Ogilvy：2024年意見領袖趨勢報告（英文版）（31頁）.pdf

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1、2024INFLU-ENCER TRENDSYOU SHOULD CARE ABOUTFORE-WORD2024 INFLUENCER TRENDS 2OGILVYAs of 2023,most brands have adopted an influence strategy and are enamoured by its yet-to-be-explored potential.This is shown most evidently in the development,establishment and continued momentous growth of The Creato

2、r Economy.No longer just a buzzword or a pipeline dream,The Creator Economy is real and represents the entire network of individuals who are able to tangibly earn a livelihood from content creation.There are over 50 million creators across the world,with 2 million of them being able to use content c

3、reation as their primary or only source of income.That leaves 48 million people actively creating content at an amateur level,eager to make a stronger mark and impression in the space.What does that mean for brands?An impressive 96%of the creator economy is yet to be tapped into and properly utilise

4、d.With The Creator Economy estimated to be worth$500bn by 2027,and only 4%of that workforce realising their full potential,there is enormous scope to hold the hand of these smaller profiles as they establish themselves.Contrary to common belief,Influence is not just about dance trends on TikTok or g

5、ifted hotel experiences spread over Instagram.Theyre not to be forgotten by any means,but they are just the very tip of the iceberg in a world with over 40 platforms,giving creators and therefore brands unique and evolving ways to interact with audiences.The breadth and unexplored growth of The Crea

6、tor Economy should excite brands.Its what has already led to AI influencers,the leveraging of Blockchain technology,and Metaverse collaborations.As influencers and creators continue to establish themselves as a collective revenue stream,conversations around equality between brand,platform and creato

7、r are being had.And rightly so;after all,we know that Influence makes real impact via real people.So,the pressure is on the ensure the value exchange works fairly for the real people driving this phenomenon.Mining the potential of The Creator Economy isnt going to happen by doing more of the same th

8、ing,more of whats already got us to where we are.Brands need to think about what spaces are yet to be moved into and where they can evolve what they are already doing.An impressive 96%of the creator economy is yet to be tapped into and properly utilised.RAHUL TITUSGlobal Head of InfluenceOgilvy2024

9、INFLUENCER TRENDS 3OGILVYSectors and topics that have not historically been accessible are key areas of opportunity.Sport,which is by nature elitist and exclusive,now offers exciting routes for professional athletes,fitness influencers and fan profiles alike.Or even sustainability,a topic on many of

10、 our lips,but one that can feel gatekept by leading scientists,disruptive activists,and politicians.Green influencers and cruelty-free creators are moving from the fringes into the spotlight,and their voices carry a lot of weight and credibility.Beauty brands,which have traditionally been the face o

11、f Influence,can play a pivotal part in nurturing The Creator Economy,for example by championing small scale influencers as the next wave of beauty pioneers through bespoke product lines.Thus,favouring establishing controlled partnerships over creating competitors,and tapping into the creators curate

12、d audience,which may have evaded the brand in the past.While 2023 went as far to show that Influence has a secure and vital place at the table,2024 will put it in a leading seat.We will see business start to rally their employee network to advocate for their services and products,love for all things

13、 unscripted,unpolished and unpredictable will push livestreaming to new heights,and well think about sound in ways yet unheard.This is the year that Influence moves from a nice-to-have component of a brands marketing stack,to an essential tool for commercial growth and brand awareness that is not to

14、 be omitted.This is not just the responsibilities of brands and CMOs,its time for Influence specialists to do more and explore all ventures and possibilities in this newfound space.The breadth and unexplored growth of The Creator Economy should excite brands,offering unique and evolving ways to inte

15、ract with audiences.CON-TENTS2024 INFLUENCER TRENDS 123456Employee AdvocacyInternal voices for external impact P.6Sonic InfluenceThe sound of influence P.102024,The Year of SportDriving cultural impact beyond the field P.14Live StreamingFrom second screen to main screen P.20Sustainable InfluenceInfl

16、uencing a better tomorrow P.24AI Influence Goes Hyper-PersonalUnlocking the potential of AI in influence P.27EMPLOYEE ADVOCACY1 12024 INFLUENCER TRENDS 5OGILVYINTERNAL VOICES FOR EXTERNAL IMPACTEMPLOyEE ADvOCACy10 xThe collective network size of your employees is,on average,10 x larger than your com

