Ogilvy：2024年意見領袖趨勢（英）

2024INFLU-

ENCERTRENDS

YOU

SHOULD

CARE

ABOUT

Animpressive

96%ofthecreator

WORDbuttheyarejusttheverytipoftheiceberg

economyisyetto

betappedintoand

FORE-properlyutilised.

sof2023,mostbrandshave

Contrarytocommonbelief,Influenceisnot

adoptedaninfluencestrategy

justaboutdancetrendsonTikTokorgifted

Aandareenamouredbyits

hotelexperiencesspreadoverInstagram.

yet-to-be-exploredpotential.

They’renottobeforgottenbyanymeans,

Thisisshownmostevidentlyinthe

inaworldwithover40platforms,giving

development,establishmentandcontinued

creators–andthereforebrands–uniqueand

momentousgrowthofTheCreatorEconomy.

evolvingwaystointeractwithaudiences.

Nolongerjustabuzzwordorapipelinedream,TheCreatorEconomyisrealandrepresentstheentirenetworkofindividualswhoareabletotangiblyearnalivelihoodfromcontentcreation.

Thereareover50millioncreatorsacrosstheworld,with2millionofthembeingabletousecontentcreationastheirprimaryoronlysourceofincome.Thatleaves48millionpeopleactivelycreatingcontentatanamateurlevel,eagertomakeastrongermarkandimpressioninthespace.

Whatdoesthatmeanforbrands?Animpressive96%ofthecreatoreconomyisyettobetappedintoandproperlyutilised.WithTheCreatorEconomyestimatedtobeworth$500bnby2027,andonly4%ofthatworkforcerealisingtheirfullpotential,thereisenormousscopetoholdthehandofthesesmallerprofilesastheyestablishthemselves.

ThebreadthandunexploredgrowthofTheCreatorEconomyshouldexcitebrands.It’swhathasalreadyledtoAIinfluencers,theleveragingofBlockchaintechnology,andMetaversecollaborations.

Asinfluencersandcreatorscontinuetoestablishthemselvesasacollectiverevenuestream,conversationsaroundequalitybetweenbrand,platformandcreatorarebeinghad.Andrightlyso;afterall,weknowthatInfluencemakesrealimpactviarealpeople.So,thepressureisontheensurethevalueexchangeworksfairlyfortherealpeopledrivingthisphenomenon.

MiningthepotentialofTheCreatorEconomyisn’tgoingtohappenbydoingmoreofthesamething,moreofwhat’salreadygotustowhereweare.Brandsneedtothinkaboutwhatspacesareyettobemovedintoandwheretheycanevolvewhattheyarealreadydoing.

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2024INFLUENCERTRENDS

OGILVY

RAHUL

TITUS

GlobalHeadofInfluence

Ogilvy

Sectorsandtopicsthathavenothistoricallybeenaccessiblearekeyareasofopportunity.Sport,whichisbynatureelitistandexclusive,nowoffersexcitingroutesforprofessionalathletes,fitnessinfluencersandfanprofilesalike.Orevensustainability,atopiconmanyofourlips,butonethatcanfeelgatekeptbyleadingscientists,disruptiveactivists,andpoliticians.Greeninfluencersandcruelty-freecreatorsaremovingfromthefringesintothespotlight,andtheirvoicescarryalotofweightandcredibility.

Beautybrands,whichhavetraditionallybeenthefaceofInfluence,canplayapivotalpartinnurturingTheCreatorEconomy,

forexamplebychampioningsmallscaleinfluencersasthenextwaveofbeautypioneersthroughbespokeproductlines.Thus,favouringestablishingcontrolledpartnershipsovercreatingcompetitors,andtappingintothecreator’scuratedaudience,whichmayhaveevadedthebrandinthepast.

While2023wentasfartoshowthatInfluencehasasecureandvitalplaceatthetable,2024willputitinaleadingseat.Wewill

seebusinessstarttorallytheiremployeenetworktoadvocatefortheirservicesandproducts,loveforallthingsunscripted,unpolishedandunpredictablewillpushlivestreamingtonewheights,andwe’llthinkaboutsoundinwaysyetunheard.

