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The creator economy is thriving and proving its worth to brands around the world. According to Sprout Social, US brands plan to invest $7.14 billion in influencer marketing this year. There’s no denying that we’re in a golden age of creator marketing. Whether you’re a brand manager, marketer, or creator, here are three key trends that will shape the landscape this year.
1.UGC creators: from hobbyists to professionals
The concept of user-generated content (UGC) is evolving into a legitimate career path. Brands adapting to lockdown restrictions accelerated by the pandemic have accelerated a surge in demand for high-quality branded content. The growing demand for short-form video content on platforms like TikTok and Instagram Reels has given birth to a new breed of creators called UGC creators. These individuals specialize in creating engaging content and are revolutionizing content creation beyond the realm of traditional production shoots.
On platforms like TikTok, aspiring UGC creators share insights on landing brand deals, and seasoned professionals offer a glimpse into high-paying careers. You’ll find videos from experienced UGC professionals who have made a career out of creating content specifically for brands, such as “How I Made His $4,000 in 10 Hours” and “How to Become a UGC Creator in 2024.” . Unlike traditional influencers, UGC creators don’t need large audiences. Brands work with them solely for their content creation capabilities. UGC careers thrive with low barriers to entry and platforms like Cohley and Aspire connecting them with brands.
2. Prioritize authenticity over polished content
Consumers are becoming increasingly disillusioned with traditional advertising strategies and are looking for authenticity over polished content. According to recent data from Forrester, 71% of U.S. consumers say they identify with and want to support authentic brands. Nowhere is this trend more evident than on social media, which is led by creators and influencers.
Remember that perfectly staged Instagram feed? It’s fading fast. The days of perfectly curated Instagram feeds are fading, replaced by unedited photo dumps and real-life moments. Influencers like Hailey Bieber are ditching their curated feeds for dumps of unedited photos, while moms like Jaclyn Gibson are driving across the border with three kids in the car. We share the unfiltered reality of what it’s like to move beyond. Brands are taking note of this and prioritizing true and unfiltered stories to connect with their audiences.
3. Introducing creator-led campaigns
Paid advertising is losing its luster. Here’s what I’ve learned about social media leadership over the past 12 years. Brands are investing heavily in creator-led campaigns, shifting funds away from paid advertising. This trend means brands are collaborating with creators directly or through specialized agencies, such as those running TikTok campaigns, to increase brand awareness and engagement. We also register content from creators on our “whitelist.” This means we’re officially endorsing the creator’s content and promoting it within our channel. This is advantageous for both brands and the influencers they work with.
Creator-led campaigns aren’t just a trend. These represent a fundamental shift in the way brands connect with their audiences digitally. Creator IQ data supports this, highlighting the effectiveness and efficiency of influencer-led campaigns compared to traditional advertising. Similarly, Aspire’s report reveals important trends. His 69% of marketers are ready to increase their investment in influencer marketing in 2024. With rising advertising costs and declining visibility, the change is evident. You need to partner with creators to generate higher ROI and lower customer acquisition costs.
With influencer marketing spending outpacing social ad spending, now is the perfect time for marketers, small business owners, and creators to pivot to creator-led campaigns. Understanding and adapting to these trends is essential to staying at the forefront of the dynamic creator marketing landscape in 2024.
4. Brands bringing content production in-house
Forget about freelancing worries! Brands are bringing content production in-house with dedicated creators and social producers. Outsourcing content production can be difficult, as it involves a long process from sourcing talent to writing the creative brief. Multiple revisions are often required if the hired content author doesn’t get the gist right on the first try. Brands that hire in-house content creators and social media producers will stay ahead of the curve.
For example, Cisco uses LinkedIn pages as a recruiting tool, turning more than 84,000 employees into LinkedIn “talent influencers.” This strategic move, led by Kelly Jones, Cisco’s chief human resources officer, recognizes that people trust each other more than they trust companies. Just as consumers prefer products recommended by colleagues and influencers, job seekers are more likely to apply when they hear good things about a company from employees. With 57% of job seekers using social media to search for new opportunities, positioning your employees as brand ambassadors is a great strategy.
Auntie Anne’s, the mall’s iconic pretzel brand, has a huge presence on TikTok thanks to its in-house creators. This social media creator can jump on social media trends in real time, allowing brands to stay relevant to their audience by reacting quickly to events. In-house creators offer a unique advantage by being fully immersed in your brand and consistently delivering content that is on-brand. Recognizing that no one understands a brand better than its employees, brands gain direct control over quality.
5. Brand Supercharge Ambassador and Affiliate Program
Brands will be gearing up for an innovative shift in affiliate programs this year. The affiliate market continues its upward trajectory with an annual growth rate of 10% year over year and is estimated to reach $40 billion by 2030. Gone are the days of relying solely on coupon sites. Brands are now taking the lead by launching in-house affiliate programs to foster deeper customer loyalty.
Take, for example, SlumberPod, a Shark Tank alum DTC brand. The company’s affiliate program is comprised of a diverse community of creators, including parents, sleep coaches, and consultants, all operating under affiliate agreements in exchange for free products. Since implementing the program, the brand has built an efficient and revenue-generating influencer program. We have over 300 active creators, half of whom post consistently and earn monthly commissions. Influencer discount codes alone have generated seven-figure sales, proving the success of this revenue-generating influencer program.
Notable DTC brands like Parade, Coterie, and MVMT have also adopted in-house affiliate and creator programs, offering transparent, performance-based incentives to attract top-tier partners. This cost-effective strategy allows brands to reach niche audiences and engage with their communities while rewarding partners who share their passion. Whether fee-driven or value-driven, these partnerships create win-win scenarios that move brands and partners forward.
before departure
In 2024, creator marketing will shift gears. Hobbyists are evolving into professionals, and authenticity trumps perfection. Brands are recognizing the power of long-term partnerships and embracing creator-led campaigns to achieve true engagement. We’re also seeing a dual trend as brands build out their in-house creative teams while simultaneously ramping up their ambassador and affiliate programs. Staying ahead of these trends is key to succeeding in the evolving creator marketing landscape in 2024
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