17、pany network itself.LinkedIn12024 INFLUENCER TRENDS 6OGILVYAsk any CEO or CMO about their business secret ingredient,and theyll likely point to their employees.They are the lifeblood of any company,the passion behind its core values,the intelligence that keeps it innovating,and ultimately the reassu

18、rance in its ability to deliver against its promises.In the B2B world,LinkedIn has already evolved the way businesses can mobilize their employees for commercial growth.Brand advocation and Thought Leadership is woven into the fabric of professional digital networking.We no longer need to rely on a

19、nominated Bezos,Musk or Jobs-esque individual to stand on a podium to sell our company vision.your employees are now your billboards,communicating with your industry on a daily basis,on the topics that matter right now.Theyre engaged with a niche audience and they have access to a network far greate

20、r than you realize.They are a huge untapped marketing resource and they are effectively,free.B2B CMOs that have spotted this are just starting to scratch the surface of this opportunity with 89%of C-Suite marketers recognizing that employees as influencers holds immense value for their businesses du

21、e to the insider knowledge and authentic advocacy that comes from belief in a shared vision.Running an employee advocacy programme is an untapped resource for most brands.Its a cultural journey with your team to enable authentic individual opinion whilst working within the companys values,that can i

22、nfluence everything from future customers to finding top talent.BETH SAINT,CMO AT SCHRODERSWe also use Influencers to connect emotionally with our team members to retain and attract talent as well as customer.It helps people feel more connected to the company and understand the values.ALEXIS OGER,vP

23、 MARKETING EMEA,DELL TECHNOLOGIES,FRANCE12024 INFLUENCER TRENDS 7OGILVYEMPLOyEE ADvOCACyTHE SECRET WEAPON FOR B2C However,the true potential lies dormant in B2C sectors.The exciting part of the employee advocacy conversation emerges when B2C brands start to wake up and feel the heat Where B2B employ

24、ee advocacy has been developing in parallel with the growth of LinkedIn(closing in on 1B users),B2C brands have barely blinked to entertain the idea.But why?If you look at the heart of influence,youd be foolish to ignore the underlying component of what makes influencer marketing so successful;a uni

25、quely informed and authentic perspective that audiences can trust within a like-minded community.Employees have a unique form of unquestionable validation insider knowledge.When this is compounded with an unwavering passion for the brand,trust undoubtedly follows.When we then start to mention employ

26、ee satisfaction benefits,talent recruitment improvements and even product research&development opportunities,we realise the opportunities are not limited to reaching new networks and wonder what are we waiting for.With most brands still struggling to justify ROI on their existing marketing activitie

27、s,let alone the unqualifiable operational value,we know bigger-picture brands will get there first.We dont know when maybe years in the making?We dont know where Maybe a hybrid platform still to be invented?But,the boom of the employee influence in B2C is coming.Make sure your brand is far enough do

28、wn the mountain to beat the avalanche when it finally does cascade.Read more in our paper,Influencing Business:The Global Rise of B2B Marketing;interviewing 550 CMOs across 11 markets from brands including LinkedIn,Dell,Ey,IBM,and Samsung.INTOPRAC-TICEHOW TO FOSTER EMPLOYEE ADVOCACYCreate a company-

29、wide program all can utilizeCreate a company-wide program that educates all employees on how to be vocal on platforms like LinkedIn,within company guidance-where to research,how to write,how to grow.Build a group of expertsCreate a topical environment around clusters of your employees with genuine e

30、xisting authority in the space,providing extra support like boosting,partnerships and PR opportunities.Promote the superstarsBring a select few superstars into your brand marketing campaigns,creating content that champions natural opinion.These superstars should be seeded throughout cross-channel ma

31、rketing opportunities and supported with events,PR opportunities and social boosting.Think beyond LinkedInIn an age where 75%of the workforce will be digital natives by 2025(Harvard Business Review2),our personal opinions are more integrated with our professional ones,and the marriage of our opinion

32、s across multiple platforms is continually expanding.Dont rule off consumer platforms despite your professional partnership with your employees.EMPLOyEE ADvOCACyNo matter how many followers an employee has,they are a gateway to a likeminded,often hyper-engaged audience.We suggest tailoring your empl

33、oyee influencer with tier support system.12342024 INFLUENCER TRENDS 8OGILVY2 2SONIC INFLUENCE2024 INFLUENCER TRENDS 9OGILVY2THE SOUND OF INFLUENCESONIC INFLUENCE“Did somebody say Just Eat?”.Five words that instantly evoke an ad,a musician,a food and a brand all thanks to a jingle.Why?Because music i