ThisistheyearthatInfluencemovesfromanice-to-havecomponentofabrand’smarketingstack,toanessentialtoolforcommercialgrowthandbrandawarenessthatisnottobeomitted.

ThisisnotjusttheresponsibilitiesofbrandsandCMOs,it’stimeforInfluencespecialiststodomoreandexploreallventuresandpossibilitiesinthisnewfoundspace.

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Thebreadthandunexploredgrowth

ofTheCreatorEconomyshouldexcite

brands,offeringuniqueandevolving

waystointeractwithaudiences.

2024INFLUENCERTRENDS OGILVY

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CON

2024TENTS

INFLUENCER

TRENDS

EmployeeAdvocacy

InternalvoicesforexternalimpactP.6

SonicInfluence

ThesoundofinfluenceP.10

2024,TheYearofSport

DrivingculturalimpactbeyondthefieldP.14

LiveStreaming

FromsecondscreentomainscreenP.20

SustainableInfluence

InfluencingabettertomorrowP.24

AIInfluenceGoes

Hyper-Personal

UnlockingthepotentialofAIininfluenceP.27

11

EMPLOYEE

ADVOCACY

52024INFLUENCERTRENDS

OGILVY

1

EmployeeAdvocacy

INTERNAL

networksizeof

10x

VOICESFOR

Thecollective

10xlargerthan

youremployees

EXTERNAL

is,onaverage,

LinkedIn

yourcompany

networkitself.

IMPACT

skanyCEOorCMOabouttheir

companyvision.Youremployeesarenow

business’secretingredient,and

yourbillboards,communicatingwithyour

Athey’lllikelypointtotheiremployees.

industryonadailybasis,onthetopicsthat

Theyarethelifebloodofanycompany,

matterrightnow.They’reengagedwitha

thepassionbehinditscorevalues,the

nicheaudienceandtheyhaveaccessto

intelligencethatkeepsitinnovating,

anetworkfargreaterthanyourealize.

andultimatelythereassuranceinits

abilitytodeliveragainstitspromises.

Theyareahugeuntappedmarketingresource

andtheyareeffectively,free.B2BCMOsthat

IntheB2Bworld,LinkedInhasalready

havespottedthisarejuststartingtoscratch

evolvedthewaybusinessescanmobilize

thesurfaceofthisopportunitywith89%

theiremployeesforcommercialgrowth.

ofC-Suitemarketersrecognizingthat

BrandadvocationandThoughtLeadershipis

employeesasinfluencersholdsimmense

wovenintothefabricofprofessionaldigital

valuefortheirbusinessesduetothe

networking.Wenolongerneedtorelyon

insiderknowledgeandauthenticadvocacy

anominatedBezos,MuskorJobs-esque

thatcomesfrombeliefinasharedvision.

individualtostandonapodiumtosellour

"Runninganemployeeadvocacyprogrammeisanuntappedresourceformostbrands.It'saculturaljourneywithyourteamtoenableauthenticindividualopinionwhilstworkingwithinthecompany’svalues,thatcaninfluence

everythingfromfuturecustomerstofindingtoptalent."

BETHSAINT,CMOATSCHRODERS

6 2024INFLUENCERTRENDS OGILVY

EmployeeAdvocacy

1

THESECRETWEAPONFORB2C

opportunitiesarenotlimitedtoreachingnew

However,thetruepotentialliesdormant

networksandwonderwhatarewewaiting

inB2Csectors.Theexcitingpartof

for.Withmostbrandsstillstrugglingtojustify

theemployeeadvocacyconversation

ROIontheirexistingmarketingactivities,let

emergeswhenB2Cbrandsstart

alonetheunqualifiableoperationalvalue,we

towakeupandfeeltheheat…

knowbigger-picturebrandswillgettherefirst.

WhereB2Bemployeeadvocacyhas

Wedon’tknowwhen

beendevelopinginparallelwiththe

–maybeyearsinthemaking…?

growthofLinkedIn(closinginon1B

Wedon’tknowwhere

users),B2Cbrandshavebarelyblinked

–Maybeahybridplatform

toentertaintheidea.Butwhy?

stilltobeinvented…?

