The Engagement Rate

An industry bulletin for industry pros.

Hi everyone 👋 this is our last newsletter of the year, so we hope you all enjoy the holidays and we’ll see you in 2024 ⭐️

December has been filled with plenty of influencer marketing predictions in 2024, so we wanted to look back and reflect on the biggest L’s, flop eras and tanks giving a cautionary tale to the rest of the industry.

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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.

The biggest brand flops of 2023 👎

In the landscape of marketing misfires that defined 2023, several glaring blunders reverberated within the industry, illuminating critical lessons for brand custodians and marketers alike.

🍺Bud Light's Dylan Mulvaney misstep

Bud Light's collaboration with Dylan Mulvaney, a transgender influencer, sparked controversy among conservative circles, leading to substantial backlash. The brand's response, seeking to distance itself from the campaign amid criticism, inadvertently alienated both conservative groups and LGBTQ+ advocates, significantly impacting sales.This episode revealed Bud Light's challenge in authentically embracing inclusivity while navigating divergent public opinions, casting a shadow on its brand integrity.

🏳️‍🌈Target's retreat during Pride month

Despite a prolonged history of supporting Pride Month, Target's abrupt removal of LGBTQ+ related products following threats and disruptions resulted in reputational damage and financial setbacks. The volte-face exposed Target's vulnerability to external pressures, highlighting inconsistencies in upholding inclusive values in adverse circumstances.

🗽New York City's "We❤️NYC" campaign backlash

The reimagined "We❤️NYC" campaign faced vehement opposition from New Yorkers, failing to resonate and evoke the sentiment intended. Rather than revitalizing the city's iconic branding, the endeavor faced widespread rejection, emphasizing the significance of honoring and understanding the community's sentiments tied to established brand identities. These instances serve as poignant reminders of the intricate nuances involved in brand stewardship. They underscore the paramount importance of genuine inclusivity, consistent commitment to values, and the necessity of embracing community feedback to navigate the complexities of branding in today's dynamic landscape.

Corecore: connecting with a pessimistic Gen Z audience

The emergence of the #corecore aesthetic reflects Gen Z's response to the internet-saturated environment they've grown up in. This TikTok-born trend collates disjointed video clips, aiming to disrupt the monotonous scrolling and provoke contemplation with jarring, introspective collages. It encapsulates the generation's awareness of digital vacuity and the absurdity embedded in social media experiences. 

As marketers entrenched in this realm, the challenge lies in comprehending these cultural shifts and crafting ads that offer solace amidst the noise, showing respect for the audience.The #corecore trend signifies Gen Z's quest to break free from media-induced monotony. It spotlights the need for authentic communication amid an advertising landscape that often distorts reality and perpetuates idealized representations. To navigate this complex terrain, advertisers should prioritize sustained engagement, authentic influencer partnerships, metrics beyond 'going viral,' and transparent practices, fostering genuine connections while respecting audience sensibilities. This trend prompts reflection on advertising's impact, underscoring the need for communication that transcends superficial messaging, aiming for deeper, more meaningful connections with audiences.

Influencer and brand wins of the week 🥇

🎄It’s the most expensive time of the year… 

The festive season, touted as the 'most wonderful time,' often comes with hefty expenses. Eventbrite cleverly partnered with Paige DeSorbo and Hannah Berner to craft budget-friendly holiday activities in major cities, urging users to 'GTFO and celebrate' without breaking the bank.

🍞‘Granfluencers’ take on bread 

ABO Breads, in anticipation of the impending holiday hustle and bustle, is rallying 'granfluencers' like Grandma Droniak, Brunch With Babs, and Retirement House to impart seasonal expertise. 

Extra reads…🌶

• How influencer marketing will evolve in 2024, according to executives and creators (Glossy)

• Influencer marketing will meet SEO on TikTok (WPP)

• How B2B influencer marketing will grow your brand (Spout Social)