Havas Red has released its inaugural ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper.
To understand how influencer marketing is evolving, the agency surveyed clients across ten markets – Australia, Ireland, Germany, Italy, Japan, The Philippines, Singapore, UAE, the U.S., and the U.K.
These clients spanned a range of industries and sectors, from health and wellness, technology, and food and beverage to automotive, manufacturing, and tourism and travel.
Clients shared their experience, what works and what doesn’t, how to drive the best outcomes and where they believe influencer marketing is heading.
James Wright, Global CEO of HAVAS Red Group and global chairman of HAVAS PR Global Network, said:“As an industry, we’ve observed how the influencer category is ever-expanding and increasingly emerging and recognised as a performance channel. Influencer marketing is driving measurable opportunities for both consumer and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.”
Wright added, “Our report delves into influencer marketing at an industry level to help brands navigate the evolving landscape and inform strategic thinking. The findings of this report are insightful for brands when shaping their overall strategy, as it demonstrates the scale of influencer marketing, as well as offering insight into how and why brands are engaging with influencers. Brands that succeed in 2024 will be creatively integrating influencers into wider campaigns as a full-funnel marketing channel.”
Key takeaways:
Media landscape is converging with social media
As consumers lose trust in traditional media, they’re turning to influencers who can play a crucial role in expanding the brand’s online presence.
Influence has been democratised
Over 97 per cent of brands identify content creators as influencers, highlighting the shift away from traditional celebrities as influencers toward a new reality where anyone can become an influencer.
Generating engagement through social proof
There are more opportunities for brands to utilise influencer marketing to reach a targeted and relevant demographic, delivering content that offers the potential to drive higher engagement and brand conversion.
Video formats are the most effective tactic
With 86 per cent of brands revealing that video content resonates more effectively with most campaigns compared to static formats, brands are harnessing the power of influencer marketing for storytelling and creatively and visually, bringing campaigns to life.
ROI in influencer campaigns
While 92 per cent of brands believe that measuring influencer performance is crucial for understanding the return on investment, brands identified that one of the most prominent challenges is identifying the right influencers to achieve ROI.
You can download the full report here.
