{"id":21263,"date":"2024-06-13T19:24:50","date_gmt":"2024-06-13T19:24:50","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21263"},"modified":"2024-06-13T19:24:51","modified_gmt":"2024-06-13T19:24:51","slug":"what-influencer-marketers-are-expecting-at-cannes-this-year","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21263","title":{"rendered":"What influencer marketers are expecting at Cannes this year"},"content":{"rendered":"

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\u201cGet ready with me to go to Cannes Lions\u201d is a phrase that you could very well hear while scrolling on social media this month.<\/p>\n

2024 marks the first year of Lions Creators, a networking and events experience dedicated to creators at Cannes Lions, which offers creators the opportunity to attend the festival at a discounted rate. For that reason, influencer marketers are abuzz, and they seem ready to take over the Croisette alongside creators in record numbers.<\/p>\n

\u201cEvery year it incrementally gets bigger [for influencer marketing],\u201d Ryan Detert, CEO of marketing company Influential, told us. \u201cThis is a breakout year, with the amount of spend being upward of $30+ billion in annual spend in influencer marketing.\u201d<\/p>\n

With the festival fast approaching, here are some of the trends and changes that influencer marketers are anticipating this year.<\/p>\n

More creators than ever<\/h2>\n

Becky Owen, CMO of creative agency Billion Dollar Boy, has been going to the festival over the last 10 years, and she expects creators\u2019 presences to become even more important over the next 10 to 20 years.<\/p>\n

The festival\u2019s formal recognition of creators through Lions Creators this year \u201cboth speaks to how slow it\u2019s been\u2026to be recognized, but also it speaks to the future of where it\u2019s going,\u201d she told us.<\/p>\n

Detert said he expects to see \u201cthree- or fourfold more creators on the ground on the Croisette\u201d this year, not only because of Lions Creators, but also because VidCon doesn\u2019t conflict with Cannes this year, removing a potential scheduling conflict for creators who may want to attend both.<\/p>\n

United Talent Agency will have nearly triple the number of creator clients at Cannes this year, its biggest presence to date, with attendees like Alix Earle, Ashley Flowers, and the duo Colin and Samir.<\/p>\n

\u201cGen Zers are coming to Cannes Lions as creators, of course, but also really as a powerful force that\u2019s shaking up the marketing world writ large,\u201d Olivia Frary, UTA executive and head of the company\u2019s ZCannes activation, told us.<\/p>\n

And it\u2019s not just creators who will likely be attending in higher numbers\u2014it\u2019s also the agents and marketers who work with them. Creator marketing agency Buttermilk will be at Cannes for the first time this year, which Chief Growth Officer Zoe Mitchell told us is an effort to glean inspiration from, and network with, other creator marketers as the space continues to grow and be taken more seriously.<\/p>\n

\u201cWe\u2019re really excited to know that brands are willing to listen to creator marketing as a genuine discipline that isn\u2019t going away,\u201d Mitchell said.<\/p>\n

More intimate conversations<\/h2>\n

At this year\u2019s festival, some agencies are keeping it small. Both Billion Dollar Boy and Influencer are opting for smaller events this year in an effort to encourage more 1:1 conversations with CMOs, VPs, and clients, execs told us. According to Ben Jeffries, CEO of Influencer, hot topics will include whether influencer marketing is a creative buy, a media buy, or both, and extending assets to other mediums like CTV.<\/p>\n

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Jeffries expects performance measurement to be another big topic of conversation. Krishna Subramanian, co-founder of influencer marketing platform Captiv8, agreed, saying he believes the topic will come up a lot this year as the industry figures out the value of \u201ca dollar spent with creators\u201d compared to other mediums.<\/p>\n

\u201cWhen you think about it, you have creators who post content about a specific brand, then perhaps someone sees that video, then goes to search, clicks on a paid search ad, and search is getting credit and the creator\u2019s not,\u201d Subramanian said. \u201cIt\u2019s thinking about what multitouch attribution looks like.\u201d<\/p>\n

Beyond that, more creators on the ground could present more opportunities for creators to speak directly with SVPs and CMOs and bridge the communication gap, Detert said. \u201cHaving a commonality, making a connection\u2014I think that\u2019s going to sow the seeds for future integrations and partnerships that we\u2019ll see in the coming years with major brands and major celebrities or creators,\u201d he said.<\/p>\n

Owen echoed a similar idea, noting that creators have a \u201ctotally distinct model of operation\u201d from the models that more traditional advertisers sometimes operate in. \u201cMoments like this, where creators are embraced and fully brought in to the rest of the advertising ecosystem hopefully will mean that we share insight and intelligence and more people will recognize that it is a skill set that is unique, that needs to be learned and respected and honored, and not forced into another type of production model,\u201d she said. \u201cThat would be amazing.\u201d<\/p>\n

More (you guessed it) AI<\/h2>\n

AI was definitely one of the buzziest words at Cannes Lions in 2023, and that seems likely to be the case for this year\u2019s festival, as well. \u201cThe two most-overused phrases in influencer marketing are authenticity and GenAI, so I think those will be the most prevalent topics,\u201d Detert said.<\/p>\n

Given the technological advancements in the last year, some expect that this year\u2019s AI conversations will look slightly different than last year but, Jeffries said, \u201cAI is going to still be very much at the forefront, because it\u2019s much more real this time.\u201d<\/p>\n

Influencer (the agency) plans to share examples around using AI to create multiple assets across paid social and in briefs, Jeffries said. Subramanian expects AI to also come up in conversations around brand safety and the ways it can help select creators to work with.<\/p>\n

While there will be some use cases shared, Detert said he expects a lot of the conversations to be about the \u201cprospect and potential\u201d of AI, with more mainstream examples to come over the next few years.<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cGet ready with me to go to Cannes Lions\u201d is a phrase that you could very well hear while scrolling on social media this month. 2024 marks the first year of Lions Creators, a networking and events experience dedicated to creators at Cannes Lions, which offers creators the opportunity to attend the festival at a […]<\/p>\n","protected":false},"author":1,"featured_media":21264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21263","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nWhat influencer marketers are expecting at Cannes this year | Brandiary<\/title>\n<meta name=\"description\" content=\"\u201cGet ready with me to go to Cannes Lions\u201d is a phrase that you could very well hear while scrolling on social media this month.2024 marks the first 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