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Inside the creator marketing trends expected to go viral in 2024

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Inside the creator marketing trends expected to go viral in 2024

In a world that’s increasingly online, the creator economy is primed for the spotlight. Digital video consumption has reached an all-time high, led by creator content, and advertisers are shifting more dollars toward smartphone-yielding creatives. Some are willing to bet that the days of creators being viewed as a supplement to advertisers’ playbooks are gone. Instead, creators could become the foundation.

“Starting first with creators when it comes to advertising is definitely the wave of the future,” said Ali Fazal, vice president of marketing for creator management platform Grin. 

This year, 44% of marketers plan to up their creator investment, with an average spending increase of 25%, according to a creator economy report by IAB and TalkShoppe. The landscape was last valued at $250 billion and is expected to grow to a whopping $480 billion by 2027, Goldman Sachs forecasts. As creators become more cemented in advertiser budgets, the role they play could grow, graduating from the experimental bucket to a category of their own. While the terms creator and influencer are often used interchangeably, the key difference is purpose, with an influencer being a type of a creator that uses their platform to promote products and influence buying decisions.

Influencer marketing agency Billion Dollar Boy is among those experimenting with the concept of creator-led advertising. The agency last year teamed with Lipton Iced Tea for an international creator-led campaign that spanned digital out-of-home, social media and experiential and was centered around an original song performed by TikToker Matt Storer with support from a slew of other creators. In total, the campaign achieved a video view-through rate of 23.9% while the brand saw a sales uptick of 15% in Australia during the campaign’s two-week run.

The example above signals the edge that creator-based advertising provides over traditional tactics in the digital age, according to Ed East, Billion Dollar Boy’s founder and global CEO. 

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“[Previously] you would have had creator activity, influencer marketing, bolted onto a plan. Now, creator activity needs to be at the heart of your plan,” said East.

As advertisers ramp up their creator investments, trends anticipated for 2024, like new ways of measuring success and long-form video’s resurgence, could change strategies for some. Meanwhile, growing hype around generative artificial intelligence (AI) and social commerce could offer brands fresh opportunities to break through.

The science of being #influenced

Beyond consumers’ general appreciation of creator content are signs that such content is more meaningful than studio-made ads, like scripted video content that appears on TV, per the IAB’s report. Creator ads have a 1.4-times greater impact on building brand loyalty and a 1.3 times greater impact on inspiring brand advocacy, according to the findings.

It’s worth noting that an appreciation for creator content comes as consumers are posting less content of their own across social channels, according to Ellyn Briggs, a brands analyst for decision intelligence company Morning Consult. The insight could help lend more visibility to brand and creator collaborations, though what Briggs forecasts to be an “uber volatile landscape” for social media marketers this year could usher in more consumer skepticism.

“Influencers especially are going to need to fill a content void,” Briggs said. “But with that brings an additional level of attention and potential scrutiny to influencer activity, which, as we’ve seen [in 2023], can increase the chances of backfiring.” 

Creator campaigns gone wrong are nothing new, Briggs added, pointing to Shein’s all-expenses-paid influencer trip last year, which faced backlash when those involved gushed about the company’s often-criticized labor practices. Though consumers these days are increasingly likely to call out inauthentic content, they continue to place deep trust in creators, tasking creatives to rethink how they reach their audiences.

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“I think we can officially say that in 2024, using follower count to determine an influencer’s potential success is dead.”

Ali Fazal

Vice president of marketing, Grin


“The way influencers sell is going to change because we are seeing that consumers are voicing their frustrations with things like overconsumption and constantly being sold to,” said Megumi Robinson, vice president at digital PR firm Belle Communication.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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