HAVAS Red has published an inaugural report unpacking the evolution of influencing marketing through the perspectives of clients, with findings suggesting that consumers are turning to influencers as trust in traditional media declines.

The whitepaper, titled 'The State of the Influencer in 2024: A Client’s Perspective', pulls together client surveys from ten markets, including Australia, Ireland, Germany, Italy, Japan, The Philippines, Singapore, UAE, the U.S., and the U.K. The clients involved spanned a range of industries and sectors, from health and wellness, technology, and food and beverage to automotive, manufacturing, and tourism and travel.

The report's key findings include that, as consumers lose trust in traditional media, they’re turning to influencers who can play a crucial role in expanding brand’s online presence.

The report claims that over 97% of brands identify content creators as influencers, indicating a shift from traditional celebrities. The report revealed that that influencers drive engagement through social proof, with opportunities for brands to utilise influencer marketing to reach a targeted and relevant demographic, with content that can drive higher engagement and brand conversion.

Furthermore, 92% of brands believe measuring influencer performance is crucial for understanding ROI, but identifying the right influencers remains a challenge.

The report also highlights the effectiveness of video formats in influencer marketing, with 86% of brands stating that video content resonates more effectively with most campaigns compared to static formats.

“As an industry, we’ve observed how the influencer category is ever-expanding and increasingly emerging and recognised as a performance channel," said Global CEO of the HAVAS Red Group and global chairman of the HAVAS PR Global Network, James Wright. “Influencer marketing is driving measurable opportunities for both consumer and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.”

Wright said the report would help brands navigate the evolving landscape and inform strategic thinking. "The findings of this report are insightful for brands when shaping their overall strategy, as it demonstrates the scale of influencer marketing, as well as offering insight into how and why brands are engaging with influencers. Brands that succeed in 2024 will be creatively integrating influencers into wider campaigns as a full-funnel marketing channel.”

SWAY by HAVAS Red, is HAVAS Red's global end-to-end influencer marketing offering. Other global offerings by HAVAS Red include Peaks, Red Impact, HAVAS Red Health, and Red Connect.