Ogilvy：2024年意見領(lǐng)袖趨勢（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.27AIInfluenceGoesHyper?Personal1EMPLOYEEADVOCACY52024INFLUENCERTRENDSOGILVY1EMPLOyEEADvOCACyINTERNAL10xThecollecti?enetworksizeof?ouremplo?eesis,ona?erage,10xlargerthan?ourcompan?networkitself.VOICESFOREXTERNALIMPACTLinkedInAskan?CEOorCMOabouttheirbusiness’secretingredient,andthe?’lllikel?pointtotheiremplo?ees.compan??ision.youremplo?eesarenow?ourbillboards,communicatingwith?ourindustr?onadail?basis,onthetopicsthatmatterrightnow.The?’reengagedwithanicheaudienceandthe?ha?eaccesstoanetworkfargreaterthan?ourealize.The?arethelifebloodofan?compan?,thepassionbehinditscore?alues,theintelligencethatkeepsitinno?ating,andultimatel?thereassuranceinitsabilit?todeli?eragainstitspromises.The?areahugeuntappedmarketingresourceandthe?areeffecti?el?,free.B2BCMOsthatha?espottedthisarejuststartingtoscratchthesurfaceofthisopportunit?with89%ofC-Suitemarketersrecognizingthatemployeesasinfluencersholdsimmensevaluefortheirbusinessesduetotheinsiderknowledgeandauthenticad?ocac?thatcomesfrombeliefinashared?ision.IntheB2Bworld,LinkedInhasalread?e?ol?edthewa?businessescanmobilizetheiremplo?eesforcommercialgrowth.Brandad?ocationandThoughtLeadershipiswo?enintothefabricofprofessionaldigitalnetworking.Wenolongerneedtorel?onanominatedBezos,MuskorJobs-esqueindi?idualtostandonapodiumtosellour"Runninganemployeeadvocacyprogrammeisanuntappedresourceformostbrands.It'saculturaljourneywithyourteamtoenableauthenticindividualopinionwhilstworkingwithinthecompany’svalues,thatcaninfluenceeverythingfromfuturecustomerstofindingtoptalent."BETHSAINT,CMOATSCHRODERS62024INFLUENCERTRENDSOGILVY1EMPLOyEEADvOCACyTHESECRETWEAPONFORB2CHowe?er,thetruepotentialliesdormantinB2Csectors.Theexcitingpartoftheemplo?eead?ocac?con?ersationemergeswhenB2Cbrandsstarttowakeupandfeeltheheat…opportunitiesarenotlimitedtoreachingnewnetworksandwonderwhatarewewaitingfor.Withmostbrandsstillstrugglingtojustif?ROIontheirexistingmarketingacti?ities,letalonetheunqualifiableoperational?alue,weknowbigger-picturebrandswillgettherefirst.WhereB2Bemplo?eead?ocac?hasbeende?elopinginparallelwiththegrowthofLinkedIn(closinginon1Busers),B2Cbrandsha?ebarel?blinkedtoentertaintheidea.Butwh??Wedon’tknowwhen–maybeyearsinthemaking…?Wedon’tknowwhere–Maybeahybridplatformstilltobeinvented…?If?oulookattheheartofinfluence,?ou’dbefoolishtoignoretheunderl?ingcomponentofwhatmakesinfluencermarketingsoBut,theboomoftheemplo?eeinfluenceinB2Ciscoming.Makesure?ourbrandisfarenoughdownthemountaintobeatthesuccessful;auniquel?informedandauthentica?alanchewhenitfinall?doescascade.perspecti?ethataudiencescantrustwithinalike-mindedcommunit?.Emplo?eesha?eauniqueformofunquestionable?alidation…insiderknowledge.Whenthisiscompoundedwithanunwa?eringpassionforthebrand,trustundoubtedl?follows.Readmoreinourpaper,InfluencingBusiness:TheGlobalRiseofB2BMarketing;inter?iewing550CMOsacross11marketsfrombrandsincludingWhenwethenstarttomentionemplo?eesatisfactionbenefits,talentrecruitmentimpro?ementsande?enproductresearch&de?elopmentopportunities,werealisetheLinkedIn,Dell,Ey,IBM,andSamsung.WealsouseInfluencerstoconnectemotionallywithourteammemberstoretainandattracttalentaswellascustomer.Ithelpspeoplefeelmoreconnectedtothecompanyandunderstandthevalues.ALEXISOGER,vPMARKETINGEMEA,DELLTECHNOLOGIES,FRANCE72024INFLUENCERTRENDSOGILVYINTOEMPLO?EEAD?OCAC?PRAC-HOWTOFOSTEREMPLOYEEADVOCACYTICENomatterhowmanyfollowersanemployeehas,theyareagatewaytoalikeminded,oftenhyper-engagedaudience.Wesuggesttailoringyouremployeeinfluencerwithtiersupportsystem.1Createacompany?wideprogramallcanutilizeCreateacompany-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,establishingculturalresonanceandgainingSO?.112024INFLUENCERTRENDSOGILVYINTOPRAC-SONICINFLUENCEHOWBRANDSCANLEVERAGETICESONICINFLUENCE1UnderstandyoursonicidentityCreativesanddesignerswillspendheapsoftimeworkingonthelookandfeelforabrand,butwhatisyoursound?Nowisthetimetodiscoveryourbrand’ssonicidentity,andownit.23Exploresonic??rstin?uencepartnershipsWhereinfluencersgainedtractionforacertainaestheticinthepast,thosecuratingtheirownsoundarebuildingtheirownidentityandfandoms.GobeyondasongAfewchords,amelodyorbeatcanworkjustashardasafullfeaturesong,providingitfitswithyourbrand’sidentity122024INFLUENCERTRENDSOGILVY32024,THEYEAROFSPORT132024INFLUENCERTRENDSOGILVY32024,THEyEAROFSPORTDRIVINGCULTURALIMPACTBEYONDTHEFIELD2024withathletesmarksapivotal?earinsportsinfluence,transcendingtheboundariesofthefield.CristianoRonaldo’sreignasthemostfollowedInstagramprofileunderscorestheglobalappealofsportsfiguresandtheirabilit?togainafollowingbe?ondmusicians,influencersandeventheKardashians.Asa2024approaches,overallglobaladvertisingspendisprojectedtoreach$1trillionUSDforthefirsttime.Andthesportsmarketingindustr?willseeanotableshareofthatspend,withtheParisSummerOl?mpicsandSummerParal?mpicsandUEFAEuros.Toda?,audiencesareequall?captivatedb?theirpersonallives,opinionsandpassionsoutsideofsport.TherecentphenomenonofTa?lorSwiftandTravisKelce’srelationship,exemplifiesthis.TheirrelationshiphascatapultedKelce'svisibilit?be?ondabest-in-classathleteintoanewstratosphere.InterestintheChiefshasalsosk?rocketed,withtheteamgainingmorethanhalfamillionnewfansthisseason,morethandoublethenextteamintheleague.AUDIENCESAREINTERESTEDINATHLETESONANDOFFTHEFIELDGonearetheda?swhenathletes’off-fieldlivesweremerefootnotes.Athletesworldwide,suchasKen?a’sEliudKipchogeandBrazil’sNe?marJr.arecelebratedfortheirsocialimpactandadvocac?.Theirinvolvementinenvironmentalcausesandsocialissueshassignificantl?amplifiedtheirinfluencebe?ondtheirathleticachievements.Documentarieslike“BreakPoint”havepla?edacrucialroleinthisevolution,showcasingathletesascomplete142024INFLUENCERTRENDSOGILVY32024,THE?EAROFSPORTpersonalitieswithemotionaldepthanddiverseinterests.