34、s universal.Its an elevated form of communication that is naturally infectious,emotive,and shareable.Even if a particular sound isnt to everyones taste,it still sparks conversations.Prior to enlisting Katy Perry,Christina Aguilera and Snoop Dog,those five words from Just Eat initially jarring quickl

35、y became the brands most valuable asset and creative platform.So,its time to unmute our influence content.Musics role in advertising is not a new concept.Brand partnerships with A list popstars,music and sound have allowed brands to weave their way into the cultural zeitgeist for decades.But now is

36、the time for Influence to cement brands via sound into conversations and consideration at both a mass and local scale.Sound contributes eight times more than over all other brand and content elements(including slogans,logos and colours)to a consumers affinity to a brand.TikTok ads with sound drive s

37、ignificant lifts in sales conversion and brand favourability,and Meta reports that 80%of story content with voiceover or music drive better low-funnel results.your content needs to be as sonically vibrant as it is visually colourful.Established influencers like Ziwe and GK Barry have taken the comed

38、y and star quality from social media to podcasts,establishing dedicated listeners.The audio-only platform of podcasting is a crucial yet often overlooked space in influence strategy,set to be worth$4 billion within the next two years.SCULPT YOUR SONIC IDENTITY Musics vast range of genres,styles,inst

39、ruments and voices is playground for brands.In this infinite mix lies a unique sound for each brand,waiting to be discovered,captured and shared into the world.8xSound contributes 8x more other brand and content elements(including slogans,logos and colours)to a consumers affinity to a brand.2024 INF

40、LUENCER TRENDS 10OGILVYYour content needs to be as sonically vibrant as it is visually colourful.282%of 1864-year-olds want a brand to have a sonic identity,and 75%say that they connect better with a brand that has a distinct audio identity.To stand out,turn up the volume on your brands sonic presen

41、ce.INFLUENCING WITH SOUNDSound influencers come in all shapes and sizes,including mega A-list talent,budding producers,college students learning an instrument and editors remixing their favourite songs for TikTok.Their diverse creations can add a new and exciting dimension to your content.When picki

42、ng your sound creator,consider not just their audience demographics and reach,but also the nature of their creations.your sound influencer should produce audio that fits your brand as seamlessly as an influencers visual content.On a macro and mid-tier scale,beauty giant Garnier composed the hip-hop

43、track,Micellar Rewind.This song was used in influencer content to promote a make-up removal product,that showed influencers removing their make-up in reverse so that we see them transform from fresh face to full glam to see the true credentials of this miracle product.The Garnier-owned song has sinc

44、e been picked up in UGC,and#MicellarRewind has been viewed 4.3 billion times.What are these examples doing?They are elevating the brand experience,providing you with a new way to think about the company,but most importantly,theyre telling you exactly how the product works and what the benefits of th

45、eir service are in a very subtle,clever but precise way,with influencer profiles.SOUND AND VISUAL ARE NOT MUTUALLY EXCLUSIVEWhile focussing on your sonic presence,ensure it compliments your visual identity.Every artist signed to a record label makes a music video for all of their released singles,th

46、eyll participate in a carefully curated photoshoot to promote their album,and theyll dress and present themselves in very select and premeditated amid a promotional cycle.Even with the music,their visual presence remains imperative to the success of their brand.Musicians have been cottoning on to th

47、at visual can elevate their music and push their profile even further beyond a streaming service,which are now being amplified by creators.So,its time for brands to understand that music and associated creators can ameliorate their existing identity,establishing cultural resonance and gaining SOv.20

48、24 INFLUENCER TRENDS 11OGILVYSONIC INFLUENCEINTOPRAC-TICEHOW BRANDS CAN LEVERAGE SONIC INFLUENCE Understand your sonic identityCreatives and designers will spend heaps of time working on the look and feel for a brand,but what is your sound?Now is the time to discover your brands sonic identity,and o

49、wn it.Explore sonic-first influence partnershipsWhere influencers gained traction for a certain aesthetic in the past,those curating their own sound are building their own identity and fandoms.Go beyond a songA few chords,a melody or beat can work just as hard as a full feature song,providing it fit

