In 2024, social will move from being a siloed, ancillary tactic to a core part of the marketing mix. And as more companies recognize the value of culture and community in driving conversions, creators will also shape more marketing plans.
The continued legitimization of social media and the creator economy is showing up in many ways. Brands from Pizza Hut to Rolls-Royce have recently appointed social agencies of record, and nearly every marketer is working to better incorporate social and creators into their 2024 strategies.
- CMOs are increasing social marketing budgets. Spending on social marketing activities over the next 12 months is expected to hit its highest level since the height of the pandemic, per August 2023 Deloitte, Duke University’s Fuqua School of Business, and American Marketing Association (AMA) data.
- Agencies are buying social and influencer firms. At least 15 influencer marketing firms, which tend to be profitable, were acquired in 2023, per The Information. Stagwell’s high-profile purchase of Gen Z-focused agency Movers+Shakers could open the door to more acquisitions, as companies cut down on external partners.
- Marketers are bringing creators in-house. Brands are prioritizing co-creation and collaboration in their creator partnerships over shorter-term content sponsorships. Agencies will also continue to hire creators as strategists and consultants as social media becomes a larger part of companies’ remit.