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,THE?EAROFSPORTAMATEURATHLETESAREGOINGPROONSOCIALMEDIAGRASSROOTSSPORTSINFLUENCE: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,THE?EAROFSPORTHOWBRANDSCOULDCONSIDERTICELEVERAGINGTHEYEAROFSPORT1BuildrelationshipsearlyEngagewithstudentathletesearlythroughNILpartnerships,tappingintoalargelyunexploredpoolofpotentialinfluencers.With83%ofDIathletesstilluntapped,NILremainsahugeopportunityforbrands.2FindthefansAlignwithathleteswhoresonatewithyourbrand’sethos,ensuringauthenticandimpactfulcollaborations.3CreatechangeSupportathletesstrivingtomakeadifference,amplifyingtheirmessageandaligningitwithyourbrand’svalues.4Thinkmulti?dimensionalRecognizeandengagewithathletes’diverseinterestsandtalents,offeringcreativeandinnovativepartnershipopportunities.172024INFLUENCERTRENDSOGILVYCASE2024,THEyEAROFSPORTSTUDYFIFAWORLDCUPTROPHYTOUR12.9MClient:Coca-ColaImpressionsCampaign:FIFAWorldCupMarket:Global12%OverallTicketSalesTokickofftheFIFAWorldCup2022,wehelpedCoca-Colaincelebratingthepassionatejourne?offootballfansb?activatinginfluencersintheglobalFIFAWorldCupTroph?Tourand“BelievingisMagic”campaign.Wegeneratedbrandawarenessandcreatedbuzzaroundthetour,aswellasdroveattendancetothelocalTroph?Tourevents.295KEngagementsWATCHHERE182024INFLUENCERTRENDSOGILVY4LIVESTREAMING192024INFLUENCERTRENDSOGILVY4LIvESTREAMINGFROMSECONDSCREENTOMAINSCREENFromgaming,toshopping,withThroughli?estreams,creatorscandemonstrateproductsauthentically,dispellingfearsofstagedanddecepti?emarketing.Consumersbelie?etheauthenticity,astheycanprobetheircreatorstousetheproductandanswerquestionsrightinfrontoftheireyes.It’stheshoppingcentrejuicingdemo’softhe90’sbutbehindtheprotecti?ebarrierofyourphonescreen(excuseanyBridgetJonesflashbacks).offshootsinsubculture;thegrowthofli?e-streamingcouldbelikenedtoathornbush,cutbackonlytodigitsheelsinandspreadrootintwiceasmanynewdirections.Forthosewhoha?en’tyetbeenwono?er,it’seasytobelie?ethatthisreal-timecontentformatdiedadeathpost-co?id,butinreality,we’reseeingasteepupwardtrajectorythatwillonlycontinueinto2024.31%ofpeoplebelievethatliveshoppingallowsthemtomakemoreinformedpurchasingdecisions.Whereconsumersarestrugglingthroughacostofli?ingcrisis,ande?erynewpurchaseisbeingscrutinisedmorethane?erbefore,theopportunitywithinli?estreamingistodeli?eranimmersi?ebrandexperience,directlyintothehomesandhandsofconsumers.Coupledwithinfluence,where66%ofbrandsreportthatcreator-ledcontentdeliversmoreROIcomparedtotraditionalads,acreator-ledli?estreambecomesafertilegroundformarketingopportunities.Li?e-streaming’spotentialextendsbeyondshopping.Thetrendofcreatorre?enuedi?ersificationcontinues,withplatformslikeTikTokandOnlyFansinno?atingnewwaysforcreatorstomonetizetheirli?einteractions.BethisthroughTiktoktokens,rewardingyourfa?ouritecreatorswhospendhoursrepeatingphrasesoractionsatthecamerafortheirfans.Oronthelessfetishisedside,creatorssuchasGarronNoonetakingtheircomfortingcomedypersonaandturningOnlyFansintoaplacewhereyoucanrequestcuddlesandwarmsmilesratherthan,well…202024INFLUENCERTRENDSOGILVY4LI?ESTREAMINGAndfinally,asaudiencesgrowwearierofshort-formcontent,live-streamingoffersarefreshingalternative.Thisformatallowsfordeeperstorytelling,whereviewerscanengage,askquestionsandgeta2.CREATORSAREGOINGTOBYPASSSUBSCRIPTIONSANDBOOSTREVENUETHROUGHLIVESTREAMSWherewesawsubscriptiongrowthviaInstagramandOnlyFansinthelast2years,creatorshaveevolvedplatformsonceagaintomineadditionalrevenuefromthosepassivesubscribers.Wheretheplatformsarebuildingcreatorpaymentschemesintotheirplatformsnow,brandsneedtotakeheedoftheotheroptionsouttheretocreators.Iftheydon’tneedbranddealstokeepthemafloat,whatelseareyoubringingtothevalueexchange?comprehensiveunderstandingofproductsortopics.Whileshort-formcontentwillmaintainitsplace,long-formispoisedforaresurgence,offeringimmersiveexperiencesthatreachbeyondphysicaleventattendance.1.REALPRODUCTEXPERIENCESTHROUGHCREATOR-LEDLIVESTREAMS?ourcustomersknowthatifitsoundstoogoodtobetrue,itprobablyis.We’rewaybeyond“world’sbestcoffee”or“moisturisersthatmagicallymakeyoulook20yearsyoungerovernight”.Grandiosestatementsonlyseektodeterthemodernconsumer,andalivestream,withalackofeditingandlow-fiproduction,istheantithesisthatwillgetyourshoppersonside.3.SHORTFORMISFALLINGBACKTOMAKEWAYFORLONGFORMONCEAGAINWhereconsumersarespendingmoretimeonlinethanever,andlesstimeinfrontoftraditionalT?,thereisarealplaceforlongformtoreturn.Streamingplatformshavehelpedtoseetheresurgenceofmobilesasalongformdeviceandwepredictthisgrowthwillpaydividendstolivestreams.212024INFLUENCERTRENDSOGILVYCASELIvESTREAMINGSTUDYDOVEICOMMERCEPILOTS12.9MClient:Do?eCampaign:Do?eiCommercePilotMarket:UKcombined?ideo?iews1bundlesolde?eryminuteduringLi?eShowsTotestTikTok'seffecti?enessfor,wepartneredwithDo?etoexplorein-appsales.WeengagedbeautyinfluencersskilledinTikToksellingtopromoteexclusi?eDo?eproductsthroughshoppable?ideosandli?estreamsonTikTokShop.Ourstrategyincludedtestingdifferentli?estreamsetups,engagingabroaderinfluencercommunityforproductpromotion,andusingcompetiti?etacticsandlimited-timeofferstoboostsales.15%increaseinunaidedbrandawarenessWATCHHERE222024INFLUENCERTRENDSOGILVY5SUSTAINABLEINFLUENCE232024INFLUENCERTRENDSOGILVY5SUSTAINABLEINFLUENCE78%ofpeoplereportbeingswayedbyinfluencerstoadoptgreenerpractices.INFLUENCINGABETTERTOMORROWAsconsumersbecomeincreasinglyconsciousoftheirenvironmentalfootprint,influencersareemergingatoddswiththeperceivedwastefulnessofmanybrands’giftingprograms.Fans,arebecomingmorevigilant,callingoutgreenwashing,andscrutinizingtheclaimsofbothbrandsandinfluencers.aspivotalplayersinshapingsustainableconsumerbehavioursandperceptionstowardsbrands.78%ofpeoplereportbeingswayedbyinfluencerstoadoptgreenerpractices,signifyingamajorshiftwhereinfluencersactascatalystsforenvironmentalchange,guidingaudiencestomoresustainablechoic