50、s with your brands identity SONIC INFLUENCE1232024 INFLUENCER TRENDS 12OGILVY3 32024,THE YEAR OF SPORT2024 INFLUENCER TRENDS 13OGILVY3DRIVING CULTURAL IMPACT BEYOND THE FIELD2024,THE yEAR OF SPORT2024 marks a pivotal year in sports influence,with athletes transcending the boundaries of the field.Cri

51、stiano Ronaldos reign as the most followed Instagram profile underscores the global appeal of sports figures and their ability to gain a following beyond musicians,influencers and even the Kardashians.As a 2024 approaches,overall global advertising spend is projected to reach$1 trillion USD for the

52、first time.And the sports marketing industry will see a notable share of that spend,with the Paris Summer Olympics and Summer Paralympics and UEFA Euros.AUDIENCES ARE INTERESTED IN ATHLETES ON AND OFF THE FIELDGone are the days when athletes off-field lives were mere footnotes.Athletes worldwide,suc

53、h as Kenyas Eliud Kipchoge and Brazils Neymar Jr.are celebrated for their social impact and advocacy.Their involvement in environmental causes and social issues has significantly amplified their influence beyond their athletic achievements.Today,audiences are equally captivated by their personal liv

54、es,opinions and passions outside of sport.The recent phenomenon of Taylor Swift and Travis Kelces relationship,exemplifies this.Their relationship has catapulted Kelces visibility beyond a best-in-class athlete into a new stratosphere.Interest in the Chiefs has also skyrocketed,with the team gaining

55、 more than half a million new fans this season,more than double the next team in the league.Documentaries like“Break Point”have played a crucial role in this evolution,showcasing athletes as complete 2024 INFLUENCER TRENDS 14OGILVY3This is exemplified by CBS and other major networks exploring innova

56、tive partnerships with athletes,utilising their influence to engage audiences in sports streaming and other digital platforms.RETIRED SPORTS ICONS ARE BECOMING MULTIDIMENSIONAL PERSONALITIES Retired athletes are pushing the boundaries of their categories,exploring diverse interests and business vent

57、ures.And this is welcomed by fans who according to Daniel-yaw Miller,senior editorial associate at industry news website the Business of Fashion,are more“comfortable with athletes being more expressive.”Athletes like Shaquille ONeal in DJ-ing,Nastia Liukin launching a fashion capsule to track star M

58、akenzie Steeles baking recipes exemplify this trend of athletes becoming more multidimensional and multifaceted public figures.personalities with emotional depth and diverse interests.This narrative shift is crucial in an era where physical prowess is just one aspect of an athletes identity.MENTAL W

59、ELLBEING:ATHLETES LEADING THE CONVERSATIONIn an industry that prioritizes physical health,athletes are increasingly vocal about mental health,a topic once considered taboo in sports.Athletes have not been shy to share their struggles openly and transparently,going as far as to even take time away fr

60、om the field or court.Simone Biles,Naomi Osaka,and Coco Gauff have used their platforms to foster dialogue on mental health,race and gender.STREAMING:A NEW ARENA FOR SPORT TALENT Even television networks are serving as influencer agencies,offering ways to partner with creators in the same way they s

61、ell ad space during the Super Bowl.2024 INFLUENCER TRENDS 15OGILVY2024,THE yEAR OF SPORT3AMATEUR ATHLETES ARE GOING PRO ON SOCIAL MEDIAWhile athletes tap into brand deals after retirement,theyre also starting before their pro careers even kick off.Athletes like Angel Reese,a national championship-wi

62、nning womens basketball player at LSU,and Olivia Dunne,an LSU gymnast well-known as a content creator,are earning millions of dollars on brand partnerships.In 2022,student athletes made nearly$1.2 billion,according to a study by NIL marketplace tracker Opendorse,an increase of about 11%from the year

63、 before.However,there remains significant opportunity for brands to tap into amateur athletes,as local brand deals still far surpass partnerships with national or global brands.According to the Sports Business Journal,only 17%of Division I athletes participate in NIL,showing theres still white space

64、 to be an early adopter.GRASSROOTS SPORTS INFLUENCE:A GATEWAY TO NICHE AUDIENCES In 2023,we identified grassroots influencers going mainstream.In 2024,were seeing micro and nano profiles within the sporting community do the same.Especially considering sports unique power to bring people together and

65、 champion unheard voices.Community-level sport is a great way to reach niche communities,with grassroot clubs being set up across the world specifically to cater for different demographics from the LGBQT+community to the elderly,there are multiple yet-unused avenues for brands to access these hidden