Ifyoulookattheheartofinfluence,you’dbe

But,theboomoftheemployeeinfluence

foolishtoignoretheunderlyingcomponent

inB2Ciscoming.Makesureyourbrandis

ofwhatmakesinfluencermarketingso

farenoughdownthemountaintobeatthe

successful;auniquelyinformedandauthentic

avalanchewhenitfinallydoescascade.

perspectivethataudiencescantrustwithin

alike-mindedcommunity.Employees

Readmoreinourpaper,

haveauniqueformofunquestionable

InfluencingBusiness:

validation…insiderknowledge.Whenthisis

TheGlobalRiseofB2B

compoundedwithanunwaveringpassion

Marketing;

interviewing550

forthebrand,trustundoubtedlyfollows.

CMOsacross11markets

frombrandsincluding

Whenwethenstarttomentionemployee

LinkedIn,Dell,EY,IBM,andSamsung.

satisfactionbenefits,talentrecruitment

improvementsandevenproductresearch&

developmentopportunities,werealisethe

WealsouseInfluencerstoconnectemotionallywithourteammemberstoretainandattracttalentaswell

ascustomer.Ithelpspeoplefeelmoreconnectedtothecompanyandunderstandthevalues.

ALEXISOGER,VPMARKETINGEMEA,DELLTECHNOLOGIES,FRANCE

7 2024INFLUENCERTRENDS OGILVY

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EmployeeAdvocacy INTO

HOWPRACTOFOSTER-EMPLOYEEADVOCACY

NomatterhowmanyfollowersanemployeeTICEhas,

theyareagatewaytoalikeminded,oftenhyper-

engagedaudience.Wesuggesttailoringyour

employeeinfluencerwithtiersupportsystem.

Createacompany-wideprogramallcanutilize

Createacompany-wideprogramthateducatesallemployeesonhowtobevocalonplatformslikeLinkedIn,withincompanyguidance-wheretoresearch,howtowrite,howtogrow.

Buildagroupofexperts

Createatopicalenvironmentaroundclustersofyouremployeeswithgenuineexistingauthorityinthespace,providingextrasupportlikeboosting,partnershipsandPRopportunities.

Promotethesuperstars

Bringaselectfewsuperstarsintoyourbrandmarketingcampaigns,creatingcontentthatchampionsnaturalopinion.Thesesuperstarsshouldbeseededthroughoutcross-channelmarketingopportunitiesandsupportedwithevents,PRopportunitiesandsocialboosting.

ThinkbeyondLinkedIn

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

2024INFLUENCERTRENDS OGILVY

SONIC22INFLUENCE92024INFLUENCERTRENDSOGILVY

8x

Soundcontributes8xmoreotherbrandandcontentelements(includingslogans,logosandcolours)toaconsumer’saffinitytoabrand.

SonicInfluence

THE

SOUNDOF

INFLUENCE

“DidsomebodysayJustEat?”.Fivewordsthatinstantlyevokeanad,amusician,afoodand

abrand–allthankstoajingle.Why?Becausemusicisuniversal.It’sanelevatedformofcommunicationthatisnaturallyinfectious,emotive,andshareable.Evenifaparticularsoundisn’ttoeveryone’staste,itstillsparksconversations.

PriortoenlistingKatyPerry,ChristinaAguileraandSnoopDog,thosefivewordsfromJustEat–initiallyjarring–quicklybecamethebrand’smostvaluableassetandcreativeplatform.So,it’stimetounmuteourinfluencecontent.

Music’sroleinadvertisingisnotanewconcept.BrandpartnershipswithAlistpopstars,musicandsoundhaveallowedbrandstoweavetheirwayintotheculturalzeitgeistfordecades.ButnowisthetimeforInfluencetocementbrandsviasoundintoconversationsandconsiderationatbothamassandlocalscale.

Yourcontentneedstobeassonically

vibrantasitis

visuallycolourful.

