It is estimated that 85% of companies have a specific budget for Influencer Marketing. The data, released by Influencer Marketing Hub, reinforces the importance of this modality, together with the creator economy, for building more human brands, especially on digital channels.
Another study, published by Statista, predicts that the modality will receive progressive investments until 2027, a year that should begin with an estimated investment of US$ 48 billion – an average growth of US$ 4.2 billion over the next four years.
With an eye on these movements, Livia Carvalho, Head of Digital Strategy at Road, highlights 4 trends in Influencer Marketing and the creator economy that gained strength in 2024 and will continue to be relevant throughout the year.
Audiences are skeptical of traditional advertising and are costa rica whatsapp data looking for real connections with brands. That’s why authenticity is a highly valuable currency. People know that content creators have the freedom to share honest and transparent opinions without the pressure of selling a specific product.
When a creator talks about a product or service that they actually like and use, followers trust them because they know that what they’re saying is based on real experiences. In this scenario, 47% of consumers say that ads starring influencers would improve if they tried/tested the products during the ad, according to data released by MindMiners.
Multichannel strategies
Influencers and creators are expanding their presence across multiple platforms, leveraging the unique characteristics of each to gain more monetization options and reach wider, more engaged audiences.
Over the past year, a variety of platforms have launched more than 10 different ways to monetize, test content, and expand reach. Creators will be where they can best reach their audience and earn revenue, so no platform is safe.
Audio content
The podcast format is growing rapidly, with listeners expected to reach 500 million by 2024, and consequently, influencer podcasts are becoming more popular.
Content creators see podcasts as a tool that can help them connect more with people, which creates a great opportunity for brands. By partnering with podcasters, brands can connect with an active and dedicated audience, creating strong bonds with listeners.
Co-creation
Brands want to better understand and connect with their communities. Collaborating with influencers and creators not only enriches the brand’s identity, but also provides valuable insights that can guide decision-making and strengthen relationships with target audiences.
Recently, fashion brand Pacsun launched the “Pacsun Collective”, a group of content creators, photographers, stylists and other artists selected to “co-create the future of the brand”, from campaigns to pieces.