66、 audiences.Done right,the traditionally elite and exclusive world of sport,can become relatable,authentic and purposeful,letting audiences think about their sport and therefore the brand in a completely different light.2024 INFLUENCER TRENDS 16OGILVY2024,THE yEAR OF SPORTINTOPRAC-TICE1234HOW BRANDS

67、COULD CONSIDER LEVERAGING THE YEAR OF SPORTBuild relationships earlyEngage with student athletes early through NIL partnerships,tapping into a largely unexplored pool of potential influencers.With 83%of DI athletes still untapped,NIL remains a huge opportunity for brands.Find the fans Align with ath

68、letes who resonate with your brands ethos,ensuring authentic and impactful collaborations.Create change Support athletes striving to make a difference,amplifying their message and aligning it with your brands values.Think multi-dimensional Recognize and engage with athletes diverse interests and tal

69、ents,offering creative and innovative partnership opportunities.2024,THE yEAR OF SPORT2024 INFLUENCER TRENDS 17OGILVYCASE STUDY2024,THE yEAR OF SPORTFIFA WORLD CUP TROPHY TOURClient:Coca-Cola Campaign:FIFA World Cup Market:GlobalTo kick off the FIFA World Cup 2022,we helped Coca-Cola in celebrating

70、the passionate journey of football fans by activating influencers in the global FIFA World Cup Trophy Tour and“Believing is Magic”campaign.We generated brand awareness and created buzz around the tour,as well as drove attendance to the local Trophy Tour events.WATCH HERE12.9MImpressions12%Overall Ti

71、cket Sales295K Engagements2024 INFLUENCER TRENDS 18OGILVY4 4LIVE STREAMING2024 INFLUENCER TRENDS 19OGILVY4FROM SECOND SCREEN TO MAIN SCREENLIvESTREAMINGFrom gaming,to shopping,with offshoots in subculture;the growth of live-streaming could be likened to a thorn bush,cut back only to dig its heels in

72、 and spread root in twice as many new directions.For those who havent yet been won over,its easy to believe that this real-time content format died a death post-covid,but in reality,were seeing a steep upward trajectory that will only continue into 2024.31%of people believe that live shopping allows

73、 them to make more informed purchasing decisions.Where consumers are struggling through a cost of living crisis,and every new purchase is being scrutinised more than ever before,the opportunity within live streaming is to deliver an immersive brand experience,directly into the homes and hands of con

74、sumers.Coupled with influence,where 66%of brands report that creator-led content delivers more ROI compared to traditional ads,a creator-led livestream becomes a fertile ground for marketing opportunities.Through livestreams,creators can demonstrate products authentically,dispelling fears of staged

75、and deceptive marketing.Consumers believe the authenticity,as they can probe their creators to use the product and answer questions right in front of their eyes.Its the shopping centre juicing demos of the 90s but behind the protective barrier of your phone screen(excuse any Bridget Jones flash back

76、s).Live-streamings potential extends beyond shopping.The trend of creator revenue diversification continues,with platforms like TikTok and OnlyFans innovating new ways for creators to monetize their live interactions.Be this through Tiktok tokens,rewarding your favourite creators who spend hours rep

77、eating phrases or actions at the camera for their fans.Or on the less fetishised side,creators such as Garron Noone taking their comforting comedy persona and turning OnlyFans into a place where you can request cuddles and warm smiles rather than,well2024 INFLUENCER TRENDS 20OGILVY4And finally,as au

78、diences grow wearier of short-form content,live-streaming offers a refreshing alternative.This format allows for deeper storytelling,where viewers can engage,ask questions and get a comprehensive understanding of products or topics.While short-form content will maintain its place,long-form is poised

79、 for a resurgence,offering immersive experiences that reach beyond physical event attendance.1.REAL PRODUCT EXPERIENCES THROUGH CREATOR-LED LIVESTREAMS your customers know that if it sounds too good to be true,it probably is.Were way beyond“worlds best coffee”or“moisturisers that magically make you

80、look 20 years younger overnight”.Grandiose statements only seek to deter the modern consumer,and a livestream,with a lack of editing and low-fi production,is the antithesis that will get your shoppers on side.2.CREATORS ARE GOING TO BYPASS SUBSCRIPTIONS AND BOOST REVENUE THROUGH LIVESTREAMSWhere we

