Study: 97% of brands identify content creators as influencers

In 2024, most brands are contemplating participating with influencers and integrating influencer-led approaches into wider campaigns. In reality, 81% of brands have been concerned in influencer campaigns, with one in 5 having participated in additional than 20 influencer campaigns.
This is in keeping with Havas Red’s “The state of the influencer in 2024: A consumer’s perspective” research which surveyed 39 purchasers from 10 markets. As customers lose belief in conventional media, they’re as a substitute turning to influencers who can play an important function in increasing the model’s on-line presence.
However, affect has been democratised. Within social media, there’s a new wave of accessibility and of rising affect held by content creators with out star energy standing. 
Don’t miss: With influencer advertising and marketing taking up, what values do celebrities carry to entrepreneurs? 
As such, 97% of brands identify content creators as influencers, highlighting a shift away from conventional celebrities as influencers and a shift in the direction of a brand new actuality the place anybody can grow to be an influencer.
The accessibility of the influencer allows customers to view them as relatable figures, as against celebrities who are sometimes considered as unattainable and distant. 
In addition, one in three brands acknowledge that influencers can successfully drive engagement for brands. Connection is the brand new social foreign money, with 92% of brands believing within the profit of establishing long-term versus short-term partnerships with influencers. 
78% consider the most important profit is main key messages and bringing troublesome subject material to life, whereas 27% consider influencers might help most with attain. 11% consider it helps with model alignment. 
The research additionally discovered that video codecs are the simplest tactic within the influencer toolbox with 86% of brands revealing that video content resonates extra successfully with the bulk of campaigns in comparison with static codecs. 
This is particularly since video codecs enable influencers to inject character into their marketing campaign, translating to a extra genuine expertise when selling a services or products. 
Finally, 92% of brands consider that measuring influencer efficiency is essential for understanding the return on funding. Just as each marketing campaign ought to be tailor-made to fulfill a model’s aims and finances, there have to be particular metrics in place to measure marketing campaign success and higher perceive how the influencer has contributed a return on funding, added the research. 
Brands are leaning on companies to own a robust influencer community and information of particular person influencers (86.5%), present end-to-end influencer administration (73%), measure influencer advertising and marketing campaigns (83.8%) and exhibit the effectiveness of influencer campaigns (86.5%). 
In the following yr, 70% of brands are open to participating with influencers on TikTok, adopted by over 45% on Instagram and 27% on YouTube. 57% of brands recognise that influencers’ addition to any marketing campaign will grow to be extra outstanding sooner or later too. 
That stated, native nuance and belief is required for influencer advertising and marketing in Southeast Asia. Consumers in SEA are savvier and crave real connections, resulting in influencer advertising and marketing campaigns prioritising transparency and “deinfluencing”.
This is in keeping with R3’s authenticity and transparency in SEA influencer advertising and marketing report the place it explored developments, native nuances and its influence on the course of influencer advertising and marketing within the area. 
While simply over half of Southeast Asian customers observe influencers on social media, a majority (82%) admit to having been influenced by them of their buying selections.
In addition, social media posts and social influencers are in a continuing state of co-evolution. The proper format can considerably enhance engagement for each influencers and brands. On prime of that, the format an influencer excels in might help outline their area of interest too.
Join us on 12 June 2024 for an thrilling expertise as Content360 makes its debut in Malaysia! Brace your self to hitch the crème de la crème of the content advertising and marketing trade hailing from throughout the area. Immerse your self in a dynamic environment, and uncover the newest developments with thought leaders and resolution suppliers from the realm of content.
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