Soundcontributeseighttimesmorethanoverallotherbrandandcontentelements(includingslogans,logosandcolours)toaconsumer’saffinitytoabrand.TikTokadswithsounddrivesignificantliftsinsalesconversionandbrandfavourability,andMetareportsthat80%ofstorycontentwithvoiceoverormusicdrivebetterlow-funnelresults.Yourcontentneedstobeassonicallyvibrantasitisvisuallycolourful.

EstablishedinfluencerslikeZiweandGKBarryhavetakenthecomedyandstarqualityfromsocialmediatopodcasts,establishingdedicatedlisteners.Theaudio-onlyplatformofpodcastingisacrucialyetoftenoverlookedspaceininfluencestrategy,settobeworth$4billionwithinthenexttwoyears.

SCULPTYOURSONICIDENTITYMusic’svastrangeofgenres,styles,instrumentsandvoicesisplaygroundforbrands.Inthisinfinitemixliesauniquesoundforeachbrand,waitingtobediscovered,capturedandsharedintotheworld.

10 2024INFLUENCERTRENDS OGILVY

SonicInfluence

82%of18–64-year-oldswantabrandtohaveasonicidentity,and75%saythattheyconnectbetterwithabrandthathasadistinctaudioidentity.Tostandout,turnupthevolumeonyourbrand’ssonicpresence.

INFLUENCINGWITHSOUNDSoundinfluencerscomeinallshapesandsizes,includingmegaA-listtalent,buddingproducers,collegestudentslearninganinstrumentandeditorsremixingtheirfavouritesongsforTikTok.Theirdiversecreationscanaddanewandexcitingdimensiontoyourcontent.

Whenpickingyoursoundcreator,considernotjusttheiraudiencedemographicsandreach,butalsothenatureoftheircreations.Yoursoundinfluencershouldproduceaudiothatfitsyourbrandasseamlesslyasaninfluencer’svisualcontent.

Onamacroandmid-tierscale,beautygiantGarniercomposedthehip-hoptrack,MicellarRewind.Thissongwasusedininfluencercontenttopromoteamake-upremovalproduct,thatshowedinfluencersremovingtheirmake-upinreversesothatweseethemtransformfromfreshfacetofullglamtoseethetruecredentialsofthismiracleproduct.TheGarnier-ownedsonghassincebeenpickedupinUGC,and#MicellarRewindhasbeenviewed4.3billiontimes.

Whataretheseexamplesdoing?Theyareelevatingthebrandexperience,providingyouwithanewwaytothinkaboutthecompany,butmostimportantly,they’retellingyouexactlyhowtheproductworksandwhatthebenefitsoftheirserviceare–inaverysubtle,cleverbutpreciseway,withinfluencerprofiles.

SOUNDANDVISUALARENOTMUTUALLYEXCLUSIVE

Whilefocussingonyoursonicpresence,ensureitcomplimentsyourvisualidentity.Everyartistsignedtoarecordlabelmakesamusicvideoforalloftheirreleasedsingles,they’llparticipateinacarefullycuratedphotoshoottopromotetheiralbum,andthey’lldressandpresentthemselvesinveryselectandpremeditatedamidapromotionalcycle.Evenwiththemusic,theirvisualpresenceremainsimperativetothesuccessoftheirbrand.

Musicianshavebeencottoningontothatvisualcanelevatetheirmusicandpushtheirprofileevenfurtherbeyondastreamingservice,whicharenowbeingamplifiedbycreators.So,it’stimeforbrandstounderstandthatmusicandassociatedcreatorscanamelioratetheirexistingidentity,establishingculturalresonanceandgainingSOV.

11 2024INFLUENCERTRENDS OGILVY

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SonicInfluence INTO

HOWPRACBRANDS-CANLEVERAGE

SONICINFLUENCE

TICE

Understandyoursonicidentity

Creativesanddesignerswillspendheapsof

timeworkingonthelookandfeelforabrand,

butwhatisyoursound?Nowisthetimeto

discoveryourbrand’ssonicidentity,andownit.

Exploresonic-first

influencepartnerships

Whereinfluencersgainedtractionforacertain

aestheticinthepast,thosecuratingtheirown

soundarebuildingtheirownidentityandfandoms.

