptgreenerpractices.INFLUENCINGABETTERTOMORROWAsconsumersbecomeincreasinglyconsciousoftheirenvironmentalfootprint,influencersareemergingatoddswiththeperceivedwastefulnessofmanybrands’giftingprograms.Fans,arebecomingmorevigilant,callingoutgreenwashing,andscrutinizingtheclaimsofbothbrandsandinfluencers.aspivotalplayersinshapingsustainableconsumerbehavioursandperceptionstowardsbrands.78%ofpeoplereportbeingswayedbyinfluencerstoadoptgreenerpractices,signifyingamajorshiftwhereinfluencersactascatalystsforenvironmentalchange,guidingaudiencestomoresustainablechoic