How to Earn Influence for Your Brand in 2024
Earning your way into your target audience's sphere of influence is still the most potent marketing tool available today. It helps in developing brand credibility, reaching consumers through authentic storytelling, and receiving third-party validation. To be successful in 2024, brands must understand the ever-changing social and earned media landscapes, as well as be voracious consumers of a variety of content.???
Be on the lookout for opportunities to insert your brand’s key messages, products, or offer a spokesperson on a story making headlines by following these trends:?
Evolution of UGC??
According to QuickFrame by MNTN and Digiday , 33% of agencies and brands surveyed reported that UGC is the most important video approach for campaign success when targeting Gen Z.??
WHY THIS MATTERS: While the Merriam-Webster’s word of 2024 is “rizz” (thanks Gen Z!), last year’s word “authentic” still applies. Across social, content that looks and feels native and authentic to each channel outperforms other content. Brands will need to shift out of their traditional ad formats and lean on tools like UGC – both listening for and boosting earned organic conversation and hiring UGC creators to develop their owned channel content. Across the beauty and CPG influencer space, our team is fostering impactful UGC through a combination of social listening, community engagement, and getting products into the hands of regular people on social platforms, quickly.??
Cell Phone Photos: A Modern-Day Encyclopedia?
Taking a photograph is no longer just about preserving a memory or documenting a moment. By taking a photo, you can get answers to every inquiry that used to be found in an encyclopedia. Our phones can read clothing care labels to provide washing instructions and show us a variety of recipes when we snap a photo of a delicious dish.???
WHY THIS MATTERS: These snappy tech advances provide accessible content resources and create meaningful customer connections. Brands should continue to look for ways to effortlessly integrate tech advances into product experiences. How can your product enhance the customer experience with the snap of a photo? From an earned media perspective, editors are always on the lookout for innovative story ideas, so be sure to offer them a first look.?
Women’s Sports: A Moment to Shine??
Younger generations, social media, and new media outlets are fueling an upsurge in women's sports conversation, interest (and business). Consider the NCAA Women's Basketball Final Four's record viewership or Nebraska/Omaha surpassing attendance records for women's college basketball when 92,003 people filled a stadium in Nebraska. Furthermore, the NCAA's decision to allow college athletes to profit from endorsement deals combined with increased exposure means serious business for women athletes.?
WHY THIS MATTERS: The stage for women’s sports is growing; consumers and media are taking note of the brands and companies supporting women’s sports. What better way to pressure test your waterproof mascara, dry wick shirt, or extra hold hair spray than with top tier athletes who are showcasing the efficacy of these brands in high definition during prime time????
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A Reckoning for Influencer Disclosure and Transparency??
In 2023, the FTC issued new disclosure guidelines, the first since 2009. Following that, numerous brands and influencers who were not in compliance received warning letters. The new guidelines contain additional information on how to ensure that connections to businesses are apparent and conspicuous not only in sponsored relationships, but also in gifting, trips, and events, as well as ensuring that claims are vetted and that experts are who they claim to be. Furthermore, as the creator economy grows, more emphasis is being made on developing guiding principles for openness and equity. We even had a seat at the table, collaborating with the ANA to create the latest Influencer Pay Equity Guide .???
WHY THIS MATTERS: Marketing practices are under intense consumer scrutiny. Brands getting it wrong can face a major crisis, causing sales to plummet. The ANA guidelines say it best: “While the roots of pay inequity are complex and multifaceted, a major contributor is the lack of transparency within influencer marketing.” As a crucial part of the influencer marketing industry, brands will need to come together in the next year to help influencers:?
… And Back to Your Local News??
Brands often prioritize securing national media coverage to deliver broad audience and wide reach, but savvy PR professionals can stay ahead of the competition in 2024 by considering local news as a key component of a strategic earned media plan. Despite overall local ratings trending down, Pew Research Center indicates that local TV news remains a preferred and trusted touchpoint for an audience craving authenticity.??
WHY THIS MATTERS: The key to securing local media coverage is to offer editors a newsworthy pitch, locally based spokespersons, and a strong visual component for broadcast TV. To create a compelling hook, align your story with an awareness day (which local editors often seek) or collaborate with a local organization to enlist local voices. Conducting a state or local market survey that yields robust statistics can frequently generate attention-grabbing headlines. As we kick off 2024, resolve to embrace local news as part of your winning earned media strategies and be prepared to celebrate your success.?
For brands to earn influence in 2024, be proactive in identifying earned opportunities, whether it be with a trusted media contact or a micro influencer on TikTok. Finding ways to insert your brand’s key messages or offer a spokesperson on a trending topic is a proven strategy to stay ahead of your competitors. Embracing an earned-first approach to foster credibility in the marketplace is an unrivaled asset in the arsenal of any forward-thinking media strategy.?
Ready to artfully disrupt your brand in 2024? Reach out via [email protected] .??
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