Brands struggle to find the right influencers: HAVAS Red report

While 92% of brands acknowledge the importance of measuring influencer performance for ROI assessment, identifying the right influencers remains a significant challenge, says the inaugural white paper, The State of the Influencer in 2024: A Client’s Perspective, unveiled by HAVAS Red, a leading global agency.
The agency's survey, conducted across ten diverse markets, including the US, UK, Australia, and Japan, provides a deep dive into the experiences and perspectives of clients spanning various industries such as health and wellness, technology, automotive, and tourism.
According to the survey, traditional media's decline in trust has propelled consumers towards influencers, expanding brands' online presence and influence.
As influencer marketing cements its position as a cornerstone of modern marketing strategies, brands are undergoing a profound shift in their approach, says the report. No longer solely fixated on reach, they're forging meaningful, long-term collaborations with nano, micro, and mid-tier influencers to ensure authenticity and amplify engagement.
The report offers a comprehensive insight into the evolving landscape of influencer relationships.
James Wright, Global CEO of HAVAS Red Group, emphasized the transformative power of influencer marketing, stating: "Influencer marketing is driving measurable opportunities for both consumer and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion."
Key findings from the report shed light on the evolving dynamics of influencer marketing:
Convergence of media landscape
Democratization of influence
The emergence of content creators as influencers signifies a departure from traditional celebrity endorsements, with over 97% of brands recognizing individuals' potential to wield influence.
Harnessing Engagement through Social Proof
Brands are leveraging influencer marketing to target specific demographics, driving higher engagement and brand conversion through tailored content.
Dominance of Video Content: Video formats have emerged as the most effective tactic, resonating with audiences and breathing life into campaigns, according to 86% of surveyed brands.
ROI Challenges
In an era where consumer trust and engagement are paramount, the insights provided by HAVAS Red's white paper serve as a strategic roadmap for brands navigating the ever-evolving influencer marketing landscape. By integrating influencers seamlessly into wider campaigns, brands can capitalize on this dynamic channel to drive meaningful connections and measurable results in 2024 and beyond.