The Engagement Rate

An industry bulletin for marketing pros.

Hey! Hey!

Welcome to the golden age of creator marketing, where brands are set to pour $7.14 billion into influencer campaigns this year alone. Buckle up as we dive into the five hottest trends shaping the creator economy in 2024.

Today’s deep-dive issue is sponsored by Bazaarvoice, a platform that helps brands and retailers use customer reviews and other user-generated content to boost sales and improve customer experiences. You can’t miss their offer for marketers at the end of this issue! 👇

1. UGC creators: Hobbyists turned pros

User-Generated Content (UGC) is no longer just a fun pastime; it’s a full-blown career path. Thanks to the pandemic, brands hungry for authentic content fueled the rise of UGC creators. These pros specialize in crafting killer content that resonates without needing a massive following.

Platforms like TikTok are brimming with aspiring UGC creators sharing tips on landing brand deals. The beauty? Brands are eager to collaborate with these creators purely for their content skills. With platforms like Cohley and Aspire connecting talent with brands, the UGC career path has never been more accessible.

Takeaway: Brands, don’t sleep on UGC creators. They’re your ticket to authentic, engaging content.

2. Authenticity over polished perfection

The era of airbrushed perfection is fading fast. Consumers crave authenticity, with 71% of U.S. consumers favoring real, relatable brands. Enter the age of unedited photo dumps and genuine, unfiltered moments.

Influencers like Hailey Bieber and everyday creators are ditching the perfectly curated feeds for real-life snapshots. Brands are following suit, prioritizing raw stories and genuine connections over glossy perfection.

Takeaway: Embrace the imperfect. Authentic storytelling is your secret weapon for deeper audience connections.

3. Creator-led campaigns take center stage

Say goodbye to traditional paid ads. Brands are shifting their budgets towards creator-led campaigns. By collaborating directly with creators or through specialized agencies, brands are seeing a boost in engagement and ROI.

This shift is not just a trend but a fundamental change in digital marketing. With ad costs rising and visibility declining, partnering with creators offers a more effective and efficient way to reach audiences.

Takeaway: Creators and marketers, position yourselves as essential partners in this new advertising frontier.

4. Brands bringing content creation in-house

Why deal with the hassle of outsourcing when you can have your own in-house content creators? Brands are building dedicated teams to streamline content creation and ensure it’s always on-brand.

Cisco, for example, is turning its employees into LinkedIn influencers, using their voices to attract talent. Similarly, Auntie Anne’s is crushing TikTok with an in-house creator who can quickly jump on trends and keep the brand relevant.

Takeaway: Brands, consider building internal teams to maintain control and consistency in your content.

5. Supercharging ambassador & affiliate programs

Affiliate programs are getting a major upgrade. With the market growing at 10% annually, brands are launching in-house programs to foster loyalty and drive revenue.

Take SlumberPod, for instance. Their diverse community of affiliate creators has turned into a powerhouse, generating significant sales through influencer discount codes and commissions.

Takeaway: Marketers, explore affiliate marketing for a cost-effective way to engage niche communities and boost revenue.

2024 is set to be a game-changer for creator marketing. As hobbyists turn into professionals and authenticity beats perfection, brands are leaning into creator-led campaigns and building in-house teams. At the same time, supercharged affiliate programs are taking center stage.

^{Solution for marketers: Bazaarvoice}

Unleash the power of authentic content with Bazaarvoice!

Transform your brand with genuine customer voices…

Ready to take your brand’s content game to the next level? With Bazaarvoice, you can tap into the power of real customer voices to drive engagement and boost sales. Our platform connects you with authentic customer reviews, photos, and videos that resonate with your audience.

Why Bazaarvoice rocks:

• Keep it real: Leverage genuine user-generated content to build trust and credibility.

• Boost interaction: Increase customer engagement and loyalty with authentic content.

• Skyrocket sales: Drive conversions with impactful reviews and testimonials from real users.

Join the thousands of brands already killing it with Bazaarvoice. Embrace authenticity, build trust, and watch your brand soar.

Get Started with Bazaarvoice Today!