Singapore – HAVAS Red, the global merged media micro network, launched its The first ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper. The report shows that consumers prefer influencers more than traditional media, and the video content is the most effective strategy in influencer marketing.
The report notes that more than 97% of brands identify content creators as influencers, demonstrating the democratisation of influence. This emphasises how influencers are no longer limited to traditional celebrities and ushers in a new era in which everyone can have influence.
Influencers are also using social proof to increase engagement, which gives brands lots of chances to use influencer marketing techniques targeted at relevant and targeted audiences. This strategy can increase brand conversions and engagement levels. 92% of brands believe that cultivating long-term relationships with influencers is more valuable than short-term collaborations, and 31% of brands acknowledge that influencers can effectively drive engagement.
According to the report also, video formats are the most effective strategy available to influencers. Because 86% of brands say that video content has more resonance than static forms, influencer marketing is being used by businesses to improve storytelling. They give campaigns life with their creative and graphic elements. Video content is king in Singapore, according to brands that claim that it best connects with their target market.
As social media and the media landscape merge, consumers’ trust in influencers grows as their faith in traditional media declines. The report shows that influencers play a crucial role in increasing brands’ online awareness. 81% of brands have run influencer campaigns, according to research, and one in five have taken part in more than 20 influencer campaigns.
In influencer campaigns, ROI optimisation is still a goal. Even though 92% of brands stress the importance of evaluating influencer performance to determine return on investment, they also admit that finding the right influencers is a significant challenge in achieving the necessary ROI.
Moreover, influencer cooperation is about shared values as much as economic value. Successful influencer campaigns will go beyond traditional KPIs like engagement and reach and concentrate instead on creating long-lasting bonds through narrative storytelling, shared experiences, and ideals.
Speaking about the report, James Wright, global CEO of the HAVAS Red Group and global chairman of the 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 consumers and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.”
“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,” Wright added.
Meanwhile, Kenny Yap, managing director of Havas Red Singapore, stated, “Today, we see implementing influencer marketing engagements in most clients’ communication plans. But to do it well, there are many areas to look at, from the brand affinity and fit, influencer and clout, and storytelling narrative to optimal formats. At HAVAS Red, we adopt a data- driven approach leveraging tools and technology to deliver clear influencer marketing success for our clients.”
In order to determine the evolution of influencer marketing, HAVAS Red polled clients in ten markets: Singapore, UAE, Australia, Ireland, Germany, Italy, Japan, the Philippines, United States, and the United Kingdom. These customers come from a variety of fields and industries, including health, food and drink, wellness, and technology, as well as industry, tourism, and the automobile journey.
