Creators set to shine in Cannes!

Plus: Must-know creator and influencer trends

Author

The Engagement Rate
June 15, 2024

The Engagement Rate

An industry bulletin for marketing pros.

Keith Lee’s tech leap with Microsoft: Keith Lee, famed TikTok food critic, teams up with Microsoft for "The Reheat," blending food reviews with AI tech to spotlight Black-owned restaurants.

Supergoop shines at Gov Ball: Supergoop targets Gen Z at Governors Ball with influencers Sarita Cuervo and Melodie Perez. Dunkin’ and CoverGirl also join the festival frenzy.

Van Leeuwen’s sweet collab with Sabrina Carpenter: Van Leeuwen partners with Sabrina Carpenter to launch an "Espresso" flavor at Gov Ball, igniting social media buzz.

Gorton’s 175 acts of joy: Gorton’s Seafood marks 175 years with TikTok and Instagram campaigns featuring joyful acts by creators and employees in its signature yellow.

Facebook dating’s young adult push: Facebook partners with Tiff Baira to boost its dating platform, noting a 20% increase in young adult users.

YouTube’s new AI tools: YouTube tests generative AI tools like "Dream Screen" and "✨Topics" to enhance creator content and engagement.

Instagram’s broadcast channel updates: Instagram introduces exclusive livestreams and customizable themes for its Broadcast Channels to improve user interaction.

Pinterest’s surreal marketing campaign: Pinterest uses surreal imagery to highlight fashion and beauty trends, following Snap’s anti-social media campaign.

Viral TikTok and Prada pursuit: A viral TikTok challenge by @drkayla_md leads to a Prada purse purchase, showcasing the power of viral content and brand engagement.

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Creators set to shine in Cannes!

"This is a breakout year for influencer marketing," says Ryan Detert, CEO of Influential. Expect to hear "Get ready with me to go to Cannes Lions" all over social media as 2024 marks the debut of Lions Creators, a networking hub for creators attending Cannes at a discounted rate. Influencer marketers are buzzing with anticipation!

More creators than ever: Expect a creator influx this year. Becky Owen, CMO of Billion Dollar Boy, predicts creators' presence will grow significantly. Lions Creators' debut and VidCon's non-conflicting schedule mean more creators like Alix Earle and Colin & Samir will flood Cannes. Olivia Frary from UTA notes, "Gen Zers are shaking up the marketing world."

Smaller, focused events: Some agencies are opting for intimate gatherings to foster meaningful conversations with CMOs and clients. Ben Jeffries, CEO of Influencer, and Krishna Subramanian, co-founder of Captiv8, anticipate discussions on influencer marketing's value and performance measurement. More creators on the ground mean direct interactions with top executives, sowing seeds for future collaborations.

AI: AI remains a hot topic. "The two most overused phrases are authenticity and GenAI," Detert observes. Expect discussions on AI's evolving role, with examples from agencies like Influencer demonstrating its use in creating multiple assets. Conversations will likely focus on AI's potential and future mainstream applications.

Creators’ HQ: Creators will have their headquarters at Cannes, thanks to a partnership with Viral Nation. This space includes an outdoor terrace for shooting content, complete with Elf Cosmetics' support. First-time attendees like Colin & Samir and Madeline Argy join tech and Hollywood stars, making this year's Cannes a hotspot for influencers and marketers alike.

The power of face-to-face meetings: Creators see Cannes as a golden opportunity to connect with top advertising execs. Ammar Kandil of Yes Theory aims to forge partnerships, while Samir Chaudry looks forward to understanding marketers' needs to refine their business strategies. With no VidCon conflict, creators can maximize their networking at both events this year.

Get ready for a Cannes Lions like no other, where influencers and creators take center stage, shaping the future of marketing!

Extras

☕️The ultimate playbook to build a Snapchat influencer marketing strategy (read it)

👀TikTok creators experiment with Substack (read it)