Gobeyondasong

Afewchords,amelodyorbeatcanwork

justashardasafullfeaturesong,providing

itfitswithyourbrand’sidentity

2024INFLUENCERTRENDS OGILVY

2024,33THEYEAROFSPORT132024INFLUENCERTRENDSOGILVY

2024,TheYearofSport

DRIVINGCULTURALIMPACTBEYONDTHEFIELD

2024marksapivotalyear

insportsinfluence,

withathletes

transcendingtheboundariesofthefield.

CristianoRonaldo’sreignasthemost

followedInstagramprofileunderscoresthe

globalappealofsportsfiguresandtheir

abilitytogainafollowingbeyondmusicians,

influencersandeventheKardashians.

Asa2024approaches,overallglobaladvertisingspendisprojectedtoreach$1trillionUSDforthefirsttime.Andthesportsmarketingindustrywillseeanotableshareofthatspend,withtheParisSummerOlympicsandSummerParalympicsandUEFAEuros.

AUDIENCESAREINTERESTEDINATHLETESONANDOFFTHEFIELDGonearethedayswhenathletes’off-fieldlivesweremerefootnotes.Athletesworldwide,suchasKenya’sEliudKipchogeandBrazil’sNeymarJr.arecelebratedfortheirsocialimpactandadvocacy.Theirinvolvementinenvironmentalcausesandsocialissueshassignificantlyamplifiedtheirinfluencebeyondtheirathleticachievements.

Today,audiencesareequallycaptivatedbytheirpersonallives,opinionsandpassionsoutsideofsport.TherecentphenomenonofTaylorSwiftandTravisKelce’srelationship,exemplifiesthis.TheirrelationshiphascatapultedKelce'svisibilitybeyondabest-in-classathleteintoanewstratosphere.InterestintheChiefshasalsoskyrocketed,withtheteamgainingmorethanhalfamillionnewfansthisseason,morethandoublethenextteamintheleague.

Documentarieslike“BreakPoint”haveplayedacrucialroleinthisevolution,showcasingathletesascomplete

14 2024INFLUENCERTRENDS OGILVY

2024,TheYearofSport

personalitieswithemotionaldepthanddiverseinterests.Thisnarrativeshiftiscrucialinanerawherephysicalprowessisjustoneaspectofanathlete’sidentity.

MENTALWELLBEING:ATHLETESLEADINGTHECONVERSATIONInanindustrythatprioritizesphysicalhealth,athletesareincreasinglyvocalaboutmentalhealth,atopiconceconsideredtabooinsports.Athleteshavenotbeenshytosharetheirstrugglesopenlyandtransparently,goingasfarastoeventaketimeawayfromthefieldorcourt.SimoneBiles,NaomiOsaka,andCocoGauffhaveusedtheirplatformstofosterdialogueonmentalhealth,raceandgender.

STREAMING:ANEWARENAFORSPORTTALENT

Eventelevisionnetworksareservingasinfluenceragencies,offeringwaystopartnerwithcreatorsinthesamewaytheyselladspaceduringtheSuperBowl.

ThisisexemplifiedbyCBSandothermajornetworksexploringinnovativepartnershipswithathletes,utilisingtheirinfluencetoengageaudiencesinsportsstreamingandotherdigitalplatforms.

RETIREDSPORTSICONSAREBECOMINGMULTIDIMENSIONALPERSONALITIES

Retiredathletesarepushingtheboundariesoftheircategories,exploringdiverseinterestsandbusinessventures.AndthisiswelcomedbyfanswhoaccordingtoDaniel-YawMiller,senioreditorialassociateatindustrynewswebsitetheBusinessofFashion,aremore“comfortablewithathletesbeingmoreexpressive.”AthleteslikeShaquilleO’Neal

inDJ-ing,NastiaLiukinlaunchingafashioncapsuletotrackstarMakenzieSteele‘sbakingrecipesexemplifythistrendofathletesbecomingmoremultidimensionalandmultifacetedpublicfigures.

15 2024INFLUENCERTRENDS OGILVY

2024,TheYearofSport

AMATEURATHLETESAREGOINGPROONSOCIALMEDIA

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.