81、saw subscription growth via Instagram and Only Fans in the last 2 years,creators have evolved platforms once again to mine additional revenue from those passive subscribers.Where the platforms are building creator payment schemes into their platforms now,brands need to take heed of the other options

82、 out there to creators.If they dont need brand deals to keep them afloat,what else are you bringing to the value exchange?3.SHORT FORM IS FALLING BACK TO MAKE WAY FOR LONG FORM ONCE AGAIN Where consumers are spending more time online than ever,and less time in front of traditional Tv,there is a real

83、 place for long form to return.Streaming platforms have helped to see the resurgence of mobiles as a long form device and we predict this growth will pay dividends to livestreams.2024 INFLUENCER TRENDS 21OGILVYLIvESTREAMINGCASE STUDYLIvESTREAMINGDOVE ICOMMERCE PILOTS Client:DoveCampaign:Dove iCommer

84、ce PilotMarket:UK To test TikToks effectiveness for,we partnered with Dove to explore in-app sales.We engaged beauty influencers skilled in TikTok selling to promote exclusive Dove products through shoppable videos and live streams on TikTok Shop.Our strategy included testing different live stream s

85、etups,engaging a broader influencer community for product promotion,and using competitive tactics and limited-time offers to boost sales.WATCH HERE12.9Mcombined video views1 bundle sold every minute during Live Shows15%increase in unaided brand awareness2024 INFLUENCER TRENDS 22OGILVY5 5SUSTAINABLE

86、INFLUENCE2024 INFLUENCER TRENDS 23OGILVY5INFLUENCING A BETTER TOMORROW78%of people report being swayed by influencers to adopt greener practices.SUSTAINABLE INFLUENCEAs consumers become increasingly conscious of their environmental footprint,influencers are emerging as pivotal players in shaping sus

87、tainable consumer behaviours and perceptions towards brands.78%of people report being swayed by influencers to adopt greener practices,signifying a major shift where influencers act as catalysts for environmental change,guiding audiences to more sustainable choices and lifestyles.However,the industr

88、y is not without its challenges.A critical eye has turned towards greenwashing and waste in influence.The emergence of de-influencing earlier in the year encouraged users to consider consumption more mindfully and spotlighted the sustainability challenges within influence.Sustainability often stands

89、 at odds with the perceived wastefulness of many brands gifting programs.Fans,are becoming more vigilant,calling out greenwashing,and scrutinizing the claims of both brands and influencers.NAVIGATING SUSTAINABLE INFLUENCE With 84%of influencers hesitant to post about sustainability for fear of being

90、 labeled as greenwashers,brands need to foster genuine partnerships.Influencers armed with credible,science-backed information can translate complex environmental issues into relatable content.Brands navigating this landscape must integrate genuine,informed and innovative sustainable practices into

91、their influence strategies.2024 INFLUENCER TRENDS 24OGILVYINTOPRAC-TICEHOW TO BUILD SUSTAINABLE INFLUENCE CAMPAIGNSSelect influencers who live the messageBrands should collaborate with influencers who genuinely practice sustainability in their daily lives.This lends credibility that helps to break t

92、hrough the greenwashing barrier.Invest in education and supportBrands should provide influencer partners with credible,science-backed information.This involves transparent communication about the product and equipping them with the knowledge to confidently discuss sustainability issues.Innovate infl

93、uencer gifting strategiesWith increased awareness about the environmental impact of gifting,brands need to rethink traditional approaches to gifting.Consider sustainable packaging,eco-friendly products and digital or experiential gifting as alternatives to conventional,potentially wasteful approache

94、s.Monitor and adapt:Sustainability is an evolving field.What is considered sustainable today may change tomorrow.Brands need to stay informed and adaptable to ensure their influence campaigns remain effective.1234SUSTAINABLE INFLUENCEAs brands navigate this landscape,those who successfully integrate

95、 genuine,informed,and innovative sustainability practices into their influencer strategies will likely lead the charge towards a greener,more sustainable future.2024 INFLUENCER TRENDS 25OGILVY6 6AI INFLUENCE GOES HYPER-PERSONAL2024 INFLUENCER TRENDS 26OGILVY6UNLOCKING THE POTENTIAL OF AI IN INFLUENC

96、EAI INFLUENCE GOES HyPER-PERSONALIts been a big year for AI in influence.Earlier this year,Ogilvy launched an industry-first AI Accountability Act calling for policy change by asking agencies and social platforms to mandate disclosure around the use of AI generated Influencers.This initiative would

