2024INFLU- ENCERTRENDSYOU SHOULD CARE ABOUT
FORE-WORD2024 INFLUENCER TRENDS 2OGILVYAs of 2023, most brands have adopted an influence strategy and are enamoured by its yet-to-be-explored potential.This is shown most evidently in the development, establishment and continued momentous growth of The Creator Economy.No longer just a buzzword or a pipeline dream, The Creator Economy is real and represents the entire network of individuals who are able to tangibly earn a livelihood from content creation.There are over 50 million creators across the world, with 2 million of them being able to use content creation as their primary or only source of income. That leaves 48 million people actively creating content at an amateur level, eager to make a stronger mark and impression in the space.What does that mean for brands? An impressive 96% of the creator economy is yet to be tapped into and properly utilised. With The Creator Economy estimated to be worth $500bn by 2027, and only 4% of that workforce realising their full potential, there is enormous scope to hold the hand of these smaller profiles as they establish themselves.Contrary to common belief, Influence is not just about dance trends on TikTok or gifted hotel experiences spread over Instagram. They’re not to be forgotten by any means, but they are just the very tip of the iceberg in a world with over 40 platforms, giving creators – and therefore brands – unique and evolving ways to interact with audiences.The breadth and unexplored growth of The Creator Economy should excite brands. It’s what has already led to AI influencers, the leveraging of Blockchain technology, and Metaverse collaborations. As influencers and creators continue to establish themselves as a collective revenue stream, conversations around equality between brand, platform and creator are being had. And rightly so; after all, we know that Influence makes real impact via real people. So, the pressure is on the ensure the value exchange works fairly for the real people driving this phenomenon.Mining the potential of The Creator Economy isn’t going to happen by doing more of the same thing, more of what’s already got us to where we are. Brands need to think about what spaces are yet to be moved into and where they can evolve what they are already doing.An impressive 96% of the creator economy is yet to be tapped into and properly utilised.
RAHUL TITUSGlobal Head of InfluenceOgilvy2024 INFLUENCER TRENDS 3OGILVYSectors and topics that have not historically been accessible are key areas of opportunity. Sport, which is by nature elitist and exclusive, now offers exciting routes for professional athletes, fitness influencers and fan profiles alike. Or even sustainability, a topic on many of our lips, but one that can feel gatekept by leading scientists, disruptive activists, and politicians. Green influencers...