GRASSROOTSSPORTSINFLUENCE:AGATEWAYTONICHEAUDIENCESIn2023,weidentifiedgrassrootsinfluencersgoingmainstream.In2024,we'reseeingmicroandnanoprofileswithinthesportingcommunitydothesame.Especiallyconsideringsport’suniquepowertobringpeopletogetherandchampionunheardvoices.

Community-levelsportisagreatwaytoreachnichecommunities,withgrassrootclubsbeingsetupacrosstheworldspecificallytocaterfordifferentdemographicsfromtheLGBQT+communitytotheelderly,therearemultipleyet-unusedavenuesforbrandstoaccessthesehiddenaudiences.Doneright,thetraditionallyeliteandexclusiveworldofsport,canbecomerelatable,authenticandpurposeful,lettingaudiencesthinkabouttheirsportandthereforethebrandinacompletelydifferentlight.

16 2024INFLUENCERTRENDS OGILVY

2024,TheYearofSport

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INTO

HOWPRACBRANDS-COULDCONSIDER

LEVERAGINGTICETHEYEAROFSPORT

Buildrelationshipsearly

EngagewithstudentathletesearlythroughNILpartnerships,tappingintoalargelyunexploredpoolofpotentialinfluencers.With83%ofDIathletesstilluntapped,NILremainsahugeopportunityforbrands.

Findthefans

Alignwithathleteswhoresonatewithyourbrand’sethos,ensuringauthenticandimpactfulcollaborations.

Createchange

Supportathletesstrivingtomakeadifference,amplifyingtheirmessageandaligningitwithyourbrand’svalues.

Thinkmulti-dimensional

Recognizeandengagewithathletes’diverseinterestsandtalents,offeringcreativeandinnovativepartnershipopportunities.

2024INFLUENCERTRENDS OGILVY

2024,TheYearofSportCASE

STUDY

FIFAWORLDCUP

TROPHYTOUR

12.9M

Client:Coca-Cola

Impressions

Campaign:FIFAWorldCup

12%

Market:Global

TokickofftheFIFAWorldCup2022,wehelpedCoca-ColaincelebratingthepassionatejourneyoffootballfansbyactivatinginfluencersintheglobalFIFAWorldCupTrophyTourand“BelievingisMagic”campaign.Wegeneratedbrandawarenessandcreatedbuzzaroundthetour,aswellasdroveattendancetothelocalTrophyTourevents.

OverallTicket

Sales

295K

Engagements

WATCH

HERE

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2024INFLUENCERTRENDS

OGILVY

LIVE42024

STREAMING

19 INFLUENCERTRENDS OGILVY

LiveStreaming

FROMSECONDSCREENTOMAINSCREEN

Fromgaming,toshopping,withoffshootsinsubculture;thegrowthoflive-streamingcouldbelikenedto

athornbush,cutbackonlytodigitsheelsinandspreadrootintwiceasmanynewdirections.Forthosewhohaven’tyetbeenwonover,it’seasytobelievethatthisreal-timecontentformatdiedadeathpost-covid,butinreality,we’reseeingasteepupwardtrajectorythatwillonlycontinueinto2024.

31%ofpeoplebelievethatliveshoppingallowsthemtomakemoreinformedpurchasingdecisions.Whereconsumersarestrugglingthroughacostoflivingcrisis,andeverynewpurchaseisbeingscrutinisedmorethaneverbefore,theopportunitywithinlivestreamingistodeliveranimmersivebrandexperience,directlyintothehomesandhandsofconsumers.Coupledwithinfluence,where66%ofbrandsreportthatcreator-ledcontentdeliversmoreROIcomparedtotraditionalads,acreator-ledlivestreambecomesafertilegroundformarketingopportunities.

Throughlivestreams,creatorscandemonstrateproductsauthentically,dispellingfearsofstagedanddeceptivemarketing.Consumersbelievetheauthenticity,astheycanprobetheircreatorstousetheproductandanswerquestionsrightinfrontoftheireyes.It’stheshoppingcentrejuicingdemo’softhe90’sbutbehindtheprotectivebarrierofyourphonescreen(excuseanyBridgetJonesflashbacks).