97、require brands to clearly disclose and publicly declare the use of any AI-generated Influencer content.In 2024,expect to see a more hyper-personalised form of engagement with influencers as the interplay between influence and AI enters a new era.Metas AI Personas,introduced in late 2023 and fully de

98、ployed in 2024,signal a significant shift from broad-reaching influence to personalised,one-to-one interactions that maintain a sense of authenticity.Picture chatting with your favourite influencers virtual twin,receiving tips and stories tailored specifically for you.These AI-powered influencers ar

99、ent here to push the original influencer accounts aside,though.Instead,theyre reshaping our relationship with influencers and what fans expect from them.In its current form,Personas allows for interaction directly with avatar versions of influencers,like Mr Beast and Kendall Jenner,offering personal

100、ized experiences that were previously unimaginable fans.With AI Personas like Billie,a digital twin of Kendall Jenner,users can now engage with virtual alter-egos of their favourite influencers.This is transforming the traditional influencer-audience dynamic away from passive spectatorship into acti

101、ve engagement.Over time,these avatars will remember preferences and adapt through interactions,delivering a more personalized influencer experience.Metas strategy to distinguish clearly between AI-generated content and human creators-through measures such as watermarks and avoiding the use of actual

102、 influencer names-helps maintain trust in these AI interactions.A careful balance between authenticity 2024 INFLUENCER TRENDS 27OGILVY6and innovation paves the way for a credible and highly personalized form of influence.The implications for social are far-reaching.Metas vision extends beyond mere p

103、ersonalization into a future where content consumption is entirely bespoke.An upcoming feature even allows users to create personalized AI versions of themselves.This advancement is set to democratize the concept of influence,enabling individuals to have a digital presence that can interact and infl

104、uence within their own networks.This significant shift is not lost on brands.63%of marketers plan to use AI tools in their influence campaigns,with an additional 25%considering it.The broad accessibility to hyper-personalized influence is ripe with opportunities.Mascots like Duolingos TikTok sensati

105、on,the Owl,have already demonstrated the potential of characters in driving social engagement.And Ipsos research shows that investing in characters has the greatest impact on enhancing brand salience.AI replicas of characters like Duolingos Owl could transform content delivery and forge deeper relat

106、ionships with customers.Brands now have a unique chance to create compelling and intimate experiences through influence.As influence continues on a hyper-personal path,the essence of authenticity will increasingly pivot towards the trust and transparency cultivated in these new AI-facilitated connec

107、tions.2024 INFLUENCER TRENDS 28OGILVYAI INFLUENCE GOES HyPER-PERSONALINTOPRAC-TICE1234A BLUEPRINT FOR BRANDS TO INTEGRATE AI PERSONASExperiment with AI-driven Interactions:Incorporate AI Meta Personas for one-on-one audience engagement.Personalize the persona:Empower users to create their AI replica

108、s,reflecting their preferences and behaviours.Expand beyond conventional platforms:venture into new arenas for AI to create immersive experiences.Foster AI-driven community building:Utilize AI for more relevant,resonant,and data-driven conversations.AI INFLUENCE GOES HyPER-PERSONALFor brands,succeed

109、ing in personalised influence isnt just about adapting to an evolving landscape;its about creating experiences,where personalisation is not just a feature but the foundation of interaction.2024 INFLUENCER TRENDS 29OGILVYCASE STUDYAI INFLUENCE GOES HyPER-PERSONALSHAH RUKH KHANS#MYADClient:CadburysCam

110、paign:Not Just A Cadbury AdMarket:IndiaCadburys celebrations used generative AI technology to create a hyper-personalised ad featuring Bollywood star Shah Rukh Khan.The campaign takes hyper personalised communications up a notch by allowing small businesses to utilise one of the worlds biggest movie

111、 stars as their own personal brand ambassador.WATCH HERE130KAds created30MAd views35%Business growth2024 INFLUENCER TRENDS 30OGILVYAuthors&ContributorsExecutive SponsorJulianna RichterCEO,Ogilvy PR&SocialAuthors and ContributorsRahul TitusGlobal Head of InfluenceJohn Harding-EassonHead of Influence,EMEAAnsley Williams Head of Influence,North AmericaImogen ColesHead of Influence,UKJames BaldwinGlobal B2B Influence LeadBrenda HoAssociate Director PR&Influence,APACSam Johnson Influence Executive,UK