- The Engagement Rate
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- 2024 trends unveiled
2024 trends unveiled
PLUS: Influencer and brand wins of the week 🥇
The Engagement Rate
December 15, 2023
The Engagement Rate
An industry bulletin for marketing pros.
HELLO đź‘‹ In a nod to the gaming zeitgeist, Twitch unveiled its 2023 retrospective through an engaging side-scrolling video game, spotlighting the year's gaming content, and crowned Kai Cenat as the reigning monarch of North American creators in their meticulously curated Recap Game.
PRESENTED BY ARTLIST
To find out what’s going on in this fast-changing field, we talked to a range of experts with a diverse media focus and carried out a survey of over 7,000 content creators. This report contains the results: actionable insights to help you create best-in-class content in 2024. Get full report.
Influencer and brand wins of the week 🥇
🥤Coca-Cola x Sabrina Carpenter
Santa partners with Coca-Cola in Sabrina Carpenter's Instagram post, part of the #CokePartner holiday influencer campaign that began before Thanksgiving. Carpenter previously designed signature bottles for Coca-Cola in 2017.
đź”—Eventbrite influencer-led budget holiday activities
Eventbrite partners with influencers Paige DeSorbo and Hannah Berner to suggest budget-friendly holiday activities in major cities. The duo, known for "Summer House" and "Giggly Squad," collaborates with Eventbrite to help users "GTFO and celebrate" in New York, Chicago, Los Angeles, San Francisco, and Washington, D.C.
2024 trends unveiled
'Tis the season for social media crystal ball gazing, and Instagram, Pinterest, and TikTok are sharing their visions for 2024. In their trend forecasts, each platform reflects on their 2023 focus:
Instagram's Gen Z insights:
Gen Z on Instagram is going green. Expect sustainable fashion practices and the persistence of "core" aesthetics like "Barbiecore" in 2024.
The single-and-ambitious Gen Zers might be too busy for romance, leaning towards self-improvement and self-employment.
Self-discovery takes center stage, with a third aiming to find their style and a quarter in pursuit of the perfect scent.
Pinterest's niche picks:
Pinterest predicts eclectic fashion trends, from "bow stacking" to "grandpacore," capturing Gen Z and millennial imaginations.
The platform identifies a rise in searches for unconventional food combos, signaling a shift towards meaningful conversations and emotional intimacy.
TikTok's unhinged culture and global connectivity:
TikTok invites advertisers to ride the wave of chaotic energy, with "unhinged" content captivating audiences 1.4 times longer than traditional messaging.
Gen Z's boundary-breaking content consumption, transcending language barriers, is on the rise across platforms.
Serena F–ing Kerrigan's content odyssey
Meet Serena F–ing Kerrigan, the unapologetically bold content creator who thrust herself into the limelight during the pandemic by live-streaming her weekly dates on Instagram. However, as the dating escapades ran their course, Kerrigan found herself at a crossroads, prompting a fascinating evolution in her content strategy.
Navigating the Shifting Seas of Content: Kerrigan's journey underscores the art of navigating the unpredictable currents of content creation. In a digital landscape where trends can fade as quickly as they emerge, her pivot from dating-centric content to more expansive themes demonstrates the necessity of adaptability.
Beyond the Social Media Horizon: Kerrigan's foray into tangible ventures like card games and the subscription-based SFKTV reflects a growing trend among creators—venturing beyond the confines of social media. This strategic diversification not only secures revenue streams but grants creators autonomy over their brand narrative.
Monetization as an Art Form: Kerrigan's approach to monetization is nothing short of innovative. From the success of her card games to the launch of SFKTV, she masterfully transforms content into revenue, showcasing the entrepreneurial spirit required to thrive in the competitive creator landscape.
In the digital whirlwind of Serena F–ing Kerrigan, her story isn't just about content evolution—it's a strategic dance navigating the twists and turns of the creator sphere. A reminder that, in the transient world of online trends, creators must adapt and explore unconventional avenues to secure lasting success.
Creators on the move…
Alix Earle, a 22-year-old TikTok star and host of the new podcast “Hot Mess with Alix Earle,” wants to start a new brand and document the process on her podcast, she told Glossy.
Threads may not be a creator hotspot yet, but makeup maestro Romero Jennings, also MAC Cosmetics' director of makeup artistry, is breaking ground with behind-the-scenes glimpses into MAC events, like a Pinterest pop-up for its "Pinterest Predicts" report.