Live-streaming’spotentialextendsbeyondshopping.Thetrendofcreatorrevenuediversificationcontinues,withplatformslikeTikTokandOnlyFansinnovatingnewwaysforcreatorstomonetizetheirliveinteractions.BethisthroughTiktoktokens,rewardingyourfavouritecreatorswhospendhoursrepeatingphrasesoractionsatthecamerafortheirfans.Oronthelessfetishisedside,creatorssuchasGarronNoonetakingtheircomfortingcomedypersonaandturningOnlyFansintoaplacewhereyoucanrequestcuddlesandwarmsmilesratherthan,well…

20 2024INFLUENCERTRENDS OGILVY

LiveStreaming

Andfinally,asaudiencesgrowwearierofshort-formcontent,live-streamingoffersarefreshingalternative.Thisformatallowsfordeeperstorytelling,whereviewerscanengage,askquestionsandgetacomprehensiveunderstandingofproductsortopics.Whileshort-formcontentwillmaintainitsplace,long-formispoisedforaresurgence,offeringimmersiveexperiencesthatreachbeyondphysicaleventattendance.

REALPRODUCTEXPERIENCESTHROUGHCREATOR-

LEDLIVESTREAMS

Yourcustomersknowthatifitsoundstoogoodtobetrue,itprobablyis.We’rewaybeyond“world’sbestcoffee”or“moisturisersthatmagicallymakeyoulook20yearsyoungerovernight”.Grandiosestatementsonlyseektodeterthemodernconsumer,andalivestream,withalackofediting

andlow-fiproduction,istheantithesisthatwillgetyourshoppersonside.

CREATORSAREGOINGTOBYPASSSUBSCRIPTIONSANDBOOSTREVENUETHROUGHLIVESTREAMSWherewesawsubscriptiongrowthviaInstagramandOnlyFansinthelast2years,creatorshaveevolvedplatformsonceagaintomineadditionalrevenuefromthosepassivesubscribers.Wheretheplatformsarebuildingcreatorpaymentschemesintotheirplatformsnow,brandsneedtotakeheedoftheotheroptionsouttheretocreators.Iftheydon’tneedbranddealstokeepthemafloat,whatelseareyoubringingtothevalueexchange?

SHORTFORMISFALLING

BACKTOMAKEWAYFOR

LONGFORMONCEAGAIN

Whereconsumersarespendingmoretimeonlinethanever,andlesstimeinfrontoftraditionalTV,thereisarealplaceforlongformtoreturn.Streamingplatformshavehelpedtoseetheresurgenceofmobilesasalongformdeviceandwepredictthisgrowthwillpaydividendstolivestreams.

21 2024INFLUENCERTRENDS OGILVY

LiveStreaming CASE

STUDY

DOVEICOMMERCE

PILOTS 12.9M

Client:Dove

Campaign:DoveiCommercePilot

Market:UK

TotestTikTok'seffectivenessfor,wepartneredwithDovetoexplorein-appsales.WeengagedbeautyinfluencersskilledinTikToksellingtopromoteexclusiveDoveproductsthroughshoppablevideosandlivestreamsonTikTokShop.Ourstrategyincludedtestingdifferentlivestreamsetups,engagingabroaderinfluencercommunityforproductpromotion,andusingcompetitivetacticsandlimited-timeofferstoboostsales.

combinedvideo

views

1

bundlesoldevery

minuteduring

LiveShows

15%

increasein

unaidedbrand

awareness

WATCH

HERE

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2024INFLUENCERTRENDS

OGILVY

SUSTAINABLE55INFLUENCE232024INFLUENCERTRENDSOGILVY

SustainableInfluence

78%ofpeoplereport

beingswayedby

influencerstoadopt

greenerpractices.

INFLUENCING

ABETTER

TOMORROW

Asconsumersbecomeincreasinglyconsciousoftheirenvironmentalfootprint,influencersareemerging

aspivotalplayersinshapingsustainableconsumerbehavioursandperceptionstowardsbrands.78%ofpeoplereportbeingswayedbyinfluencerstoadoptgreenerpractices,signifyingamajorshiftwhereinfluencersactascatalystsforenvironmentalchan